Macquarie Telecom garnered more than 50 percent of hosting revenue from Google AdWords.
Macquarie Telecom is a specialist provider of information and communications technology solutions for business and government clients. It supplies a complete range of voice, data, mobile and hosting services that are used every day by more than a million users in 2,500 enterprises throughout Australia and the Asia Pacific region.
Established in 1992, Macquarie Telecom recently completed a significant rebranding program, including the launch of a new name and logo designed to focus attention on the company's unique Internet Protocol (IP) convergence capabilities. Macquarie works with its customers to deploy solutions that deliver clear bottom-line benefits. It does this by extracting maximum business impact from convergent networks, including increased flexibility, reduced infrastructure costs, more effective resource management and results-oriented service level agreements.
Approach
Macquarie Telecom relies on face-to-face contact to drive sales, so it has an ongoing challenge to stimulate sufficient inbound leads that result in sales appointments. Initially, the company focused on the hosting side of its business - an area typically driven by downtime or other trigger events within client organisations.
When an enterprise is looking for a hosting solution, its IT staff typically start by searching online. "To succeed in this environment, we needed to ensure that we were visible in both paid and organic search and then support this with strong brand-awareness campaigns," says Denis Rowe, National Marketing Manager for Macquarie Telecom.
Today, the company's focus has expanded and its online marketing strategy has also evolved. To reach business and government customers looking for converged voice and data network solutions, Macquarie Telecom tried a number of marketing vehicles such as banner advertising on Australian business sites. Rowe says this endeavour produced little success. However, thanks to his experience in a previous job, he was aware of the results that were possible using search-based advertising using Google AdWords, so Rowe decided to try the program at Macquarie Telecom.
Results
Rowe says the process of getting started with Google AdWords was simple and seamless. "The keys are to understand your business and understand the terms that people use to search for products that you sell," he says. "Specialist search-marketing firms and Google Suggest - which provides more refined searches based on the popularity of other searches - were very useful in optimising our AdWords campaigns."
Google AdWords helped Macquarie Telecom drive measurable business results. For example, the company's hosting and security division is heavily dependent on inbound lead generation for success. Since signing up for AdWords, this division has garnered more than 40 percent of its sales from AdWords and over 50 percent of its revenue from these sales.
"These results from AdWords have exceeded our expectations," says Rowe. "Until now, inbound leads from search-based advertising resulted in a small portion of our sales. Now they are a major contributor to our growth."
Using AdWords, Macquarie Telecom has substantially increased the measurability and agility of its internet marketing. The company can easily monitor and refine advertising programs on a weekly basis and can change web offers each month. This lets telecommunications business measure results and quickly optimise campaigns.
Macquarie Telecom also has implemented Google Analytics, tagging AdWords to measure direct access to the web site by customers, gauging traffic driven by search engines, and testing overall traffic driven by Google AdWords. This comprehensive measurement tool has been invaluable.
"We've seen a significant uplift in traffic," he says. "More than 30 percent of all our traffic is driven by organic Google search, while Google AdWords drives almost 10 percent. We consider Google a major contributor to our business success."
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