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Airport Parking & Hotels validates success with mobile bid modifier

May 2018

Reaching a mobile audience

For almost 40 years, award-winning Airport Parking & Hotels (APH) has been helping travellers book airport parking, hotels, lounges and travel extras within the United Kingdom’s major airports. Family-owned and operated, APH prides itself on its customer service. The challenge it faces is getting in front of people at the time they are booking. A lot of customers search on the go and make last-minute stays close to travel terminals.

We always knew Bing Ads was strong on PC, but we felt mobile was a weakness. We were happy to be proven wrong and blown away by the performance on mobile. We now use bid modifiers as a core part of our search strategy.

— Tahir Liaqat, online marketing manager, Airport Parking & Hotels

The right answer at the right time

APH has been using Bing Ads for years, but it only recently invested in targeting the huge mobile audience available on the Bing Network. Because Bing Ads offers cross-device targeting, APH can automatically reach people across the Bing Network wherever they are searching. At the same time, APH gains the flexibility to make special bid adjustments for device types to improve customer reach. While this simplifies paid search campaigns, it has also had a noticeable effect on APH’s conversions.

Conversions here, there and everywhere

By boosting mobile bids between 40-60%, APH has seen a 90% increase in conversions. This campaign strategy has allowed APH to reach the right audience, helping shoppers become buyers and expanding the company’s business.

“We always knew Bing Ads was strong on PC, but we felt mobile was a weakness,” says Tahir Liaqat, online marketing manager at Airport Parking & Hotels. “We were happy to be proven wrong and blown away by the performance on mobile. We now use bid modifiers as a core part of our search strategy.”

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