Artjoker
Case Studies
Marketing
Cybersecurity Products Promoting

Cybersecurity Products Promoting

Marketing

About project

The client's website is entirely in English, catering to an English-speaking audience in countries where English is predominantly spoken, as well as enterprise representatives, organizations, and private individuals proficient in English.

Project Duration

May 2021 to April 2022

Client’s location

Europe, North and South America, Australia

Tech stack

Contextual advertising

Team

Project Manager
PPC Specialist

Background

Our client is a company specializing in developing and implementing information security products. They create a secure operating system, an encrypted messaging app for calls and messages, and a centralized management system. All software solutions are designed for Android-based devices. With 9 years of experience in cybersecurity, the company targets government agencies, corporations, and businesses in the financial and medical sectors, as well as any entity at high risk of industrial espionage, data breaches, or unfair competition. Their products are also suitable for private individuals.

The Goals

Selling a Secure Phone
A Google Pixel device with a proprietary operating system featuring high-level encryption.
Promoting an Encrypted Messaging App
Designed for secure communication.
Selling a Centralized Security Management System
Monitors all connected devices and chats to promptly identify and respond to threats.

Overall, the client approached us to test paid traffic sources and increase lead flow to boost company profits.

Business Challenges

Before collaborating with us, the client had not engaged in any marketing campaigns or contextual advertising. We started from scratch, with no existing accounts or analytics setup. Our first task was to build a foundation for future ad campaigns.

Narrow Niche Market: This is a highly specialized field with established market players with strong reputations and high rankings, such as the Signal messenger. Even in a niche market, there is considerable competition.
Technical Complexity of the Product: The company’s digital solutions employ cutting-edge encryption technologies, and potential clients need a minimum understanding of these technologies to see the value of the software for themselves and their business. Our task was to convey the product's value clearly and comprehensibly in the ad copy.
Long Decision-Making Time: From a potential client’s first exposure to the software to closing a deal with the developer, it can take months, especially when dealing with digital security where every detail matters. For ad campaigns, this is a significant drawback, as it makes it challenging to assess the effectiveness of the efforts.
Need to Test Different Keyword Clusters: During the campaigns, we used both highly relevant queries that accurately reflected the product and more general phrases that were easier for users to understand. An example of a query from the first group is "encrypted phone," and from the second group, "secure messaging." Testing different clusters took additional time.

The advertising budget was set at $10,000 for the entire period, distributed evenly across each month of collaboration.

Work Process

First, we identified the key countries for ad campaigns and hypothesis testing with the client. These countries were in Europe, North and South America, and Australia. Next, we conducted a thorough market analysis in the selected regions and studied competitors and their strategies to identify growth opportunities for our project and avoid potential mistakes. Based on the results, we took the following actions:

Developed a promotion strategy and had it approved by the client.
Conducted a website audit and provided optimization recommendations to make the site more user-friendly and compliant with search engine requirements.
Set up GTM (Google Tag Manager) and Google Analytics.
Gathered a semantic core, grouped queries into clusters, created ad copy based on them, and got approval from the client.
Launched and managed ad campaigns.
Analyzed keyword performance and optimized campaigns based on the analysis.

Based on the initial campaign analysis, we continued with the following actions:

Developed and launched new campaigns for additional regions, expanding the geographical reach of the ads.
Reviewed and updated the list of keywords, keeping only the most effective ones to optimize the budget.
Set up integration with the HubSpot CRM system to track lead statuses in Google Analytics and Google Ads, allowing us to monitor the effectiveness of marketing efforts.

Additionally, we tested various bid strategies, selecting the most effective ones.

Results

We spent $8,429.32 on all campaigns launched during the collaboration. Our overall marketing efforts generated 135 leads, resulting in an average cost per lead of $62.32, a good indicator for the chosen regions. These included five orders from private businesses and three from corporate clients, including a government agency in Panama, which became the most profitable client. Notably, contact with this client occurred four months after receiving the lead, underscoring the long decision-making process typical in the cybersecurity niche.

While testing campaigns, we noticed several issues with the client’s sales department handling orders. Our team couldn't directly influence this, so the most practical solution was to minimize ad spending until the internal situation stabilized, which occurred three months after active ad testing began.

Final Results by Location:

Best Campaigns by Cost-Per-Lead: USA and Australia.
Most Effective Campaign by Contract Value: Ecuador, Colombia, and Panama, which resulted in the most valuable, profitable lead.

Conclusions

Google Ads is an effective tool for testing demand, even in niche markets with high competition. The key is to approach the project comprehensively and continuously analyze the results. Additionally, during the launch and adjustment of ad campaigns, it is possible to find unexpected growth points hidden not in the product itself but in the company's internal processes. When evaluating effectiveness, it’s essential to focus not on the number of leads or conversions but on the revenue generated. In this case, the client secured one high-value contract that justified all the efforts made over several months.

The Artjoker team has many other interesting cases in contextual advertising, leave a request now for a consultation.

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