In the ever-evolving business landscape, the paradigm shift toward digital platforms has become obvious, and at the forefront of this revolution is e-commerce. As an agency, we always strive to help businesses grow, by offering A to Z services, from webshop development to digital marketing. We want to discuss Microsoft Ads – formerly known as Bing Ads.
While most of the online retailers are limiting their advertising efforts to Google, at Baldwin, we are always looking for additional opportunities. But, before diving into the specifics, we think is important to give some context.
Who is our client?
Our client is a prominent furniture and home accessories retailer, offering a diverse range of products. Known for its fair quality-price ratio and attractive designs, it provides options that cater to various styles.
Look into historical data to find opportunities
When we started working together the client focused their advertising efforts on Google and Facebook. Seeing a chance to reach more people in the furniture business, we spotted opportunities to expand their ads.
Our data analysis revealed a potential for Microsoft. The numbers showed that their unique audience matched well with the client’s furniture products. Microsoft’s distinct user base made it a good platform for us to use.
We found a strong overlap in people searching for furniture on Microsoft. Using this insight, we placed ads on Microsoft to reach more customers and improve our online presence. This move not only expanded our reach but also made our digital advertising strategy more effective, keeping up with the changing needs of our target market.
But first, we needed to have the tracking in place
We set up Microsoft Ads tracking for the client to monitor their online advertising campaigns effectively. By implementing this, we ensured that the client could accurately measure the performance of their ads, understand user interactions, and identify the best-performing campaigns.
This setup provides us with detailed insights into their advertising efforts, helping them optimize their strategies, allocate their budget more efficiently, and ultimately achieve better results from their online marketing.
Creating the audiences
We carefully created a plan for guiding customers through their journey, while also setting up targeted audiences in our account. Our approach included making audiences for every stage of the customer journey – from new prospects to potential buyers.
By mapping out the entire process, we made sure there was a smooth and effective flow that led users from awareness to consideration to making a purchase.
Drafting the campaigns in Microsoft Ads
With the strategy on paper & the tracking in place, we started to create the campaigns in such a way as to match the audiences and our goals. Our way of working? Research, make a plan, execute the plan, analyze, and adapt. And then repeat. After a trial period, we reached a sweet spot.
How Microsoft Ads led to additional growth
We started our journey on Microsoft Ads by investing €1000/ month. Once we reached the sweet spot (after a couple of months) we increased the budgets invested. In 5 months, we invested a total of €9.760. Results?
- Clicks: 31.671
- CTR: 2.44%
- Transactions: 244
- Cost/conversion: €39.63
- Revenue: €88.934
To quickly recap, with an investment of €9.760, hard work & a pinch of creativity, we managed to generate sales worth €88.934. Not bad, isn’t it? We are currently working into continuously optimising the campaigns to generate a higher ROAS.
More good news upcoming
One of the questions that is popping up when advertising on any platform is: Will this disrupt my traditional sales? The answer is NO. The organic sales from Microsoft remained stable, while all the advertising efforts backed them up and led to additional growth.
