ResourceiT is a Microsoft Gold Partner as well as a Google-certified partner. With online advertising, Little sees value in both. “Google is a volume play,” she said. “Bing Ads is about the quality of search and a lower cost per click.” The former would seem to fit into an enterprise’s wheelhouse while the latter would attract smaller businesses. However, in most instances, that is not the case. “With enterprise customers, we often ask ‘Have you looked at Bing?’” says Little. “They’re surprised to learn that using Bing Ads extends their reach to a new audience
for little additional cost and resources.” Meanwhile, with small- and medium-sized businesses, she recommends going with Bing Ads because those companies can better stretch their budgets and, on a percentage basis, close more deals. “It levels the playing field with larger companies, which is exciting for our smaller partners,” says Little.
Many small businesses have limited marketing budgets that wouldn’t fit for most other marketing tactics, such as direct mail, telemarketing, video and advertising. Paid search with Bing Ads enables them to effectively reach prospects through multiple calls to action. Call Extensions
, for example, allow the searcher to easily find contact information and improve click-through rates (CTR) and quality scores. ResourceiT finds them particularly useful for delivering ads on mobile devices, where Little says Call Extensions “allow us to feed prospects into the right resources and sales teams for our customers.” These low-cost measures (extensions are free to activate) are especially effective for customers that sell cloud technologies that offer low to average order values. ResourceiT can integrate Bing Ads into its solutions to help them gain a good return on investment (ROI).
are another Bing Ads feature ResourceiT uses in its clients’ ads. They are additional links advertisers can include in their ads that take customers directly to specific landing pages of a website, such as offer pages, or pages featuring interactive guides, videos and animated content. When ResourceiT offers multiple Sitelink Extensions in its clients’ ads, Little says the agency sees a CTR increase of 25%. And once Sitelink Extensions take customers to the pages they’re looking for, those clicks are 50% more likely become to conversions.