SERVICES EMPLOYED: PPC, ANALYTICS
ServiceNow, a dynamic provider of user-friendly IT Service Management (ITSM) solutions since 2003, previously set out to work with another Paid Search agency. After attempts to bolster their online visibility weren’t resulting in what they aspired for, ServiceNow realized they needed to reevaluate the partnership.
They had also recently set out to increase their customer base, which primarily consisted of Global 2000 companies, to include mid-level companies in the IT sector, specific to the areas of Service Desk and Help Desk SaaS solutions. In order to maximize their conversions, ServiceNow needed to become visible on the radar of those prospective clients.They sought the guidance of a dedicated team capable of ensuring their conversions were properly tracked.
ServiceNow approached Seer Interactive to determine if they could help achieve three core goals:
- provide a dedicated team, focused on making analytical decisions that tied back to the success of the business
- improve search visibility within the current customer base, as well as the newly expanded customer segment – mid-level IT companies
- increase the number of leads able to be generated at a profitable cost
In order to assess the specific needs of ServiceNow, Seer conducted an in-depth discovery that consisted of reviewing their current campaigns. This provided a competitive analysis that helped to discern what sets them apart from others in their field.
With the help of Google AdWords and Google Analytics for tracking, ServiceNow noted that both recorded and live webinars with a focus on product functionality and demonstrations were very successful in lead generation. Upon the conclusion of an in-depth audit of ServiceNow’s AdWords and Analytics Conversion tracking, Seer uncovered and resolved tracking issues that had resulted in inaccurate information, especially with regards to their cost per lead (CPL.)
Seer also discovered that ServiceNow’s traffic had a tendency to spike when the newsletter was distributed. These newsletters became the impetus to offer a more comprehensive Search Marketing package that branched out beyond the borders of PPC and incorporated an introductory brand strategy. This ensured that specific keywords and marketing messages were being used throughout ServiceNow’s online and offline content, providing greater consistency and brand identity.
Seer delved into ServiceNow’s goals and refined a cost-effective strategy that would align with those goals: lower CPL and increase leads overall. Throughout the duration of the campaign, Seer continued to conduct keyword research with ServiceNow’s target audiences in mind when creating engaging and relevant landing pages. By regularly testing both ad copy and landing pages, Seer was able to generate more leads by using a data-centric approach to successful performance enhancements.
Seer recommended that ServiceNow employ the use of a combination of their existing whitepapers, case studies, videos, webinars, as this would offer a more comprehensive picture of their conversions and offer greater support to customers at various points of the sales cycle. ServiceNow’s gated whitepapers and downloadable free information kits provided a vehicle for call to action and the tracking of conversions.
With the new refined strategy in place, Seer was able to increase efforts to exploit available traffic sources via new search engines, international expansions, and new IT service solutions. This allowed for the expansion of the program (and market share), all while maintaining CPLs below set goals.
By regularly testing both ad copy and landing pages, Seer was able to generate more leads by using a data-centric approach to successful performance enhancements.
With the observation of industry trends and completion of daily optimizations on the account, Seer reallocated funds based on best-performing campaigns—particularly, those that best resonated with target audiences. With the use of our testing curriculum, Seer was able to refine strategies regularly and locate more cost-efficient leads.
ServiceNow reaped the benefits brought forth by Seer’s tailor-made PPC strategy and received a boost in conversions that increased steadily while remaining far below the CPL goal.
Subsequent to seeing positive results year in and year out, ServiceNow decided to invest a greater deal of their budget into PPC marketing with Seer.
“If you are a looking for a PPC partner to drive you with data and convince you with results, you need to look no further than Seer.” – Matt Metten, Sr. Digital Experience Manager, ServiceNow