Bing optimizes marketing campaigns for improved user engagement and new user acquisition

alarminfamousInternet and Web Development

Nov 18, 2013 (4 years and 7 months ago)


Bing optimizes marketing campaigns for improved
user engagement and new user acquisition
Leading internet search engine increases unique user sessions by 74%
and gains market share using Adobe® Insight, powered by Omniture®
Bing Success Story
Redmond, Washington
Internet services

dobe Insight to provide data on
visitor traffic and behavior

ncreased overall unique user
sessions by 74%, with 25% of those
sessions occurring in the United

ptimized content and placements
to reduce cost per acquisition by

ained an additional 3.3% market

nabled analysts to view in-depth,
real-time data about each keyword
and display ad for accelerated

chieved 48% unaided brand
In the past, when people wanted to locate the nearest pharmacy, get movie listings, or make a
reservation for a restaurant, they would open up the phone book and review the listings. Today, the
Internet has become the top choice for finding information, and search engines provide users with a
world of choices with just the click of a button.
With so many returned search results and choices, it can be hard for users to decipher which information is
going to be most relevant. In fact, recent surveys show that only about 25% of searches deliver accurate
results, and that 42% require further refinements to get the desired results. Launched in 2009, Bing—the
search engine from Microsoft launched in 2009—changes the way Internet users search online by helping
turn search results into informed decisions. Bing is designed to deliver results in a more organized fashion
to help users accomplish key tasks faster.
Facing a competitive market, Bing sought to leverage its vast amounts of traffic and usage data to gain an
advantage and win new users. Initially, the company relied heavily on simply analyzing click and
response rates to various search engine marketing (SEM), display advertising placements, and social
media campaigns. Along with this limited data analysis came limited insight into program costs, keyword
search effectiveness, and user engagement. To garner new users, the company needed a solution that
could enable deeper, more thorough analysis of marketing data and deliver reliable, actionable
intelligence to help optimize the search engine’s functionality and appeal.
Bing adopted Adobe Insight to gain real-time visibility into large amounts of data for simplified, actionable
analysis of its web traffic. Bing analysts can now identify the paths visitors have taken—down to the
individual level—to arrive at and compile data to measure the effectiveness of its individual
marketing campaigns.
The Adobe Insight intuitive user interface enables Bing analysts to interact with a multitude of
segmented data. Analysts can view the placement, cost, and creative of the most effective keywords and
display ads and then drill down further using comprehensive segmenting capabilities to identify user
trends that reveal which content visitors view, the duration of the visit to the site, and how frequently
visitors return. Because Adobe Insight stores information by visitor identification numbers, analysts can
easily build user profiles that highlight visitor preferences and enable the marketing team to customize
and optimize content for improved user engagement. Using the application’s robust visualization
capabilities, Bing analysts can create dynamic, color-coded 2D and 3D maps, charts, and graphs,
segmented by time, for powerful presentations to management.
Unique user sessions increased by 74% with cost per session decreasing
Adobe Insight enables analysts to dive deeper into campaign metrics and value analysis for improved
optimization to drive more high-quality, return users at lower costs. Since implementing Adobe Insight,
Bing has experienced a 74% increase in unique user sessions, while simultaneously driving down the cost
per session—the cost of a placement divided by the number of visitors acquired by the ad—by 43%.
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Adobe Insight helps Bing optimize content
and placements to increase traffic and
reduce cost per acquisition.
By optimizing its keyword searches and display ad placements based on data analysis with Adobe
Insight, Bing is fueling even greater buzz about its innovative search platform. As a result, the
company has already achieved a 48% unaided brand awareness and has been recognized by Ad
Age as the 2009 Best New Brand and by TechCrunch as the Best New Product/Startup. The increase
in brand visibility and awareness has helped drive new traffic and acquire new users—just as the
company intended. The 25% increase in unique users in the United States has helped the company
gain an additional 3.3% market share.
About Bing
Bing is the web search engine from Microsoft. Unveiled in May 2009, Bing offers more than just
standard web searching. It gives a listing of search suggestions as queries and a list of related
searches. The search engine—billed as a “decision engine”—helps users accomplish online tasks
more quickly and easily by providing an organized list of accurate and useful search results. Bing is
the third largest search engine on the web by query volume.
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