Lavall Chichester, Global SVP, Search and Content Marketing
Charles Drewyer is MullenLowe Mediahub Performance’s PPC lead with Mohegan Sun and the liaison to the Bing Ads team. “I think pound for pound, Bing is the best search engine in terms of the amount of people who use it and the search results it delivers,” said Drewyer. “The cost per click (CPC) is always much lower, but the traffic is still tier-one traffic from people on their computers, mobile devices and such whose default search engine is Bing.”
If that traffic consisted of a random audience, then Drewyer would want volume, such as that found with Google AdWords. Bing Ads, however, caters to a more specific, slightly older and higher income demographic — an audience he finds more likely to want to get away for a weekend or find entertainment. That makes it easier to place relevant and consistent content in front of them, adding a valuable alternative to Google AdWords with higher conversion rates for a lower cost.
Charles Drewyer, performance PPC lead, MullenLowe
Mohegan Sun’s strategy with Bing Ads relies heavily on using ad extensions. For example, when Bing Ads first released Image Extensions
, Drewyer got Mohegan Sun on board almost immediately. The idea of using striking visuals has proven priceless. “With all these new opportunities and products, we've seen amazing results,” Drewyer says. “Our click-through rates (CTRs) with ads using Image Extensions are almost 600% higher than the rates for ads without Image Extensions.” Similarly, the CPC is 65% less and the cost per action (CPA) is 14% less. With the lower CPA, Drewyer can put money back into more paid search opportunities to drive people to the site.
, which take searchers to specific pages on the Mohegan Sun site, also help increase click-through rates and have become standard in campaigns. In addition, Drewyer uses Callout Extensions
. “We mostly use them to promote the amenities, shopping options and dining choices on the premises as well as seasonal promotions/events,” he says. For example, Mohegan Sun did a Callout Extension in support of its more than 30 dining options. Another one concerned having the choice of fine and casual dining. Sometimes they revolve around a campaign such as “3 casinos. 3 experiences.” For events, Drewyer has used Callout Extensions to promote epic concerts or celebrity parties.