Nextiva, a cloud-based phone systems company with more than 75,000 customers, recently used YouTube"s new TrueView advertising to boost new leads and awareness. The campaign attracted more than four million impressions in three months, and TrueView ads had a strong view-through rate of 19%. Overall traffic to Nextiva"s site jumped more than 20% during the campaign.

Published
November 2013
Topics

Nextiva, a leading provider of cloud-based phone services with more than 75,000 SMB customers across the U.S., makes it easy for companies to move their telephone systems to the cloud. With VoIP, fax, telephone, web conferencing and more, it’s a one-stop shop for cloud communication services for businesses.

"Today we have banking and photos and music in the cloud," says Yaniv Masjedi, Nextiva's Vice President of Marketing. "Business phones work better there, too."

Publicizing Nextiva with a new ad format

While Nextiva has a strong lead in the market, business communications is incredibly competitive. Nextiva wanted to build on its momentum with more qualified leads, which can range from SMBs to mid-size companies. The company also wanted to publicize its customer-first philosophy of Amazing Service™. This philosophy is emphasized by making sure 95% of service calls are answered by the second ring and ensuring that your first call resolves a problem.

"We're not going to be that company where you wait two hours on hold," says Masjedi. "We want to be the lifelong partner that helps your business succeed."

Nextiva’s biggest goal was to make sure potential customers heard that message.

Using TrueView to bring in customers

To get the word out on Nextiva’s service and products, the company has been using various Google ad products since 2008, including Google Search and Display advertising. But it wanted to expand the tools it was using to reach new customers. So it decided to give YouTube TrueView ads a try.

Using the new TrueView ad format, Nextiva was able to show product demos and testimonials to potential customers as they browsed YouTube videos. One popular video showed how Nextiva's Amazing Service™ kept an insurance company up and running after Hurricane Sandy. The ad format helped Nextiva tell this story to thousands of YouTube users with an efficient cost-per-view pricing model.

"The amount of views these videos can attract is enormous," says Masjedi. "The audience is incredibly large and the cost is relatively low."

Masjedi says using Google services has dramatically increased the number of people researching and contacting Nextiva.

Google allows us to be in multiple places during the interest and buying cycle. Rather than just getting a lead and following up with a call, we're able to put Nextiva in front of customers' eyes in many areas. The scale and reach that Google offers is far beyond the rest.

"Google allows us to be in multiple places during the interest and buying cycle,” Masjedi says. “Rather than just getting a lead and following up with a call, we're able to put Nextiva in front of customers' eyes in many areas. The scale and reach that Google offers is far beyond the rest."

More than four million impressions in three months

Nextiva's new TrueView campaign, combined with its existing Google AdWords campaigns, have helped the company generate thousands of new leads and made more businesses aware of the company.

The TrueView campaign led to more than four million impressions on Nextiva videos in just over three months. With a view-through rate of nearly 19%, Nextiva's TrueView promotion led to a significant rise in new visits to the Nextiva.com website.

During the campaign, overall site traffic got a nice boost. Nextiva’s website traffic jumped 20.8% and new visits to the site increased by 12.4%. YouTube-specific stats were encouraging as well, with YouTube-sourced site visits increased by 41.4%. Nextiva’s YouTube video shares were up 650%, favorites increased 150%, and comments were up 100%.

"Google's been a great partner for Nextiva," says Masjedi. "It's a one-stop shop where we can not just focus on lead generation but support our brand message from the time someone first starts to do research to the moment they visit Nextiva. That's something no other partner can offer us."