Sentry

Strategy

Broad Match Keywords

With Google’s increased machine learning capabilities, broad match was a perfect opportunity to help expand reach with the goal of increasing volume. (We were previously only running exact match and phrase match keywords.) Rather than roll out all existing keywords as broad matches, we went through the non-brand phrase match campaigns to carefully select the keywords with the biggest opportunities to expand. Those were then launched as new broad match campaigns, where we kept a close eye on search term reports and updated the negative keyword lists as needed.

Optimizing For Installs

In order for a user to take the main conversion action of installing the Sentry code on their website, the user first needs to sign up an account. We utilized offline conversion tracking to feed the Install conversion action directly from Sentry’s CRM to the Google Ads account. With that data in the account, we were able to easily optimize campaigns towards the lower-funnel action of Installs, rather than optimize towards sign-up conversions that may or may not result in Installs.

Increased Collaboration & Aggressive Optimizations

We implemented customized in-depth reports for video and display creatives to streamline insights and recommendations to allow for quicker iterations from Sentry’s creative team. In addition to creative testing, we made aggressive optimizations of ads, audiences, and demographics to pinpoint areas for expansion or exclusion. We also kept a close watch on Target Cost Per Acquisition (tCPA) of non-brand search campaigns, adjusting them frequently to maximize volume and efficiency.