GoAnywhere MFT is a managed file transfer solution which automates and secures file transfers using a centralised enterprise-level approach. The solution is part of the product range offered by HelpSystems, a global enterprise IT software company.
The GoAnywhere team had an existing Google Ads account but were disappointed with the level of quality lead generation. The team were keen to improve the performance of the account to generate better quality business leads.
ExtraDigital were commissioned to audit and manage the GoAnywhere account working collaboratively with the in-house team to improve performance. We started this work by talking with the team to identify what was really important to them; this included business goals, target customers and important USP’s. This information formed the basis of a PPC strategy that would be used to shape the account.
Next was a complete audit of the existing account, coupled with detailed competitor analysis and a review of current market share. From this, we distilled a core list of action points for the GoAnywhere team to review and approve.
Post audit we moved into regular account management. This included monthly optimisation, reporting and recommendations. Each month ExtraDigital and GoAnywhere would have a call to review performance, agree on the next set of actions and discuss any new developments.
This process ensured we kept pace with developments at HelpSystems and were on hand to respond quickly to new opportunities, as well as support the GoAnywhere team. This resulted in great improvements in both the quality and volume of B2B leads being generated by Google Ads.
- Google Ads is now the second highest lead generator after webinars
- Top performing Ad Group with an ROI of 91%
- Increases in SQLs and Wins
Our process of collaborative working with in-house teams has proved highly effective for GoAnywhere. The team have not only seen increases in quality lead generation but have also been able to grow and improve their account for even better ROI performance.
Working closely gives the in-house team the control and flexibility they need while having the expert support and experience of PPC specialists.
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