PPC CASE STUDY: BingAds Expansion

Need More Qualified PPC Traffic? Have You Tried Bing?

BUSINESS SIZE

Small/Medium

BUSINESS TYPE

B2B

ADVERTISING GOAL

Generate New Leads

DATE RANGE

Q1 2014

The Problem

Our partner had been advertising on Google AdWords since May 2012 and had seen good results. Due the PPC success they were seeing, our partner wanted to find more opportunities, but the lead volume on Google was hitting a plateau for the cost per acquisition the business could handle.

In order to keep expanding our partner’s PPC success, Rocket Clicks needed to find a previously untapped opportunity that would generate high quality leads, but stay within cost per acquisition needs.

The next logical place to look was Bing. Although the partner had been advertising on Google since 2012, they had no current PPC presence on Bing’s ad network.

The Solution

Rocket Clicks researched if there was an opportunity for advertising on Bing, and if so, where the best place was to start investing.

To do this we looked at:

  • The paid search competitive landscape for our partner’s industry in Bing
  • Historical performance of our partner’s website in organic search on Bing

We found that the space was far less competitive than Google and our partner had seen qualified leads coming from their organic Bing search traffic.

Based on these findings:

  • We built out 2 campaigns that included the highest traffic and highest converting keywords in our partner’s Google Adwords account.

The Results

Results were slow at first as there was an initial learning period, but performance started to take off between month 2 and month 3.

Advertising on Bing to date has increased our partner’s total PPC conversions by 30%. This means that Bing gave our partner 30% more opportunities to get a sale that they were missing out on before advertising on Bing.

The cost per conversion is also 60% lower in Bing than in Google, validating our research that the space was far less competitive and keeping us well within the cost per acquisition needs of our partner.

So, not only were there 30% more opportunities to get a sale, those sales were even more profitable than those acquired through Google because of the lower cost.

Takeaway

Although Bing doesn’t have the volume of users that Google has, it can provide an opportunity to efficiently expand your online marketing and deliver provide more qualified traffic to your site.

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