Fortinet

The Challenge

EFFICIENTLY REACH TARGET AUDIENCE

Fortinet wanted to lower their cost per lead (CPL). Primary objectives included targeting high-intent IT decision makers within enterprise-level organizations, drive traffic to the Fortinet site, and generate leads by providing useful, relevant content.

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The Execution

TARGETED, POWERFUL CAMPAIGNS

1. Implement and verify tracking for all campaign tactics
2. Optimize and budget based on conversion data
3. Segment budget on granular level to better target and reach key audiences
4. Enhance user experience to drive conversions
5. Implement global strategy to reach target audience across EMEA and APAC
6. Refine retargeting to include high-intent site visitor segments
7. Restructure geo-targeted campaigns
8. Optimize ad copy to increase overall CTR and brand engagement

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The Results

INCREASED CONVERSIONS, DECREASED CPLS

Paid search CPL decreased 85%. Within North America, retargeting efforts decreased CPL by 80%, while international retargeting efforts decreased CPL by 52%. Overall, click-through conversions from international retargeting efforts increased 215%. LinkedIn CPLs saw an 88% decrease, while cost-per-engagement decreased 17%.