This balanced approach enabled Trygg-Hansa to unlock the combination of reach, awareness, and performance that it required—with spectacular results. When Azerion and Resolution Sweden compared the native Audience Ads campaign with their previous pure search marketing, they found the number of impressions exploding by more than 12x. However, that wasn’t all. Comparing the period between January and March of 2022 with the previous year, clicks were up 900%, with a 31% increase in overall conversions. These clicks came with a CPC 87% cheaper, for an overall CPA that was 27% lower.
“The Microsoft Audience Network is actually outperforming the search campaigns—and it’s quite a big difference,” says Fredrika from Azerion. “The cost per click (CPC) is much lower, the cost per acquisition (CPA) is much lower too—and since acquisitions for this campaign mean actual completed orders, that adds up to a much higher return on advertising spend (ROAS).”
It’s also a performance that is continually improving, as Azerion and Resolution Sweden use the results to optimize the campaign. “We keep adding more categories of intent signals to our in-market campaign, and that’s driving more volume and performance,” says Gemal from Resolution Sweden. “We’re also adding more image variations to the campaign—and looking to add video as well.”
It’s proof that native advertising can be much more than an awareness play for brands. When combined with intent data, it emerges as a major force in performance marketing as well. “We’ll definitely be using the Microsoft Audience Network for other clients,” says Gemal from Resolution Sweden. “We found it really simple to set this campaign up from scratch without needing to import from other platforms. We could create the segmentation we wanted—and we saw results almost instantly.”