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A Post-Mortem on Keyword Strategy
The recent surge in search volume for "CrowdStrike" presents a valuable learning opportunity for cybersecurity companies engaged in Pay-Per-Click (PPC) advertising. Beacon’s Performance Marketing team took a look at the trends and found the event highlights the importance of a well-defined keyword strategy.
The CrowdStrike Effect: A Surge in Unqualified Leads?
News broke on July 19, 2024, causing "CrowdStrike" to become one of the most searched keywords globally. This surge wasn't limited to simple news searches by consumers; it also translated into a significant increase in businesses searching for things like "CrowdStrike competitors" and "CrowdStrike alternatives.”
However, here’s the key takeaway, according to Beacon’s Paid Media Manager, Jess Bannon: the spike in searches for competitor terms wasn't nearly as dramatic as the general "CrowdStrike" search volume.
“This suggests that a large portion of the increased traffic was from non-business users and impacted individuals simply seeking news updates.”
The Power of Exact-Match Keywords
Cybersecurity companies who partner with, resell, or directly compete with CrowdStrike could have been relying on broad-match keywords for "CrowdStrike" or similar, seemingly unrelated terms which likely experienced a significant influx of traffic during this event. However, Google’s algorithm is ill-equipped to differentiate between purchasing intent and informational intent. This translates to wasted ad spend, fewer conversions, and a drop in campaign efficiency.
This trend underscores the importance of focusing on exact-match keywords. By meticulously crafting keyword lists that target specific B2B search queries, advertisers can proactively filter out irrelevant searches and ensure ads reach the right audience: decision-makers actively seeking cybersecurity solutions.
Moving Forward: Monitoring Trends and Refining Strategies
The CrowdStrike event serves as a reminder of the dynamic nature of online search behavior. We'll be closely monitoring the B2B search trends related to "CrowdStrike alternatives" in the coming weeks. This will help us understand if the news has triggered a genuine increase in interest from potential customers seeking alternative solutions.
A Note of Caution for Direct Competitors to CrowdStrike
It’s worth noting that bidding on competitor terms during a news surge can be a double-edged sword. While it might capture attention, If your ads are constantly showing up for irrelevant searches, it can create a negative perception of your brand, among consumers and industry leaders alike. Potential buyers might associate your company with spammy tactics or irrelevant offerings. Your fellow industry colleagues may also take note of the behavior and use the same tactics against you in a similar situation in the future. We also suggest that our clients prioritize being helpful to the communities that they serve. In your paid media strategy, this means creating brand trust by focusing on intent-driven keywords and negative matching to ensure your ads reach qualified leads with relevant messages.
Proactive Measures: Negative Matching for Optimal Control
According to Beacon’s Paid Media Director Chris Frisch, “Negative matching is a crucial tool for refining your PPC campaigns."
"By proactively adding terms like 'CrowdStrike' (if you are running competitor or partner marketing campaigns for similar services) as negative keywords temporarily, you can prevent your ads from showing for irrelevant searches.” Given the evolution of match types, it is more necessary than ever to regularly review search queries. At Beacon, we use automated scripts to catch and add negative match queries more quickly.
Looking Ahead
A well-defined keyword strategy is essential for maximizing the effectiveness of your cybersecurity PPC campaigns. By focusing on exact-match keywords and strategically employing negative matching, you can ensure your ads reach the right audience, even amidst unexpected news cycles.
Let's Discuss Your Cybersecurity PPC Strategy
If you're looking to optimize your cybersecurity PPC campaigns for targeted B2B traffic, contact us today! Beacon can help you develop a predictable lead pipeline of qualified and interested buyers with a data driven strategy..
Posted In: Paid Search, performance marketing, Cyber Security, PPC
Cathy Johnson
As the Chief Growth Officer at Beacon Digital, Cathy is the architect of transformative growth strategies, steering the firm's trajectory towards new pinnacles of success. Leveraging her extensive background in marketing, events, and public relations, she expertly guides teams in creating resonant narratives that strategically connect clients with their target audiences.