Case Study |Citrix

Citrix reaches on-the-go consumers with GoToMyPC for iPad, promoted using Google mobile ads Launching a new app With the tagline “Work anywhere, on any device,” Citrix’s goal is to provide a seamless experience across the cloud and deliver true mobility and freedom. With it’s recent emergence in 2010, the iPad is one of the newest platforms Citrix is extending its mission to. Rather than just launching the new GoToMyPC app for iPad into a sea of other apps, Citrix decided to “be the brand” and market its mobile app using cutting-edge strategies that leveraged Google mobile ads.

About Citrix Citrix provides secure, easy-to-use cloudbased solutions that enable people to work from anywhere with anyone. Whether using GoToMeeting® to hold online meetings, GoToWebinar® to conduct larger web events, GoToTraining® to train customers or employees, GoToMyPC®to access and work on a remote or mobile device, GoToAssist® to support customers or GoToManage® for IT support and management, businesses and individuals are increasing productivity, decreasing travel costs and improving sales, training and service on a global basis. For more information, visit http://www. citrixonline.com.

About iProspect iProspect is an award-winning leading global digital performance agency. The company helps many of the world’s most successful brands maximize their online marketing ROI through paid search, social media strategy, search engine optimization, display media, comparison shopping engines, conversion optimization, mobile marketing and attribution modeling and management, research, and other related services. iProspect operates globally in 28 markets with 39 offices and over 800 employees worldwide. For more information, visit www. iprospect.com.

According to eMarketer, by 2014 a third of all internet users will use a tablet, with iPad users forming nearly 70% of all tablet users. The adoption and appeal of Apple’s iPad is rapidly increasing, striking a chord with users both young and old who relish the portability of their favorite applications, email and internet sites. GoToMyPC, Citrix’s application for accessing items on a personal computer such as files, apps or network from any other computer, is now available as an iPad app. Users can remotely connect over the internet to their Mac or PC and see a virtual replica of their desktop icons and folders. GoToMyPC makes the iPad into a formidable business tool in the portable computing arsenal. The iPad app is free and works in tandem with the GoToMyPC subscription service. “The GoToMyPC for iPad app is an effective way for us to drive subscriptions for GoToMyPC,” says Janelle Laguette-Skei, Senior Manager of Search and Affiliate Marketing at Citrix. “We are a forward-thinking company that is always on the lookout for the newest and most effective marketing tools. That made Google mobile ads a natural fit for us in connecting consumers with our products.” From desktop computing to iPad portability Citrix has been providing virtual workstyle solutions for more than two decades to over 230,000 organizations worldwide. Because the company’s desktop-centric solutions employ virtual and cloud-computing technologies to facilitate both solo and collaborative productivity, Citrix naturally turned to digital marketing campaigns to promulgate its products. Through strategic partner iProspect, a global digital marketing firm, Citrix employed Google AdWords to promote another Citrix product, GoToMeeting, by leveraging paid-search best practices to entice people into free trial subscriptions of the

collaborative-meeting software. It was a huge success that has since expanded into 150 new countries.

About Google AdWords

Google AdWords™ is a performance-based advertising program that enables businesses large and small to advertise on Google and its network of partner websites. Hundreds of thousands of businesses worldwide use AdWords for text, image, and video ads priced on a cost-per-click (CPC) and costper-impression (CPM) basis. Built on an auction-based system, AdWords is a highly quantifiable and cost-effective way to reach potential customers. For more information, visit http://adwords.google.com.

“We are a forward-thinking company that is always on the lookout for the newest and most effective marketing tools. That made Google mobile ads a natural fit for us in connecting consumers with our products.” - Janelle Laguette-Skei, Search and Affiliate Marketing Senior Manager, Citrix

Mobile ads drive clickthroughs Three years later, iProspect is successfully leveraging its AdWords expertise to promote awareness of Citrix’s GoToMyPC app for iPad. Because of the burgeoning number of mobile users and cloud-centric computing choices, competition for online eyeballs is fierce, as is demand for a marketing strategy of finely honed keywords to maximize return-on-investment and define differentiation. “All of Citrix’s software and services are cloud-based, and this is an area where there’s growing competition,” explains Julia Ciebiera, Client Services Director for iProspect. “We have to be strategic about keywords, but we also have to be where consumers are searching and consuming content—and increasingly, that’s on mobile devices like the iPad.” iProspect launched a desktop and mobile search campaign with calibrated keywords appearing on Google.com and the Google Display Network for a twomonth period commencing April 2011. The team used both branded (e.g., Citrix, GoToMyPC) and non-branded (e.g., “remote computing”) terms. Strong search results on iPad iProspect kept tabs on click-through-rate (CTR) and cost-per-click (CPC) results from the campaign and found that the iPad outperformed all non-iPad devices such as desktop for paid search on both branded and non-branded keyterms. • 50% greater CTR on iPad for non-branded search terms than non-iPad • CTR on iPad for branded search terms outperformed non-iPad search at nearly 30% CTR • iPad non-branded search had an average ad position twice as high as non-iPad non-branded search for similar CPC Mobile makes sense The findings of this initial foray into Google mobile ads not only helped promote Citrix and GoToMyPC, but also enabled marketing to craft more precise search terms to attract viable consumers using mobile devices. For Citrix, plans are in the works to expand its marketing efforts through mobilecentric commercials and YouTube-promoted videos while for iProspect, Google mobile ads have become a powerful tool in the marketing arsenal to help clients such as Citrix stand out in a crowded market and drive real returns.

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