This ‘underground’ ad platform is getting us 5.3X ROAS

The simplest way to make more sales is to add a new acquisition channel.

Sounds obvious…

And it kind of is.

But of course, pulling it off is much harder than it sounds.

You have to learn a new platform, figure out how it works, and find the right strategy for it.

Unless…

You add a channel that works almost the same as the one you’re already running.

Let me explain:

For some of our clients, we ran Bing Ads alongside their Google Ads campaigns.

Bing runs almost the same way as Google.

Same pay-per-click model. Similar campaign types (Search & Shopping).

The best part is, hardly any brands advertise there.

The lack of competition means 2 things:

Cheaper clicks and higher margins.

Just look at the data from one of our clients:

The CPC on Bing came in far below Google, especially on prospecting campaigns.

And the ROAS gap was even bigger.

On Google, the Brand Search campaign struggles to hold above a 5x ROAS. And it gets harder to maintain each quarter.

On Bing, we consistently hit a ROAS of 20.

The same story goes for Shopping.

While Google brought in a 2.7x ROAS, Bing delivers a clean 7x.

Overall, Bing gave us a 5.3X ROAS, which was not bad at all for a “second-tier” ad platform.

So, does that make Bing Ads the better platform?

Not exactly.

Bing's biggest weakness is volume.

Google dominates search traffic, and it will always offer far more room to scale.

Still, the margins on Bing are too good to pass up.

I’d argue most brands should at least test it.

It’s one of the simplest ways to add new revenue… at a great ROAS… without having to learn a brand-new platform.

Jackson

Founder and CEO of Echelonn

How we can help:

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