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/Pacific, and expand those efforts into 150 new countries to promote free trials for the company’s flagship product, GoToMeeting, along with five 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 first identified 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 efficiencies 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 offices.

Citrix OnLine

Global Paid Search

22% increase in global Paid Search revenue

(Q4 ’10 versus ’09)

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