The Mountaineer story also showcases the Clix commitment to immediately onboarding new Bing Ads features. When Image Extensions (when a search ad includes an image in its display) were in pilot, Clix used them for top keyword phrases like “beard oil” and “beard care tips.” Clix was the only one bidding on those terms while adding Image Extensions. “We beat the competition to market with a very attractive ad,” Lee explains.
Lee’s favorite Bing Ads feature is Universal Event Tracking (UET), which uses a single tag by which advertisers can retarget their search audience and track conversions, even across multiple accounts and campaigns. The Mountaineer Brand campaigns use UET tags, and Lee is applying remarketing lists to the search campaigns and bidding them up. From December 15, 2015, through January 15, 2016, ROI on Mountaineer’s ad spend for Remarketing in Paid Search was more than 300% and yielded an 11.7% click-through rate.
Lee’s sentiment about the SEM landscape echoes those of his team and many in the industry. “Search is fun,” he says. “The technology is constantly changing, and that’s enough to keep you on the edge of your seat. I have to stay ahead of the curve, and to me that’s exciting.” Morgan, the director, ended up connecting with Lee and joining Clix through Twitter hashtag #ppcchat, and adds, “I’m a huge fan of how we’re so open with each other in this industry. We share strategies, talk about common challenges, that kind of stuff. We’re a very open community, willing to share and learn new things from new people.”
The dedication and curiosity of the whole Clix team is what will continue to guide clients successfully through the highly dynamic and ever evolving search industry. And as long as Lee isn’t signed by a record company any time soon, the PPC industry has a top role model to follow.