Grammarly offers a proofreading app and other communications products used by 4 million people worldwide. The company’s software corrects spelling, checks grammar errors, enhances vocabulary and more. Although Grammarly targets anyone who wants to improve their writing, its core audience is college students, and the company is looking for new ways to use technology to reach these customers.
With account help from the Bing sales team, Grammarly started using Bing Ads features to increase clicks and reach more customers. Through Universal Event Tracking, the company began measuring and tracking conversion goals and other performance metrics important to their business. Grammarly also incorporated Enhanced Sitelinks into its strategy – added links in ads with descriptive text that take customers to exactly the pages they are searching for.
Since incorporating Bing Ads into its search marketing strategy in 2010, Grammarly has reached more customers and seen a large increase in clicks. Recent growth has been strong: From 2014 to 2015, Grammarly achieved a 24% increase in impressions, a 58% increase in click-through rate, a 97% increase in clicks and a 136% increase in sales. And compared to Google, Grammarly earned a 25.4% higher conversion rate, a 7% lower cost per click, and a 5.8% higher return on investment. “Our results on Bing, especially recently, are very exciting,” says Justin Setzer, Grammarly search engine marketing analyst.