Case Study: MYOB achieves 205% higher CTR, 141% more traffic and 175% higher conversions with Outbrain’s Engagement Bid Strategy

MYOB Increases Brand Consideration with Outbrain’s Engagement Bid Strategy

MYOB, an Australian B2B software provider for accounting, payroll and tax, needed to diversify its media mix beyond social to drive traffic and engagement from accountants and finance professionals and encourage guide downloads. The challenge was reaching a niche, attentive audience and improving the quality of traffic and conversions for key campaigns.

MYOB launched Outbrain traffic campaigns and then tested Outbrain’s Engagement Bid Strategy (EBS), feeding first‑party analytics into Outbrain’s bid optimization to target the most attentive users. With Outbrain’s recommendations and EBS, MYOB achieved a 205% increase in CTR, 141% more traffic and a 175% lift in conversion rate.

MYOB

Michael Yu

Digital Marketing Specialist