The power of Bing Ads

OutReach Media delivers a range of online and offline advertising to help businesses around the world increase leads and sales.

The Canadian agency tailors its strategy to each client’s goals and customers, and Bing Ads is a growing part of its search advertising solutions. “Just because most searchers are coming from Google doesn’t necessarily mean that’s where all your customers are,” says Vimal Siva, CEO and COO at OutReach Media, which is based in Toronto. “Most of the time we find the best results come from a combination of channels. It’s all about finding the right mix.”

Increased reach and engagementOutReach Media typically starts with a broad strategy that includes both Google AdWords and Bing Ads to maximize its clients’ advertising reach. “From a market penetration standpoint, businesses are able to target more people than they normally would with just Google,” Siva says.

By using Bing Ads, many clients also benefit from a more engaged audience on the Yahoo Bing Network. “The people who use Yahoo and MSN, for example, tend to spend a lot more time on websites,” Siva says. “They end up doing a little bit more research. For our travel clients, I’ve always found that the Yahoo Bing Network produces much better results than Google.”

Agency clients get better leads and more revenue with Bing Ads than Google

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Better leads and more revenue

less management time

25%

Case Study

Client: OutReach Mediaoutreachmedia.caSocial:Industry: MarketingMarket: Canada

1. The Yahoo Bing Network includes Microsoft and Yahoo sites in Canada.2. comScore qSearch (custom), March 2014.This document is for informational purposes only. MICROSOFT MAKES NO WARRANTIES, EXPRESS OR IMPLIED, IN THIS SUMMARY.

More traffic and lower costsOutReach Media has also increased website traffic for its clients by using Bing Ads features, such as Sitelink Extensions. Sitelink Extensions are extra links in search ads that drive users to additional pages on a website. “The biggest benefit of Sitelink Extensions is that they’re improving our click-through rates,” Siva says. “Not only do they allow us to target multiple types of visitors at the same time looking for different sections of a website, but they also make our ads stand out more.”

Management tools like Bing Ads Editor save time and help reduce costs for OutReach Media clients. The agency uses Bing Ads Editor to make bulk changes offline and then quickly upload them. “Making multiple changes is quicker with Bing Ads Editor than individually going into each keyword in the platform,” Siva says. “It reduces our management time by about 25%. We pass those savings on to the clients, which means they can spend more on media within the campaigns and they get better results.”

Better leads, more revenueOne OutReach Media client, a large audio-visual company in Canada, gets better leads and more revenue from the Yahoo Bing Network for its high-end services to education, government and corporate customers. “They found that the Yahoo Bing Network was sending them more qualified leads, and they were able to close those leads and make a lot more profit,” Siva says.

A hotel chain that worked with OutReach Media to increase bookings also generated more revenue from the customers found on the Yahoo Bing Network than those found on Google. “Google brought in most of the bookings, but the value of the bookings differed greatly,” Siva says. “Google brought in on average about $300 a booking, and the Yahoo Bing Network brought in on average about $1,000 a booking. So from an ROI perspective, the Yahoo Bing Network gave them a better bang for their buck than Google did.”

Siva says many businesses can benefit from the highly engaged Yahoo Bing Network audience. “Whenever we’re doing marketing, we look at it from a business standpoint,” he says. “It’s that alternative search marketing channel that you need to have within your marketing mix.”

Yahoo Bing Network

Reach millions of unique searchers on the Yahoo Bing Network1 in Canada, where searchers spend more. The unique searchers on the Yahoo Bing Network spend 23% more online than the average Internet searcher and 11.4% more than Google searchers.2

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7.3% of the search market

275 million monthly searches

15 million unique searchers

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