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Source: Internet Retailer Internet Retailer

Adding incentives to ads increases clicks

Published: 09 Dec 2014 02:54:11 PST

Bing research shows ads with a call extension get 10-15% more clicks. Consumers are also more likely to click on ads with special offers.

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The search results page can be overwhelming for consumers, and the decision of which search results or search ad to click on is made quickly. John Gagnon, Bing ads evangelist, provided attendees of last week's ClickZ digital marketing conference a few tips for making sure their ads get those coveted clicks.

Bing research shows that ads with a call extension—the ability to click on a link and call a phone number—get 10-15% more clicks than ads without. Bing also offers location extensions—which tell consumers if there are locations near them—and site link extensions—which pull links to popular pages within a web site and display them in the search result.

Bing tested different types of its own ads. One Bing ad that ran as a control ad and included the title “Bing Search Advertising,” a description and a web site address. The second ad ran with the title “$50 Of Free Ads On Bing,” the same description and the same web site address. The third ad ran with the title “$300 Of Free Ads on Bing,” the same description and web site address as the control ad. The second ad had a 15% higher click-through rate and 40% higher conversion rate than the control ad. The third ad had a 105% higher click-through rate and an 80% higher conversion rate than the control ad.

But an incentive isn’t always the way to go. For example, Gagnon said, two Louis Vuitton handbag ads had the same title and web site address but different description text. The first ad read, “Buy Louis Vuitton Handbags at BBOS. Qualified order of $50 ship free!” The second ad read, “Stylish LV Handbags in 18 Unique Colors like Turquoise and Red.” The first ad had a click-through rate of 2.7% and a conversion rate of 0.5%, while the second ad had a click-through rate of 4.6% and a conversion rate of 1.0%. Sometimes, Gagnon said, it’s better to use the valuable description text for more descriptive copy.

The Yahoo/Bing ad network attracts 20.9% of search spending, according to data from marketing technology firm IgnitionOne. Google is still king, accounting for 79.1% of search spend.

By Abby Callard Associate Editor
November 12, 2014, 5:22 PM

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