“Search is a fast-moving industry. One of the big benefits of working with Bing Ads is the ability to test new services as and when they become available,” says Pearce.
To ensure Vodafone is constantly evolving, its media agency MEC works closely with the Bing Ads team to identify which of these new services it can trial. This ensures Vodafone can satisfy its growth plans and maintain a competitive edge.
“The Bing Ads team has provided us with the ability to develop highly bespoke messages across a range of markets. We’re able to pinpoint core audiences at critical moments in the purchase lifecycle, making Bing Ads a fundamental partner for us,” says Elliot Saxton, search account manager, MEC.
That drive saw Vodafone become the first telecoms company to take advantage of Bing Shopping Campaigns, which the company uses to manage Product Ads that showcase products with an image, text, pricing and the company name. With a wide variety of choice, consumers need to be empowered to make choices for their specific needs. Bing Shopping Campaigns enabled Vodafone to differentiate itself from its competitors and optimise its ads with greater detail and visuals. This allowed Vodafone to create ads that would appeal to customers as they searched for particular products online.
“Searching and shopping for a mobile phone is a visual experience,” explains Pearce, “so the visual format of Bing Shopping Campaigns really appealed to us.”
Remarketing in Paid Search has also driven strong results. In fact, it frames a large part of MEC’s overall strategy for Vodafone. “Our best prospects are people who have already shown that they’re interested in Vodafone’s products,” explains Saxton. “If we can move them closer to a purchase, then we’re delivering on our objective.”
Pearce adds, “Remarketing in Paid Search is incredibly useful for us. By targeting people we know through the Vodafone site, we can be much more audience-focused.”
To add further precision to its campaigns for Vodafone, MEC worked with the Bing Ads team to add links and descriptive text to ads with Enhanced Sitelinks. This enabled Vodafone to include as much information as possible in the ads it presented to customers. Also, by adding an image to ads with Image Extensions, Vodafone is able to align its paid search activity with other market campaigns, such as TV spots, and ensures that a consistent message is presented to the consumer.
“The functionality Bing Ads provides enables us to be more targeted and gain a deeper understanding of our customers,” explains Pearce. “This means we can send more personalised messages to key audiences at crucial points in the customer lifecycle.”