Montana Marsden, Online Marketing
Montana Marsden is the online marketing manager at TaskEasy. A main part of his job involves analyzing the performance of all of TaskEasy’s different pay-per-click (PPC) and digital marketing campaigns and coming up with new strategies for acquiring more customers. He loves the numbers he sees with Bing Ads. “For the volume we get with Bing Ads, we have a higher click-through rate and more conversions than with other advertising platforms ― all with a lower cost per click.”
Bing Ads campaigns, on average, show a 38% higher click-through rate compared to the company’s Google AdWords campaigns. At the same time, the cost-per-click average is 14% lower with Bing Ads. Its cost per action (CPA) is 11% lower than Google AdWords. “Bing is so much more targeted and provides better performance than most of our other campaigns,” Marsden asserts. In fact, the Bing Ads pay-per-click percentage uniquely exceeds the total percentage of its PPC impressions. Currently, that results in Bing Ads represent close to 20% of the company’s PPC impressions and 24% of its clicks and conversions.
Marsden points out several Bing Ads tools he’s either excited about using or testing out. One of his go-to features is Review Extensions
. “We’re a new company in somewhat of a new industry,” Marsden says. “People aren't necessarily familiar with us or trust us right off the bat. Real reviews from our customers displayed alongside our ads help us gain initial trust when people are searching for us or lawn care services online.”
Another tool that Marsden relies on is Sitelink Extensions
. In most instances with property managers and general customers, Marsden uses the same keywords. “Sitelink Extensions can funnel the two different segments onto their respective landing pages,” Marsden points out.
Remarketing in Paid Search
helps Marsden because he finds that many customers don’t just go in and buy. “We’ve seen that a lot of times it takes between two and three ad clicks before someone converts,” Marsden says. “Retargeting lets us increase bids for customers who have already been to our site and are much more likely to convert at that point.”
To save time, Marsden also imports Google AdWords campaigns into Bing Ads with the Bing Ads Google Import tool. “It’s a basic starting point instead of having to recreate all of them in Bing Ads,” Marsden reveals.
A final Bing Ads feature Marsden calls out is device targeting
. Bing Ads can target individual device types, including tablets, making it a unique platform in that way. “We use bid modifiers by device, which helps us reduce our bids on mobile devices where our customers tend to research and increase our bids on desktops, knowing that’s where they normally buy. “
Looking ahead, Marsden really wants to take Bing Ads Editor for Mac
(currently in beta) out for a test drive. “Until recently, Bing Ads Editor was only available for Windows,” Marsden says. “Going in and making modifications to keywords in that many campaigns definitely becomes time consuming. Being able to use Bing Ads Editor for Mac will help significantly with that.”
Marsden proves the point by sharing that TaskEasy currently has more than 100 campaigns running. The majority of them are structured similarly, but target different states. So instead of just setting up one campaign that targets the entire United States, Marsden uses 51 campaigns targeting 50 states and Washington D.C. Marsden finds that certain keyword variations perform better in certain areas of the country. For example, “lawn care” or “lawn mowing” work as keywords in California, whereas “yard services” or “grass cutting” work in the south.
If Marsden had any advice to give companies, it would be to not overlook the Bing Network. “Bing performs better and is becoming a big player,” Marsden says. “With our strategy, we're taking budget from other advertising platforms and allocating it to Bing Ads. A lot of companies would be surprised with our results.”