Results provided to Bing by LensDirect.com
Bing Ads-specific results in the past calendar year back up this undeniable success story, portraying it with as much clarity as a fresh set of contact lenses:
- Conversions are up 60%.
- Average click-through rate (CTR) is up 44%.
- Site traffic is up 112%.
- Advertising budget is up 202%.
“The big takeaway for us is those conversions up 60%, which is an obscene number,” says Alovis. “And we can piggyback off the CTR growth at 44%, where Bing is higher than the other guys. CTR is everything; we want to make sure that as many eyeballs that look and search for our products end up on our website. That CTR is amazing, and we live and die by it, so that's a big deal for us.”
LensDirect.com is getting better results with Bing Ads than with other advertising platforms. “When you look at Bing Ads versus the other guys, you can actually see that we may be getting less traffic, but that's not what matters. What matters is the conversion rate. We're seeing greater sales with Bing Ads,” Alovis says. “So actually what's happening, to be honest, is we’re spending less and yielding more. To me, that's a monster home run.”
With such success, LensDirect has come to rely on Bing Ads. “Bing Ads has become a focal point, a central pillar of our marketing efforts,” explains Alovis. “And it’s growing every day of every week of every month of every year. It’s clear that our interest in the customer is mutually aligned.”
When you’re a business built on the belief that personalized customer service will rise you up above the competition, you look for a similar ethos in those around you. It’s no surprise, then, that Alovis has an immediate answer when asked what he likes most about his partnership with the Bing Ads team.
“We share a common goal; Microsoft wins on service for sure, and I believe that LensDirect does exactly just that too,” he explains. “It’s clear that the Bing Ads team cares about our business and not just the bottom line. Microsoft walked us through everything; they helped us test, they helped us expand our reach. They gave us advice on what they think would work better, and that's honestly why we saw a much higher CTR than the other guys. The Bing Ads team offered us that hands-on approach from the very beginning, and I just wish other guys offered that type of hand-holding service.”
Ultimately, Alovis says, he sleeps better at night knowing his family’s legacy is being looked after by people, not just faceless algorithms. “That is exemplified by the sheer accessibility of the Bing Ads account managers,” he explains. “It's not often that you can reach someone at such a large company. But with the Bing Ads team, accessibility has always been paramount and it shows. If we need someone, we can pick up the phone; Bing really nails that human touch.”