Our strategy followed an omnichannel methodology to leverage learning from each platform for further enhancements to our campaigns. This would allow us to optimize testing as well as expedite performance. Over time this approach would not only show us where the value is but where it is not, allowing us to make better business development and strategic decisions with Valimail’s team of experts and data from their CRM.

In addition to Google Ads, we built comprehensive LinkedIn and Facebook demand generation campaigns to further boost Valimail’s lead generation efforts. On LinkedIn, we targeted key decision-makers and professionals in the cybersecurity and IT sectors, leveraging LinkedIn’s robust targeting capabilities. By creating highly relevant ad creatives and sponsored content, we were able to engage a professional audience with high purchase intent, leading to a substantial increase in qualified leads and demo requests.

On Facebook, we developed campaigns aimed at capturing the interest of a broader audience through targeted ads and remarketing strategies. We utilized Facebook’s advanced audience segmentation to target users based on their behaviors, interests, and demographic information. Our approach included creating visually appealing ads that resonated with potential leads, coupled with strategic ad placements to maximize visibility and engagement. These efforts significantly contributed to lowering the overall CPA and driving a consistent flow of high-quality leads to Valimail’s sales funnel.

1. Campaign Restructuring and Optimization

We restructured Valimail’s campaigns by segmenting them into themes such as Brand, DMARC, Email Security & Protection, and Remarketing. Ad groups were further divided into subthemes, ensuring granular control over keyword targeting and bidding strategies.

We enhanced creatives and visuals across LinkedIn and Facebook campaigns while creating new audiences for Demand Generation.

2. Keyword Optimization and Budget Allocation

We focused on exact match and phrase match keywords within the same ad group, while broad match keywords were housed in separate campaigns. Budgets were strategically allocated based on performance metrics, with a heavy emphasis on exact-match keywords due to their strong lead-generation potential.

3. Landing Page Testing and Optimization

Various landing pages were tested, including the home page, product-specific pages, and tool pages. The ‘Monitor’ product-specific page generated the highest number of leads at the lowest CPA, while the ‘DMARC-report-analyzer-tool’ page had the best conversion rate, encouraging users to take action higher up the funnel.

4. Strategic Bid Management

For non-brand activity, we implemented Maximize Conversions with a target CPA bidding strategy once sufficient conversion data was gathered. Manual CPC bidding was also employed, particularly when launching new campaigns, to maintain control over costs.

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