BMC Search Campaign Optimization

Objective: Transform BMC Software's IT Service Management search campaigns from their focus on brand, position and traffic into key sources of direct sales leads and new contacts for nurturing.

Approach: We rebuilt BMC's search campaigns to focus on capturing qualified registrations. We identified high-value content offerings to drive registration and developed user-friendly landing pages that delivered the content. Highly specialized ad copy zeroed in on the targeted audience to assure optimum lead quality. All campaigns were continuously monitored and optimized to leverage new opportunities, drive down costs and increase conversion rates.

Highlights:

• Increased registrations by more than 1,000%
• Reduced cost per registration by 68%
• Established paid search as the #2 source of qualified sales leads for BMC Software, ahead of all other outbound or paid activities (including events, online media and email marketing)