Southern Phones is the 5th largest Telco in Australia, operating largely in regional areas, selling broadband internet and mobile phone plans. Their site offers an incredibly wide range of products and services to an equally broad audience. For example, 18–24-year-olds seeking cheap mobile plans vs 55–64-year-olds looking to connect to the internet.

Each of these audience groups have very different motivators and drivers of conversion. Understanding this was key to optimising the way paid media was implemented. Identifying specific behavioural differences by age range and leverage the insights for remarketing paid media was key to driving better performance and lower cost per leads.

Conversion and behavioural messaging altered based on age and specific product category. The younger audiences more used to low friction, online purchases were presented with a traditional ‘Buy now’ messaging. Older, more sceptical audiences were presented with more traditional ‘Contact Us’ messaging, allowing them to discuss their needs with call centre staff.

Results  

Cost per Lead was reduced from $150 to $25, allowing Southern Phone to deploy a greater volume of ad variants that performed well above average.