nbn Business
Improving NBN's Cost Per Click with AI | Case Study
Brief
Razorfish was engaged by NBN to manage the onboarding of Google Ads accounts, with the objective of optimising their paid search performance.
Background
We were tasked with maintaining Search activity during NBN Business' onboarding phase, and then rolling out any optimisations to help the brand continue generating Check Your Address actions on site.
35%
Increase in online orders 2023
Solution
Onboarding of NBN Business' Google Ads accounts gave us the opportunity to apply our Modern Search approach to the Search architecture. This allowed us to take advantage of broad match keyword targeting in line with the latest Google algorithm updates to maximise Search performance.
Our Modern Search approach opened opportunities for strategic optimisations that led to a 64% reduction in cost-per-click and an overall $989K reduction in media spend.
Reduction in CPC
64%
Reduction in CPC
$989K
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