When it comes to Bing Ads features, Redgate likes Sitelink Extensions
, which enable him to add extra links to his ads to take searchers directly to specific pages of the website. “It helps our overall visibility on the search page by taking up more real estate,” says Redgate. Because CJ Pony Parts customers tend to search for a car’s year before the part, Redgate breaks down the Sitelink Extensions into generational years. “So, if you’re doing a broad search for a specific generational category, you’ll get there faster,” he adds.
For example, if someone with a 2013 Mustang searches for floor mats, the ad will display floor mats but the Sitelink Extension will show ranges of years. “We have thousands of ads that we make very specific,” explains Redgate. “Whatever part or category you're looking for, you're greeted with an ad that satisfies that query.”
Redgate continues to refine the Sitelink Extensions based on search history data. “We’re looking at what people are actually searching for,” says Redgate. “We then go in and customize our extensions based on that data.”
Redgate recently added Image Extensions
to his repertoire. He likes the attention-grabbing aspect of adding images to the ads. “So many times when you're doing searches, ads can look alike,” says Redgate. “These images are an eye-catcher and help differentiate us from other websites.” Because the image appears next to the text ad, most people still tend to click the ad. Redgate considers them a success anyway. With the company’s brand name, for example, the average cost per click of a recent month was 11 cents. When the ad ran with an Image Extension, that cost dropped to 7 cents per click.
In terms of devices, Redgate spends more money and gets more value from desktop clicks. He also uses mobile and tablet formats. As any marketer worth their spit will tell you, in today’s world, you can’t put all your eggs in one device basket. “We continue to push the envelope with new technology to grow our business. We never stand still,” says Boone.