However, Graphene uses Bing Ads for more than cross-platform campaigns. “Bing Ads is part of our planning due to its own merit,” says França. “Actually, the reason is simply because it works.“ Remarketing in Paid Search in particular has delivered impressive results. “If one customer has already visited our site and becomes interested in a product, we want to be able to find that customer again in the most efficient way possible,” says Morales Muñoz e-business performance marketing manager at LATAM Airlines Group. “We've been rolling out Bing Ads remarketing as a best practice to all markets, always with stunning results.”
Ad extensions, including Sitelink Extensions and Image Extensions, have also delivered stellar results. “We think about more than just our position with campaigns,” says Morales Muñoz. “Ad extensions are attractive, get travelers' attention and become part of their journey to plan their next trip. We can also use them to cost-effectively communicate additional information in our ads, including the LATAM logo, to increase our visibility online.”
With the high volume of campaigns, LATAM finds Bing Ads advanced control better than other online platforms. To this end, Bing Ads Editor helps a lot. “Bing Ads Editor provides us with a host of features, such as bulk changes and cost per click (CPC) adjustments, that make our daily work so much easier,” says Cofré. Bing Ads reports also help Graphene obtain a verifiable result in its return on assets (ROAs). According to Contreras, LATAM has seen a return of close to 15 times its investment in search with Bing Ads.