Delivering strong support and innovative ad types
“When Bing Ads was factored into the picture, it made me very happy; the service level from the Bing Ads team is exemplary,” marvels Goodman. “They help us understand any technical glitches in importing a fresh account … We couldn’t be happier.”
Elesseily agrees with Goodman. “The support that Bing Ads provides is phenomenal,” she says. “Recently, we launched a Bing Shopping Campaign. The Bing Ads team was very helpful, and we were able to work with our client easily and effortlessly.”
Elesseily continues, “The shopping ads have been very helpful for the bottom line for some of our clients; Bing Ads recently rolled out bidding capability on tablets, and that’s been really interesting. The way people shop on tablets is very different to how they shop on mobile devices or desktop computers.”
Goodman agrees. “In addition to the platform development accelerating rapidly over the last two years,” he says, “we’ve seen the innovation and agility of development grow tremendously.”
Precision insights for precision results
In the fall of 2014, Page Zero revamped CanyonTours.com’s Bing Ads campaign, hoping to take something good and make it better by targeting an ambitious CPA rate of $50. Not only did Page Zero hit that, but it exceeded expectations substantially — and with an average CPA of $40, the Bing Ads campaign was not only helping CanyonTours.com hit volume objectives, but also ensuring that each sale was profitable.
“Certainly CanyonTours is also benefitting from Sitelink Extensions,” Goodman says of the stunning results from the revamp. Sitelink Extensions are extra links in ads that take searchers to specific pages of a website.
Goodman says that for him, the reporting is a major appeal of Bing Ads. “For instance, we have seen two years of data saying people might be sleepy at night; they might search and browse after 8 p.m., but they’re not purchasing. So, we might want to shut our ads off or we might want to bid 50% lower in the evenings. If you don’t have that time accurate, then you’re bidding on nothing.”
And that’s not all. “We also like the ability to control tablet bidding, which is not available on other platforms. If you want to bid on time of day or day of week, we can do that,” he says of Bing Ads. “The time of day has to be accurate to the user, whatever time zone that user is in. Unfortunately, on other platforms, that may not be; it might just be the account holder’s fixed time zone.”
For an organization like Page Zero that says right on its front page that it is “obsessed with your paid search marketing performance,” such information is manna from heaven.
“What a lot of us love about Bing Ads is the potential to control these advanced tools; it’s all about taking it to the next level of understanding,” Goodman says. “Bing Ads has changed the growth trajectory of our clients in a meaningful way. The icing on the cake with search platforms is behavioral advertising — the ability to take in audience, to use the Bing Ads platform to zero in on that high-intent audience. That is some of the best ROI going.”
“And that is available with search on Bing,” he enthuses. “It’s nerdy stuff, but this is getting to the next level of precision.”