Coastal agency targets buyers with Bing Ads Image Extensions
We're very pleased with Bing Ads — over a six-month campaign run we’ve seen tremendous results.”
— Christi Bessinger, advertising and marketing manager, Garden City Realty
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.”
We always want to build on what’s working and whatever is new, different and outside the box.
Expanding its roots
Increasingly, such growth seems aimed toward the mobile market. “From the data that we accumulate, it seems like people are moving more toward mobile, whether it be our vacation rentals or our sales,” explains Christi Bessinger. “Things are shifting more and more every day to mobile.”
In some ways, however, the core business will never change. Garden City Realty will continue to maintain its roots in the business of caring for clients and bringing them quality, personalized service. But ultimately, roots exist for the purpose of growing, stretching and reaching out for new sources of nourishment.
Combining old techniques and new technology, the Garden City “family” seems well-positioned for the future. “Our agents have years and years of experience combined, and we’re proud of that,” explains Bessinger. “We’re always looking for what's going to take us to the next level.”
View or save an infographic recap of how Garden City Realty used a combination of location targeting and Sitelink Extensions from Bing Ads to increase ecommerce conversions by 65 percent.