Software retailer gains quality traffic and visitor engagement Presentation , Tech & Telecom , Customer story Download the full case study Challenge With more than 750 million Microsoft Office users worldwide,1 finding Office users isn’t difficult for FMS. But finding Office users who understand the value of user-friendly tools that enhance the results they get from those products is a greater challenge. FMS needed to optimise its Bing Ads campaigns with this niche audience in mind to attract more potential buyers to its site. Solution FMS founder and President Luke Chung worked with Bing Support to make the most of his keyword selections and budgets. He learned how to strip out under-performing keywords and locations. Results By optimising the campaign, FMS witnessed a higher click-through rate at a lower cost. Now, FMS is investing more into Bing Ads. 1. Press Release, Microsoft News Center, L.A., California. 7/12/2011.