The Challenge:

With significant market growth in consumer retail grade IoT security, it was important for the brand to cut through the B2C space/noise and identify enterprise B2B buyers. Activities centred on four core initiatives:

• A rigorous process of search term vetting to ensure the campaign was not competing in a B2C space
• Conversion Rate Optimisation (CRO) of the landing pages to correctly funnel system installers, partners and resellers into the correct information and conversion points on the site
• End-to-end tracking of the user journey to identify any weak areas in the conversion funnel
• Recapturing an audience with secondary messaging using display banners.

In addition, the campaign set-up required extensive coordination with internal IT & web teams to make site changes as well as set up coherent tracking.

The Approach:

Having established the right audience, the early phase of the campaign split test various ad texts to hone the most efficient ads. The opening stages focused on building up campaign data around a small number of specific product and category pages, such as network cameras, IP audio and Video Management Software (VMS). This was then used to remarket back to this audience with a secondary message, as well as building out fresh new audiences.

As well as the primary goal of tracking contact form submissions, other success markers included downloads of software trials and content assets, as well as visitors requesting more product info. As the campaign progressed, new product categories were added, with YouTube being used to reach a wider audience as well as deliver a more complex brand message.