Mobility client PowWow Mobile, the leader in enabling enterprises to simplify and extend business apps to mobile, set out to increase inbound leads on its website via paid search. In order to accomplish this, PowWow Mobile enlisted ARPR to launch search campaigns as well as a display remarketing campaign on Google AdWords. This would allow PowWow Mobile to both capture prospects looking for enterprise mobility services, as well as stay top of mind with previous site visitors who could turn into potential opportunities.
ARPR did a complete overhaul of PowWow Mobile’s previous Google AdWords campaign, which was reaching an untargeted, generalized audience, and used keyword research tools to find relevant keywords with the right search volume. We developed five search campaigns that highlighted PowWow Mobile’s solutions and technologies, including one that targeted searches for competitors to ensure that PowWow Mobile is considered alongside competing solutions.
Once the keywords were finalized, ARPR drafted compelling ad copy with powerful calls to action and site link extensions to drive Google search users to the PowWow Mobile website. In order to further Google AdWords efforts, ARPR created recommendations for landing pages, and display ads creative for a Remarketing campaign that would be placed within Google’s Display Network to target visitors that did not complete a form submission on PowWow Mobile’s website.
In the first 3 months of these six campaigns, PowWow Mobile received 430,694 impressions and 6,921 clicks (a 1.61% click-through rate) to the website at a $1.66 cost per click (according to Search Engine Journal, the average cost per keyword for business software is $41.12). Of these clicks to the website, 43 of those resulted in conversions and potential prospects for PowWow Mobile, a 0.62% conversion rate. Several of these conversions have resulted directly in opportunities for PowWow Mobile’s sales team.
Through continued campaign optimization and keyword refinements, PowWow Mobile’s ads consistently remained in the top ad position, and now have a 15.99% total impression share on Google search and 35.02% total impression share on Google’s display network.