Christi Bessinger, advertising and marketing manager, Garden City Realty
With guidance from VDS, Bessinger and the Garden City team have been making significant marketing gains with paid search advertising and Bing Ads, which they began using in late March 2016. Ad extensions have served as key features, with Sitelink Extensions directing searchers to specific listings, while Image Extensions represented their properties with dynamic photos. Such moves met their business goals to boost online traffic and drive more leads, conversions and sales.
From increased “Contact Us” form submissions to online inquiries to revenue, the benefits have been immediately evident. More importantly, the new traffic was a highly-valued audience, since Bing Ads could deliver an older, higher income and more educated demographic than their previous search efforts. Using Bing Ads’ targeting capabilities, Garden City Realty can adjust bids on the fly and use that bid adjustment to focus on age, gender, geographic location and other criteria that help focus their message.
Of course, when you’re selling beachfront vacation homes, there’s a very specific demographic you need to target. Bing Ads was a natural fit for Garden City, because Bing Network users tend to be older and more affluent, with a higher proclivity to purchase. Using Bing Ads targeting capabilities, the company’s message can be targeted to reach the right audience by location, day of the week, age, gender and more factors.
“We're very pleased with Bing Ads,” Bessinger says. “Over a six-month campaign run we’ve seen tremendous results.”
- New visits increased 48.35%.
- Transactions and average session duration has increased.
- eCommerce conversion increased 65%.
- Cost-per-click (CPC) conversion rate has increased 44%, across thousands of new users.
Such trends seem likely to continue, as VDS stays on top of the constantly evolving spate of Bing Ads tools, and Garden City considers itself open-minded and technologically driven. “We want to stay current and up on trends,” explains Bessinger. “We always want to build on what’s working and whatever is new, different and outside the box. We definitely want to pursue that.”
VDS is weighing features like Upgraded URLs, Enhanced CPC and Universal Event Tracking for Garden City Realty, confident because it has employed them for other accounts. “Our focus right now is helping people build their brands,” says Robert Gray, president of VDS. “And Bing Ads is going to be very important for that because we're big on return on investment.”
Brent Hartley, a VDS marketing consultant, says that in the world of costs per click, knowledge is power. Features like Universal Event Tracking
(which allows customers to track their campaign performance) and Remarketing in Paid Search (which works in conjunction to reach those who’ve previously visited a website) provide such valuable insight.