Initial results were positive, and the Adapt team saw real value in utilising Microsoft Advertising Search Partners to maximise the reach on the platform. “The transparency you get is really valuable,” commented Hannah. “Compared to Google where you have no visibility — partner sites are either OFF or ON — we really appreciate the flexibility to individually exclude specific URLs to further refine the quality of our ad placements.”
However, the real breakthrough came with the implementation of In-market Audiences. The account had been growing and performing well, but the enhanced targeting opportunities and efficiency of In-market Audiences exceeded expectations.
“We wanted to push the platform to the limit for this client, and In-market Audience segments ensured our ads were hitting top position as frequently as possible,” said Bethan. The impact was telling. Of the total leads generated by Microsoft Advertising over a six-month period, 16% came through In-market Audiences, where leads were 18% cheaper and conversion rate was 47% higher than standard text ads.
The wider performance of the account also proved a real success for Oak Tree Mobility. Across six months of activity (March to August 2019) Microsoft Advertising delivered a click-through rate 232% higher than Google, with a cost per click 18% cheaper. On top of that, cost per lead was 21% lower and overall conversion rate saw an uptick of 3%.
“I’m so glad we listened to Adapt when they suggested we try Microsoft Advertising,” said Benjamin Kenny, Head of Digital at Oak Tree Mobility. “We have been really pleased with the results — the leads are consistent and offer some of the best value we see in our online marketing.”