Perforce offer a wide range of products designed to solve development challenges. They recently acquired several more brands and were looking at their overall marketing efforts and saw a need to reassess their PPC (pay-per-click) advertising.
The reason ExtraDigital got the call to work with Perforce to improve their PPC efforts was due to an employee who had worked previously at another one of our clients, and moved to Perforce and recommended our services as they were impressed at our ability to manage so many different brands effectively.
We started by creating individual audits and strategy documents for each brand. The initial six brands quickly grew to 12, so we put a lot of time and research into really understanding the product, its benefits, the buyer persona and their pain points.
Are we getting value from PPC?
A concern some of the brand managers had was that historically their PPC efforts had not shown much value, or they couldn’t accurately match the value to the PPC accounts.
We put a strong emphasis on ensuring we knew the average sales value and the average percentage of conversions from lead to sale to ensure the AdWords paid advertising efforts were valuable to the business.
What does PPC management involve?
When it comes to PPC management, it isn’t as simple as bid and budget management. Many of the brand managers were new to the paid advertising side of their product, so initial discussions involved communicating what the current campaigns looked like.
Following this, we then focused on ad copy and landing page optimisation recommendations. Landing pages are the most important factor in creating conversion through PPC; however, people will never get to your landing page if the ad copy is not relevant.
We work closely with all brand managers to provide all the help we can across the accounts, including keyword research, writing ad copy, resolving pre-existing tracking issues and even split testing landing pages to ensure we are producing the best possible results.
Keep in touch
While we keep in constant contact throughout the month, we produce a monthly performance report which is followed up with a video call to go over the results, any queries and a catch up on where we are with our optimisation efforts.
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