Kaspersky Lab is one of the world’s fastest growing IT security vendors. The company was founded in 1997 and today it is an international group operating in almost 200 countries worldwide.
Our objective from the start was to increase the online sales of Kaspersky security software within the African market. The majority of our focus would be placed on South African sales, whilst testing and recommending new African markets for Kaspersky to focus their marketing budget towards. Our main objectives would be best described as:
Increasing sales within
a new user base
visitors to the website
In order to ensure that we hit the objectives laid out for us we choose varying Paid Media tactics to ensure that the right traffic and end goal would be achieved. Competitor & Branded Keywords: We launched a Google search campaign which was targeted towards competitor keywords and branded keywords. This was created to retain the current user base and also interact with the users who were searching for competitor brands in Africa. Remarketing for Search and Display: We launched a remarketing campaign focusing both on Google search and displays ads in order to interact and engage with users that had visited the site, but had not converted the first time. We also used this tactic to advertise to users who were looking to renew their software license.
To kick off we launched the Branded Google Adwords campaigns across Africa and then focused down into the higher converting campaign areas. Bid adjustments we made within the first two weeks to ensure that the right locations with the best results were being targeted.
Our non branded search terms which focused on product keywords (example – Anti Virus) were live early in the campaign. Optimisation was key for these campaigns with heavy emphasis on high quality scores and click through rates. Ad text relevance was highly critical to boost quality scores and improve the CTR. Our non branded ads served as an effective initial touch point with the brand, building a database of users in which we could remarket our messages to later in the Paid Media Cycle.
We set out with the objective to draw in completely new users to the Kaspersky website through display advertising. In order to achieve this we implemented a cross targeting method utilising the newly added in-market audiences focusing on the keyword anti-virus software and excluded any users which were on our remarketing lists. This ensured that those seeing our display ad were in the market for Anti-Virus software, but had never visited the Kaspersky website before, engaging with 100% new users.
During the time period September 2013 – October 2014 we have seen a consistent growth within the campaign for page views, visits and unique visitors from the Paid Media Campaign.