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Oak Tree Mobility maximizes potential with in-market audiences

  Article , Retail , Success stories

Specialist retailer gains cheaper clicks and higher conversion rates

In-market Audiences boost Oak Tree Mobility

Oak Tree mobility staff providing an elderly lady with a more comfortable chair.

Oak Tree Mobility staff replacing old furniture.

Oak Tree Mobility was founded in 2008 to bring top-quality craftsmanship and excellent service to an industry used to tired-looking products and poor customer care. Oak Tree believes everyone should be free to live a rich and fulfilling life and this belief affects everything they do. It is reflected in their range of handmade rise and recline chairs, adjustable beds and bath lifts, which have already empowered thousands nationwide to enjoy the independence they deserve.

The company looked to its agency SearchStar to maximize its potential in search advertising and generate leads as efficiently as possible. SearchStar saw a natural alignment with Microsoft Advertising and implemented In-market Audiences to increase conversions at a cheaper rate.

Microsoft Advertising enables us to reach the client’s perfect customers and drive high-quality leads. That’s why we prioritized the client’s budget on Microsoft Advertising, before spending on Google and Facebook.

— Hannah Wood, Senior Account Manager, SearchStar

Making Microsoft Advertising a priority

Part of the early discussion with Oak Tree Mobility was how to make the best use of its budget. Whilst many agencies might focus on search market share to decide the split of budget, SearchStar took an innovative approach to exhaust the potential of Microsoft Advertising first, before allocating budgets to other platforms.

“Microsoft Advertising enables us to reach the client’s perfect customers and drive high-quality leads. That’s why we prioritized the client’s budget on Microsoft Advertising, before spending on Google and Facebook” said Hannah Wood, Senior Account Manager at SearchStar.

This “Microsoft-first” approach was a risk, but the SearchStar team were convinced that they could achieve the client’s goals with this strategy, and pushed to achieve 100% impressions share before turning their attention to other digital outlets.

“Having worked closely with our account team at Microsoft Advertising for the last three years, we embrace every opportunity to make sure we are always striving for growth and delivering the best results for our clients,” said Bethan Hughes, SearchStar’s Senior Microsoft Advertising partnership specialist. “We were confident this strategy would give Oak Tree Mobility access to the most relevant audience possible, as efficiently as possible.”

The impact of In-market Audiences

Initial results were positive, and the SearchStar team saw real value in utilizing Microsoft Advertising Search Partners to maximize the reach on the platform. “The transparency you get is really valuable,” commented Hannah. “Compared to Google where you have no visibility — partner sites are either OFF or ON — we really appreciate the flexibility to individually exclude specific URLs to further refine the quality of our ad placements.”

However, the real breakthrough came with the implementation of In-market Audiences. The account had been growing and performing well, but the enhanced targeting opportunities and efficiency of In-market Audiences exceeded expectations.

“We wanted to push the platform to the limit for this client, and In-market Audience segments ensured our ads were hitting top position as frequently as possible,” said Bethan. The impact was telling. Of the total leads generated by Microsoft Advertising over a six-month period, 16% came through In-market Audiences, where leads were 18% cheaper and conversion rate was 47% higher than standard text ads.

The wider performance of the account also proved a real success for Oak Tree Mobility. Across six months of activity (March to August 2019) Microsoft Advertising delivered a click-through rate 232% higher than Google, with a cost per click 18% cheaper. On top of that, cost per lead was 21% lower and overall conversion rate saw an uptick of 3%.

“I’m so glad we listened to SearchStar when they suggested we try Microsoft Advertising,” said Benjamin Kenny, Head of Digital at Oak Tree Mobility. “We have been really pleased with the results — the leads are consistent and offer some of the best value we see in our online marketing.”

I’m so glad we listened to SearchStar when they suggested we try Microsoft Advertising. We have been really pleased with the results — the leads are consistent and offer some of the best value we see in our online marketing.

— Benjamin Kenny, Head of Digital, Oak Tree Mobility

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