Elise Marion, audience development team lead for Concourse Media.
Elise Marion handles search acquisition for Concourse Media. According to Marion, the Microsoft Advertising account team has been instrumental in helping target new audiences creatively using new features. “Our interaction with the team has always been above and beyond what we expected of them to the point where we've even had bimonthly meetings with the Bing Ads team in Toronto, where they go through our accounts with us and give updates and new ideas.” Thanks to the account team, Concourse Media has implemented these features to great success.
“We've tried a variety of different targeting methods with Bing Ads, including In-market Audiences, Remarketing and even the new Microsoft Audience Network,” says Marion, the audience development team lead for Concourse Media.
That team effort has led to some impressive results to date. The click-through rate (CTR) for Remarketing is almost 200% higher than the campaign average. “Being able to reconnect with users has improved the quality and amount of traffic to all of our Bing Ads accounts,” says Marion.
The ActiveBeat account in particular has enjoyed great success with In-market Audiences. In-market Audiences are curated lists of potential customers who have shown purchase intent signals within a category, including searches and clicks on Bing and page views on Microsoft services. According to Marion, “The CTR for these In-market Audiences is almost 200% higher than the average for the campaign overall. It's a real asset for us because our websites are all different verticals. So, it's nice to have different audiences that we can target based on those topics.”
Recently, Concourse Media added the Microsoft Advertising Partner Network to its strategy at the suggestion of the Microsoft Advertising account team. “The account team recommended that we have a campaign that only targeted syndicated search partners,” says Marion. “We're willing to try any strategy because we have such a good relationship with the Bing Ads team, and we saw success pretty much right away.”
The results overall have been staggering. “The CTR for the syndicated search campaign is over 130% higher than the next best performing campaign targeting only Bing, AOL and Yahoo websites,” says Marion. “Despite having only started in Q4 2017, today the syndicated search campaign acquires the most traffic out of all campaigns in the ActiveBeat account.”