HOW MIMECAST AND BARRACUDA ARE PLAYING THE PPC GAME

Summary from the TLDR Marketing newsletter

Mimecast and Barracuda are top-ranked email security products that were both founded in 2003. Both brands invested a significant amount of money in paid advertising during the early 2020s, but their PPC strategies have since diverged. Mimecast appears to have shifted its investment into organic content to help boost its brand and solidify its organic position in the SERPs. Barracuda is still investing just under seven figures each month in paid advertising traffic to increase visibility in the SERPs. Neither strategy is necessarily better — it depends on which one has a better conversion rate on this incoming traffic.