With Sitelink Extensions for vacation rentals and spring deals within the main lodging campaign, a similar story emerged. Google AdWords had four times as many sessions, but Bing Ads had a conversion rate of 60% versus 47% from Google AdWords. The average Bing Ads user session also came in at twice that of Google AdWords. Sometimes less really is more, and more truly becomes less.
Schult leaves a lot of the Bing Ads feature choices to Visibility and Conversions. Frankosky finds that Remarketing in Paid Search is one aspect of Bing Ads he likes to use a lot. “We want to be front and center for the people who are further along in the decision process,” Frankosky says. “We don't want to lose out on that traffic.”
Frankosky also likes conversion tracking. “We use Universal Event Tracking so we know what keywords are tying back to the best conversions and what's performing best across campaigns, different ad groups, and so on,” he explains.
Frankosky’s ongoing strategy includes serving all the top keywords related to travel, dining and eating at restaurants and attractions. Really, anything from booking a vacation to finding something to do in Myrtle Beach. “If someone's typing ‘top boardwalks,’ we might want to target that keyword,” Frankosky says. “We want keywords that line up with some of the things that we offer so that we can be right in front of them.”
Schult feels that Bing Ads has had an immeasurable impact on the success of his website and that other companies can take advantage of it as well. “I always tell everybody to test them,” he says. “See if you aren't able to generate a lower cost per conversion than you do through any other channels. With our strategy performing better on Bing, we're going to make sure more of our dollars are spent there.”