The Target and Bid setting requires that the user be on the audience list and search for a currently active keyword. This allowed us to target a list of visitors to the business pages of the Telstra website who subsequently searched for a consumer keyword, based on the assumption that their interaction with the business pages of the site was a strong signal that they were business users (despite searching a consumer keyword).

We fundamentally changed the way that Telstra relies on paid search for audience targeting.

The results were outstanding. Keywords on the RSLA list delivered higher click through rate and conversion than those not on the list, at a CPC not dramatically above the standard set of terms (+13%). But most importantly to Telstra, orders were generated at a cost 56% lower than the average CPO across all Search activity. As a result our RSLA strategy is being deployed across Telstra’s consumer and business units.