IRONSCALES, a comprehensive phishing mitigation solution, has worked with ARPR for more than three years to build brand awareness through media relations, awards, thought leadership and content marketing. In 2019, the cybersecurity company also challenged ARPR to help it identify and drive leads. ARPR recommended a search ad campaign targeted toward stakeholders actively seeking an anti-phishing solution to build awareness and generate sales from prospects that had already identified a gap in their cybersecurity efforts.
In a competitive industry where brands are aggressively battling for mindshare and market share, ARPR took an approach that ensured IRONSCALES would appear in top Google results for its own brand, competitor terms, and anti-phishing-related searches relevant to users’ queries through paid search advertising.
ARPR paired strategic keyword bidding designed to drive conversions with ad copy that spoke to solutions for challenges that keep email security stakeholders up at night. This ad copy drove clicks to IRONSCALES landing pages, where we A/B tested CTA’s of signing up for a demo and registering for a free trial.
ARPR also applied increased bid adjustments for users who had previously visited the IRONSCALES site but had not converted in order to bring these prospects back to the site and increase the likelihood of a conversion. Paired with a display retargeting campaign that reinforced the organizational value of IRONSCALES to email security stakeholders, ARPR was able to drive significant results for IRONSCALES.