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:

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

Join the CMO newsletter!

Error: Please check your email address.
Show Comments

Supporting Association

Blog Posts

What happens when the 'market' becomes a 'customer'?

One of the insightful things that has been said to me recently came from an independent consultant working at a major FMCG client. He said: “The problem here is that we have some people who are world-class at marketing to the masses, but they haven’t got a clue about how to speak to a customer.”

3 Metrics to measure B2B content marketing ROI

Content marketing has become a key pillar for marketing departments of all sizes across the world. But how do you measure – and ultimately prove – the effectiveness of the time, money and energy spent on content marketing?

How global brands can connect on a local level

The dot-com boom allowed brands to easily access the global market. Thanks to this increased exposure and worldwide awareness, brands can no longer exist in a local bubble.

Dan Ratner

managing director, Uberbrand

Informative comments , I loved the info , Does anyone know if my assistant could get ahold of a blank 2011 IRS 8804 - Schedule A document...


Telstra unveils fresh digital content media services

Read more

So, the one thing I would say is .. the customer already has a voice, whether you wanted them to have one or not .. and they have a platf...

Paul Gilbert

Why digital strategy equals customer experience

Read more

Appliances online are doing a good job online, but they're still not giving customers a truly powerful online experience in my view. Wher...

Graham Howlett

Navigating the future of omni-channel retailing

Read more

For both businesses and marketers alike who want a digital marketing platform that supports data visualization, integrated analytics and ...


Adobe to bolster analytics capabilities of Marketing Cloud with Digital Analytix acquisition

Read more

Good Content is a crucial part in Marketing ROI. No doubt metrics like sharing & engagement, consumption, & lead generation &...


3 Metrics to measure B2B content marketing ROI - B2B marketing - CMO Australia

Read more

Latest Podcast

More podcasts

Sign in