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How one freelancer saw a 70% uplift in performance with audience ads on Microsoft Advertising
Overview
Marko Klobucar is a PPC contractor based in Zagreb, Croatia, working to lower CPCs for a brick-and-mortar franchise. He has been part of the Diginius Agency Partner Program since February 2022
The Challenge
Marko Klobucar, an experienced digital marketing contractor, was tasked with boosting lead generation for a large pet sales franchise in a highly competitive market. After more than a year of running Google Search campaigns, performance began to decline. Marko noted that relying solely on search ads over time leads to audience fatigue and reduced sales.
To overcome this, he introduced Microsoft Audience Ads to reach new customers, attracted by their low cost-per-click and strong potential for engagement. As Marko put it, finding the most cost-effective way to drive traffic is key and paying just 20–30 cents per click was a clear win.
The Solution
A client’s Search ads were fatigued, but they Needed to generate demand
Hundreds of leads at a fraction of the CPC
After checking his tracking dashboard a week into the audience ad campaign, he was shocked. “When I first saw the numbers, I was like, jeez. I looked across the board and said: Oh, this is very good…”
The results were almost immediate and absolutely impressive:
- Cost-per-clicks ranging from $0.20 to $0.45 in a tier-one market
- Over 150 calls per franchise in one month, many lasting 3–7
- minutes, indicating high purchase intent.
- 70% uplift in performance compared to expectations, with
- strong results across multiple franchise locations.
- Foot traffic to brick-and-mortar locations surged, especially
- from users exposed to remarketing and display ads
Results
“When I first saw the numbers, I was like, jeez. I looked across the board and said:
Oh, this is very good…”
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Why TikTok Search Campaigns are the New Google for Gen Z
When Gen-Z want answers, they’re not typing into Google. They’re scrolling through TikTok. Why? Because TikTok delivers what traditional search engines can’t: authentic, bite-sized, and visually engaging content that feels personal rather than transactional.
How is TikTok search different than Google?
Rather than reading a long, bloated blog post about “best skincare products,” a Gen-Z user can watch a 30-second video from a creator they trust, see the product in action, and get real-time feedback in the comments. TikTok’s algorithm amplifies this experience by surfacing highly relevant, community-driven content that resonates with user interests. It’s not just search, it’s discovery, entertainment, and social proof all rolled into one platform.
For brands, this evolution represents a massive opportunity. TikTok Search Campaigns allow advertisers to tap into intent-driven behaviour on a platform where Gen-Z spends hours daily. Unlike traditional search ads, TikTok campaigns blend seamlessly into the content feed, making them feel less like ads and more like recommendations. This authenticity is why TikTok is quickly becoming the “new Google” for a generation of digital natives who value trust and relatability over polished marketing.
What does that mean for pay-per-click (PPC) advertisers?
For PPC advertisers, TikTok’s rise as a search platform means rethinking traditional strategies. You can’t simply copy-paste what works on Google Ads or Microsoft Ads. TikTok requires a blend of intent-driven targeting and creative storytelling. Advertisers must adapt their keyword and bidding strategies to TikTok’s unique search behaviours while ensuring their video content aligns with the platform’s culture of authenticity. Just as important, matching the right creative with the right ad format is critical: whether it’s a high-impact TopView for brand awareness or a Brand Auction for engagement, success depends on pairing campaign goals with TikTok’s diverse ad types.
TikTok Ad Formats Explained
TikTok’s ad formats are designed to meet a wide range of campaign goals and types of creative, but all of them are grounded in TikTok’s signature short-form video content.
TopView
TikTok’s most prominent ad placement appears as the very first ad users see when they open the app. It’s designed for maximum reach and brand impact, delivered through a managed service model. Campaigns using TopView follow a reach and frequency delivery model, and pricing is based on cost per impression with an added surcharge for targeting capabilities. This format is ideal for high visibility launches and brand awareness pushes.
Top Feed
This ad type places your ad in the first in-feed slot of the For You page, giving it prime visibility without the full-screen takeover of TopView. It’s available via TikTok Ads Manager through an allowlist, and like TopView, it uses a reach and frequency delivery model. Pricing is based on cost per impression, making it a strong option for brands looking to maximize exposure while maintaining control through self-service tools.
Pulse ads
These place your ad next to trending and brand-suitable content, helping advertisers align with culturally relevant moments. This format supports a reach objective and can be accessed either through managed service or TikTok Ads Manager (with allowlist access). Pulse also uses a reach and frequency delivery model, with pricing based on cost per impression. It’s especially effective for brands aiming to stay top-of-mind during viral trends or cultural conversations.
Standard Feed
Your ads appear throughout the remaining inventory of the For You feed and are ideal for broad reach campaigns. These ads are self-service via TikTok Ads Manager and follow a reach and frequency delivery model. Like other reach-focused formats, pricing is based on cost per impression. This format offers flexibility and scale for advertisers looking to maintain a consistent presence across TikTok’s user base.
Brand Auction
This is a versatile in-feed ad format that supports multiple objectives, including reach, focused views, and community interaction. It’s fully self-service via TikTok Ads Manager and operates on an auction-based delivery model. Pricing varies depending on the campaign goal: cost per impression for reach, cost per view for focused engagement, and either cost per impression (for follower growth) or cost per click (for profile visits) for community interaction. This format is ideal for performance-driven campaigns with specific engagement targets.
Branded Mission
This is a unique ad type that combines creator collaboration with paid media by allowing brands to crowdsource content from TikTok creators and amplify the top-performing videos as ads. These are standard in-feed ads delivered through a managed service model, using reach and frequency as the delivery method. Pricing includes cost per impression plus additional fees for creative sourcing and amplification. Branded Mission is perfect for brands looking to tap into TikTok’s creator ecosystem and build authentic, community-driven campaigns.
Final thoughts
TikTok is redefining how Gen-Z, and users of all ages, search for information. For brands and advertisers, this shift is a signal to evolve. TikTok Search Campaigns offer a unique blend of intent-driven discovery and authentic engagement, making them a powerful complement, or even alternative, to traditional search ads. Success on this platform demands creativity, cultural relevance, and strategic alignment between your content and campaign goals. Those who adapt now will capture attention and build trust with the next generation of consumers.
Ready to turn TikTok’s Search revolution into revenue?
Join the Diginius Agency Partner Program to unlock exclusive features, insights, and support to help your clients dominate TikTok Search Campaigns. From advanced PPC strategies to creative optimisation and technical support, we’ll give you everything you need to stay ahead in the future of search.
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How the Diginius Partner Program helped an agency go from doubt to ROI
Overview
Devslove Digital Growth Agency helps SME lead generation advertisers grow their businesses via digital advertising on Google, LinkedIn, and Microsoft Ads. The Toronto-based company is a Google Partner and LinkedIn Certified Marketing Insider.
How Devslove turned a key client, sceptical of Microsoft Ads into using it as an integral part of their strategy.
The Challenge
Devslove built their reputation helping SME’s generate leads through Google and LinkedIn ads. While they recognized Microsoft Advertising’s potential as an emerging platform, their packed client roster and demanding workload left little time for experimentation. Everything changed when they discovered the Diginius Partner Program.
David Green, Founder and CEO of Devslove, noted “We thought it would make sense to have a partner who would help us dig a little deeper into that platform and see if there are any opportunities there. ” The Devslove team realised that Microsoft Advertising might work well for a podcasting client they had been working with for three years. The problem?
The client had already tried Microsoft Ads twice, and failed both times
The Solution
Intent on making this new channel work, Devslove upskilled their team using Diginius’s marketing and support documentation, consultations with their Diginius account manager, and even a strategy session with an expert member of Microsoft Advertising’s team.
Results
Devslove used activation coupons to pitch Microsoft Ads to their client. David described the pitch process, admitting, “It was a lot easier to sell that to our client. ” The successful pitch gave David and his team the runway to test out Microsoft Ads. Plus, with the support from Diginius, they also had the confidence of an airtight strategy
For this client, a few closed leads could hit ROIs for six months to a year, and on Microsoft Advertising, Devslove was able to deliver those ultra-high value leads. Their client was thrilled and committed to reinvesting into Microsoft Advertising in the future.
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What you need to know before launching your first connected TV ad campaign
Netflix released its ad tier for the first time in 2022. In just under a year, it grew to 15 million users. That’s a lot of eyeballs.
Today, overall connected tv viewership continues to grow steadily. Premium streaming advertising (aka CTV plus OTV advertising) presents a huge opportunity, in terms of numbers of users and value of data, if you know how to do it.
What Is Streaming Advertising? Explained Simply
Streaming advertising is placing advertisements in on-demand streaming services, like Netflix or HBO. For a long time, cable television dominated the television ad market, but with the invention and monetisation of on-demand streaming, advertisers created new ways to show viewers products and services.
Streaming Advertising vs Cable Advertising: Who Wins?
There are three big differences between streaming advertising (which includes Netflix advertising) and cable advertising.
The first is the medium. One is streamed over the internet, the other operates through cables, duh. Cable television and premium streaming both usually work on some sort of subscription model, but premium streaming is through a private company that collects information like email addresses, and it generally requires Wi-Fi to work. These are important points for digital marketers.
That brings us to the second big difference: the data that both goes into the ad platform and comes out of it. With traditional cable advertising, advertisers have much less control over audiences and targeting, and it is much more difficult to track key data, like who exactly saw your ad and how much of it they watched.
The final difference is that cable advertising goes through very different governing bodies and is often done regionally. With streaming advertising, the buyer markets are generally much more centralised. With Microsoft Advertising, for example, you can advertise on global platforms, like Netflix or Disney+, as well as regional ones, like Hulu or Channel4, all from the same platform. This makes it a bit easier to launch campaigns, especially if you already have accounts in Microsoft Advertising.
Of course, not everyone is on streaming platforms, so if you are looking to advertise to people who you can’t reach through streaming media advertising – like an older demographic, for instance – traditional cable advertising might be the way to go. However, if you seek to get really precise in your audience targeting and tracking metrics, or reach younger, digital native audiences, streaming advertising is likely the way to go.
H2: How to Use Microsoft Advertising for CTV Campaigns
With Microsoft advertising, you can buy non-skippable ads from 10 to 90 seconds in duration, in pre-roll, mid-roll, and other placements, depending on your market. They have traditional targeting features, like age, gender, location, and genre targeting. But they also have more advanced targeting, like in-market audiences, remarketing, similar audiences, and customer match. The best part is there is no minimum spend, so any brand can get premium placements in front of super high-quality viewers. Cost-per-view ranges from about 1 cent to 20 cents, depending on region and placements.
One of the downsides to premium streaming campaigns is that the reporting metrics are less actionable and clear than traditional PPC metrics. Whereas with a traditional campaign, we can assume that a click signals generated interest, most of the metrics with premium streaming campaigns are based on reach, rather than reception or sentiment. You will know how many people saw your ad and for how long, but unless you have a QR code or a coupon code linked exclusively to this campaign, understanding how your viewers react to your videos is not so straightforward. For this reason, CTV campaigns work best at the very top of the funnel for building brand awareness.
That does not mean that there are no demonstrable effects in your lower-funnel campaigns from CTV campaigns, though. In fact, recent studies have shown an 18% lift in click-through-rate on audience ads and an almost 10% lift in brand searches after running a CTV campaign.
How does targeting work on CTV campaigns in Microsoft Advertising?
The most exciting part of Microsoft Advertising’s premium streaming capabilities are its unmatched targeting options. You can use standard targeting features, like targeting by age, gender, location, and genre. Or, you can get into advanced targeting so that you reach your exact ICP.
With in-market audiences, you can leverage search intent data from across the Microsoft’s search network to target users actively looking for your product or solution. Remarketing shows CTV ads to users who have already visited your website, and likewise, similar audiences show CTV ads to users who are similar to those who have already visited your website. Finally, customer match lists let you target a specific list of prospects from first or third party data, like Bombora intent data, so that you nail your audience, every single time.
CTV Campaign Setup: Checklist for First-Time Advertisers
When you are beginning to run your first premium streaming campaign, here are a few things to keep in mind:
- Because there is no minimum spend requirements, discuss a pilot campaign with your clients with a smaller budget, then scale up once you’ve proven the concept.
- To take advantage of the full funnel approach, make sure you have other pay-per-click campaigns running in Microsoft Advertising to measure how your premium streaming campaign lifts your other campaigns
- Try out the advanced targeting features, using your own first-party remarketing data or third-party data, like Bombora intent data
- Make stunning video content, either on your own or with one of our fantastic video partners, and roll film!
If you want more specifics on premium streaming, check out our full premium streaming webinar and follow us on Linkedin to keep up-to-date with the latest insights. As always, you can reach out to your account manager or [email protected] if you have any specific questions about your clients or campaigns. We would be happy to help!
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How ranking first in LLMs is different than traditional SEO
Search is evolving rapidly. Whether you call it Large Language Model Optimisation (LLMO), Answer Engine Optimisation (AEO), or Generative Engine Optimisation (GEO), the landscape is shifting beneath our feet. Here’s what you need to know.
What is LLMO?
LLMO might not be on your radar yet, but it’s about to become essential knowledge for anyone serious about digital marketing, lets break it down before we dive any deeper.
Large Language Model Optimisation (LLMO) is the digital marketing evolution we’ve all been waiting for. Think of it as SEO but smarter, AI’s savvy cousin, if you will. Just as traditional SEO helped websites climb Google’s rankings, LLMO is the art and science of optimising your content so that AI models like ChatGPT, Claude, and Perplexity actually mention your brand when users ask questions. With traditional web clicks declining by around 34% as AI-generated snippets provide instant answers, the game has fundamentally changed. Instead of fighting for the top spot on a search results page, brands need to position themselves to become the go-to answer within AI conversations.
When someone asks an AI chatbot for “the best running shoes for a 96-kilogram runner,” the brands that appear in that response didn’t get there by accident, they’ve mastered the emerging discipline of LLMO. It’s not about being found anymore more; it’s about being the intelligent, contextual answer that AI systems trust enough to recommend to millions of users seeking guidance.
How does an LLM learn?
While it happens across multiple layers, the fundamental process is straightforward: an LLM takes your words and predicts the next most likely word, transforming your query into a comprehensive answer. In terms of how an LLM develops overtime, though, that process happens in relative stages. It is not like beating levels of a video game (it understands X, it will now move directly to learning Y), but is rather like how a human learns (it has a foundational knowledge of X, so it can now move onto more complex topics like Y,Z,Q,W, all of which it is learning simultaneously and at different rates).
The process itself is very simple, LLMs learn foundational rules first, then build up to complex reasoning. They start with basic grammar, like ‘verbs follow subjects in English’ then use these patterns in their predictive models to generate results. From there, it moves on to basic facts and world knowledge. It does this by scraping the internet. This might be something like “London is the capital of the United Kingdom,” “California has a large GDP,” or “the 2026 Winter Olympics will be held in Milan, Italy.” This is where your brand positioning will come in. You have to dictate what your brand is by consistently shouting your message across several channels.
Though LLMs appear brain-like on the surface, experts are moving away from this type of analogy because the underlying computational processes are fundamentally different. The next step in its learning process is human logic/reasoning. But, when we say, “human logic,” we mean the replication of the logical patterns that humans use to understand the world, not reproducing logic itself.
We are far away from AI being able to reason on its own. It is not impossible, but it is far
LLMs work on top of traditional SEO
Traditional SEO is no longer the only way people find information. Large Language Models like ChatGPT, Claude, and Gemini are now answering questions directly, often without sending users to websites at all. But here’s what many marketers miss: these models are still built on top of traditional search engines. ChatGPT, for example, uses Bing’s search algorithm as part of its foundation. That means SEO still matters, but it just looks different now. This aligns with our SEO trends becoming increasingly important in the age of AI-powered search.
The most critical question your marketing team should be asking: how do we create deeper content at scale? This is the foundation of visibility in the LLM era. Shallow content simply doesn’t get picked up. The basic, step-by-step guides that once dominated search results are no longer sufficient. LLMs are designed to synthesise and summarise, drawing from the most comprehensive, specific, and authentically human content they can find. Surface-level content gets left behind.
Where do we start? Use longer tailed, natural language keywords
To adapt, you need to rethink your keyword strategy. Traditional SEO focused on short, high-volume keywords. But LLMs are designed to understand natural language. That means your content should reflect the way people actually speak and search. Instead of targeting something generic like “dog-friendly cafes,” you should be writing content that answers questions like “what are the best venues in Shoreditch, London that are dog friendly and sell decaf coffee.” These are the kinds of queries people are typing into AI tools, and they’re the kinds of questions LLMs are built to answer.
The sun has set on Wiki How-style content
Depth is just as important as specificity. You need to create content that AI tools can’t generate on their own. That means tapping into real human experiences, local knowledge, and niche expertise. Think about the kind of content that only someone who has actually been there or done the thing could write. A guide on how to spend three spare hours on a sunny afternoon in Amsterdam that doesn’t involve biking or tulips is far more valuable to an LLM than a generic travel list. It’s specific, it’s human, and it’s hard to replicate. Rather than doing more shallow, simple work, your marketing team needs to act as researchers, uncovering and publishing new ideas, tips, and secrets that are truly valuable to those who are consuming your content.
Use humans to write your content
LLMs must be trained on human-written content to avoid “model collapse”, a phenomenon where AI systems degrade when fed synthetic data. This isn’t theoretical; it’s a documented challenge in AI development. Sites filled with AI-generated content don’t just rank lower, they risk being excluded entirely. That’s why human authorship matters. AI can accelerate your workflow through research, outlining, and drafting, but humans should craft and refine the final product.
Focus on your website. Beef it up.
Your website is now one of your most powerful assets. It is common knowledge that LLMs scrape the open web to learn, and that includes your site, but the implications of this fact do not seem to have begun to resonate as much.
This means that you have the opportunity to shape what these models know about your brand, your products, and your niche. You get to dictate their knowledge, so brag about your wins, define your unique value proposition (UVP), and keep that message clear and consistent across pages and channels.
Your site needs to be rich and expansive. One landing page is not enough anymore. Depending on your industry, you may need thousands of pages to truly own a vertical. If you’re targeting the venue market in the UK, for example, you might need fifty thousand landing pages to cover the space properly. Unfortunately, that’s not overkill; that’s the new baseline.
Optimise for each LLM and Track Industry Moves
It’s also important to optimise for each LLM individually. Just like you would tailor your SEO strategy for Google versus Bing, you now need to think about how your content performs in ChatGPT, Claude, Gemini, and others. Each model has different data sources, update cycles, and behaviours. Staying on top of these best practices and new industry trends is essential.
For example, Reddit and Yelp have signed deals with OpenAI to allow ChatGPT to scrape their data. If your niche overlaps with those platforms, such as local services or community-driven content, you need to be optimising your presence there, too. These partnerships are shaping what LLMs know and trust. If you’re not part of that ecosystem, you’re invisible.
Be the source, not just the result
The future of search is not just about being found. It’s about being the source. If you want to rank first in LLMs, you need to create content that is so specific, so rich, and so human that the models have no choice but to use it. That means thinking like a publisher, scaling like a tech company, and writing like a local expert. The rules have changed, but the opportunity is bigger than ever.
Want to stay ahead of the AI curve? Follow us on LinkedIn, or attend one of our free LLMO events, if you’re in the London area! They’re every first Thursday of the month at 9am and always. totally. free.
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Everything you missed in our webinar covering all things Premium Streaming on Microsoft Advertising
The media landscape has fundamentally shifted. Video content isn’t just competing for attention; it’s becoming the primary language for digital communication. From social media feeds to corporate presentations, audiences expect, rich, engaging video experiences that deliver value instantly.
Last week, we brought together industry experts and streaming professionals to explore the strategies, tactics, and mindsets needed to thrive in a video-first world. Focusing on Microsoft Advertising’s Premium Streaming and CTV advertising, we used this opportunity to introduce three incredible video production houses that we’ve partnered with to help our agencies create content that is ready for premium streaming platforms.
As Microsoft Advertising’s global channel partner of the year 2025, Diginius works with over 1,000 agencies across 60+ countries, supporting them on Microsoft Advertising. We wanted to create a dedicated space where we can support our agencies whose clients are ready to advertise on Microsoft’s premium streaming ecosystem on platforms like Netflix, Roku, Disney+, Channel 4, and more. By partnering with these video production houses and offering comprehensive support on premium streaming and CTV alongside knowledge sharing sessions like our webinar, we’re ensuring our agencies have everything they need to power up premium streaming campaigns.
If you missed our recent webinar, don’t worry, continue reading for an overview of the key topics we covered to get you up to speed with everything you need to know about video advertising.
How much does CTV advertising cost?
The CTV offer is charged based on completed view. For most of Europe this is about 1 cent to 20 cents per view. This is quite inexpensive compared to some other providers because Microsoft Advertising has decided to cut back on service fees so that they can remain very competitive. They also offer placements with no minimum spend, so you could get on HBO for $1. You probably won’t get a ton of reach, but you can do it.
How does audience targeting work?
What sets Microsoft Advertising’s CTV offering apart is its ability to leverage in-market audience targeting. Instead of relying solely on assumptions, like believing your ideal customer only watches a specific genre, you can target individuals who are actively searching for your products on Bing or demonstrating interest across the broader Microsoft ecosystem
For instance, a person who reads Football news every morning might be an ideal customer for your sports apparel brand, even if they don’t typically watch sport related content. In short, Microsoft Ads allow you to show your ads to people you know are interested, rather than those you guess might be.
This can be layered on top of traditional genre or contextual targeting for a more comprehensive strategy.
Beyond this, Microsoft Advertising enables other advanced targeting features. These include remarketing, similar audiences, in-market audiences, customer match, age, gender, location targeting, and visitor audiences who have previously visited your website.
You can also exclude certain devices, like a laptop or tablet, although the majority of your impressions will come from connected TVs.
How does a Netflix-specific campaign work?
If you have a CTV ad, it is likely that a lot of your views will come through Netflix advertising. However, you cannot go ahead and launch a campaign that will run exclusively through Netflix. In order to do that, simply contact the Diginius team ([email protected]) to get set up.
Who is the Netflix audience?
It’s a good question! Netflix has a highly qualified audience as the leading streaming platform, with very loyal users. In fact, 45% of viewers report strong loyalty to brands they favour.
They are very responsive to ads, too. We have seen that they are 18% more likely to admit to buying brands they have seen advertised than control populations. Finally, they are influential, as 33% of respondents tell their family and friends about new products.
You might assume that people who are paying for ads on Netflix might be less qualified audiences or less likely to buy from an ad. Netflix did a lot of number crunching and internal studies about the audiences of their different subscription tiers.
It turns out that the behaviour between the Netflix users who buy the ad-free subscription and those who stick with the ad version have pretty much the same behaviours as each other.
How does reporting work?
There are a number of complex reporting metrics, but the primary is impressions. We also track partial impressions, video skips, and others for various video formats.
How does online video play into this?
Online video is similarly connected within the Microsoft Ecosystem and is a great tool to aide in your overall campaign goals, as it has different formats and reporting than CTV. This offering is much more flexible and likely what you are used to turning to if you want to get those quick clicks.
With OTV, you have more options for the ad types: in-stream, outstream, skippable, non-skippable, etc. It has advanced targeting, so you can exclude certain devices, or target by audience, age, gender, or location, and use it in conjunction with traditional campaign types. For instance, you can run a search campaign using impression-based remarketing for only people who have seen your ads.
What sort of results can I expect?
CTV ads are best for top of funnel and mid funnel. Netflix, for example, does not allow QR codes on their ads, so it will have to be a bit further up the funnel. This does not mean, though, that the rest of your campaigns don’t see the effects. On average, you can expect a 18% increase in click-through rates on audience ads and a 9% lift in brand searches.
What kind of assets will I need?
Premium streaming requires premium video assets. This means that they have to conform to particular specs and achieve a three-star quality ranking (the highest quality). This is why we partnered with video producers with decades of experience in video production, so that you can tell your story and make it look beautiful.
Check out their showreels to see whose style might fit your brand’s needs or contact the Diginius team for a more personalised consultation.
Already working with Diginius? Contact your account manager to learn how to get started with Premium Streaming on Microsoft Advertising. New to Diginius? Reach out to us at [email protected] — we’ll walk you through everything you need to launch your first campaign
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Adenergy Case Study
How Diginius contributed to an uplift of 15-20% in managed spend for Adenergy’s clients
Overview
Adenergy.online is a Krakow-based freelancer collective specializing in lead generation and eCommerce support through Microsoft Ads, Google Ads, and Meta. Their network of digital marketing experts serves as an extension of clients’ teams, delivering strategic marketing solutions with agility and direct communication. They’ve been part of the Diginius Agency Partner Program since August 2023.
How Adenergy unlocked 23x ROAS for Norwegian Construction Safety Leaders
The Challenge
Two Norwegian construction safety companies were market leaders in Google Ads PPC with a combined monthly spend of $80,000. However, post-COVID competition surge drove CPCs continuously higher, making profitability difficult despite perfect quality scores and optimised bidding strategies.
The Solution
Adenergy identified Microsoft Ads as the perfect fit for their industry, where professionals frequently use Microsoft Edge, Yahoo and Bing for sensitive data aceess. Diginius provided structured onboarding to eliminate objections and reduce tesing risks.
Results
- 23x ROAS of Microsoft Advertising
- 100% impression share achieved (vs. continually contested share on Google)
- Microsoft Ads became an essential part of their PPC strategy
- Both companies now launch every new course on both Google and Microsoft Ads
“Now for both of those companies Microsoft is a proper part of their PPC strategy. When they launch any new course, they have to launch it on both Google and Microsoft Ads” – Baptiste Jenard, Founder
How Adenergy Online leveraged the Diginius Insight Intent Data tool
The Challenge
A new Australian law mandated cybersecurity improvements for finance and legal
companies, creating surge demand. The challenge was precisely targeting companies actively seeking compliance solutions in a high-CPC environment ($50-100 per click.)
The Solution
Adenergy leveraged Bombora intent data through Diginius Insight to identify companies with active cyber security intent signals, enabling precision targeting for outreach campaigns.
The Results
- Highly accurate, high-intent lead generation
- Precision targeting reduced wasted spend in expensive cybersecurity market
- Strategy perfectly aligned with compliance deadline surge, maximising opportunity capture
“Clicks are expensive but you’re completely ok to pay $50 to $100 a click, when you know that’s exactly the right person that’s on the other side of the computer and that’s pretty much why combining both is going to be extremely relevant” – Baptiste Jenard, Founder
Overall Partnership Impact for Adenergy Online
The Challenge
Joined the Diginius Agency Partner Program in August 2023 , gaining privileged Microsoftpartnership status, direct support for complex problem resolution, and access to cutting-edge tools and financial incentives.
The Solution
Adenergy leveraged Bombora intent data through Diginius Insight to identify companies with active cyber security intent signals, enabling precision targeting for outreach campaigns.
Results
- 15-20% uplift in managed spend
- Enhanced competitive positioning as Microsoft experts
- Most clients invest $50,000+ monthly in advertising
- Ability to offer comprehensive multi-platform strategies
- Access to emerging technologies like the Diginius Intent Data tool powered by
- Bombora B2B intent data.
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How to use intent data and lead intelligence on Diginius Insight to supercharge your sales efforts
Picture this: while your competitors are still playing pin-the-tail-on-the-prospect, you’re already 3 steps ahead, knowing exactly which leads are ready to buy, what keeps them up at night, and precisely when to strike.
Welcome to the new era of sales intelligence, where gut feelings are cold calls are relics of the past. Today’s sales champions don’t just understand their prospects , they practically read their minds.
Intent data and lead intelligence have transformed from nice-to-have luxuries into the secret weapons that separate the sales legends from the also-rans. With Diginius Insight in your arsenal, you’re not just levelling the playing field, you’re tilting it dramatically in your favour.
Ready to discover how top performers are turning data into dollars and insights into unstoppable sales momentum? Buckle up, this comprehensive guide will show you exactly how to dominate your market while others are still figuring out the rules of the game.
Understanding intent data
Intent data is gathered through various metrics that indicate a company’s level of interest in specific topics. This data is collected from a vast network of high-quality research sites and uses statistics to create a picture of how ready a B2B company is to buy a new solution. This readiness is what we refer to as “intent.”
The quality of the data you use is paramount. Diginius Insight uses Bombora intent data, which pulls user behaviour from reputable research organisations such as CNN, Time, and Forbes. Users come to these websites to do deep, quality research into B2B solutions. Using these ultra high-quality sources ensures that the information you receive is both reliable and relevant. It is the industry gold-standard, already used by data science teams at companies like Adobe, Salesforce, and LinkedIn.
These metrics include scroll velocity, time spent on page, and webinar signups across leading industry publishers. It is much deeper than any insights you would get from search or keyword data alone, so it can provide deeper insights into what companies are researching than what traditional search data can offer alone.
How the intent data process works
We will now go through the process of how the software works. You can supercharge your sales in just a few easy steps.
Basic configuration: define your ICP
To get started, you need to select the topics and accounts you want to track. This is done through the Diginius Insight tool, which allows you to customize your focus areas. The configuration process only takes a few minutes and autogenerates weekly reports based on those filters every week thereafter. It is not a live database, so you need to plan your tracking accordingly.
Generating reports: get your leads
Once you have selected your topics and accounts, you can generate reports. If you are beginning on the trial plan, these reports will show the top 10 leads based on the selected criteria every week. Most companies will want more data to work with, though, so we have plans that scale the number of leads you will receive from 10, 50, 100, all the way up to unlimited. If you do not feel that your leads correctly fit in your ICP at this point, you can reconfigure your settings. Our team would be happy to help you do so.
Report details: everything you need to know
Many people who have never worked with intent data before naturally come up with lots of questions, like what does a good intent report look like, how does intent scoring work, or what do I have to do to ensure I am using intent data in a GDPR compliant manner?
Success metrics
The primary success metric in these reports is the number of topics matched. The more topics a company matches, the better prepared you are for your pitch. This metric indicates the level of interest and engagement a company has in the topics you are tracking. However, the number of topics matched could be artificially low if you do not select appropriate topics for your business. It sometimes requires a bit of trial and error.
Score explanation
Each company is given a score on a scale of 0-100, which reflects their relative interest in the topics. This score is calculated based on a curve, comparing the company’s interest to others in the dataset. A higher score indicates a higher level of engagement and interest.
These metrics work together to essentially created your sales funnel of companies in your ICP actively researching your solution.
GDPR compliance
One common question is about GDPR compliance. Bombora tracks research behaviour at the company level, not at the individual level (which would be a violation of GDPR). Thus, these reports are not subject to GDPR controls and usage is compliant with privacy regulations.
Downloading reports
You can download both summary and comprehensive reports from Diginius Insight. Summary reports list the companies that appeared in your tracking, while comprehensive reports rank all topics and provide detailed insights. This flexibility allows you to tailor your reporting to your clients’ needs.
Finding sales contacts: streamlining enrichment and outreach
In addition to providing intent data, the Diginius Insight software also eliminates hours of manual data collection by giving you contacts and contact information for relevant companies in an instant with Apollo contact data.
Using company explorer
To find sales contacts, use the Company Explorer feature. Enter the domains from your list to search Apollo’s contact data. This will pull up company profiles and available contacts. This tool streamlines the process of identifying key decision-makers within the companies you are targeting, so you can find exactly who you want to target in seconds based on their company and job title.
Custom Templates
Creating custom templates for target audience filters can save you time and ensure consistency in your outreach. Diginius Insight offers default filters that you can use with a single click, making it easy to apply your criteria and generate targeted lists.
Wrapping it all up
Using intent data and lead intelligence on Diginius Insight can significantly enhance your sales efforts. By understanding the depth of your potential clients’ research and engagement, you can tailor your pitches more effectively and close deals faster. Preparation and client trust are key, and demonstrating your knowledge and readiness through detailed reports and insights will set you apart from the competition.
By leveraging these tools, you can turn basic metrics into powerful insights, driving your sales strategy to new heights. So, are you ready to supercharge your sales efforts with Diginius Insight? Book a demo call or speak with a member of our team, email [email protected].
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The rise of AI in PPC Advertising: what it means for London businesses
In the fast-paced world of digital marketing, pay-per-click (PPC) advertising has long been a go-to strategy for London businesses looking to attract customers online. But with artificial intelligence (AI) rapidly evolving, PPC is undergoing a major transformation. AI-driven automation, predictive analytics, and machine learning are reshaping how businesses manage their ad campaigns, making them more efficient, targeted, and cost-effective.
The AI revolution in PPC advertising
AI is changing PPC advertising by optimising bids, refining audience targeting, and automating ad creation. Google Ads, Microsoft Advertising, and other platforms now use AI to analyse vast amounts of data to predict user behaviour and adjust campaigns in real time. This means London businesses can maximise their ad spend while reducing manual effort. In a city as industrious and competitive as London, any time and cost saving technologies are vital to ensuring your business thrives.
Why London businesses should pay attention
With AI streamlining PPC strategies, London businesses, whether they be startups in Shoreditch or established firms in Mayfair, can benefit from increased efficiency, better ROI, and an enhanced competitive edge. AI reduces the need for manual campaign management, freeing up time for strategy and creativity. Plus, with real-time optimisation, businesses can lower costs and boost conversions. These AI-driven insights help businesses adapt to changing trends faster than competitors.
Key developments in AI for PPC
Perhaps the most significant change in PPC that comes from AI is Performance Max campaigns (PMAX). These campaigns can be used in conjunction with different, non-AI automated campaign types, like search or audience campaigns. However, they use AI to automate bidding, conduct audience targeting, and create dynamic ads.
Automated bidding
Automated bidding is a game-changer for PPC advertisers, eliminating the need for constant manual bid adjustments. AI optimises bids based on real-time data. By analysing user behaviour, competition, and budget constraints, AI determines the most effective bidding strategy to achieve maximum return on investment (ROI). Businesses in London, where ad competition can be intense, benefit from automated bidding because it ensures they stay competitive without overspending.
Whether aiming for higher visibility, better conversion rates, or lower cost-per-click, AI-driven bidding helps advertisers focus on strategy and creative messaging rather than spending hours tweaking bids manually.
Audience targeting
AI-powered audience targeting refines PPC campaigns by identifying the right customers based on their online activity, demographics, and interests. Instead of relying on broad targeting parameters, machine learning continuously analyses patterns, allowing businesses to reach users who are more likely to engage with their ads. For London businesses catering to diverse audiences, this precision is invaluable—it ensures ads reach the most relevant consumers, increasing click- through rates and conversions. Additionally, AI can predict trends and behaviours, enabling businesses to adjust their targeting dynamically and stay ahead of competitors. This smarter targeting approach helps businesses maximize their marketing budget while ensuring their ads are seen by the most receptive audience.
Dynamic ad creation
AI-driven dynamic ad creation takes personalisation to the next level by automatically generating and testing multiple variations of ads to determine which performs best. Rather than manually crafting different headlines, descriptions, and images, AI can instantaneously mix and match different creative and copy combinations to see which works best for your campaigns. For London businesses, where capturing audience attention quickly is crucial, dynamic ad creation ensures ads resonate more effectively with potential customers. AI can also adapt ads based on contextual factors such as search queries, location, or time of day, creating highly relevant messaging that increases conversions. By letting AI handle the optimisation process, businesses can focus on brand storytelling and campaign strategy, all the while benefiting from continuously refined ad performance.
Challenges and considerations
While AI brings tremendous advantages, London marketers must stay cautious. Automated bidding and AI-driven ads require careful oversight to ensure they align with business goals. Privacy concerns and ethical data use must also be top of mind, particularly with tightening UK regulations on digital advertising.
PPC advertising on LLMs
Advertising within AI-driven platforms like Copilot is already a reality, with businesses utilising multimedia ads, product promotions, and vertical ad formats. The technology is here, and consumers are accustomed to trading their attention for free content, just as they have since the early days of radio. This same business model carried over to television and the internet, making AI- powered advertising a natural progression. It’s only a matter of time before similar ad formats become ubiquitous across all popular, free LLMs.
What’s most intriguing, however, is how these ads will evolve. As generative AI continues to grow, and continues to challenge traditional search engines like Google, new advertising formats and best practices will emerge. Businesses and marketers will need to assess how users interact with AI, what ad styles feel organic in this environment, and which approaches resonate best with audiences. Ultimately, this shift will lead to a new category of advertisements specifically tailored for AI-driven interactions. This is an exciting moment for digital marketers, as AI isn’t just changing PPC. It’s redefining how businesses connect with their audiences in entirely new ways. For this reason, the rise of AI in PPC presents the perfect opportunity to experiment with new digital marketing tactics and techniques.
The future of PPC in London
AI-powered PPC is set to grow, offering even more sophisticated targeting and personalisation. London businesses that embrace AI in their advertising strategies now will be better positioned to thrive in the competitive online market. As one of Europe’s biggest tech hubs, rest assured that every company in the city is looking to leverage AI to hit their KPIs and grow. Whether you’re a local café in Camden or an e-commerce brand reaching global audiences, AI-driven PPC can elevate your marketing game. By balancing automation with human creativity and oversight, London businesses can unlock the full potential of AI in advertising.
If you’re a business and keen to work with a London-based PPC agency or you’re not sure how to choose the right PPC agency for you, contact the Diginius team at [email protected]!
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Understanding social media analytics: how to know our customers
Understanding customer behaviour is essential for building strong relationships, maintaining a cohesive brand, and driving business success.
Social media analytics provide invaluable insights into consumer preferences, habits, and engagement patterns, helping businesses make data-driven decisions. By analysing data from social platforms, brands can tailor their strategies to better connect with their audiences, increase engagement and boost conversion.
What are social media analytics?
Social media has transformed the way businesses interact with customers. With millions of users engaging across different platforms daily, companies have an unprecedented opportunity to gather data and understand what resonates with their audience. Social media analytics are data points that offer insights into customer interactions. Brands can then leverage them to refine their messaging, content, and overall marketing strategy.
By measuring performance metrics such as engagement rate, reach, and sentiment analysis, businesses can evaluate which campaigns are working and which need improvement. Analytics allow brands to identify trends, understand customer preferences, and adjust their approach accordingly to maximize impact.
Key social media analytics
When diving into social media analytics, several key metrics help businesses understand their audience. These metrics offer insights into how customers engage with content and provide a roadmap for enhancing marketing strategies.
Engagement Rate
This metric measures the level of interaction on posts, including likes, comments, shares, and clicks. A high engagement rate indicates that content resonates with the audience and encourages conversation.
Reach and impressions
This refers to the number of unique users who see a post, while impressions count the total number of times a post is displayed. Monitoring these metrics helps businesses assess how effectively they are reaching their audience.
Conversion Rate
This is particularly useful if you are running ads on social media or if you use social media as a key part of your lead funnel. Conversion rate tracks how many social media interactions lead to a specific action, such as signing up for a newsletter, purchasing a product, or visiting a website.
Understanding customer behaviour through analytics
Customer behaviour on social media is constantly evolving. By analysing interactions, businesses can gain a deeper understanding of what drives their audience to engage, share, and convert. Observing patterns in user behaviour allows brands to refine their content and optimize marketing efforts.
For instance, if a company notices that video content generates higher engagement than static images, it can prioritise creating more video-based posts. Similarly, businesses can track the best times to post based on when their audience is most active, ensuring content reaches users when they are most likely to engage.
Monitoring conversation trends also plays a crucial role in understanding customers. Social listening tools help brands track discussions around their industry, competitors, and specific keywords, providing valuable insights into customer sentiment and emerging trends. By staying informed about what customers are saying, businesses can proactively address concerns, provide solutions, and build stronger relationships.
Leveraging competitor insights
Competitive analysis is another powerful aspect of social media analytics. Observing how similar brands engage with their audience can offer inspiration and guidance for shaping successful strategies. By reviewing competitor performance, businesses can identify gaps in their approach and discover new ways to stand out in their industry.
Monitoring competitor content and engagement levels helps businesses determine which strategies are effective and which ones may not be working. For example, if a competitor’s campaign is generating significant buzz, brands can analyse what made it successful and apply similar tactics to their own marketing efforts.
Moreover, staying ahead of competitor trends enables businesses to innovate and differentiate themselves. Research which social media platforms your competitors are using, chances are, that’s where your target audience is already spending their time. Rather than simply replicating what others are doing, companies can use competitor insights as a foundation for creating unique, compelling content that attracts and retains their audience.
The future of social media analytics
As technology continues to evolve, social media analytics are becoming more sophisticated. Artificial intelligence and machine learning are transforming the way businesses interpret data, providing deeper insights and predictive analytics that help anticipate customer behaviour.
Advanced analytics tools enable brands to track real-time engagement, automate reporting, and even find qualified leads based on social media activity. The growing emphasis on personalisation means businesses can craft highly tailored content that aligns with individual customer preferences, increasing overall engagement and satisfaction.
Additionally, privacy and data protection are becoming central concerns for both users and businesses. Social media platforms are implementing stricter guidelines to ensure ethical data collection, compelling brands to be more transparent about how they use customer information.
New business applications
Understanding social media analytics is crucial for businesses aiming to connect with their customers in meaningful ways. By analysing key metrics, monitoring customer behaviour, and leveraging competitor insights, brands can refine their strategies and foster stronger relationships with their audience. Many brands want to learn how to increase social media engagement, and an analytics-first approach is the way to do it. With continuous advancements in analytics technology, businesses have more opportunities than ever to make data-driven decisions that enhance engagement and drive growth.
Embracing social media analytics is not just about understanding numbers – it’s about recognising the patterns, preferences, and trends that shape consumer experiences. Digital marketing tools like Diginius Insight aggregate social media analytics from across channels, presenting a clear and understandable image of your brand’s digital footprint. By leveraging this data effectively, businesses can create compelling content, build trust, and stay ahead in the ever-evolving digital landscape.
Find out more about how Diginius Insight can help you capitalise on social media analytics to grow your business!
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