DELL

The primary objective of this project was to develop and implement a comprehensive Google Ads strategy for Dell's PowerProtect Data Manager (PPDM). We wanted to increase brand awareness and drive traffic to the product's page. The end goal was to generate inquiries for demos and consultations through Google Ads.

Challenges

  • High Competition: The data protection market is highly competitive and requires a targeted approach to stand out.
  • Complex Product Messaging PPDM is a technical topic and requires a clear and compelling ad copy to communicate every message effectively.
  • Maximizing ROI: We had to ensure optimized ad spending to receive the best possible returns on our investment.
32
qualified demo per month
28%
increase in demo bookings
180%
Higher engagement on video

THIS IS SPECIAL STORY. READ ALONG.

Got a positive result within one and a half month.

GOOGLE ADS strategy

To address the challenges outlined, Upthrust implemented the following detailed Google Ads strategies:

1. Keyword Strategy

Keyword Research
Conducted extensive keyword research to identify high-intent keywords relevant to data protection and multi-cloud solutions. Key keywords included:
  1. PowerProtect Data Manager
  2. Data protection software
  3. Multicloud data protection
  4. Backup and recovery solutions
  5. Cyber resiliency solutions
  6. Virtual machine backup
  7. NAS backup solutions
  8. Kubernetes data protection
  9. Cloud disaster recovery
  10. Data governance solutions
Long-Tail Keywords
Identified long-tail keywords to capture specific search intents, such as:
  1. Best data protection software for multicloud
  2. How to backup Kubernetes applications
  3. Fastest VM backup solutions
  4. Automated NAS backup solutions

2. Ad Copy Development

Compelling Headlines
Created attention-grabbing headlines that highlight the unique selling points of PPDM, such as:
  1. Protect Your Data with PowerProtect Data Manager
  2. Achieve 3x Faster NAS Backups
  3. Simplify Multicloud Data Protection
Engaging Descriptions
Developed engaging ad descriptions that clearly communicate the benefits of PPDM, including:
  1. “Experience robust data protection across multicloud environments with Dell’s PowerProtect Data Manager. Request a demo today!”
  2. “Ensure cyber resiliency and rapid recovery from incidents. Discover how PowerProtect can safeguard your data.”
Call-to-Action (CTA)
Incorporated strong CTAs to encourage users to take action, such as:
  1. “Get Started with a Free Demo”
  2. “Learn More About Our Solutions”

The AMB strategy led to attention on high-value accounts. As a result, we could achieve targeted and effective outreach.

3. Ad Formats

Responsive Search Ads: Utilized responsive search ads to allow Google to optimize ad combinations based on performance.
Expanded Text Ads: Developed expanded text ads to provide more information and improve click-through rates.
Ad Extensions: Implemented ad extensions, including:
  1. Sitelink Extensions: Direct links to specific pages, such as case studies, product features, and customer testimonials.
  2. Callout Extensions: Highlighting key features like “Up to 6x Faster VM Restores” and “Automated NAS Protection.”
  3. Structured Snippet Extensions: Showcasing specific aspects of the service, such as “Backup Types: Cloud, On-Premises, Hybrid.”

4. Targeting Strategy

  1. Audience Targeting: Defined target audiences based on demographics, interests, and behaviors relevant to IT professionals and decision-makers in data protection.
  2. Geographic Targeting: Focused on key markets like North America, Europe, Asia-Pacific and others where Dell has a strong presence.
  3. Device Targeting: Optimized ads for both desktop and mobile devices to reach users across different platforms.

5. Performance Tracking and Optimization

  1. Conversion Tracking: Set up conversion tracking to monitor demo requests and inquiries generated from the ads.
  2. A/B Testing: Conducted A/B testing on ad copy, keywords, and landing pages to identify the most effective combinations.
  3. Regular Performance Reviews: Scheduled regular reviews to analyze key performance metrics, including CTR, CPC, conversion rates, and ROI.
  4. Bid Management: Implemented a smart bidding strategy to optimize bids based on performance data to maximize conversions.

results

  1. Increased Traffic: Significant increase in website traffic to the PowerProtect Data Manager product page.
  2. Higher Conversion Rates: Targeting resulted in improved conversion rates for demo requests and inquiries.
  3. Enhanced Brand Awareness: Strengthening Dell's position in the data protection market through targeted advertising.

conclusion

The Google Ads strategy developed for Dell's PowerProtect Data Manager aimed to effectively reach potential customers, communicate the product's unique benefits, and drive inquiries. By leveraging targeted keywords, compelling ad copy, and optimized performance tracking, the project sought to enhance Dell's market presence and facilitate customer engagement.

The minimalist design aesthetic has contributed to the brand's modern and sophisticated image.

Upthrust's keenness in knowing about the product really helped with the flow of action and developing an effective marketing plan.

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