ISG (Information Services Group) is a leading global technology research and advisory firm. The firm specializes in digital transformation services, including automation, cloud and data analytics; sourcing advisory; managed governance and risk services; network carrier services; strategy and operations design; change management; market intelligence and technology research and analysis.
After about a year of successful Search Engine Optimization efforts, Anvil proposed testing Paid Media efforts for ISG. The ultimate goal was increased traffic, impressions, and conversions.
ISG provides research and advisory services in numerous fields. Anvil decided to test paid campaigns in some specific industries such as manufacturing as well as some of ISG’s proprietary platforms, such as GovernX, a SaaS platform that governs all third-party relationships and risk for organizations.
Gauging the Paid Media Performance of the ISG campaigns in Q4 2021 compared to Q4 2020, Anvil generated the following results:
- With a 27% increase in Media Spend, ISG saw a 533% increase in Overall Goal Conversions
- Paid Media efforts led to a 225% increase in ISG’s Conversion Rate
- ISG’s Cost per Conversion decreased by 80%