Data provided to Bing Ads by Brindley Beach
With approximately 500 check-ins per weekend, Brindley has plenty to keep him busy. That’s why his favorite Bing Ads tools are those that allow VDS to track his company’s data and results — and pitch him on fast-response solutions to keep his business growing.
“Unfortunately, I'm not savvy on diving deep into the analytics, so I depend on Visual Data Systems and their great staff to bring these to me weekly in our meetings,” Brindley explains. “Then we go over the results and compare it to the past, so we can make decisions on where to place dollars that are working the best — and, inevitably, working best is Bing Ads.”
Some of the most valued Bing Ads features include the Google Import tool and ad extensions. “When it came time to start with Bing Ads, the Google Import tool was very helpful,” O’Keeffe says. “Ad extensions enhanced how our ads are viewed visually, as well as their functionality.”
Sitelink Extensions, additional links included in ads that take customers to specific webpages, were also a game-changer. “For the first time, we were able to provide a user more than one option for beginning their vacation rental search,” O’Keeffe explains. “Call Extensions have also been helpful because not all vacationers prefer to book online directly. Instead, we can offer a user the opportunity to speak with one of our reservationists directly.”
As a result of such moves, Brindley Beach has been able to tap into the high-value audience that the Bing Network delivers and that the travel industry covets. Quickly, the results spoke for themselves:
- Total sessions in YTD 2016 nearly doubled over 2015.
- Bookings soared from 81 to 219.
- Total revenue nearly tripled, all on an ROI of $43.10 for every dollar spent.
With Brindley Beach now capturing more affluent and likely to purchase customers on the Bing Network, the company has added confidence that its message is being delivered to a receptive audience. “The Bing Network brings in the highest booking values out of all our marketing strategies,” adds Poltorak. “We're seeing higher priced reservations come through the Bing Network rather than our other sources.”