Due to our ability to consistently exceed Citrix Online’s expectations and goals for its North American and Asia/ Pacifi c campaigns, and for proactively identifying over 150 additional countries where the client did not have an online presence, iProspect was awarded Citrix online’s global search business from a competing agency.

Challenge:

Leverage the paid search best practices that had been successful for the client’s campaigns in North America and Asia/Pacifi c, and expand those efforts into 150 new countries to promote free trials for the company’s fl agship product, GoToMeeting, along with fi ve other offerings.

Results:

22% increase in global Paid Search revenue

(Q4 ’10 versus ’09)

  • Achieved a global cost-per-acquisition (CPA) for GoToMeeting free trials 12% below goal
  • Generated previously unseen revenue from new global targets
  • Achieved a global CPA for GoToMeeting free trials in new global targets 77% below goal

Strategy:

  • To achieve scalability and consistent branding, iProspect fi rst identifi ed the strongest performing keywords, ads, sitelinks, and campaign structure from the successful North American campaigns to leverage in the new campaigns.
  • These elements were used to target an additional 150 countries through the Google Search Network, utilizing the effi ciencies and targeting capabilities of AdWords to further streamline the launch.
  • The team carefully monitored performance in each market, adding and removing keywords or altering match types based on response rates to specific messaging.
  • Tailored display URL campaigns were leveraged to boost click-through-rates in local markets.
  • Translated and localized ad copy by tapping into resources from iProspect’s 39 global offi ces.