One taker was SSE Airtricity, a major TinderPoint client and energy provider in Ireland, with over 800,000 commercial and domestic customers. The company provides gas and electricity for homes and businesses, as well as other energy services in both the Republic of Ireland and Northern Ireland.
Part of the SSE Group since 2008, SSE Airtricity embarked on a brand push strategy for its winter campaign. As part of the campaign, TinderPoint sought to increase brand awareness and sign-ups for all of SSE Airticity’s product offerings in Ireland — primarily through the company’s managed digital channels.
In addition to its Google AdWords campaigns, TinderPoint aimed SSE Airtricity’s Bing Ads campaigns at all Irish households during the peak “switching season” for utilities between October and March.
TinderPoint used Sitelink Extensions in ads to point customers to specific offer pages on SSE Airtricity's website, and Call Extensions, which allowed the agency to add the phone number of the company's sales team to its ads. To drive sales via mobile devices, TinderPoint made bid adjustments for smartphones and tablets to improve the chance that SSE Airtricity’s ads would display to people on mobile devices.
TinderPoint relied on the support of its Bing Ads account manager to get the most out of these features. “Our Bing Ads account manager helped us set the strategy and implement the initial campaigns, as well as assist us with some unfamiliar Bing Ads features,” says Talbot.