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

The marketing over the past 2 years of the Vodafone brand has been confused. We have seen some of the worst advertising in the brands his...

Noel

Vodafone on the hunt for new CMO

Read more

This is an extremely insightful article for sure: a perfect case study into the correct way to choose and implement a CRM system so that ...

Aaron Williams

How marketing automation, CRM upgrade is paying engagement dividends for ResMed

Read more

Mr. Rudy has found the right direction to marketing Catch of the Day and paying attention to customer comments and complaints. The simpl...

Desiree Segal

Catch of the Day retailer hooks fresh customer insight with NPS

Read more

True. Australian Marketing, Advertising, News, PR and Sales Fails Big Time due to using old techniques and not adapting to ICT - can be r...

Joe

Marketing must take charge of innovation, says TBWA chairman

Read more

Step 1) Employ your own workforce. Step 2) Show the public network being built. Step 3) Let the public advertise your brand in return f...

Jason

NBN Co creates head of social strategy role

Read more

Sign in