Our clients are always looking for an edge in paid media. For the most part, Google Adwords is a break even channel for most ecommerce retailers at best. As competition rises in many ecommerce categories costs-per-click are rising driving up costs-per-acqusition.  So for paid media to remain viable retailers are looking to either improve conversion rates, grow average customer lifetime value or find new media sources to improve margins.  This article from Search Engine Land provides some great strategies to tap into a new potential traffic source.  At the bottom of this article we’ve provided some tips and tricks on optimizing your funnel as well.

 

 

So that’s just a slice of data to help you get a better picture of the potential. Am I saying you’ll get rich from Bing Ads? Probably not, but if it can make you even a little more money than you were making previously, why not pursue it?

 

The AdGooroo data is accurate: Try any search in Google for your keyword to see how many ads are there. Then, do the same for Bing. Notice a difference? In fact, just last week, one of our clients said they did a search for their top term, and there were only two ads in the Bing results; meanwhile, there were 11 in Google!

 

Most advertisers we work with are very keen on what the competition is up to, so Bing Ads can represent an opportunity to dominate the space if the competitors are not already doing so.

 

I shared AdGooroo data in the introduction that showed the cost per click was nearly half that of Google AdWords; this means we usually see a nice return on investment because the conversion rates tend to be good, too. (It’s not just us seeing this either, you can check out this case study to see what other are saying about Bing Ads conversions.)

 

In March of this year, the Microsoft Bing search engine inched up to claim approximately 20 percent of US search market share and is holding steady as of June. Furthermore, a 2015 report from AdGooroo, “Yahoo! Bing Paid Search Performance Metrics,” showed that a significant number of advertisers in certain sectors enjoyed higher click-through rates on Yahoo! Bing than Google — despite Google’s overall superior clickthrough rates, 18% of advertisers in the Shopping and Classifieds category who advertised on both engines in 2014 saw a greater click-through rate on Yahoo! Bing. That number was 16% in the Travel category and 16% in the Automotive category. (The report said this was due to more “favorable positioning” of ads in the Bing search results compared with Google.)

So that’s just a slice of data to help you get a better picture of the potential. Am I saying you’ll get rich from Bing Ads? Probably not, but if it can make you even a little more money than you were making previously, why not pursue it?

So that’s just a slice of data to help you get a better picture of the potential. Am I saying you’ll get rich from Bing Ads? Probably not, but if it can make you even a little more money than you were making previously, why not pursue it?

So that’s just a slice of data to help you get a better picture of the potential. Am I saying you’ll get rich from Bing Ads? Probably not, but if it can make you even a little more money than you were making previously, why not pursue it?

So that’s just a slice of data to help you get a better picture of the potential. Am I saying you’ll get rich from Bing Ads? Probably not, but if it can make you even a little more money than you were making previously, why not pursue it?

So that’s just a slice of data to help you get a better picture of the potential. Am I saying you’ll get rich from Bing Ads? Probably not, but if it can make you even a little more money than you were making previously, why not pursue it?

The AdGooroo data is accurate: Try any search in Google for your keyword to see how many ads are there. Then, do the same for Bing. Notice a difference? In fact, just last week, one of our clients said they did a search for their top term, and there were only two ads in the Bing results; meanwhile, there were 11 in Google!

Most advertisers we work with are very keen on what the competition is up to, so Bing Ads can represent an opportunity to dominate the space if the competitors are not already doing so.

I shared AdGooroo data in the introduction that showed the cost per click was nearly half that of Google AdWords; this means we usually see a nice return on investment because the conversion rates tend to be good, too. (It’s not just us seeing this either, you can check out this case study to see what other are saying about Bing Ads conversions.)

In March of this year, the Microsoft Bing search engine inched up to claim approximately 20 percent of US search market share and is holding steady as of June. Furthermore, a 2015 report from AdGooroo, “Yahoo! Bing Paid Search Performance Metrics,” showed that a significant number of advertisers in certain sectors enjoyed higher click-through rates on Yahoo! Bing than Google — despite Google’s overall superior clickthrough rates, 18% of advertisers in the Shopping and Classifieds category who advertised on both engines in 2014 saw a greater click-through rate on Yahoo! Bing. That number was 16% in the Travel category and 16% in the Automotive category. (The report said this was due to more “favorable positioning” of ads in the Bing search results compared with Google.)

 

 

Funnel Optimization Tips

Now that you’ve found a new traffic source, here are a few tips to optimize your funnel for an increase in conversions.

  1. Implement Cart Abandonment: If you’re not using a cart abandonment campaign to capture failed cart checkout attempts, you’re missing out. We find up to 37% conversion rates for recovering carts.  We recommend a three series email campaign with emails at 1 hour, 24 hours and 48 hours post abandonment.  The 48 hour email should be a strong discount to capture the sale.
  2. Implement retargeting: Cookie based technology to serve specific ads to your potential customers after they’ve visited a specific product of funnel page is a great way to personalize your customer experience and extend your brand. We recommend placing these on Facebook, Google and Display ads.
  3. A/B Test regularly: Testing is a science and most retailers try to take a shotgun approach to A/B testing usability.  To get the most out of testing, it’s important to isolate parts of a single page and run large enough tests to really understand what is working best.  Also test single elements at once. For example, test copy first, then images, then layout or call-to-action items.  Be systematic though and look at a lot of data
  4. Optimize Your Site Speed: We’ve run several tests recently that show sites with faster page load times and better usability have on average .1% better conversion rates.  This can be higher potentially, depending on how big of an improvement is made in speed and UX
  5. Capture Emails More: Email marketing continues to be our clients number two revenue producing activity for ecommerce marketing.  Having a modal popup on your site and consistently promoting your email list throughout your site is critical will lead to increased email marketing revenue.

We hope the new traffic source and funnel optimization tips help you drive more revenue to your business.

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