Bing Exceeds Expectations for BuyerZone.com Online B2B Purchasing Marketplace

Case Study, 07/27/09
BuyerZone.com, a leading online marketplace for business-to-business (B2B) purchasing, sought a way to maximize revenue generation in an economy where businesses think twice about their purchasing expenses. While paid search advertising has been a key component of the BuyerZone.com online marketing strategy since 2006, Bing has brought a new level of success to their campaigns, resulting in more qualified leads, increased conversions, and higher ROI.

The Challenge

In today’s economy, the media team at BuyerZone.com is faced with an increased emphasis on maximizing the company’s revenue generation. Return on investment (ROI) is a key business driver and conversions to the company’s quote request tool is critical. Using Microsoft adCenter DesktopBeta  to manage their campaigns in bulk, the BuyerZone.com team optimizes their campaigns on a weekly basis to ensure they get the best results possible.

 

The Solution

While paid search advertising on MSN and Live Search had been part of BuyerZone.com’s online marketing strategy since 2006, the emergence of the BingTM search engine has brought a new level of success to their campaigns. With Bing’s efficiencies and ability to drive high-quality traffic, BuyerZone.com has experienced a decrease in the budget required to meet the company’s goals.

 

The Results

Since the launch of Bing, the BuyerZone.com campaign has produced the following results:1

  • Conversion rates are up 35 percent.
  • ROAS are up nearly 30 percent.
  • Spend is down 33 percent.

The bottom line is that, although new to the game, Bing delivers for advertisers.

 

Conclusion

As reflected in the success of BuyerZone.com, by providing an improved search experience for consumers, Bing is proven to help make the most of advertisers’ online investments. Advertisers can now position their paid search ads within more relevant search results and reach their target audience while in purchase decision mode, reducing wasted clicks along the way.

 

To learn more about how to optimize your campaigns on Bing call a search specialist at 1-866-553-1687. Don’t have an account? Sign up through adCenter.


 1.BuyerZone.com campaign metrics.