Mail-order company achieves 50% higher conversion rate with Bing Ads

Retail, Case study, Presentation

Challenge

E.M.P. Merchandising Handelsgesellschaft mbH is Europe’s largest mail-order business for rock music and merchandising products. With strong competitors trying to gain a foothold in the market, E.M.P. is looking to target customers directly with advertising activities to both retain and further expand its market leadership.


Solution

In the past, online campaigns were run using Google AdWords. After comparing markets, E.M.P. decided to expand its search engine marketing strategy to include the Bing Network.


Results

Thanks to much lower costs per click (CPCs), E.M.P. was able to achieve huge savings in its online marketing budget. “The CPCs for the Bing Network are around 25 percent cheaper than with Google AdWords,” says Jasmin Benz, senior SEA/online marketing manager at E.M.P. Merchandising Handelsgesellschaft mbH. The positive conversion rates do the rest. “In some countries, the conversion rate is up to 50 percent higher than with Google, which is excellent. Profitability is very good in the non-brand sector in particular. This is due mainly to the lower CPCs and the higher shopping affinity of the users who search there.”


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