THE GOAL
Grow Saas License sales
THE STRAIGHT LINE THINKING
Product – cloud-based application monitoring
Strategy – dominate digital share of voice
THE RESULTS
Doubled lead volume
THE CHALLENGE
We were charged with helping Datadog increase market share and total volume of qualified leads, with liberal allowance to ramp up budget and spend as necessary.
poorly rationalized campaigns
poorly chosen keywords taking up all of the budget
poor Quality Scores
search terms report wasn’t being analyzed regularly
Landing page was in need of a makeover
URLs had no type of tracking technology behind them
Solution
For the obvious winners, we boosted their bids and therefore average ad positions substantially in order to consolidate our position in the “money” keywords. The negative keyword list in the shared library was bolstered substantially and applied across all of the active campaigns in order to eliminate waste on some obviously irrelevant queries, like those related to employment or customer service. Missing ad extensions were also rolled out in order to make the greatest use of AdWords’ allowable ad real estate. In the second phase, we worked on bringing the landing page up to par with modern practice and demanding user expectations. This meant creating a clean, intuitive, no-fuss, conversion optimized landing page that had as its central tenets: unambiguous communication of Datadog’s differentiators and benefits as well as easy of signing up new customers and capturing leads. This effort, combined with the tagging of all URLs with custom tracking parameters created a robust, end-to-end loop that allowed us convert, engage, and remarket to our users much more effectively. In the final phase, we launched completely new campaigns to supplement the modified legacy campaigns in order to capture additional traffic that fell between the cracks of the then extant keyword paradigm. In particular, we built completely new campaigns around individual technologies and integrations that enjoyed much lower than account-wide average CPAs, due to their specificity and relevance. On a whole, this represented tens of new campaigns, with scores of new ad groups and keywords under each one. We also worked closely with the Datadog marketing team to write up ads that were relevant and specific to each integration and technology, thereby ensuring optimal quality scores. Lastly, we reconfigured the existing remarking campaigns with new banners and increased our exposure throughout the Google Display Network with intelligently chosen placements that guaranteed a good return.
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We cleaned up all the obvious inefficiencies in the account. This included making appropriate positive and negative adjustments across segments, ad groups and keywords, day parts, geography and device types.
Next, we worked to bring the landing page up to par with modern practice and demanding user expectations. This meant creating a clean, intuitive, no-fuss landing page that had conversion optimization as its central tenet.
After that, we launched completely new campaigns to supplement the modified legacy campaigns to capture additional traffic that fell between the cracks of the keyword paradigm. We built new campaigns around individual technologies and integrations that enjoyed much lower than account-wide average CPAs due to their specificity and relevance.
Lastly, we worked closely with the Datadog marketing team to write up ads that were relevant and specific to each integration and technology, thereby ensuring optimal quality scores. We reconfigured the existing remarking campaigns with new banners and increased our exposure throughout the Google Display Network with intelligently chosen placements that guaranteed a good return.
75%
75% increase
in sales demos
40%
CPA reduction from previously
unsustainable mark
3%
CTR went from sub 1%
to over 3%
