NQ Mobile Drives Conversions at Low Costs with Help from WordStream Managed Services

NQ Mobile, a provider of mobile security offerings for Android, iOS, and Windows devices, is a fast-growing company serving the strong global demand for mobile security. The company currently serves approximately 372 million registered users in over 150 countries and adds more than 511,000 new users per day.

With its strong growth rate and rising demand for mobile security products, the team at NQ Mobile needed help. They were looking for marketing channels to increase brand awareness as well as sales.

Cheryl Cade, head of marketing at NQ Mobile, had never tried pay-per-click (PPC) marketing when a trusted friend recommended WordStream. Since Cade had no prior experience with PPC, she elected to work with WordStream’s Managed Services team to get her campaigns up and running.

WordStream Managed Services is a full-service solution for PPC campaign creation and management. Each account is managed by a dedicated, Google- and Bing-certified PPC expert who can devise and execute a plan for search marketing success. The team leverages our proprietary technology, WordStream PPC Advisor, as well as other PPC tools to deliver hands‐on account management, customized reporting, and stellar results.

WordStream’s Strategy: Mobile Domination

NQ Mobile signed on with WordStream in April of 2012. Since NQ Mobile wanted to increase awareness and conversions for several mobile applications, WordStream’s strategy was to focus on mobile search users – a powerful opportunity, since mobile search traffic will soon overtake desktop search traffic, but mobile ad clicks are still less expensive than desktop clicks. That means now is the time to get ahead of the curve.

The WordStream team decided to focus the company’s campaigns on mobile traffic, making use of the mobile app extension, an AdWords offering that allows advertisers to advertise their app products directly to the users who are most likely to be looking for mobile app

The Results: Conversions Up, Costs Down, Hours Saved

Cade was immediately impressed with the service she received from her dedicated account rep. The WordStream team’s experience and expertise in Google AdWords meant that Cade could focus on her own job while WordStream handled the PPC.

“My rep has worked very hard to create and maintain our campaigns, and her passion for our business is evident,” Cade said. “She has made a special effort to learn about what we do here and how she can help, and as a result she is always two steps ahead of me. Her expertise means I can spend what little time I have on other aspects of my business.”

The results have been impressive. Since July, NQ Mobile has seen conversions increase by 30%, from 1,800 to 2,400 per month. Conversion rate is also way up – in five months, NQ Mobile’s conversion rate more than doubled, from 6% to 13%. At the same time, cost per conversion has fallen by more than 25%, from $1.64 to $1.21.

In addition, Cade notes, key PPC metrics like click-through rate (CTR) and Quality Score are “exceptional and well above standard benchmarks.” Average CTR is 10 times higher than it was a year ago (up from 0.6% to 6.0%). The account-wide average Quality Score is 8, well above the average of 5. Thanks to these strong metrics, Cade has seen her number of app downloads rise while cost per download has fallen considerably.

 wordstream mobile case study showing an increase in app downloads with a decrease in cost per download

“I can’t recommend WordStream enough,” Cade said. “They’ve helped us strengthen our brand and get more customers at the same time. Best of all, I know I can trust my rep to manage the campaigns, so I can focus my time on my own business.”

Get the full case study as a PDF.