“When we brought everything over to Microsoft, it wasn’t just better, it was night and day better,” commented Yasmeen. “The audience was the perfect fit for the client, and it was easier and more profitable to advertise to.”
The search strategy wasn’t complicated, but it was time consuming. Add People pride themselves on doing the basics brilliantly and getting it right for each client. For Youmanage, the small scale of the campaigns meant that auto-bidding strategies would take a long time to optimize, and overlaying audience modifiers risked making the reach too narrow.
Instead, Yasmeen went for good old-fashioned manual keyword bidding and kept a tight control over the keyword list, refining regularly to grow and optimize the account. Almost immediately, the campaign started paying dividends, delivering high quality leads that converted to sales for Youmanage.
“If this was your own business, you would spend everything you could on Microsoft Advertising until you had maximized every single opportunity, and then move on to Google to expand your reach,” offered Yasmeen. At the end of the trial period, Microsoft Advertising had proven its worth, and in January 2020 Youmanage tripled its monthly spend on pay per click advertising.
Such was the success of the campaign, that a lead generated from an ad on Bing led to a record-breaking revenue deal for the company. Today, 80% of new business leads for Youmange come from Microsoft Advertising, the company’s website saw 23% year-on-year growth in visitors, but an astonishing 130% growth in conversions.
“We are so delighted with the results we have seen from Microsoft Advertising, and are really grateful for the support and partnership of Add People. They really took the time to understand our business and we have benefited tremendously as a result,” said Nick Pye, CEO of Youmanage.