One of the key benefits Clarks sees with Bing Ads comes from syndicated search partner sites on the Bing Network. “Bing Ads’ syndication help us reach more people who are looking for our shoes,” says Casimiro. “They make sure we're in front of our audience, that they see our site and that they get the information they need.”
While other search platforms offer such networks, only Bing Ads gives such a granular level of control over how to interact with them. Beals colorfully compares the difference to buying a bag of candy. “With other platforms, you choose to buy the bag or you don’t, whereas with Bing Ads, you can also choose how much of the bag’s contents to eat and which flavors,” says Beals. “It gives you a level of transparency that really shows where your audience is coming from and how to optimize your campaigns for that audience.”
Using website URL reports in Bing Ads, paid search team members can see which partners are driving impressions, clicks and conversions. “These reports help us understand who these partners are. It’s a game changer,” says Greg Kristan, a paid search analyst at Clarks. “We can fine-tune who we want to serve our ads to based on what our audience is actually responding to. That type of insight enables us to be very effective.”
And with syndication, the publishers go through strict quality checks. Bing Ads has built-in controls to monitor network traffic quality and discount traffic as needed to ensure advertiser ROI is comparable to Bing Network O&O.
All of this has led to Clarks getting quality clicks for less. Overall, the company is getting more customers and has seen CPCs drop 23% since May 2016.