ScreenCloud digital signage provide screen advertising services to businesses, schools, hospitals, retailers, restaurants and hotels across the world. Their offer is both innovative and disruptive. It is sold as Software As a Service (SOAS) via the internet. The cloud based system provides a platform to create digital signage presentations that are highly effective and easy to produce. They enable users to integrate assets from social media as well as established productivity applications like Powerpoint and integrate these together into an online digital signage presentation. The clever bit is that they also provide apps that enable the presentations to be played on any television or screen using low cost consumer equipment such as Amazon Fire Stick, Google Chrome bit, Apple TV or Google Screencast. They turn any screen or television into a low cost solution for digital signage.
ScreenCloud Digital Signage approached us for help with a paid search campaign
ScreenCloud approached Be Different to handle the rollout of their solution across the world using online marketing such as Google Adwords. We split the campaign into three main territories for United States, United Kingdom and specific territories from the Rest of World. The advantages of ScreenCloud Digital signage change depending on the industry and application and so we knew that landing page content was going to be a key element. It was really important to provide the right message dpeending on the industry and even the Search query and keyword that had been used.
Our solution extensively used personalised landing pages that changed content depending on the language used by each user. We first setup templates for each industry and each territory. We added variables to the templates that reacted to keyword search terms and provided bespoke experiences for each session. Therefore each custom session was designed to speak directly to the user and address the most prominent issues and questions.
Within 6 weeks of taking over the campaign we had doubled the percentage of traffic converting to new customers. At the same time we had brought down the overall cost per conversion on these new customers. We were able to analyse the key decisions made throughout the user experience as results came in. This was offset against a weighted goal stack. Therefore we were able to optimise the campaign and site for desired outcomes. This was in turn fed back into the campaign through our Adwords AI.
These are advanced techniques for the Adwords platform and require considerable effort to setup. The results demonstrate that this effort is justified and the campaign is now ongoing. ScreenCloud Digital Signage continues to lead the way in the marketplace.
