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CYLANCE  is a new US based software firm, specialising in cyber security. While offering products for both organisations and private sector, CYLANCE is the first anti virus provider to develop AI anti virus.

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Sep 2018 Cylance launched their first PPC campaigns (Google and Bing) for their home edition products. The campaigns were structured for A well known brand with hundreds of ad groups and keywords, ready to be supported by a large budget. But this did not align with reality…
Building a PPC campaign for a completely unknown brand, without any branding activity was doomed before it even started.
 

CYLANCE Digital Marketing – Dec 2018 Results

By December 2018, CYLANCE had to face with a CPA (cost per acquisition) 3,300% higher than target and with only 15% of the targeted conversion per month.

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Roll up your sleeves, we're coming In - Sep 2019

Once the account was handed over to DASSOM DIGITAL, we were requested to achieve two main goals: 
 

  1. Lower the CPA

  2. Increase total number of conversions

 

Action Plan

Short Term (emergency plan)
 

  • Fix all the obvious problems (disapproved ads/ keywords, expired feeds etc)

  • Restart past campaigns that had good performance

  • Managed overspending bids


Mid Term
 

  • Conduct full account audit

  • Recreate Bing account
     

Long Term
 

  • Identify hidden pockets of opportunities

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The results followed quickly…

​By Dec 2019, we were proud to present the client with our first quarter report.

We shared below few of this report highlights:

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  • 232% increase in transaction

  • 90% less click

  • 52% less impressions

  • CPA decreased by 98.5% and halved the target

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