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PROGRAMMATIC MARKETING SOLUTIONS
Get More Leads: How Diversifying Ad
Spend is Better for Business
Our Speakers
David MchInich,
Chief Revenue Officer
at Acquisio
Diana Finster
Global Channel Development Leads,
Tool Provid...
Housekeeping
• The webinar is recorded and will be made
available by email
• The slides will also be available by email
• ...
Agenda
1. The problem that Sensis faced
2. Bing Ads audience appeal
3. Setting up Bing Ads with Ad Cloner
4. Bid Optimizat...
Poll Question
How many publishers do you advertise with?
a) 1
b) 2
c) 3
d) 4+
About Sensis
Sensis is Australia’s #1 marketing services
company. Our purpose is to engage
Australian consumers with busin...
The Problem
Google Bing
So we decided to try Bing.
Bing has a smaller market share here, but by
expanding to target target...
Reaching users across the right devices for making things happen
1 Billion Windows 10 Device by 2018
Microsoft Confidential
Microsoft Confidential
Source: AdGooroo, Google Adwords vs. Yahoo Bing Network – Average Cost per Click by Industry, Q1 2015
Poll Question
Do you see value in cloning AdWords campaigns to Bing?
a) Yes
b) No
The Solution
We’ve worked with Acquisio to roll out a two-pronged solution:
• We took advantage of Acquisio’s Campaign Clo...
The Outcome
We’re seeing significant improvements in
campaign performance, especially in a couple of
areas where Bing outp...
Poll Question
Are you interested in learning more about:
a) Bid optimization for Bing
b) Ad Cloner for Bing
c) I’m ok for ...
Faster. Smarter. Better.
Questions?
Get more leads: How diversifying ad spend is better for business
Get more leads: How diversifying ad spend is better for business
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Get more leads: How diversifying ad spend is better for business

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Leading advertising company, Sensis, will discuss how they managed to improve ROI for their local small business customers, by advertising on Bing Ads.

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Get more leads: How diversifying ad spend is better for business

  1. 1. PROGRAMMATIC MARKETING SOLUTIONS Get More Leads: How Diversifying Ad Spend is Better for Business
  2. 2. Our Speakers David MchInich, Chief Revenue Officer at Acquisio Diana Finster Global Channel Development Leads, Tool Providers at Microsoft Cam Pegg Media Products at Sensis
  3. 3. Housekeeping • The webinar is recorded and will be made available by email • The slides will also be available by email • Q&A session at the end of the webinar • Use the Chat box to submit your questions at any time
  4. 4. Agenda 1. The problem that Sensis faced 2. Bing Ads audience appeal 3. Setting up Bing Ads with Ad Cloner 4. Bid Optimization
  5. 5. Poll Question How many publishers do you advertise with? a) 1 b) 2 c) 3 d) 4+
  6. 6. About Sensis Sensis is Australia’s #1 marketing services company. Our purpose is to engage Australian consumers with businesses and we deliver on that promise through our leading digital consumer businesses, search engine marketing and optimization services, website products, social, data and mapping solutions.
  7. 7. The Problem Google Bing So we decided to try Bing. Bing has a smaller market share here, but by expanding to target targeting both publishers allows us to access the entire search market, which improved performance. But with 8,000+ campaigns, this would be challenging. We’re always looking to improve the reach and performance of our clients’ search campaigns, but the scope to do so is limited.
  8. 8. Reaching users across the right devices for making things happen 1 Billion Windows 10 Device by 2018
  9. 9. Microsoft Confidential
  10. 10. Microsoft Confidential
  11. 11. Source: AdGooroo, Google Adwords vs. Yahoo Bing Network – Average Cost per Click by Industry, Q1 2015
  12. 12. Poll Question Do you see value in cloning AdWords campaigns to Bing? a) Yes b) No
  13. 13. The Solution We’ve worked with Acquisio to roll out a two-pronged solution: • We took advantage of Acquisio’s Campaign Cloner to recreate all of our customer campaigns with Bing – this saved us weeks of manual labor and enabled us to get up and running relatively quickly. • After sending the campaigns live, we’ve used Bid & Budget Management (BBM) to optimize the campaigns and regulate spend – pacing and over- and under-spend was a real issue for us on our legacy search platform.
  14. 14. The Outcome We’re seeing significant improvements in campaign performance, especially in a couple of areas where Bing outperforms here in Australia. We can now target essentially the entire Australian search market and in Bing can access an additional channel that offers great value for our customers. Since starting to advertise with Bing Ads, we’ve seen an overall increase in clicks of 18% with the average CPC reduced by 16%!
  15. 15. Poll Question Are you interested in learning more about: a) Bid optimization for Bing b) Ad Cloner for Bing c) I’m ok for now
  16. 16. Faster. Smarter. Better. Questions?

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