Cisco launches an innovative Google AdWords for Mobile campaign
Cisco hardware, software, and service offerings are used to creating internet solutions that make networks and communication possible. As a hi-tech b2b vendor, Cisco is accustomed to working behind the scenes, but the organisation wanted to further strengthen ties with IT and business decision makers from small and medium-sized businesses.
Mobile advertising is becoming increasingly viable as smartphone prices drop, networks get faster, data packages become cheaper and mobile services and social media adoption rates rise.
With a view to improving brand awareness and engagement, Cisco wanted to drive traffic to the European Cisco Mobile websites, aiming for mobile search traffic to make up 5% of total mobile website traffic. Cisco launched a mobile search engine marketing (SEM) campaign to complement its natural (or ‘organic’) search traffic from mobile platforms.
Cisco’s AdWords for Mobile campaign generated steady traffic volumes, with keywords in the Brand, Mobility and Network Technology areas producing the highest traffic volumes. One-word phrases delivered 70% of the clicks with two-word phrases at 30% and three-word phrases less than 1%. The click-through rate achieved the industry average at 0.5%.
This campaign represents an industry first for Cisco: the ‘always-on’ campaign is something that none of its closest competitors are currently executing. Overall, this proved a cost-efficient method of driving traffic and raising awareness of the Cisco mobile websites.
Please find the case study here.