- Results
- Testing the Viability...
MBT USA
Testing the Viability of Bing Shopping Over Search
We partnered with MBT, a leading footwear company, to boost sales on Bing, which was struggling to perform. By pivoting their campaign strategy from Bing Search to Bing Shopping, we were able to increase both revenue and return on ad spend.
2018 - Present
Retail - Clothing
B2C
Services Provided:
- Paid Search, Social, and Display Campaign Creation
- Keyword & Audience Research
- Strategy Consultations
- Conversion Tracking
- Reporting & Analysis
- Audience & Creative Testing
- Ad Writing
- Budget & Platform Recommendations
- Competitor Research
- Product Feed Creation & Management
The Client
With a strong science and innovation foundation, MBT is an international brand with a unique approach to footwear that understands the human benefits of health, wellness and staying on the move. Their focus is on creating innovative rocker bottom footwear (shoes with curved soles) for walking, running, dress, casual, in addition to recovery sandals. By selling online, they are able to provide high-quality shoes that promote healthy habits to audiences around the world.
The Opportunity
MBT had been advertising on Bing Search with transactions slowing month-over-month despite their keywords and ads being optimized to match those running successfully on Google. Before abandoning the platform entirely, MBT came to Delegator with a challenge. They wanted to capitalize on Bing users, but couldn't seem to make it work. They asked our team if there was an updated strategy that would help drive transactions at an affordable Cost Per Acquisition (CPA).
After a three month launch and scale period Bing Shopping alone had a 4.2 ROAS.
The Plan
Our team reviewed MBT’s Bing strategy and identified a possible avenue for growth that hadn’t been tested yet. Rather than focusing on Bing Search, we outlined a strategy for testing Bing Shopping.
We uploaded the list of best selling SKUs used on Google Shopping and set up a Bing Shopping campaign. We performed an initial test campaign for one month, where we monitored everything to ensure the product feed was imported correctly, updated the feed bi-weekly if needed, and confirmed all data was being tracked accurately, without double-counting or undercounting. After the first month, it was clear the campaign was a success, and we have continued to scale spend while keeping returns in line with MBT’s KPIs.
Three Month Test Period: (Oct-Dec ‘22)
Spend Increase YoY
Revenue Increase YoY
ROAS Increase YoY
The Results
By being flexible and exploring as many options as possible, Delegator was able to help MBT succeed on a platform that simply wasn’t producing the results they needed to make it viable. In the first month Delegator managed the Bing Shopping campaign, return on ad spend saw an 800% increase, with returns continuing to increase monthly. After a three month launch and scale period Bing Shopping alone had a 4.2 ROAS. These results proved more than just the viability of Bing Shopping, they also solidified the value having an agency partner with a wide breadth of experience can provide.
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