For the people at Adobe, Bing Ads offers more than a solid foundation for its products and services. It provides a partner deeply invested in its success. “It’s the caliber of their team and the attention they pay to mine,” says Middleton. “They come out weekly to meet with us, prepared with specific feedback on ways we can improve our campaigns.”
Haleua likes the simple fact that the Bing Ads team listens. “Every time we come to the Bing Partner Summit, we leave impressed with how they focus on actually hearing us rather than just force-feeding us what they think. I think they've done a great job in helping us become successful.”
In particular, Haleua finds ad personalization with Bing Ads very powerful. “Universal Event Tracking [UET] tag and the Bing Ads platform itself enable us to show how much we know and respect the audience. Our customers can see that we remember and value previous interactions to help get them to whatever they really need.”
As further proof that Adobe leaders drink their own champagne, consider that they not only make Adobe Advertising Cloud available to customers, but also use the platform in-house with Bing Ads. A great example of this comes from the company’s successful rebranding of Adobe Sign.
Signed, sealed and delivered
Adobe Sign lets Adobe simultaneously look at both sides of the partner-customer equation. Originally known as EchoSign before it was acquired by Adobe in 2011, Adobe Sign automates signing and approval processes with legal e-signatures. Adobe’s Document Cloud emphasizes transforming clunky document processes into seamless digital ones. Within that cloud, Adobe Sign serves as the e-signing piece. “The purpose of Document Cloud is to make documents within businesses easier for people to use and share more quickly, securely and effectively,” says Julian. “As the leading document services provider, we needed to add e-signing to our portfolio.”
Adobe Sign presented Adobe with a unique challenge: rebranding an established product on its own and as part of a bigger umbrella of services. This made the path to success a little more complex. “We wanted to expand exposure for the new brand and the product in a very competitive space,” says Julian. “When we launch a brand, we want to capture people that are looking for us, but we also want to drive awareness of the brand itself.”
To increase brand exposure, Adobe opted to expand its use of Bing Ads. “We wanted to see how Bing Ads would do with non-brand terms in particular and what would happen if we spent more and put more effort into it,” recalls Julian. Bing Ads delivered big in both departments.
Adobe Sign datatable
As part of its solution, Adobe tested many different Bing Ads extensions, including ones in pilot mode. They all performed extremely well. For example, look at cost per action (CPA), year over year. Bing Ads without Adobe Advertising Cloud drove the price down an impressive 15%. However, when Adobe Sign used Adobe Advertising Cloud technology with Bing Ads, the CPA went down an amazing 63%.
Adobe Sign is currently using In-market Audiences to target users in specific categories, such as computers, software and consumer electronics. So far, it has seen a 19% reduction in CPA and an 83% increase in conversion rate when compared with the same campaigns with no In-market Audiences associated. “We got a lot more for our money,” says Daniel Ligh. “All the extra savings went back into investing more on the Bing Network. It ended up being phenomenally successful.”
With its success on the Bing Network, Adobe has increased its investment with Bing Ads to three times what it had been. At the same time, it has seen five times the improvement in performance while reducing the CPA by close to one-third. Such impressive stats merely scratch the surface.
So how does Adobe view the overall experience with Adobe Advertising Cloud and the Bing Ads platform? “I think one of the biggest mistakes search marketers can make today is to not give Bing Ads a chance, because they assume that the volume is too low,” says Haleua. “We find that Bing Ads always justifies the return on time spent.” Ligh puts it another way: “You have to be there [using Bing Ads]. It's just going to continue to get better and better from here.”