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Bing Ads Customer Stories
Bing Ads Customer Stories Portal
Showroom Logic, a Miami-based technology
company, built a digital marketing platform to help
clients — most of whom are car dealerships — target
buyers with pinpoint accuracy.
• Industry: Automotive
• Market: U.S.
• Target Customers: Qualified car buyers: older,
motivated, “sticker”
• Product Used: Bing Network audience
The challenge
How can dealerships drive more shoppers to
their businesses in the most cost-effective way
possible?
Want to learn more? Read the full story: Showroom Logic uses Bing Ads to drive more shoppers to dealerships
Showroom Logic uses Bing Ads to
drive more shoppers to dealerships
The solutionBing Network audience: older, higher-spending
“What’s great about Bing is,
the Bing consumer tends to
be a little older and more
motivated in terms of their
actions; in other words,
they window-shop less and
buy more.”
Rob Monson
VP of Marketing
Showroom Logic
1. comScore Explicit Core Search (custom), January 2015; Bing Network includes Microsoft Core Search sites, Yahoo (Bing powered) sites and AOL Core Search sites in the U.S.
2. comScore Plan Metrix, US, November 2015, custom measure created using comScore indices and duplication.
Bing Network powers
nearly one-third of
all searches in the
U.S.1
40% of the Bing
Network audience
is between 35-54
years old.2
Bing Network
searchers spend
24% more online
than the average
Internet searcher.1
The resultsa 3.79% click-
through rate
compared to
3.43% on other
ad platforms.
A test of 228 dealership clients with Bing Ads accounts revealed:
a 12% lower
cost per
click
compared to
other ad
platforms.
a 7.93%
conversion rate
compared to
6.87% on other
ad platforms.
“Overall, Bing has shown a consistently higher interaction rate while
producing a higher conversion rate and lower cost per lead.”
Rob Monson
VP of Marketing, Showroom Logic
#BingAdsStories
Century Novelty sells party supplies from
favors and decorations to seasonal merchandise. This
family owned and operated business started as a
small retail store in Detroit and has since grown and
moved entirely online. Century Novelty has been
making people smile for over 60 years.
• Industry: Retail
• Market: U.S.
• Target Customers: Casual and professional event
planners
• Product Used: Bing Shopping Campaigns
• Partner: CommerceHub
The challenge
How to expand search engine marketing
(SEM) and pay-per-click (PPC) advertising
in order to stay relevant as an exclusively
online retailer in the highly competitive party
supplies market?
Want to learn more? Read the full story: When it
comes to results, Bing Ads is no novelty
The results
“Due to the performance we have enjoyed in
the first two months of Q4 [October and
November 2015], we have completely
phased out the original Product Ads
campaigns in favor of Bing Shopping
Campaigns. Our bottom line has improved
dramatically the last two months.”
Kyle Madigan
President, Century Novelty
When it comes to results,
Bing Ads is no novelty
The solution
Bing Shopping Campaigns
help manage Product Ads,
giving the advertiser more
control and power over which
products display and what the
costs are.
Product Ads allow for the inclusion of:
• product photos.
• pricing.
• promotional text—all in a larger format.
CommerceHub used Bing Ads to help Century Novelty…
Increase ROAS
20%
Increase orders
1257%
1254%Increase in clicks
1015%Increase in spend
lowered CPC by
18%
While…
increasing revenue by
1237%
They even…
#BingAdsStories
The challenge
How can Microsoft Store give shoppers a more
personalized experience on the Internet?
The results
“With UET’s ability to share audiences across one client, we’ve
been able to leverage additional audiences and receive almost
double the amount of remarketing impressions with Bing Ads as
we see in Google.”
Natalie Barreda, Point It
Microsoft Store enlists Point It and
Bing Ads to deliver paid search
solutions
The solution
Universal Event Tracking (UET): a powerful tool
that records what customers do on a website.
When advertisers create a UET tag and place it
across their websites, Bing Ads can
5-10%higher order value
Remarketing in Paid Search delivers ads to Bing
Network searchers who have previously visited an
advertiser’s website.
collect data that helps
advertisers track
conversion goals.
Microsoft Store connects shoppers
with the latest software and technology
products from Microsoft.
• Industry: Retail
• Market: U.S.
• Target Customers: Online shoppers
• Product Used: Universal Event Tracking
(UET) and Remarketing in Paid Search
• Partner: Point It
#BingAdsStories
With Remarketing in Paid Search,
Point It clients typically see…
20%higher averageROAS
50%higher ROAScompared to AdWords
For brand terms, Point It clients
typically see…
50%lower CPCcompared to AdWords
help advertisers target
audiences with
remarketing lists.
Want to learn more? Read the full story:
Microsoft Store enlists Point It and Bing Ads
to deliver paid search solutions
The challenge
How can SSE Airtricity create
and execute a competitive
paid search campaign during
the peak “switching season”
for utilities?
The results
“For a small increase in PPC
budgets, and a small
investment of time managing
the account, Bing Ads allows
us to deliver something extra
to our clients. The results
often far outweigh both of
these investments.”Richard Talbot
Head of Paid Search Marketing
TinderPoint
The solutions
Call Extensions let
TinderPoint display the phone
number of SSE Airtricity’s
sales team directly in its ads.
Call Extensions + Bing Ads =
3 - 6%more clicks on average1
Bing Ads Google Import:
the tool by which
advertisers can copy a
combination of…
1.5Mkeywords and ads
from Google
AdWords to Bing
Ads
200,000negative keywords,
campaigns, ad
groups and
extensions
With Google Import,
TinderPoint’s Richard
Talbot saved
“countless man-
hours” setting up SSE
Airtricity’s Bing Ads
campaigns.
SSE Airtricity ignites campaign
while cooling costs with Bing Ads
SSE Airtricity provides gas
and electricity for homes and
businesses, as well as other
energy services in Ireland. The
company serves over 800,000
commercial and domestic
customers.
• Industry: Energy
• Market: Ireland
• Target Customers: Households
in Ireland
• Products Used: Call Extensions
and Bing Ads Google Import
• Partner: TinderPoint
#BingAdsStories
SSE Airtricity’s Bing Ads
results matched or exceeded
TinderPoint’s key metrics
goals:
SSE Airtricity’s cost
per click (CPC)
decreased
94%SSE Airtricity’s cost
per acquisition (CPA)
decreased
78%
Want to learn more? Read the
full story:
SSE Airtricity ignites
campaign while cooling costs
with Bing Ads
1. Internal Microsoft Data, July 2015.
Bing Shopping Campaigns
helps advertisers manage
Product Ads — ads that
showcase products in a larger
format with:
Sitelink Extensions: additional
links advertisers can include in
their ads that take customers
directly to specific pages on their
websites
The solutions
The results
“In Bing Ads, the click-
through rate is such a
strong indicator of
success with Bing
Shopping Campaigns —
users are literally voting
on an image of a
product and a price that
will suit them.”
Michael Sabia
VP of Marketing
From You Flowers
When VP of Marketing Michael Sabia joined From You Flowers, Bing Ads was
“a very small piece of the pie.” That changed. The numbers tell the story:
In 2015, Bing Ads orders
were 603% greater than in 2011.
Share of PPC orders
from Bing Ads in
2015:
18%
From You Flowers:
mandatory growth,
mandatory fun From You Flowers sells and
delivers flowers for occasions ranging
from Mother’s Day to Valentine’s Day.
The company hangs its hat on being
the best-value florist, giving customers
the best quality for the lowest price.
• Industry: Retail
• Market: U.S.
• Target Customers: Gift buyers
• Product Used: Bing Shopping
Campaigns
The challenge
How could From You Flowers’ vice president of
marketing use direct marketing channels to drive the
company’s growth?
#BingAdsStoriesWant to learn more? Read the full story:
From You Flowers: mandatory growth, mandatory fun
Bing Ads orders
grew 118% from 2014 to 2015.
Valentine’s Day orders
grew
90%from 2015-2016.
• Images
• Pricing
• Promotional
Text
Sitelink Extensions
can boost click-
through rates (CTR)
by up to 30%
The challenge
As a smaller
business, how
can
Mountaineer
Brand raise
brand
awareness
while building
and expanding
its customer
base for natural
beard supplies?Key phrases like “beard
oil” and “beard care tips.”
The results
“We beat the
competition to
market with a very
attractive ad.”
John Lee
Managing Partner
Clix Marketing
The solution
Image Extensions allow
advertisers to include an
image along with their ad.
This helps grab
customers’ attention. To
bring in more customers
for Mountaineer Brand,
Clix Marketing used:
Clix Marketing + Bing Ads expanded
Mountaineer Brand’s…
Conversions by
1,700% Ad spend by more than
1,500% Revenue by
2,300%
And with Remarketing in Paid Search,
Mountaineer’s ROI was more than 300%
Clix Marketing brings
1,700% more bearded
leads to Mountaineer
Brand
Mountaineer Brand is a brother-sister
team dedicated to making 100 percent natural
handmade beard supplies. They produce quality
oils, balms and shaving products for both bearded
and clean-shaven men at an affordable price.
• Industry: Retail
• Market: U.S.
• Target Customers: Men
• Product Used: Image Extensions
• Partner: Clix Marketing
#BingAdsStories
Attractive images in
Image Extensions.
Want to learn more?
Read the full story: Clix
Marketing brings 1,700%
more bearded leads to
Mountaineer Brand
The challenge
How can Residential Home
Health reach a more relevant
audience faster than it does with
organic strategies like search
engine optimization (SEO)?
The results
“There’s so much to gain with Bing
Ads. I’d pick higher click-through
numbers at a lower cost any day.
That’s key.”Dreu Adams
Manager of Strategic Outreach, RHH
The solution
Negative keywords prevent searchers who are
looking for services not covered by homecare from
visiting Residential Home Health’s website. To find
the right customers, Residential Home Health
added negative keywords like:
“assisted living”
Bing Ads and WordStream helped
Residential Home Health find…
a cost per click
that’s more than
$1 lower
than Google AdWords.
“nursing homes”
a 2.12% click-
through rate
compared to 1.84% with Google AdWords.
According to Residential Home Health’s Dreu
Adams, 60% of customers from Google AdWords
are what he considers “true customers,” whereas
Bing Ads tips in close to 100%.
Residential Home
Health reaps rewards
from targeted SEM
• Industry: Health
• Market: U.S.
• Target Customers: Female caregivers
and daughters between the ages of 45
and 65
• Product Used: Negative keywords
• Partner: WordStream
#BingAdsStories
Residential
Home Health partners with physicians
and hospitals to provide
homecare to 3,500
patients, most of them
seniors, and strives to
reduce readmission
rates for patients.
Want to learn more? Read the full story:
Residential Home Health reaps rewards
from targeted SEM
The challenge
As a growing business
in the relatively new
industry of ridesharing,
how does BlaBlaCar
raise awareness for its
service and make itself
a reflex for when people
think about travel?
The solution
Sitelink
Extensions
allow
advertisers
to include links
The results
“If you look at the overall
metrics, the CTI is
increasing and our cost
per click is decreasing.”
Ruchir Gupta
Marketing Manager
BlaBlaCar1
#BingAdsStories
Want to learn more?
Read the full story:
BlaBlaCar rides to greater
returns across the globe on
the Bing Network
1. CTI: ratio of clicks to impressions
2. comScore qSearch (custom), June 2015; the
Bing Network includes Microsoft and Yahoo sites
worldwide.
BlaBlaCar uses Bing Ads because:
145% more than the average
Internet searcher2
44% more than Google searchers2
Searchers on the Bing Network spend:BlaBlaCar’s Bing Ads
campaigns are getting
good conversion
rates for lower CPC!
BlaBlaCar rides to
greater returns across
the globe on the Bing
Network
• Industry: Travel
• Market: Global
• Target Customers: Travelers: car
owners and passengers
• Product Used: Sitelink Extensions
BlaBlaCar is the world’s largest
ridesharing service, connecting drivers with
empty seats to passengers going the same
way. Starting in France, the company has
already spread to over 21 countries.
to specific pages on their
website. This helps customers
get exactly where they need to
be faster and is free to activate!
CanyonTours.com is
an independent destinations
operator in Las Vegas that
specializes in discounted
Grand Canyon tours.
• Industry: Travel
• Market: U.S.
• Target Customers: Las
Vegas vacationers
• Products Used: Bing Ads
Google Import and Bing
Ads reports
• Partner: Page Zero Media
CanyonTours.com searches
for the next level of precision
The challenge
How could Page Zero
Media help
CanyonTours.com hit an
ambitious $50 cost per
acquisition (CPA)?
The solutions
Bing Ads reports equipped
Page Zero Media with several
standard reports to help
CanyonTours.com deliver its ads
at the best times.
Want to learn more?
Read the full story:
CanyonTours.com
searches for the next level
of precision
#BingAdsStories
Page Zero Media revamped
CanyonTours.com’s Bing
Ads campaign, targeting an
ambitious CPA of $50. It
exceeded expectations
substantially…
The results
“Every time I see the
Bing Ads people, I run
up to them and say,
‘Thank you, thank
you, thank you!’ I love
the extra traffic.”
Mona Elesseily
VP, Online Marketing Strategy
Page Zero Media
Bing Ads Google Import: the
tool by which Page Zero Media
copied a combination of…
1.5Mkeywords and ads from
Google AdWords to Bing Ads.
up to
200,000of CanyonTours.com’s negative keywords,
campaigns, ad groups and extensions.
Page Zero Media used what it calls the “high-intent” Bing Network
audience to deliver CanyonTours.com “some of the best ROI going.”
Average Bing Ads
CPA
$40
Sensis provides marketing services to small and
medium-sized businesses. It’s also Australia’s largest
publisher of print directories, such as the Yellow Pages
and White Pages.
• Industry: Marketing
• Market: Australia
• Target Customers: Small and medium-sized
businesses
• 200,000 digital and print customers
• 8.500 pay for Sensis’ media products and
services:
• Search engine marketing (SEM)
• Search engine optimization (SEO)
• Social advertising
• Product Used: Call Extensions
The challenge
“How can we help small businesses to
compete against companies that are much
bigger and have more resources?”
The results
Want to learn more? Read the full story: Bing Ads and rocket science help Sensis find a
new world of search
The solutions
Bing Ads Customer StoriesBing Ads and rocket science help Sensisfind a new world of search
Cam Pegg
Group Manager of Media Products, Sensis
Acquisio: a comprehensive search marketing
platform designed by a rocket scientist
• Manage budgets for thousands of
Google AdWords and Bing Ads
accounts
Call Extensions: let businesses display phone
numbers directly in their ads, so customers can
click to call or dial the number in the ad
• Call Extensions + Bing Ads =
3 – 6% more clicks on average1
Adding Bing Ads helped Sensis…
“We’ve found that with Bing Ads, we
are driving a better bang for our buck.”
Cam Pegg
Group Manager of Media Products, Sensis
Increase clients’ clicks across all channels by
18%
Reduce the average CPC across all channels by
16%
Acquisio found that clients’ CPCs are 40% lower with Bing Ads than with Google AdWords.
1. Internal Microsoft Data, July 2015
White + Warren is a high-end clothing company
specializing in cashmere. Founded in 1997, its goal has
been to make cashmere more accessible to all women.
• Industry: Retail
• Market: U.S.
• Target Customers: Women and gift buyers
• Product Used: Product Ads with Bing Shopping
Campaigns
• Partner: ECommerce Partners
White + Warren heats
up holiday sales
The challenge
How does a high-end cashmere retailer
stay ahead of the competition and reach
the right customers, especially during the
holiday season?
The results
“What we see is that Bing Product Ads get higher
click-through rates and also better conversion rates
because of the price transparency.”Stefan Atanassov
SEM Manager and Web Analyst, ECommerce Partners
The solutions
Product Ads, managed with
Bing Shopping Campaigns,
help advertisers show off their
products in a larger format
with:• Images
• Pricing
• Promotional text
Location targeting
allowed White +
Warren to increase its
keyword bids in New
York, where its largest
customer base is
located.
Want to learn more?
Read the full story:
White + Warren
heats up holiday sales
#BingAdsStories
Bing Ads helped White + Warren achieve a...
29.29%lower cost per
sale
6.61%higher click-through
rate
35.33%higher conversion rate
at the same CPC
7.22%more profitable ROAS
Motoroso.com is a market network for
automotive and powersport enthusiasts. It
combines content, community and commerce to
connect users with services and products that
inspire them.
• Industry: Automotive
• Market: U.S.
• Target Customers: Automotive enthusiasts
• Product Used: Bing Ads Editor
Motoroso revs up with a
little help from Bing Ads
The challenge
How does an automotive industry startup
with a specific target audience grow its
customer base and increase website traffic?
The solution
Bing Ads Editor helps advertisers
create and manage multiple
campaigns…
Sync campaigns and accounts
offline, then upload changes with
one click
Monitor campaign performance
with alerts
Create and import campaigns
The results
”Better results for less cost. That’s as simple as I can
make it. If I look at the quality of the traffic we get for
the dollars we spend on Bing Ads, our ROI is
fantastic.”Alex Littlewood
CEO, Motoroso
The Bing Network audience — which tends to earn
and spend more than the wider online audience —
proved ideal:
Want to learn more? Read the full story:
Motoroso revs up with a little help from Bing Ads#BingAdsStories
1. comScore Explicit Core Search (custom), January 2015; Bing Network includes Microsoft Core Search
sites, Yahoo (Bing powered) sites and AOL Core Search sites in the U.S.
2. comScore Plan Metrix, US, November 2015, custom measure created using comScore indices and
duplication.
Bing Network
powers nearly
one-third of all
searches in
the U.S.1
40% of the
Bing Network
audience is
between 35-54
years old.2
Bing Network
searchers spend
24% more online
than the average
Internet
searcher.1
PetInsuranceQuotes.com provides free,
custom insurance quotes to pet owners seeking
coverage for dogs and cats in all 50 states. The
company has generated 1,000,000+ quotes since
2011.
• Industry: Insurance
• Market: U.S.
• Target Customers: Pet owners (affluent, highly
educated, empty nesters)
• Product Used: Negative keywords
The challenge
How do you market a little-known product to
an audience that doesn’t know your website
exists?
The results
“Our return on investment grew 25
percent in one month with Bing Ads.” Nick Braun, Founder, PetInsuranceQuotes.com
How’d they do it? Read the full story: Pet
insurance agency finds Bing Ads
is its best insurance
The solution
With Bing Ads, PetInsuranceQuotes.com added
negative keywords including “routine care,” “well-
being,” “vaccinations” and “cleaning” so that
searchers looking for services not covered by pet
insurance weren’t directed to the website.
PetInsuranceQuotes.comfinds Bing Ads to be top dog
In August 2015, Bing Ads helped PetInsuranceQuotes.com
get…
3x to 4xROI increase with Bing
5,600visits
2,300quotes
17%of traffic generated by Bing Ads
#BingAdsStories
