Measure Success When Leads Turn to Sales
Boosting Netgate's Paid Ads Performance
Netgate is a technology company providing secure networking solutions to everyone from small office home owners to enterprise corporations. Their most well-known product is the open source firewall software known as pfSense. As firewall computing needs migrate to the cloud, pfSense software provides advanced firewall, VPN, and VPC services to Amazon AWS and Microsoft Azure. As cloud computing limits are being pushed, Netgate knew how to take it to the next level, and called it TNSR, enabling greater than 1 Tbps routing.
Wayne Websites was contracted to provide SEO consulting as Netgate rolled out their new website and to manage the digital ad spending. Wayne Websites was responsible for optimizing the hardware Google Ads campaign, revamping the pfSense for AWS Google Ads campaign, and launching the TNSR Google Ads campaign. Wayne Websites transformed $1,300 /month wasted ad spend into high converting ad traffic, translating to an estimated 5-20% increase in signups for pfSense and TNSR, by providing 1000+ changes, editing 24 new ad groups, and converging on ~50 targeted search keywords. By optimizing Netgate’s landing pages, identifying website errors (301 and 404), detecting broken links, providing targeted keywords, performing data analysis, and overseeing the rollout of a brand new website, Wayne Websites saw an organic search increase for 40+ targeted keywords.
On average, cost-per-click (CPC) was slightly above $1 for an average click-thru-rate (CTR) of 1.39%. However, the top 4 keywords in the Amazon AWS campaign averaged over 3% CTR.
For comparison, the figure below shows average CPC by industry, as measured by Wordstream, a digital advertising software platform which specialized in Google Ads. See Technology (highlighted in green box) which shows an average CPC in our industry of ~$3.80, over 200% higher than our average CPC!
Chandler says: Wayne Websites analyzed Netgate’s website analytics, Google Ads campaigns, and other big data web tools to provide actionable insights that benefited Netgate’s bottom line, and then took care used those insights to efficiently overhaul Netgate’s paid ads campaigns to turn wasted ad spend into high-converting ads.