Low-cost ads help David Jones double search sales


Australia's most iconic department store, David Jones, wants to be first to market in e-commerce activities. Founded in 1838, Australia's David Jones is a $1.85 billion retail business with 39 department stores. As the online retail revolution intensifies, the company's digital marketing specialist, Claudia Dwyer, needs to focus online advertising spend where it generates maximum returns.


On behalf of David Jones, Columbus replicated the store’s Google AdWords campaign on Bing Ads and used an inventory campaign feature to automatically draw prices and descriptions from the David Jones retail catalogue. The campaign included product remarketing to site visitors and Sitelink Extensions that enhance searcher options.


In the six-month period from July 2014, Bing Ads generated almost double the advertising return on investment achieved by AdWords, with an average cost per acquisition (CPA) that was 30 percent lower. During the Christmas period, the average CPA for Bing Ads fell below 50 percent of its equivalent for AdWords, making the Bing Ads spend for David Jones highly efficient. “Bing Ads offered access to a demographic with a higher disposable income and increased average online spend, as compared to Google,” says Dwyer. “However, with less competition for search terms, Bing Ads also presented an opportunity to gain sales at a lower average cost.”

View our case study to the right or download it below to learn more.
Download the full case study