“In Bing Ads, the click-through rate is such a strong indicator of success with Bing Shopping Campaigns — users are literally voting on an image of a product and a price that will suit them,” Sabia continues. “So, what we attempt to do is find the products that resonate with the largest market.”
Once that wide-net approach has reeled in a prospective buyer, the company’s analytics take over. “For instance, a user that is going to buy flowers for a multitude of reasons will search on a keyword or term ‘flower delivery,’” he says, giving an example. “In that bucket, you have a sympathy buyer, you have a birthday purchaser, you have an anniversary guy. You have a huge group of people that are purchasing for different reasons and want different products. But we can't predictively know that based on their search query, because they only searched on ‘flower delivery.’”
At this point, Sitelink Extensions also come into play. Sitelink Extensions allow Sabia and the team to display various occasions, promotions and holiday specials that are key to the floral industry — then facilitate direct user navigation.
With Bing Shopping Campaigns, such broad searches can be used to their advantage. “What we do is analyze which products fit in all of those buckets and are being sold for all those different reasons, and those are the ones we promote through Bing Shopping Campaigns,” he explains, praising the trial-and-error approach facilitated by Bing’s ease of use. “Those products, in turn, are the ones we know will drive the highest click-through rate.”
Once you’ve got those clicks, Sabia explains, it’s just a matter of making sure that your business can deliver — in the case of a florist, quite literally.
“We hang our hat on being the best-value florist; we're going to give you the best quality for the lowest price, and we're going to do it in a way that if you have any trouble whatsoever, we're going to make sure that you're happy,” he says of the company. “We're extremely attentive to our customer experience and make sure that we do the absolute best we can; consumers want an efficient, economically friendly vendor to fulfill their floral orders. We give them that.”