Case Study
Google Ads Strategy for Diligencia (ClarifiedBy)
Diligencia is a leading provider of corporate intelligence and due diligence solutions. ClarifiedBy.com is Diligencia’s online platform, providing access to hard-to-obtain, authentic company information on the Middle East, Iran, and Africa.
ClarifiedBy approached us seeking strategic marketing support to expand their subscription base. Recognising their niche market, they were aware that the volume of general search traffic might be limited. However, they understood the value of capturing the attention of users who were actively searching with intent – those potential customers who already had a clear need for the specific information and services ClarifiedBy provides.
Our challenge was to craft a Google Search Ads campaign that would harness this intent-driven traffic effectively. By using highly targeted keywords and a refined strategy, we aimed to position ClarifiedBy in front of the right audience at the right time, maximising the potential for subscription growth while maintaining cost efficiency. We focused on those already seeking reliable corporate intelligence on often hard-to-reach regions, ensuring that every click had a strong intent behind it.
The Challenge
After consulting with the marketing team, we gained a clear understanding of the challenges ClarifiedBy was facing. They were looking for a strategy that would:
- Increase subscriptions to their platform
- Capture high-quality leads through targeted advertising
- Enhance brand visibility and awareness in key markets, mainly the UK, UAE and some parts of Europe.
Through additional consultancy sessions and an in-depth market analysis, we devised the optimal strategy. With major competitors such as Dun & Bradstreet, Moody’s, and Cedar Rose in the landscape, our analysis highlighted opportunities to set ClarifiedBy apart using targeted, high-intent keywords.
Both Diligencia’s marketing team and our team at Geek recognised that the search terms would be highly specialised. Nevertheless, our goal was to ensure that when users searched for these high-intent keywords, ClarifiedBy would appear in the search results, giving Diligencia the best chance to capitalise on that opportunity.
The Solution
Keyword Strategy Development
We developed a sophisticated keyword strategy focusing on the following:
- Primary keywords related to compliance, due diligence, and risk management
- Secondary keywords targeting specific regions and industries
- Competitor keywords to capture market share
- Geographical keywords to refine targeting
- A comprehensive negative keyword list to ensure traffic relevance
Our strategy emphasised phrase and exact match keywords to ensure high-intent clicks, avoiding broad terms that could result in irrelevant traffic.
Performance Tracking
We established clear Key Performance Indicators (KPIs) focusing on the number of high-intent matched clicks. This metric was chosen to demonstrate that the right audience was being shown the campaigns and engaging with the ads.
While specific results are not provided in the document, the strategy was designed to:
- Drive high-quality traffic to the ClarifiedBy platform from compliance professionals, risk advisory firms, law firms, and corporations.
- Increase brand visibility in key markets.
- Optimise ad spend by focusing on high-intent, relevant clicks.
- Provide a framework for ongoing campaign optimisation based on performance data.
Conclusion
Overall, we developed a bespoke Google Ads strategy for the ClarifiedBy platform, designed to capitalise on their unique market position and expertise. By concentrating on highly targeted keywords, implementing a refined campaign structure, and continuously optimising performance, we created a robust foundation for a successful paid ads campaign. This approach has enabled us to manage and constantly refine the campaign to keep providing the marketing team at Diligencia with their KPIs.
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