To target this niche audience segment, MYOB initially launched a regular traffic campaign through the Outbrain Amplify dashboard. After some analysis and upon recommendation from the Outbrain team, MYOB then tested Engagement Bid Strategy (EBS) to efficiently reach its most attentive audiences and prime them for action.
By deploying EBS, the company ingested its first-party analytics data within Outbrain’s bid optimization technology for the best bidding and serving decisions. This enabled MYOB to achieve a 205% increase in click-through rate and 141% lift in traffic compared to standard campaigns.
Thanks to EBS, MYOB was also able to build a lookalike audience based on
the most attentive consumers, ultimately increasing conversion rate by 175%.