AMAG Technology

Developing a PPC campaign with smart bidding in a tricky market

AMAG. Easily confused.

Owned by G4S, AMAG Technology manufactures and develops access control, video management and visitor management systems for large organizations. These systems are open source and aim to help unify a customer's security system. They are often purchased through a security integrator or installer (like G4S), or can be purchased directly through AMAG and installed by another party. Their award winning products are used in U.S. embassies and consulates around the world.

When the COVID-19 pandemic shutdown most trade shows in North America, focus turned to Google Ads and search advertising as alternative to supplement lead generation efforts. The company competes in a unique but competitive space. They are not an installer or a full-service security provider. They are a security technology manufacturer and developer for businesses but are easily confused with home security or IT monitoring. This become particularly evident when developing a Google Ads campaign and performing keyword research. We needed to be strategic.

AMAG is an integrated security manufacturer and software developer of enterprise systems. Not an integrator or DIY home security brand.

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Carefully constructed campaigns. Attractive ads.

After performing keyword research it was evident that AMAG was hard to define. While terms like "integrated security", "security technology" and "open source monitoring" were deemed to be relevant to those that understood AMAG, they were too similar to the broader security market, IT or personal computing and automated home security markets. I decided we needed to approach this project methodically.


I began by curating precise keywords with intentional match strategies as well as a negative keyword list. I worked with AMAG's communications team to carefully write several ads with descriptions and extensions according to keyword grouping. This was a challenge in itself. The security field is notorious for industry specific terms and nomenclature, we had to put these aside and remain focused on the relevancy of our text and the success of the campaign. Once complete I decided it was time to launch despite several anticipated shortcomings. We would start broadly with a maximize clicks bid strategy. I did this because I knew we needed more data and running the campaign was the best way to generate that. Our budget wasn't large but would be enough to generate an impact. For this initial stage we would focus on ad quality score, click-through-rate (CTR) and search top impression rate (Impr. (Top) %) as a measure of how good our ads were the keyword lists I created. We would later look to move to smart bidding strategy utilizing audience lists and integrated marketing automation systems once the campaign was off the ground.

Keywords with an intentional match strategy and negative lists were important. Integrated conversion tracking with Google Tags was the next phase in achieving smarter bidding.

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Launching Smart Bidding. Driving conversions.

After six weeks we generated enough information to combine audience data from Google Ads and Tag Manager, growing the project to include campaigns with different bidding strategies. I developed three in-market audience lists; Physical Security & Access Control, Network & Enterprise Security, Enterprise Software. Additionally, we would introduce a cost-per-action smart bidding strategy. I set up tags through Google Tag Manager to fire based on a Salesforce Pardot form completion found throughout the AMAG website. Google Ads would register this form submission as a conversion and bid on a cost-per-action strategy, aiming to lower my cost per click, cost per conversion and ultimately generate the right prospects to the AMAG website. As a result the team saw an improvement in the quality of the leads generated from the website, an improvement in the average search engine results page (SERP) and an overall improvement in qualified lead conversion once the prospect was handed over to the sales team.

By carefully considering the market in which AMAG Technology operates and being strategic with our approach to Google Ads, I was able to generate buy-in from the AMAG team and construct campaigns that met their business goals. A structured approach and patience was crucial to its success. By working methodically through a process that had clear strategic intentions at each stage I was able to build a campaign rooted in data. The campaign continues to build on this foundation and grow with the AMAG business.

Using Google Tag Manager, I was able to redefine a Google Ad conversion as a Pardot lead form completion and prompt the system to bid on similar searches. This resulted in higher quality marketing qualified leads and a more efficient pay-per-click (PPC) campaigns.

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