Megaport.

  • Paid Media

Using Video and Display Advertising to increase conversion rate and lead quality.

  • The Client

    Megaport is an interconnected cloud platform provider. Specialists in organising all of your connections from one place and bring your network together into one platform, Megaport services businesses all over the world with hybrid, cloud to cloud services.

  • The Objective

    Improve lead quality & reduce consideration period without increasing costs.

  • The Challenge

    Our client’s leads from Google Search were not converting into customers. Their complex cloud connectivity services were attracting a mix of users all searching similar keywords. Despite large amounts of impressions, clicks and conversions, the lead quality was poor. The consideration period was 70+ days long.

  • The Solution

    We restructured the campaign mix to ensure users at different stages of the customer journey were shown relevant ads. Bumper ads on YouTube and Display ads through the Google Display Network were used to create awareness and interest at the start of the customer journey ensuring our client was present during the consideration phase. Finally, Search Advertising showed relevant ads to a mix of audiences searching high intent keywords, as well as audiences who had been to the website before with Remarketing Lists for Search ads.

  • 75%

    Increase in Conversions

  • 728%

    Increase in Conversion Rate

  • 100%

    Increase in Interaction Rate with ads

The Result

After implementing this strategy, Megaport saw significant improvements across key conversion metrics from the previous period (6 months to June 19th 2019, compared to the 6 months prior). Conversions increased by 75% and the conversion rate increased dramatically from 0.13% to 1.13%.

The team at Alpha Digital have pushed our digital campaigning into overdrive. Outstanding communication, planning, and execution has lead to great results.
Luke Fletcher, Director of Marketing (Global)
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