Since December 2014 Alinéa has been advertising with Bing Ads to a broad audience, although some campaigns have been more specifically targeted towards women from 25 to 60 years old or some specific French regions.
On the recommendations of one of their media agencies, Atomic Search, the retailer has been taking full advantage of other features Bing Ads offers. This includes the use of Sitelink Extensions — additional links featured in your ads that take customers to specific pages of the Alinéa website. Location and Call Extensions also provide address details and phone numbers a customer can directly dial from a search result.
Alicia Reyre, search marketing consultant at Atomic Search, said, "We look to make our search ads both attractive and informative by combining extensions and links. We may add images depending on the ad's objectives — these can be perfect tools for making the advert more visible in search.
"We've also been making use of Bing Ads Editor, which is simple to use and practical enough for large-scale optimization and modification. Finally, the Bing Ads sales team has been great — available and helpful, informative when needed."
Alinéa has found the Bid Landscape tool particularly useful. It allows marketers to fine-tune keyword bids based on the competitive environment by revealing estimated costs, clicks, impressions and top impressions for any given keyword.
"It provides a concrete view of what impact our changes could make on costs per click," testified Sulmoni.