In addition, by leveraging the Microsoft Audience Network, the agency could reach a broader audience and pull in even greater cost efficiencies for their client. Resolution leveraged LinkedIn Profile Targeting, a feature uniquely available to the Microsoft platform, as well as In-market Audiences to build a custom audience plan for Telstra. The tailored offerings of the Microsoft Audience Network offered the reach and efficient conversions Telstra was seeking. Thrilled with the success they achieved; Telstra expanded their account coverage from one Brand account to three Category accounts across business segments.
“We have absolutely enjoyed every step of the journey working with our Microsoft Advertising team, adopting new features, and learning more about the platform. It’s been an encouraging and enlightening experience which has changed our perspective of the Microsoft Advertising platform as a performance driving channel,” says Hayley Monteiro, Activation Director, Resolution.
- The LinkedIn remarketing lists were the most effective campaign programme delivering an impressive 700% increase in conversions month-over-month (MoM).
- In-Market audiences delivered a 5.6% increase in clicks and a 2% increase in conversions MoM (month-over-month).
- Brand campaigns drove a 51% lower Cost Per Acquisition (CPA), and strong YoY (year-over-year) return on advertising spend (ROAS) at 3,826%, compared to campaigns on other platforms.
“The flexibility and impact of the Microsoft Advertising solutions means we can continue to test and adapt our campaigns to meet and exceed our business objectives,” says Hayley Monteiro, Activation Director, Resolution.
Telstra was so pleased with the performance that as a result, made Microsoft Advertising (previously called Bing Ads) an integral part of their Search Engine Marketing (SEM) strategy and budget, increasing the investment in their Microsoft Advertising budget by 200% month over month for 2020.