PPC

Splunk - PPC

You shouldn’t have to sacrifice lead quality to reduce spend. Here’s how we amplified MQL generation in French and German markets for Splunk, a US-based B2B SaaS company, striking the perfect balance between cost-efficiency and lead quality.

Paid media

Cutting costs and scaling results.

What we achieved

Overdrive Digital successfully optimised lead generation for Splunk, a US B2B SaaS company, in the French and German markets. By meticulously analysing 24 months worth of data to understand our audience and the impact of keywords on lead generation and MQL conversion, combined with localised, tailored campaigns and custom gated landing pages, we prioritised high-quality leads while minimising wasteful spend, achieving a cost-efficient balance between performance and lead quality.

We delivered a

68%

Increase in conversions

We saw a

400%

increase in Lead to MQL ratio

We saw a

41%

Reduction in CPA

The Challenge

World-renowned for its Data-to-Everything(™) Platform, Splunk approached Overdrive Digital for help in developing paid media efforts for lead generation in France and Germany.

The brief was to establish paid search as a long-term profitable source of new business.

What we did

Step 1

We began by reviewing 24 months of previous data to understand the best performing industries (Security, DevOps & IT). This included assessing the impact of keywords on lead generation and MQL conversion in previous campaigns to identify the most profitable keywords.

Step 2

We collaborated with native French and German speakers to ensure that the keyword strategy covered all variations of localised terms. We localised campaigns by translating creative content, copy and landing pages into French & German, and the messaging for each campaign was tailored to each market's specific needs.

Step 3

We ensured that the campaigns allowed flexibility to enable us to allocate resources to key areas that were performing strongly. This gave us the ability to scale based on performance.

Step 4

Rather than using regular gates assets, we assigned the bidding strategy to custom gated landing pages offering downloadable assets, allowing machine learning to prioritise the content most likely to generate MQL’s.

Step 5

To minimise wasteful spending and reduce spend, we optimised all activity against pipeline value. We identified and paused high-spending keywords that generated leads but not MQLs and applied negative keywords.

The results

Overdrive Digital successfully enhanced lead generation in French and German markets whilst maintaining a balance between cost efficiency and lead quality. Through our analysis of 24 months of previous data, we were able to identify the key industries and high-performing keywords which enabled us to work with native speakers to tailor localised campaigns and create content that spoke to each markets specific needs.

Custom gated landing pages and machine learning meant that we could optimise campaigns by pausing underperforming keywords and apply negative ones leading to a 68% increase in conversions. With flexible campaign structures, we allocated resources to high-performing areas, resulting in a 400% increase in Lead to MQL ratio.

Testimonial

The Overdrive team has proven to be a valuable partner to Splunk. Overdrive has been great to work with and we’ve seen dramatic improvements across all advertising accounts that Overdrive has managed for us.

Nate Gancher

Sr. Manager, Online Marketing, Splunk