Casino Supply reduced its bounce rate and greatly improved its ROAS.
To date, Bing Ads results have been impressive. “Bing has brought very engaged users to the website, people who spend a lot of time checking out pages and converting clicks into sales,” says Guzman, the senior account manager team lead for Logical Position.
The conversion rate with Bing Ads has been on the rise since Casino Supply started using the platform. Currently, it stands close to 5%, much higher than what Casino Supply sees elsewhere. Similarly, the bounce rate is much lower too, hovering around 50%. That’s the perfect balance that companies want to see. Return on ad spend in August 2018 was $8.20, meaning Casino Supply got more than eight dollars back for every dollar it spent in paid search marketing. “It’s definitely exceeded our expectations there,” says Guzman.
Everyone involved in paid search marketing strategy for Casino Supply agrees about the importance of Bing Ads as part of its portfolio of resources. “I think it's just crucial for people to be on the Bing Ads platform,” says Guzman. “There's such a diverse and valuable audience there that a lot of our clients aren’t targeting when they first come in, meaning they’re missing out. We need to make sure we take advantage of that."
Simon is thrilled with the performance of Bing Ads. “Until you try it, you aren't really going to know what you're going to get out of it,” he says. “As more people start using Bing and as more devices come preloaded with Bing as the default search engine, even more people will start looking there.”
Without using Bing Ads, Simon thinks companies risk rolling snake eyes with search. “If you're not advertising on the Bing Network, there's a good chance that one of your competitors is. To stay competitive in the market, you have to include Bing Ads.”