Client Overview & Requirement:
FVC is the leading distributor of Unified Communications and Collaboration (UCC) products. The company provides cutting-edge video conferencing products to organizations that facilitate flawless meetings.
The project was initiated for search engine optimization, but knowing the larger business objective we recommended lead generation. Subsequently, from doing performance campaigns for FVC, we were managing multiple campaigns for individual vendors of FVC.
Challenges Faced:
- Client team had limited understanding of the paid advertisement on digital media, building apprehensions in channel selection and budget allocations.
- The target audience was extremely niche, and since we were running multiple ads targeting the same audience it was very challenging to get the targets achieved keeping the lead cost under control.
- The products given were very technical, and not always there was time for training the digital marketer to understand the product.
Strategy Implemented:
We did a massive amount of research on understanding the audience’s interest in the product as well as its usage. This research not only helped us get the correct keywords for the google ads campaign but also use the most relevant and relatable copies on Facebook & LinkedIn.
Google Ads:
We focused purely on generic keywords & brand keywords in the campaign. Even on google we created different ad groups based on keyword clusters.
Facebook:
Since the brand was unknown, we talked directly about the need of the product to our audience, which helped us get a lot of leads. The target audience were the IT people and decision makers of the company who will understand the product well and understand the need of the product in their organization.
Created 30 sec videos brand awareness for product explanations.
For the KSA audience, we added Arabic subtitles for their understanding.
LinkedIn:
We made a database of a list of companies where our product would be used, and with this database we created a lookalike of it and targeted IT people and decision makers of the company and ran a campaign for it.
Result Achieved:
- Successfully managed lead generation for not only FVC as a Brand, but also individually 9 other vendor campaigns
- Successfully created brand awareness and generated leads from 9 countries outside India.
- Generated on average 6X ROAS across all campaigns
- Budgets managed were increased to 17X over 6 quarters
