Case Study    Online Directory Invests More with    Bing Ads and Sees Results    WhitePages provides contact information f...
differentiator too. The Bing Sales team helps him optimize WhitePages campaigns. “Our account representative has      been...
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Online Directory Invests More with Bing Ads and Sees Results

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Challenge
WhitePages helps consumers find people and businesses in the U.S. by providing free contact information on websites such as WhitePages.com and a suite of mobile products. As part of a highly competitive industry, the company needs results from its pay-per-click advertising.

Solution
WhitePages reaches customers on the Yahoo! Bing Network with Bing Ads. It used a Bing Ads feature to import existing Google AdWords accounts directly into Bing Ads. The company has also optimized its campaigns by taking advantage of data in Bing Ads reports and assistance from the Bing Sales team.

Results
By importing campaigns into Bing Ads, WhitePages has quickly expanded its reach. “One month after importing three accounts from Google AdWords into Bing Ads, we doubled our click volume and tripled our impressions for those accounts,” says Matthew Tsurusaki, online marketing analyst at WhitePages. “We also decreased our average cost per click by 13%.”

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Online Directory Invests More with Bing Ads and Sees Results

  1. 1. Case Study Online Directory Invests More with Bing Ads and Sees Results WhitePages provides contact information for people and businesses in the U.S. — for free. The online directory serves more than 50 million unique users each month across websites such as WhitePages.com and its suite of mobile products. Many competing websites offer similar phone and address information. “There’s a lot of competition in this space for traffic, especially with organic search and pay-per-click advertising,” says Matthew Tsurusaki, online marketing analyst at WhitePages. To reach customers, the Seattle-based company uses Bing Ads as part of its advertising mix. With one ad buy through Bing Ads, advertisers can reach 153 million unique searchers on the Yahoo! Bing Network1 in the U.S., including 47.3 million unique searchers who don’t use Google.2 Client: WhitePages Importing and Reporting Features Website: www.whitepages.com WhitePages has saved time by importing some existing accounts into Bing Ads. “A big benefit has been importing Industry: Directory Information accounts directly from Google AdWords into Bing Ads with the Import Campaigns feature,” Tsurusaki says. “It’s a huge timesaver. Normally, we’d have to export a file from Google and make the changes in Microsoft Excel. With the importing feature, I was able to just copy the accounts from Google.” Tsurusaki also appreciates all the in-depth Bing Ads reporting features, which provide the data he needs to make changes that improve results. Service has been a 1. The Yahoo! Bing Network includes Microsoft and Yahoo! Core Search sites in the U.S. 2. comScore Core Search (custom), December 2012.Bing search advertising Case Study | WhitePages | Updated March 18, 2013
  2. 2. differentiator too. The Bing Sales team helps him optimize WhitePages campaigns. “Our account representative has been very helpful in creating new accounts and adding keywords,” Tsurusaki says. “It’s great to take advantage of his troubleshooting and his insights when we’re making major changes.” Double the Click Volume By importing campaigns into Bing Ads, WhitePages has “ ne month after importing three accounts O quickly expanded its reach. “One month after importing from Google AdWords into Bing Ads, we three accounts from Google AdWords into Bing Ads, we doubled our click volume and tripled our doubled our click volume and tripled our impressions for impressions for those accounts. We also those accounts,” Tsurusaki says. “We also decreased our decreased our average cost per click by 13%.” average cost per click by 13%.” — Matthew Tsurusaki, Bing Ads delivers great performance for WhitePages. “Our Online Marketing Analyst, WhitePages revenue per click is very high with Bing Ads, and our click- through rates are very good,” Tsurusaki says. And with Bing Ads, WhitePages gets traffic from high-quality search partners, including Facebook. “Those search-partner sites have been beneficial for us,” says Tsurusaki. “They tend to do very well.” To further improve on its success, WhitePages has made Bing Ads an important part of its future plans. “We plan to continue to build out our campaigns,” Tsurusaki says. “We want to use Bing Ads Content Ads to reach even more customers at a low cost per click, and we plan to import the majority of our Google AdWords accounts into Bing Ads.” About Bing When it comes to finding more customers online, businesses can connect with a vast, high-quality audience using Bing search advertising. With one ad buy through Bing Ads, advertisers are able to reach millions of unique searchers on the Yahoo! Bing Network1 worldwide — searchers who spend more than the average Internet searcher.2 Bing Ads is a great way for small businesses to reach their best customers when they are searching and in decision-making mode, and it provides advertisers with complete control over their budget. For more information, visit http://advertise.bingads.microsoft.com/en-us/home. 1. The Yahoo! Bing Network includes Microsoft and Yahoo! sites worldwide. 2. comScore qSearch (custom), December 2012.This document is for informational purposes only. MICROSOFT MAKES NO WARRANTIES, EXPRESS OR IMPLIED, IN THIS SUMMARY.

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