LifeSize - Case Study

The story of a Texas-based supplier of enterprize video communications solutions increased sales and opened up pipelines in multiple countries using culturally-sensitive search marketing from Search Laboratory.

Background

LifeSize are a fast-growing video conferencing company based in Austin Texas. The video conferencing solution they offer is high definition and can run over the internet. It is a high-end business solution with an entry level of around $10,000 (US).

The Challenge

LifeSize were already engaged with a PPC management company but wanted to expand the search marketing into French, German, Japanese and Chinese. They approached Search Laboratory to help them do this.

The aim of the search marketing is to generate sales leads. The LifeSize video conferencing system is not suitable for purchase on line so the site tries to gather the details of potential buyers by offering a free report that can be downloaded, or by the user clicking a ’contact us’ link.

Our mission was therefore to generate sales leads in all these languages, including English in many countries throughout the world.

The Solution

Search Laboratory recreated the English language PPC campaigns in an entirely different structure than had previously been used. This enabled a much more granular approach to match the various intentions of the searcher. It also resulted in a normalised structure that could be expanded into other languages..

Following successful running and optimisation of the English PPC, the language versions of the campaign were created by Search Laboratory’s in-country linguists. Using the tried and tested structure (a structure which is language agnostic), the in-country campaigns were expanded out using Search Laboratory’s multilingual processes to cover every search possibility in each language. Keywords and ads were created to maximise the initial impact.

The landing pages were also heavily tailored for each language. In-country specialists made initial observations regarding the suitability of the English language pages for their culture. Culturally optimised landing pages were then produced in each language. Landing page tuning followed resulting in search-optimised landing pages in each language.

The Results

The optimisation of the English campaigns led to:

1. Cleaner, more targeted keywords
2. Better grouping of keywords around targeted ads
3. Statistical bidding policies to maximise the keywords with the highest probabilities of conversion
4. Tuned landing pages

These resulted in an almost three-fold increase in the conversion rate of the campaign when compared to the previous agency. The conversion rate has risen fivefold across the English Language campaigns.

Language campaigns are culturally sensitive and have led to significant levels of enquiries in each language from a standing start.

Conclusion

An analytical approach to PPC, coupled with robust and proven multilingual processes has meant that LifeSize have enjoyed significantly improved conversion rates in English, along with a growing stream of sales leads in entirely new markets.