Changemakers via Bing, and beyond
When it comes to utilising Bing Ads features, Latham and his team are keen to try the full spectrum including Enhanced Sitelinks, Location Extensions, Image Extensions and Bing Shopping Campaigns. “As long as it’s applicable to the client, we’ll try it,” Latham remarks.
Once Summit’s clients start using Bing Ads, they make the most of all the products and betas to capitalise on additional traffic and performance enhancements. When using ad extensions, for example, showing Enhanced Sitelinks and Location Extensions at the same time has proven to be successful. In fact, it has led to a 15% increase in conversion rates for Summit’s client, Argos.
One of the most innovative offerings from Bing Ads is demographic-based targeting, a Bing Ads-exclusive, which is particularly useful for retail campaigns like the ones Forecaster runs. Demographic targeting gives advertisers the ability to control which gender and age demographics see those specific search ads and can be controlled at either the campaign or ad group level within Bing Ads.
Product Ads have also proven to be a highly engaging ad format, driving stronger performance than traditional text search ads. On average, Product Ads have a 45% higher click-through rate than text ads. Forecaster makes use of these through Bing Shopping Campaigns — a simple way for advertisers to organise, manage, bid on and report on their Product Ads, which showcase retailers’ new, used or refurbished products with an image, price and company name. Bing Shopping Campaigns give advertisers control over targeting, deep insight into performance data, and the ability to manage Product Ads consistently across advertising platforms. Summit has found that Bing Shopping Campaigns often deliver a much stronger ROI than regular text ads for its clients.
Increasing marketing spend with Bing Ads is one of the best decisions Summit could have taken to maximise Forecaster’s performance for its clients. Searchers on the Bing Network spend 25% more than the average internet searcher, and with 28 million unique searches in the UK alone, Bing Ads could be a valuable part of any company’s digital marketing strategy.