About Pax8

Pax8 is the world's leading marketplace for cloud solutions.

Pax8s born-in-the-cloud platform modernises the channel’s cloud journey with consolidated billing, automated provisioning, and industry-leading PSA integrations. The technology is backed by responsive support, educational offerings, and the resources you need to grow your cloud business. Pax8 has displaced legacy distribution by connecting the channel ecosystem to its award-winning cloud marketplace. 

The Challenge

Initially, we faced the challenge of maximising our online presence and attracting a broader audience to our offerings. The need for increased reach and tapping into a wider search pool became apparent as we aimed to expand our online footprint. We also wanted to improve the efficiency of our advertising spend and make sure that our marketing efforts were effectively reaching potential customers. One of our specific challenges was identifying valuable search queries that were more likely to convert, thus optimising our campaign's performance. Understanding the impact of broad match keywords and their potential benefits was crucial in addressing these challenges.

Our Approach

To address the challenge of reaching a wider audience, we strategically incorporated broad match keywords into our campaigns. Our approach involved harnessing the power of Google's algorithm to better target and identify valuable search queries. We carefully monitored and adjusted our campaign based on performance data, allowing the algorithm to refine its search parameters and focus on potential converters. Our approach prioritised data-driven decision-making and continuous optimization to maximise the effectiveness of our Google Ads campaigns.

The Results

Implementing broad match keywords significantly increased our campaign's reach, exposing our offerings to a broader range of potential customers. The algorithm's ability to identify valuable search queries led to a substantial improvement in our click-through rate (CTR), indicating that we were capturing the attention of more interested users. Despite the broader reach, our cost per click (CPC) decreased by an impressive 43%, demonstrating a more cost-efficient advertising strategy. The most notable result was the remarkable 163% increase in conversions, primarily driven by 'guide downloads,' highlighting the algorithm's proficiency in targeting users with higher conversion potential. Our cost per acquisition (CPA) also decreased by 55%, indicating that our approach not only attracted more conversions but also did so at a significantly reduced cost, enhancing the overall campaign's efficiency and return on investment (ROI).