With campaign spend on the rise, the relationship with Bing Ads has never been stronger. LaFourchette investments in SEM have increased from 5% in 2012 to 10% today on average for each country market. In France alone, spend increased more than 125% between the start of June 2015 and the end of May 2016.
Whilst the true impact on customer numbers resulting from this increased spend is hard to accurately determine due to the company’s recent acquisitions, the impact Bing Ads has had on LaFourchette since the partnership began in 2010 cannot be underestimated.
“The Bing Ads team provides me and Christophe with the support, reactivity and availability we need to optimise our campaigns, so they continue to meet and exceed our expectations,” explains Thephithat. “Part of launching into new markets relies on advice from the Bing Ads team.”
“The Bing Ads team provides us with market trends and the best strategies for each country,” adds Sonladuangchanh, “including specific metrics which help us identify new business opportunities.”
The cost per click (CPC) that LaFourchette sees with Bing Ads is currently 30% lower than CPCs with other leading search advertising platforms, and the return on ad spend (ROA) is 17 points higher.
In May 2016, the campaign for La quinzaine de Paname saw spend increase between 8% to 10%, which resulted in 20 to 25% more bookings from the Bing Network and a ROA increase of 9 points.
“Our partnership with Bing has been instrumental in helping us grow the business,” explains Sonladuangchanh. “By managing our campaigns from a single platform we are able to consolidate all our activity in one place. This not only makes it easier to implement campaigns quickly in response to emerging trends but adapt and plan far more effectively.”