Shopping drove amazing results
“We knew that entering into a new market would be a good opportunity for the client, but even we were surprised at how quickly they were generating amazing results,” said Zieliński. Within two days of the campaigns going live, the benefit of the Microsoft Advertising platform was obvious to see.
The client achieved an incredible 79% share of voice, compared to 39% on Google Ads. At the same time, the clicks they were receiving were coming in at a quarter the price of competitor platforms. “This meant we were covering a lot more ad space with a lot less cost,” explained Zieliński.
In the 30-day period between September 15, 2021 and October 14, 2021, [had delivered 9% click share and 6% conversion share compared to Google Ads]. Coupled with low cost per click, Microsoft Advertising delivered an astonishing 1550% ROAS. “The click share is well above what we expected. We thought we might get 3-4%, but 9% is huge for a brand new market,” said Zieliński.
Not only were the volume of clicks and conversions higher than expected, the low cost made Microsoft Advertising an incredibly efficient platform for the client. Overall cost per click was four times higher, and the cost of sale was three times more expensive on Google. This meant that the ROAS for Microsoft Advertising was nearly double what was achieved on Google Ads.
One of the advantages of the Microsoft ecosystem that Sembot noticed was the reach of workday consumers that were active on PCs and laptops during the working day. These task-oriented consumers tended to be high spenders and made quicker purchasing decisions, leading to faster conversions in fewer touchpoints. “This is a growing audience we see on Microsoft Advertising that is highly engaged and has contributed to the successful results of these campaigns.”
Krzysztof Rojewski, Co-owner of sklepzycia.pl said: “We have been pleasantly surprised but totally delighted with the results of our search marketing with Microsoft Advertising in Poland. The quality of the audience and the efficiency of the clicks we receive has been fantastic.”