Today is April 15th, 2010 so, if you're in the US, have you filed your taxes? If your answer is yes, you might consider yourself done for the year. If your answer is "taxes, do we still have to pay those?" than you might need help from a company like JK Harris, a tax representation firm that has been helping taxpayers resolve their IRS back tax problems since 1997.
Starting in October of 2009, JK Harris tapped Bing for mobile (US) as a new way to gain incremental reach leading up to the 2010 tax season and drive efficient customer acquisition for their tax resolution services. Over the last six months JK Harris worked with Ad Sales Media Specialist Kris Fenrich to develop a click-to-call mobile search campaign that centered on mobile focused-keywords to drive calls and increased ROI prior and during the 2010 tax season.
The results for Bing for mobile have been phenomenal compared to both online and other mobile search providers. Paired against online search, the JK Harris mobile campaign accounted for 10% of all campaign clicks while only making up 1% of the total spend. That is a 10X conversion lift compared to dollars spent. Even more telling to the optimization strategy on mobile, Bing for mobile achieved a higher ROI than any other competitive search engine. In fact, Bing for mobile was as competitive in call volume traffic as all leading mobile search providers, but did so at a fraction of the spend.
Overall, the overall campaign Click-Through Rate (CTR) increased by 23% over the last six months. A complete evaluation of the campaign performance showed that Bing for mobile delivers a higher ROI than mobile competitors and is more cost effective than online search.
When I chatted with Ja’Nice West of Media Placement Group, the agency for JK Harris, she was very pleased with the campaign:
“Bing for Mobile achieved a higher ROI than any other mobile search engine – generating as many interactions as the others but at a fraction of the spend. With a combination of real-time campaign management and its overall attractive audience, Bing for mobile made this campaign very successful for JK Harris.”
For more information on the case study, download the complete case study (US), or for more information on Microsoft Mobile Advertising (US), please visit the Microsoft Mobile Advertising Overview page.
Thanks
Shane Robbins, Marketing Manager, Microsoft Mobile Advertising
Follow us on Twitter @MSAdvertising & @adCenter | Become a fan on Facebook | Share your thoughts in the Forums | Subscribe