Auto parts dealer converts enthusiasts into customers using Bing Ads
We’re hitting new markets quicker through targeted campaigns.
— Rich Boone, Senior Vice President of Operations, CJ Pony Parts
Scott Redgate, Search Engine Marketing Manager, CJ Pony Parts
Back in 2012, Redgate turned his marketing degree into a managerial job at a digital agency, one that assisted with the CJ Pony Parts account. His strategy then involved adding a Bing Ads presence. “Bing's audience is a little bit more targeted than Google's, as well as slightly older and more affluent,” says Redgate. “I didn’t want to lose the possibility of reaching a significant number of potential customers.”
Initially, he mirrored his Bing Ads strategy to his Google AdWords one. However, the transition from platform to platform was often time-consuming. Today, he no longer finds that to be the case. “The integration between the two platforms is so easy to manage in terms of carrying over changes,” says Redgate. Redgate even credits the integration with enabling him to update his Bing Ads account more frequently, resulting in Bing Ads per-session value jumping from $2.87 in 2014 to $4.25 in 2015.
Results such as these have made Redgate and his team strong advocates of pay-per-click (PPC) campaigns aimed at Mustang hobbyists. “We’re hitting new markets quicker through targeted campaigns,” says Rich Boone, senior vice president of operations at CJ Pony Parts. Much of that comes from annually doubling the Bing Ads budget. And because of Bing’s lower cost per click, the dollars stretch farther than Google AdWords. “The advantage we gain in cost per click gives us a great return on investment — more than 35% better than Google AdWords,” says Redgate.
In terms of devices, Redgate spends more money and gets more value from desktop clicks. He also uses mobile and tablet formats. As any marketer worth their spit will tell you, in today’s world, you can’t put all your eggs in one device basket. “We continue to push the envelope with new technology to grow our business. We never stand still,” says Boone.
The advantage we gain in cost per click gives us a great return on investment — more than 35% better than Google AdWords.
— Scott Redgate, Search Engine Marketing Manager, CJ Pony Parts
Redgate has recently been increasing his budget with Product Ads, which showcase a retailer’s new, used or refurbished products with an image, price and company name. He uses Bing Shopping Campaigns to manage the ads. “When I was searching, I noticed more and more product advertisements popping up on a search page,” says Redgate. “It got me thinking, maybe we should add that aspect to our account.” Product Ads typically appear when someone searches for something specific. So, if someone wants a Mustang shift knob, Bing will recognize the search and display a set of relevant products.
Redgate foresees Bing Ads continuing to play a huge rule in the company’s digital marketing strategy. “Roughly 50% of our clicks on Bing Ads are from people who have never visited our site before,” says Redgate. “Bing does a fantastic job of serving the right ad to the right person. Who wouldn’t want that?”
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