Over the summer, those new campaigns were embraced by Century Novelty and phased in gradually as a test measure. “We began running the new Bing Shopping Campaigns in August 2015, and our performance marketing team at CommerceHub ran them concurrently alongside the original Product Ads campaigns to ensure we were not losing any opportunity while the new campaigns gained traction,” explains Madigan. “And then the CommerceHub team began strategically phasing out the Product Ads campaigns over time, as the performance data indicated they should.”
“I’m really excited this year about Bing Shopping Campaigns being launched,” Marsten says when asked why she advises Century Novelty and other clients to go in this direction. “I’ve seen some really good returns, some good results on that as far as volume, conversion rate and cost per acquisition. And so, what I’m encouraging clients to do is make sure they get those transitioned now — get those up and running — and pause those old Product Ads campaigns.”
In a brief period of time, the results were clear: Bing Shopping Campaigns offered a tremendous upside. Now, Century Novelty can’t imagine life without it.
“Due to the performance we have enjoyed in the first two months of Q4 [October and November 2015], we have completely phased out the original Product Ads campaigns in favor of Bing Shopping Campaigns,” Madigan says emphatically. “Our bottom line has improved dramatically the last two months.”
And the numbers tell the full story. Among the results:
“And the conversion rate is exactly the same,” Madigan adds. “Bing Shopping Campaigns are not only improving our bottom line, but we are also getting really great exposure and brand interaction with growth over the original Product Ads campaigns.”
To prove that point, CommerceHub once again ran the numbers. And the results are enough to make any company president smile, regardless of whether they’re selling party favors, stocking stuffers or sprockets.
“And I get the best customer support from Bing Ads,” Marsten says of her efforts on behalf of CommerceHub. “Whether or not that’s from the rep for my agency, if I go on Twitter, email, call the 1-800 number — always.”