Sensis ramps up digital marketing capabilities with Bing Ads partnership

Australian online services business signs on as Microsoft's first Bing Ads reseller as the search engine looks to improve advertising capabilities across its platform

Australia’s online services business, Sensis, has become Australia’s first authorised Bing Ads reseller.

Sensis said the partnership is the latest step in its quest to leave its directory heritage behind and become a leader in delivering digital marketing services to SMBs across the country.

According to Sensis executive general manager of digital partnerships and innovation, Kelly Brough, the company will start providing Bing Ads to its ClickManager Plus customers in November.

“We view this as a big opportunity to provide quality leads to our advertisers,” she said. “Our association with Microsoft also further reinforces Sensis’ digital transformation vision allowing SMEs to maximum their reach with their customers in the most effective way via our digital channels.”

Bing is making a host of changes to its advertising platforms and capabilities this year, most notably the introduction of ads into its smart searches. This week, the company announced it is piloting massive ‘hero ads’ with a select list of brands, which will appear when users use smart search to find brand-specific information.

“The goal of Hero ads is to enable searchers to quickly find the most relevant information and complete the most popular tasks for the brand they are specifically searching for via a beautiful visual and interactive experience created in partnership with our brand partners,” Microsoft said in a blog post on 30 October.

Microsoft opened up Bing reselling opportunities worldwide in October through the Bing Ads Express beta. This automated platform allows small businesses to have a basic presence on Bing Ads, with advertisements tied to Bing Place for Business listings.

Although Google remains the dominant search engine, ComScore’s monthly Search Engine Rankings reports this year have shown Bing’s share of the core search market in the US rising. As at September 30, Bing sits in second place at 18 per cent, followed by Yahoo.

Follow CMO on Twitter: @CMOAustralia, take part in the CMO Australia conversation on LinkedIn: CMO Australia, or join us on Facebook: https://www.facebook.com/CMOAustralia

Signup to CMO’s new email newsletter to receive your weekly dose of targeted content for the modern marketing chief.

Comments

Comments are now closed.

Supporting Association

Find us here Derek: www.ellipsisandco.com

david.parsons

Aussie consulting group plans to help brands solve customer experience woes

Read more

I've googled and I can't find these guys. Do they have a website? Odd question I know, but I can't find them.

Derek Bell

Aussie consulting group plans to help brands solve customer experience woes

Read more

I introduced David this morning at the Currency House Creativity and Business breakfast on behalf of our board. Currency House is an advo...

Martin Portus

Deloitte CMO: The differentiation point for businesses is creativity

Read more

There could be some benefit of this functionality for the end users as well. For instance, it is quite disturbing to me to see promotions...

elina

Permission-based programmatic advertising taps into customer data disclosure trend

Read more

Good article, analysing customer data can divulge a number of significant results related to customer preference, user experience and cus...

Aashima

Jaguar personalises in-store customer experience with virtual

Read more

Sign in