Advertising

Skip to main content
Advertising

Download the Marketing with Purpose playbook to get actionable tactics to start your inclusive advertising journey today

Telstra drives broader network connections

  Article , Tech & Telecom , Success stories

Microsoft Audience Network & LinkedIn Targeting drive acquisitions

Telstra

Telstra is Australia’s leading telecommunications and technology company, offering a full range of communication services including mobile service, internet plans, and entertainment packages. What started in 1854 with the first telegraph line in Australia between Melbourne and Williamstown, has grown to become a company focused on connecting Australians with their 5G network which is bringing faster speeds, greater capacity, and a wealth of new uses, to their customers. Telstra offers a choice of not just digital connection, but digital content as well, in more than 20 countries.

Paid search is an integral channel to help capture in-market consumers irrespective of which stage they are at in their purchase journey. Microsoft Advertising helped us navigate through this path with the use of their advanced audience targeting features leading to a better performance.

— Robin Stafford, Head of Search, Telstra

Partnering for the future

Every year, Telstra sets firm sales targets for its marketing initiatives. Performance is evaluated based on sales volume and cost efficiency. For Telstra, the search channel is utilised as a lead or order-generating channel.

“Paid search is an integral channel to help capture in-market consumers irrespective of which stage they are at in their purchase journey. Microsoft Advertising helped us navigate through this path with the use of their advanced audience targeting features leading to a better performance,” says Robin Stafford Head of Search, Telstra.

In partnership with their full-service digital agency, Resolution, Telstra set out to increase customer orders derived from their online channels. The Resolution team looked to the Microsoft Advertising account team of Sam Atwood (Account Executive) and Natalie Takchi (Account Manager) to exceed these sales targets. Historical performance showed that campaigns with Microsoft Advertising were much more cost effective than the leading search competitor, delivering a 51% lower cost per acquisition than similar campaigns on other platforms. Naturally, given the focus on online conversions and cost efficiency, Microsoft Advertising paid search campaigns provided an ideal solution to include in their digital marketing campaigns.

Generating cost efficiencies with audiences

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.

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.

— Hayley Monteiro, Activation Director, Resolution

See a summary

Download the infographic to take the Telstra success story with you.
 Download the success story