Elgiganten: More revenue with less work

Enter Bing Ads. For Elgiganten, adding Bing Ads to the paid search mix was an easy way to expand the company’s reach to an untapped audience, since the Bing Network accounts for 12.8% of the search market in Sweden.2 But that wasn’t all. Elgiganten also turned to digital performance marketing agency iProspect to help maximize the volume and reach using the iActivate tool.
 
“Implementing iActivate has made it possible to take full advantage of the available search volume on the Bing Network and increase revenue in a fast and simple way,” says Jannicke Tibell, search engine marketing (SEM) specialist at iProspect. “Our close cooperation with the Bing Ads team made it possible for us to implement iActivate in an effective way.”
 
iProspect uses iActivate to create full advertising accounts on Bing Ads for Elgiganten based on its product inventory data. Templates and rules specify how new ads and keywords are to be created, based on what products are available according to the product feed. This ensures that the paid search ads are always up to date. For example, if Elgiganten sells out its stock of toaster ovens, iActivate will pause all ads on the Bing Network for that product until it’s back in stock. When new products are added to the Elgiganten product feed, new ads and keywords are automatically created in Bing Ads.

The benefits of using Bing Ads and iActivate together have really paid off for Elgiganten. With iActivate, the company has been able to add 2.5 million keywords to its Bing Ads accounts and create product-relevant ads.1 According to Elgiganten, iActivate has significantly reduced the time it spends on manual work in Bing Ads. The campaigns are easier to manage because the keywords and ads are updated automatically based on the information in the product feed.

Not only has Elgiganten benefited from more efficient and streamlined campaign management, it has also improved ad impressions by 186%.1 Those impressions have, in turn, improved clicks by over 250% and click-through rates by 22%.1 Yet, we all know the proof is in conversions. Orders from the Bing Network are up 186% and revenue has increased by 296%.1 And what about the competitors and their keyword-grabbing? Elgiganten has managed to gain clicks from its competitors, growing its click share on the Bing Network to 59%.1

According to Niko Niva, digital marketing manager at Elgiganten, these metrics speak volumes. “We are more than happy with the results from Bing Ads and iActivate and will continue to invest in our presence on the Bing Network to find even more marketing opportunities,” says Niva. Elgiganten has found the winning combination in using Bing Ads and iActivate together to find success in the competitive retail industry.