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Driving business efficiency with Bing Ads

  Article , Tech and telecom , Success stories

Digital platform Subito reduces costs and increases conversions

Transforming the Italian digital marketplace

Subito logo

Subito logo

With a mission to provide the easiest-to-use, fastest, most effective and most secure web services to buy and sell items in Italy, Subito has earned a strong reputation since it was founded in 2007.

The Milan-based company, part of the international media giant Schibsted Media Group, is a leading digital platform in Italy for buying and selling items online. It currently has an 80% share of the market. Subito has 120 staff members, of which over 40% are software developers.

"Working at Subito allows us to experiment with new technologies every day,” says Stefano Tamagno, performance marketing specialist at Subito. “Although we have very challenging goals, we have the ability to work in a stimulating environment, which allows us to pull out the best of our capabilities and identify innovative solutions."

Over the last nine years, the company has grown significantly. It has experienced double-digit, year-on-year growth in terms of turnover and has consistently remained among the 10 most visited online brands in Italy.

Today, Subito has over 6 million ads published across its platform, with 120,000 new ads published every day. It also has 8 million certified users each month and generates 45 million webpage views every day, with an average time on site of 11 minutes.

“My focus is on performance monitoring,” says Tamagno. “It’s a complex task, since it involves 37 separate product categories, each of which is subject to different dynamics in terms of buyers’ and sellers’ search behaviors. With no doubt, Bing Ads is an outstanding tool, which allows me to excel and continuously improve in my job.”

With no doubt, Bing Ads is an outstanding tool, which allows me to excel and continuously improve in my job.

— Stefano Tamagno, performance marketing specialist, Subito

Driving traffic and conversions

Recognizing it needed to increase site traffic and control the performance and quality of its incoming site activity, Subito has invested heavily in its digital spend in recent years.

With over 37 product categories to manage, the company has found that it is important to use powerful and efficient pay-per-click advertising platforms like Bing Ads. Not only does Bing Ads help Subito attract new customers, but it also helps ensure that user engagement is equally balanced across all potential classification points.

“We chose Bing Ads because we knew it was a powerful and efficient advertising platform that would allow us to attract new customers, enhance the quality of conversions and effectively track KPIs,” explains Tamagno. “The results have been evident, and they have impressed us.”

The complexity of Subito’s business should not be underestimated, as each product category is subject to a different set of dynamics. Buyers’ and sellers’ search behaviors can vary wildly, and traffic volumes can fluctuate according to seasonality.

To attract high-quality traffic, Subito constantly monitors KPIs, such as users (or entering visits) viewing more than two pages. The cost per entering visit is considered instead of the cost per click (CPC). To add to the complexity, Subito tracks the quality of the insertions. For example, classifieds gain much more visibility with at least one published photo.

At the beginning of 2015, the company recognised that desktop traffic was being outpaced by mobile. The development of a mobile-friendly platform has therefore proven to be a core strategic move for Subito. Today, traffic from mobile accounts for 70% of all visits to the Subito platform.

Because Subito chose not to plan mobile-only campaigns or desktop-only campaigns, it needed a flexible advertising solution that could support both desktop and mobile terminals in the same way, whilst still optimising the cost per entering visit.

We chose Bing Ads because we knew it was a powerful and efficient advertising platform that would allow us to attract new customers, enhance the quality of conversions and effectively track KPIs.

— Stefano Tamagno, performance marketing specialist, Subito

Record success inside a year

Subito has been advertising on Bing since only November 2015, but it is already among the top three sources of traffic for the business.

“Thanks to Bing Ads, the cost per entering visit has been dramatically reduced by a quarter, with a conversion efficiency four times higher than the average rate generated from other traffic sources,” explains Tamagno.

“A lower cost per entering visit allows us to effectively address the fast-growing but highly competitive market segment we operate in,” adds Tamagno. “This is an important growth driver for Subito, and one where we are concentrating our optimisation efforts.”

Bing Ads offers advanced targeting features, such as device, and distribution ads which can be segmented by age groups. Targeting has helped the company to effectively plan its ad campaigns, to address its ad insertion targets and maintain a high level of customer satisfaction.

Through Bing Ads advanced conversion tracking features with Universal Event Tracking, Subito can easily see how effectively campaigns lead to valuable customer activity.

“Bing Ads is a very important channel for us and helps us attract and convert new customers, effortlessly,” Tamagno says. “It allows us to obtain highly qualified traffic and extremely high performance in terms of conversion efficiency.”

The feature-rich, versatile and easy-to-use Bing Ads platform has allowed Subito to reduce traffic management time by 70% and enhance day-by-day productivity in KPI monitoring tasks. As a result, Subito employees are able to concentrate more on strategic activities.

“This is an outstanding point of strength of Bing Ads,” adds Tamagno. “The Bing Ads platform allows us to easily and rapidly react to any change occurring in the traffic asset, which helps us to guarantee the performance of our campaign activity.”

Thanks to Bing Ads, the cost per entering visit has been dramatically reduced by a quarter, with a conversion efficiency four times higher than the average rate generated from other traffic sources.”

— Stefano Tamagno, performance marketing specialist, Subito

Subito’s top tips for success

Federico Filippa

Federico Filippa, head of PR & CSR, Subito, InfoJobs
and Pagomeno

With a broad range of products to manage, Subito needs to set up campaigns that are as effective on mobile devices as on desktops. However, the company knows it is not enough to simply implement a robust framework. From the beginning, Subito defines all the conversions it needs to measure and sets up conversion tags to ensure that everything is being tracked and monitored properly.

“Bing Ads advanced analytics functions enable us to conduct a complex analysis on our digital advertising in an effective way, which successfully complements our internal analytics tools,” explains Tamagno.

With many types of reports available, selecting the right one can have a big impact on campaign performance, says Federico Filippa, head of PR and CSR at Subito in Italy. He believes one of the most helpful is the age and gender report, which allows users to get performance results for different audiences. For a big account with hundreds of thousands of keywords, the negative keyword conflicts report also helps increase accuracy and effiency in targeting.

“If you want to acquire new users, you should use remarketing lists in order to exclude users that already visited your site,” explains Filippa. “With Universal Event Tracking placed in the website you can create a remarketing list and re-target people in order to get back. It obviously is dependent on your strategic decision in terms of retention/activation weight, but you can also associate these remarketing lists to ad groups and decrease your bids.”

Bing Ads will support us in our future expansion goals, offer high growth margins and allow us to continue to offer high-quality service in new market segments.

— Federico FIlippa, head of PR & CSR, Subito

Driving traffic and conversions

The Subito team

The Subito team

Subito sees Bing Ads as a critical part of its future.

With a clear roadmap for the coming year, which will see the business move into vertical sectors such as automotive, real-estate and job markets, the business plans to use the Bing Ads Intelligence tool to widen its keyword lists.

Subito hopes that by sharpening its understanding of the highest performing keywords in these categories it will be able to identify key points of difference which not only resonate with the audience it is trying to reach but identify new opportunities for it to explore.

To date Subito’s traffic in the automotive sector is higher than the traffic generated by the largest vertical platform in the market, AutoScout24, as certified by the annual average of total digital audience in 2016 (Media Audiweb Total Digital Audience 2016). Subito, believes that the Bing Ads Intelligence tool will add a greater level of precision to its campaigns and improve performance and relevancy.

“Bing Ads will support us in our future expansion goals, offer high growth margins and allow us to continue to offer high-quality service in new market segments,” said Filippa.

Media Audiweb Total Digital Audience 2016

See a summary

Download or save an infographic to discover how Subito used Bing Ads to increase traffic to its platform and control the quality of its incoming site activity.

  Download the infographic