Auto dealerships achieve lower cost per conversion

Case Study
Auto dealerships achieve lower cost per conversion
and higher conversion rates with Bing Ads
Haystak Digital Marketing specializes in the fiercely
competitive auto industry. With its deep industry knowledge
and search marketing expertise, the company helps auto
dealerships find local customers who are ready to buy — and
many of those customers are on the Yahoo! Bing Network.
“Auto dealerships aren’t typical of most SMBs,” says Duncan
Scarry, CEO of Haystak, a digital marketing company with
offices in Florida and Colorado. “They usually have much
higher sales, and they’re ultra-competitive.”
Auto dealerships compete for customers on Google, but
many aren’t tapping into the Yahoo! Bing Network. Haystak
sees that as a great opportunity. “There’s 30% of the search
volume that many auto dealerships aren’t competing
over,” Scarry says. “Instead of spending more and more
on Google, it makes a lot of sense to advertise in a less
competitive space. It’s a huge win for dealerships that do
take advantage of the Yahoo! Bing Network.”
With one ad buy through Bing Ads, advertisers can reach
159 million unique searchers on the Yahoo! Bing Network1
who represent 6.3 billion monthly searches — a 29% search
share.2 Of that audience, 51 million unique searchers don’t
use Google.2 And specifically within the automotive vertical,
advertisers can connect to 11 million searchers that are not
reached on Google.3
Partner: Haystak Digital Marketing
Website: www.haystak.com
Industry: Digital marketing
Bing Authorized Partner since: 2012
1. The Yahoo! Bing Network includes Microsoft and Yahoo! Core Search sites in the U.S.
2. comScore Core Search (custom), March 2013.
3. comScore qSearch (custom), March 2013.
Bing search advertising Case Study | Haystak Digital Marketing | Updated July 29, 2013
Bing Ads targeting and support
To capitalize on the local nature of auto sales, Haystak
uses Radius Targeting in Bing Ads. With the feature,
advertisers can target customers within 5 to 100 miles
of their business. “Auto dealerships sell 75% of their
cars within 15 to 20 miles of their dealership,” Scarry
says. “Radius Targeting has been very successful for all of
our dealerships because it helps them focus on the areas
where they’re selling cars, instead of advertising in a wider
area where people viewing it could be hours away.”
As a Bing Authorized Reseller, Haystak improves its services
by taking advantage of reseller resources such as training,
support, and marketing tools. “With the reseller support that
we get from the Bing Ads team, we’re able to recognize the
opportunity for dealerships, educate the dealerships, and
implement those ideas much faster than if we had to do it all
on our own,” Scarry says.
“Bing Ads has outperformed Google
AdWords in the campaigns we‘re
running for the Gettel Automotive
Group, and now we’re investing 33%
of the group’s digital budget in the
Yahoo! Bing Network. The cost per
conversion is 42% lower with Bing
Ads than with Google AdWords, and
the conversion rate is 46% higher.
That’s the performance we’re seeing
dealership after dealership.”
— Duncan Scarry, CEO,
Haystak Digital Marketing
Lower cost per conversion and higher conversion rates
“Haystak clients typically see a lower cost per conversion and a higher conversion rate with Bing Ads than with Google
AdWords,” Scarry says. For example, the Gettel Automotive Group, which owns a dozen dealerships across the state
of Florida and is an Automotive News Top 125 dealership, hired Haystak to manage all digital marketing for all of its
dealerships. Haystak achieved good results for the automotive group on Google — and even better performance on
the Yahoo! Bing Network. “Bing Ads has outperformed Google AdWords in the campaigns we‘re running for the Gettel
Automotive Group, and now we’re investing 33% of the group’s digital budget in the Yahoo! Bing Network,” Scarry says.
“The cost per conversion is 42% lower with Bing Ads than with Google AdWords, and the conversion rate is 46% higher.
That’s the performance we’re seeing dealership after dealership.”
Haystak is expanding its use of Bing Ads because its clients have been so successful. “With Bing Ads, we’re able to provide our
clients with better opportunities to connect with their customers,” Scarry says. “Having that tool in our toolset to implement
campaigns effectively is valuable to us. We’re able to go outside a single search engine and get great performance.”
About Bing
When it comes to finding more customers online, businesses can connect with a vast, high-quality audience using Bing search
advertising. With one ad buy through Bing Ads, advertisers are able to reach millions of unique searchers on the Yahoo!
Bing Network1 worldwide — searchers who spend more than the average Internet searcher.2 Bing Ads is a great way for small
businesses to reach their best customers when they are searching and in decision-making mode, and it provides advertisers
with complete control over their budget. For more information, visit http://advertise.bingads.microsoft.com/en-us/home.
1.The Yahoo! Bing Network includes Microsoft and Yahoo! sites worldwide.
2. comScore qSearch (custom), March 2013.
This document is for informational purposes only. MICROSOFT MAKES NO WARRANTIES, EXPRESS OR IMPLIED, IN THIS SUMMARY.