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Bing Ads increases website traffic for jeweler MATY by 7% in six months
Bing Ads increases website traffic for jeweler MATY by 7% in six months
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Bing Ads increases website traffic for jeweler MATY by 7% in six months

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MATY, a jeweler based in France, needed to strengthen its connection with its customers amid competition from an increasing number of online jewelers. …

MATY, a jeweler based in France, needed to strengthen its connection with its customers amid competition from an increasing number of online jewelers.

MATY added Bing Ads to its marketing plan to optimize its brand presence on the Yahoo Bing Network. The company used Bing Ads features such as Location Extensions, Sitelink Extensions and Rich Ads in Search to improve campaign performance.

In just six months, the Yahoo Bing Network boosted MATY traffic from paid search by 7 percent. MATY also sees a 25 percent lower cost per click and a 10 percent higher conversion rate with Bing Ads. "Thanks to Bing Ads incremental bidding options, we are not wasting budget on unqualified traffic and focus on highly relevant target audiences,” says Corentin Danigo, web marketing manager at MATY.

Lear more here: http://advertise.bingads.microsoft.com/en-us/cl/5027/retail

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  • 1. The power of Bing Ads For 60 years, MATY has been designing and distributing jewels and watches in France, with a large portfolio to meet the needs of all women. The company employs 560 people who are split between its Besancon headquarters and its 33 jewelry locations across the country. In addition to its physical points of sale, MATY sells its products remotely through a biannual catalog and an e-commerce website: www.maty.com. France’s leading website for jewel sales, it already represents 25 to 30% of MATY’s turnover, a contribution that is steadily increasing. Making the most of search marketing with Bing Ads MATY has developed a robust connection with its customers — a connection built on trust and proximity. This proved to be a critical asset in the recession, which is impacting the industry. According to Corentin Danigo, web marketing manager in charge of MATY search marketing, “We want to strengthen this asset by being where our customer needs us, whether online or in the real world.” On the Web, the company expanded its presence to numerous channels to ensure that any potential touch point with its target audience is covered. It can thus capture new prospects, increase conversions and drive loyalty from its existing large online customer base. In this context, search marketing proved to be a pivotal channel, with a critical challenge to address. “The multiplication of online jewelers has made organic search optimization more competitive and challenging,” says Danigo. “Paid search allowed us to address this situation and offers strong growth perspectives.” In August 2013, MATY added Bing Ads to its marketing plan to optimize its brand presence on Yahoo and Bing, respectively the second and third sources Bing Ads increases website traffic for jeweler MATY by 7% in six months lower cost per click higher conversion rate Case Study Client: MATY maty.com Social: Industry: Retail Market: France 25% 10%
  • 2. 1. The Yahoo Bing Network includes Microsoft and Yahoo sites in France. 2. comScore qSearch (custom), March 2014. This document is for informational purposes only. MICROSOFT MAKES NO WARRANTIES, EXPRESS OR IMPLIED, IN THIS SUMMARY. of traffic to its website. The Yahoo Bing Network was integrated in two steps, first with the company’s priority campaigns. The results of those campaigns, which were optimized in a couple weeks, convinced the marketing team that its entire campaign portfolio would benefit from that audience. Campaign performance boosted by latest Bing Ads features First MATY adopted Location Extensions to display to searchers the address and contact details of its closest jewelry location in the search results. This multi-channel approach allowed MATY to drive incremental conversions by offering customers two purchase alternatives, online or in the store. MATY implemented Sitelink Extensions to add different messages to the ads, such as promotions and price ranges. MATY used Rich Ads in Search to enrich its ads with the company’s logo, and it targeted male or female audience segments thanks to demographic targeting capabilities in Bing Ads. “I always like to master the capabilities of a platform,” says Danigo. “With Bing Ads, I particularly appreciate how easy it is to set up and manage campaigns, even more advanced ones like Rich Ads campaigns.” More traffic, more visitors who click and buy Thanks to Bing Ads, MATY has increased its overall traffic and its conversion rate. “Thanks to Bing Ads incremental bidding options, we are not wasting budget on unqualified traffic and focus on highly relevant target audiences,” explains Danigo. In just six months, the Yahoo Bing Network boosted MATY traffic from paid search by 7%. This additional traffic is sizable and qualified: visitors click and actually buy. “The Bing Ads conversion rate is very compelling, even if volumes remain limited,” says Danigo. In addition, the average cost per click (CPC) remains low. “The Yahoo Bing Network CPC is more compelling than other search engines. We are typically experiencing a CPC that is 25% cheaper on Bing Ads and a conversion rate that is 10% higher. This dual motion allows us to more easily test new strategies, new ad formats and even invest in some generic keywords during the seasonal peaks, while protecting our profitability.” Danigo concludes: “Today Bing and Yahoo represent together 6.3% of our paid search traffic, and for 2014 we target 10%.” Yahoo Bing Network Reach millions of unique searchers on the Yahoo Bing Network1 in France. Get started > 243 million monthly searches2 15 million unique searchers2 Connect

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