The challenge
With competition growing fiercer in the music retail space, Music Destock needed to find a way to drive more drummers, guitarists, and other musicians to its bargain-oriented website. With one of the broadest selections of quality wind, string, and brass instruments in France, offered at near-wholesale prices, Music Destock was confident that it would close more sales if it could attract greater numbers of customers to its online store.

The solution
Microsoft Advertising’s search engine specialists imported keywords from Google campaigns into Microsoft Advertising adCenter, eliminating some of the more technical terms for musical instruments that weren’t converting well on Google. They then added keywords that were discovered through proprietary optimization tools and also made higher bids on keywords that posted strong conversion rates on Google. By closely monitoring the campaign, Microsoft Advertising’s search engine specialists optimized keywords based on how users were searching the web for musical instruments.

The results
Damien Goeres, IT manager at Music Destock, says Microsoft Advertising helped the music retailer avoid spending advertising funds on products that offered little ROI. Goeres quickly noticed that Bing campaigns resulted in fewer searchers clicking on ads for products they didn’t purchase, suggesting a more qualified audience than competing search engines. Although Bing’s traffic volume did not match the amount of traffic on Google, Bing’s conversion rates were just as strong.

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