EaseMyTrip books better conversions

Article , Travel , Success stories

Bing Ads features help attract more customers for online travel site

Helping travelers make their connection

Want the cheapest flight to Chennai? Need a posh hotel near Betalbatim Beach? How about a sightseeing tour of Singapore? With so many travel options to choose from, customers are always searching for the best deal. This is a fact that EaseMyTrip, an online travel company headquartered in New Delhi, knows all too well.

With eight million direct consumers, EaseMyTrip is one of the top three travel portals in India and offers a wide array of services, such as flight bookings, customised tour packages, hotel reservations, car rentals, train tickets and bus passes. In recent years, the company has also broken into the movie business, co-producing Indian films like “Madaari” and “Freaky Ali.” But with competition for the Indian travel market heating up, EaseMyTrip realised it needed to increase its online presence and reach a new, untapped audience.

Having Bing Ads as one of our SEM tools has opened up a new way for us to get necessary transactions while staying within our planned budget. Plus, the quality of the traffic on the Bing Network is phenomenal.

Akshay Sharda, head of digital marketing, EaseMyTrip

A new search strategy

Having used Google Ads successfully for a couple of years, EaseMyTrip decided to add Bing Ads to its search engine marketing (SEM) mix. Traffic coming from the Bing Network has shown to be high-quality, leading to more conversions at a lower cost for the company. Plus, the Bing Network accounts for 8.1% of the search market in India, so adding Bing Ads to the paid search mix was an easy way to expand the company’s reach to a growing, high-quality audience overall, especially in the travel vertical.

Suvidha Bisht, assistant manager of digital marketing for EaseMyTrip.

EaseMyTrip was excited to take advantage of this unique opportunity. The Bing Network includes Bing, AOL and Yahoo owned and operated websites, as well as syndicated search partner sites, making it easy for EaseMyTrip to get its ads shown to more people with minimal effort. In addition, the Bing Ads account team has been instrumental in helping to creatively target potential customers using new features to grow campaign performance and the business.

More conversions, less cost

EaseMyTrip started advertising through Bing Ads in May 2017. The result? An 86.8% increase in conversions and a 12.6% increase in click-through rates. The company has increased its total spend on the platform by 197% thanks to the success with Bing Ads.

EaseMyTrip increased its conversions and click-through rates.

Ad features like Sitelink Extensions and Enhanced Sitelinks are a crucial part of the Bing Ads SEM strategy, highlighting key webpages to help searchers find the specific information they need. The company has also recently started taking advantage of location targeting, which allows EaseMyTrip to target customers in specific areas, and ad scheduling, which lets the company choose the days and times its ads are showing.

Akshay Sharda, head of digital marketing at EaseMyTrip.

“Having Bing Ads as one of our SEM tools has opened up a new way for us to get necessary transactions while staying within our planned budget. Plus, the quality of the traffic on the Bing Network is phenomenal,” says Akshay Sharda, head of digital marketing at EaseMyTrip.

EaseMyTrip is happy with the results it has achieved with the Bing Ads platform and looks forward to more conversions at a lower cost.