Experian uses various online advertising providers but has found the audience for Microsoft Advertising search ads “typically convert a little better,” meaning they create more clicks to the Experian site than competitors, leading to a lower cost per action in Experian campaigns.
Once Kenshoo and Microsoft help direct customers to Experian, the site strives to keep them immersed in its ecosystem as Experian offers new products, including information about auto insurance, credit card deals, and other services. But getting customers there remains the key, so Experian is stepping even more into automated bidding and other online advertising tools.
Experian will continue to work with Kenshoo and Microsoft to identify ways to make their advertising tools even more effective. And when Microsoft Advertising presents Experian with new ideas, the company’s marketing team is ready to try innovative tools that can further boost its online marketing results.
“We try to run, or at least test, everything Microsoft Advertising offers us,” Barcinas says. “We’re definitely in the ‘always be testing’ mentality, so when there are products or updates or anything like that, we will give it a go.”