Our work with Cloudflare is a strong example of how we have used a mix of biddable channels to consistently deliver innovation and success, helping realise the online potential and deliver against Cloudflare’s 12-month growth objectives.
Semetrical were tasked with redefining and optimising the paid campaign structure across numerous international markets for Cloudflare Inc, a global web infrastructure and website security company.
We set out to achieve this by integrating business lead data into daily campaign optimisation processes, as well as aligning with Google’s automation developments.
Our work with Cloudflare is a strong example of how we have used a mix of biddable channels to consistently deliver innovation and success, helping realise the online potential and deliver against Cloudflare’s 12-month growth objectives.
At the start of 2019, we set out to achieve the following:
Objectives:
Targets:
We were required to adapt our campaign optimisation and strategy to meet the requirements of a fast changing business and facilitate performance measurement throughout. All campaigns were optimised to accommodate Google’s latest optimal account structure, where it would see us shift more of our focus towards strategy.
As the foundation of our campaign strategy for Cloudflare, we focused on segmenting our audiences into the following:
It was imperative for Semetrical to work collaboratively and build strong relationships with a variety of internal teams at Cloudflare to fully understand their value proposition, audiences and business objectives. We established a flow of insights between our paid media specialists and Cloudflare’s sales teams. This marketing and sales integration enabled us to share valuable data for optimisation processes, which was previously only available to the sales teams. Our strategy was therefore focused around:
Updating campaign structure to best suit the business objectives:
Leveraging client data in optimisation:
Operating as an extension of in-house teams:
Our international paid media strategy supported the significant growth of a global business, and we succeeded in growing our scope of work with the Cloudflare – an increase from 9 to 18 markets – and led the alignment of Paid Search and Display channels towards the business’s objectives.
By improving alignment, planning and use of data, we managed to achieve the following results:
Targets:
We achieved: