Las Vegas Strip
Las Vegas, Nevada
Dean loves using Bing Ads as a test avenue, experimenting with features such as In-market Audiences to target consumers that are in the market and ready to buy for the travel industry. This feature is currently in pilot, using the intelligence of the Bing platform in order to identify the ideal segment of consumers based on their digital behavior. For Dean, this feature wasn’t about missing an audience, but an opportunity to explore the Bing Network volume and capture all leads. Vegas.com was so excited from the initial results, they decided to break the campaign out further from Bid only to Target and Bid in order to help them focus on personalizing the message through ad copy and extensions.
The result? 65% increase in CTR, close to 35% increase in conversion, 20% less in cost per conversion, and 27% increase in return on ad spend. “I can try new things like the In-market Audiences pilot, where I can rely on the intelligence of the system to guide me on who may be ready to purchase. We tapped into a larger audience and was excited to see 27% increase in return on ad spend.”
A lot of the successful partnership comes from the collaborative spirit between Dean and the Bing Ads team. “Their people give me ideas to test that can mimic what I'm doing in other paid search channels,” Dean says. “We work together closely. I really trust their expertise and performance data.”
She also likes that the team takes a proactive stance over a reactive one. “The Bing Ads team lets me know what upcoming betas or tests we should try,” confides Dean. “I appreciate their candidness when they come to me and say, ‘Here's what's new and what I think will work or won’t.’“