Data provided to Bing
With the impressive market share growth of the Bing Network in SimplyBe’s two main target countries — over 20% in the UK and 30% in the U.S. — Johnson recognzes the value to be gained from investing heavily in Bing Ads. Bing Ads now accounts for nearly double SimplyBe’s total paid search spend to what it was previously; 15% versus 8%, and at some times during the month it can go up to as much as 20%.
In terms of Bing Ads features, usability is key for Johnson, and as such investment in new features is increasing. “It’s a much tighter and neater platform than it used to be. The introduction of features like Sitelink Extensions and Enhanced Sitelinks mirrors other leading platforms, which makes it effortless to use.”
The team makes extensive use of Remarketing in Paid Search to help them gain new customers and to improve lifetime retention, as it enables them to target the same customers again.
Bing Shopping Campaigns, a recent addition to the UK market, is a potential game-changing feature that SimplyBe is seeing impressive results from in terms of volume and performance after incorporating it into campaigns only recently.
Best of all, the extensive use of extensions including Enhanced Sitelinks, Callout Extensions, Location Extensions and Image Extensions, while pushing for more volume, have had a combined impact that has led SimplyBe to achieve a 30% increase in click-through rates at a 5.66% lower cost per action than other leading search engines. The cost of sale also works out significantly cheaper, at 16%.
Johnson intends to continue to invest heavily in Bing Ads, spending proportionately more to benefit from these cost-effective results. He pins down the success to a fundamental change in approach: “Bing Ads has focused on getting the fundamentals right and that’s what’s made the difference.”