BuyerZone decreased its CPCs and increased its profits.
The results to date with Microsoft Audience Network have been very impressive. For example, one of the early categories that BuyerZone chose to test was business phones. According to Barish, they tend to have a higher cost per click (CPC) than other categories because of the competition involved. With Microsoft Audience Network, the company saw a 75 to 80% decrease in CPCs. “We’re getting much cheaper clicks, and a lot more reach,” says Barish.
BuyerZone has seen a 1,700% increase in impressions with Microsoft Audience Network over traditional search. And the conversion numbers speak for themselves. “Our main goal and key performance indicator is to drive as many conversions as possible into leads and monetize them,” reveals Barish. “From what I've seen, almost every single conversion we've gotten from the Microsoft Audience Network has converted into a lead, which is amazing. So, there’s definitely a lot more qualified traffic coming through the network.”
As for revenue, Microsoft Audience Network brought in upwards of 20% profit on top of what the company’s search campaign is already earning. “That’s good for the business phones category, which is a little bit tougher,” says Barish.
Barish really likes the ability to track revenue from Microsoft Audience Network. “We can actually track and analyze which traffic is monetized,” says Barish. “We can look at the segments where the traffic is coming from, and since it's such a high monetization rate, we can make adjustments from there.”
For those on the fence about trying out Microsoft Audience Network, Barish thinks it’s worth a try. “It’s a lot more In-market audiences segmented. It’s about targeting audiences. If you want to get a little bit of extra boost in revenue and quick volume in leads, you should go for it."