Douglass talks with the people at Dealer eProcess about once a week. There he can bounce off ideas or see the performance numbers for himself. What he’s seen so far is that Bing Ads is the lowest priced option for paid search. Price per click with Bing Ads has consistently come in at $1.41, about half the price per click of Google AdWords. That enables Douglass to stretch out his budget. Bing also has a higher lead conversion rate, which currently averages 18%. The conversion-to-sales rate also averages an impressive 4.7%.
In terms of features, Dealer eProcess uses the full capabilities of the Bing Ads platform with its own in-house software, which syncs with the Bing Ads API to run customized and dynamic campaigns. “It ends up a mixture of what Bing Ads offers us with what we've built into their system,” Cipperoni says.
In a regular campaign for Douglass, Dealer eProcess takes advantage of all of the Bing Ads ad extensions. “The bigger the ad, the more information we can provide the car shopper, and the better results we see,” Glick says.
Glick works closely with the Bing Ads account team to make sure she’s taking advantage of available features and give her ideas for customer accounts. “We look to ensure we’re taking advantage of everything inside the account,” she says. “So there's not only checks happening with Levi, but also with me and our representative over at Bing.” Glick can back up her efforts with impressive results. To date, the total spend on Bing has brought back a return on investment of 750%.*
When Douglass brought Dealer eProcess aboard in 2012, he was spending about 10% of his marketing budget on digital. Today, he spends 25% of his marketing dollars on digital with more to come in the future. Looking ahead, Douglass expects to keep letting Dealer eProcess and Bing Ads lead the way. “There’s a high level of trust where I can hold them accountable for results and they're very transparent about delivering them,” he says. “With paid search always changing, they both do a great job of taking advantage of the latest advances to stay ahead of the curve.”