How to Use Bing Ads for Omnichannel Success: AI-Powered Strategies to Maximize Reach & Conversions
The digital marketing landscape is evolving rapidly, with omnichannel strategies becoming essential for brands aiming to maximize reach and engagement. The digital advertising landscape is experiencing a massive transformation as generative AI gains prominence, reshaping the way consumers find and interact with brands. Bing Ads, powered by Microsoft’s AI-driven ecosystem, offers a robust platform for businesses to execute seamless omnichannel campaigns. Recent success stories from brands like Blissy and Estácio highlight how integrating search, video, display, and remarketing ads can drive impressive results. Whether boosting mid-funnel visibility or optimizing lower-funnel conversions, Bing Advertising provides the tools to connect with consumers across every stage of their journey.
I. Understanding Omnichannel Strategies in Bing Ads
Omnichannel marketing has ceased to be a choice—it’s an essential requirement for brands aiming to connect with customers across various touchpoints. Unlike multichannel strategies, which treat each platform independently, omnichannel marketing ensures a cohesive experience, whether a user interacts with a brand via search, social media, or video ads. Bing Ads supports this approach through four key components: Search Ads for intent-based targeting, Shopping Ads for e-commerce visibility, Video Ads for storytelling, and Audience Ads for retargeting. AI occupies a crucial position in automating and optimizing marketing campaigns. Tools like Performance Max leverage machine learning to allocate budgets efficiently, while tROAS (target return on ad spend) ensures advertisers achieve maximum profitability. By unifying these elements, brands can create a seamless journey that guides consumers from awareness to purchase.
II. Case Study: Estácio’s Mid-Funnel Dominance
Brazilian university Estácio faced the challenge of increasing brand visibility during the highly competitive ENEM exam season, when students actively research higher education options. To capture mid-funnel demand, Estácio launched a multi-format campaign combining Native Ads, Video Ads, and Display Ads across the Bing Advertising Network. Native Ads generated 18 million impressions with a cost-per-click (CPC) of just $0.057, efficiently driving traffic. Video Ads connected with 2.4 million users at a cost-per-mile (CPM) of $1.35, whereas Display Ads generated 1.5 million impressions at a CPM of $1.14. This strategy not only amplified brand awareness but also ensured Estácio remained top-of-mind during a critical decision-making period. The results demonstrate how mid-funnel campaigns can bridge the gap between initial interest and conversion.
III. Case Study: Blissy’s Lower-Funnel Optimization
Premium silk brand Blissy needed to compete with e-commerce giants while maintaining year-round sales momentum. Their solution? A lower-funnel strategy leveraging Dynamic Remarketing and Video Ads to re-engage potential customers. By targeting users who had previously visited their site or abandoned carts, Blissy achieved a 55% increase in revenue and a 32% boost in conversions. Remarkably, even during non-peak seasons (Q1–Q2 2023), the campaign drove a 20% growth in clicks and a 7% reduction in CPCs, outperforming other search platforms. The success underscores the power of retargeting in turning browsing behavior into purchases. Blissy’s approach also highlights the importance of always-on campaigns to sustain engagement beyond seasonal spikes.
IV. Leveraging AI for Omnichannel Success
Generative AI is revolutionizing search, with tools like Microsoft Copilot enabling conversational queries that mimic human dialogue. Unlike traditional keyword searches, AI-powered interactions allow users to ask complex questions (e.g., “Plan a family trip to Maui for two adults and two kids”) and receive synthesized answers. For advertisers, this shift means optimizing content for natural language queries and leveraging Showroom Ads, a new format designed for conversational commerce. Performance Max campaigns further enhance omnichannel success by automating ad placements across search, display, and video. Early adopters of Bing Ads have seen 53% higher purchase rates when Copilot is part of the user journey, proving that AI-driven personalization drives tangible results.
To capitalize on these advancements, Topkee’s services include AI-powered creative production, where advanced tools generate tailored ad copy and visuals, and attribution-based remarketing, which segments audiences by behavior for hyper-targeted campaigns. Additionally, Topkee’s automated advertising rules** dynamically adjust bids and budgets based on real-time performance data, ensuring optimal ROI. For example, leveraging similar audience function, Topkee helps advertisers expand reach while maintaining precision. These solutions, combined with Microsoft’s AI ecosystem, empower brands to deliver seamless, data-driven omnichannel experiences.
V. Practical Steps for Omnichannel Campaign Setup
To maximize omnichannel impact, brands should engage consumers earlier in the journey. Research shows shoppers consult 5.5 online resources before purchasing, emphasizing the need for top-funnel visibility. Bing Advertising’s Audience Ads can target users across entertainment, task-oriented, and price-conscious mindsets, ensuring relevance throughout the day. Another critical opportunity lies with Gen Z, who spend more time in the consideration phase than other demographics. With 43% relying on recommendations, influencer-style video ads and native placements can effectively sway their decisions. By aligning campaigns with these behavioral insights, advertisers can shorten the path to conversion.
For optimal execution, Topkee’s automated bidding rules and KPI-driven reporting ensure campaigns dynamically adjust to performance metrics like CPC and ROAS, maximizing efficiency without manual intervention. This approach mirrors Microsoft’s AI-powered tools but adds granular control through proprietary platforms like WEBER’s landing page optimization suite, which enhances post-click experiences. Together, these solutions bridge the gap between awareness and action, turning omnichannel visibility into measurable results.
VI. Measuring and Optimizing Campaign Performance
Success in omnichannel marketing hinges on tracking the right metrics. Impressions, CPC, ROAS, and GMV (gross merchandise value) provide a holistic view of performance. Tools like Universal Event Tracking (UET) enable granular conversion analysis, while tCPA (target cost-per-acquisition) automates bidding for efficiency. Continuous optimization is key—AI-driven insights can identify underperforming segments, allowing advertisers to reallocate budgets dynamically. For example, GLAMI’s use of tROAS in Shopping Campaigns led to a 130% surge in sessions and 60% higher GMV year-over-year. These results highlight the importance of data-driven adjustments in sustaining long-term growth.
For instance, Topkee’s TTO online marketing tool offers real-time KPI tracking and automated rule-based optimizations, ensuring campaigns consistently meet performance targets. Additionally, Topkee’s attribution-based remarketing refines audience segmentation by analyzing user behavior, enabling personalized ad delivery to boost conversion rates. By integrating advanced tools like Topkee’s customer tracking solutions—which surpass UTM in flexibility—advertisers gain multidimensional insights to refine targeting and creative strategies.
VII. Future Trends in AI-Powered Omnichannel Marketing
The future of advertising lies in conversational and predictive AI. Voice and text-based interactions will dominate, requiring brands to adapt creatives for multimodal experiences. Showroom Ads, which blend product showcases with AI-generated recommendations, are set to redefine retail advertising. Additionally, Performance Max will evolve to incorporate deeper audience segmentation, leveraging predictive analytics to anticipate consumer needs. As AI continues to refine bidding algorithms and creative personalization, advertisers who embrace these innovations will gain a competitive edge.
Ready to elevate your omnichannel strategy? Bing Advertising offers free consultations to help brands set up and optimize campaigns. Webinars and case studies (like Blissy and Estácio’s successes) provide actionable insights, while Performance Max simplifies cross-channel automation. Whether you’re aiming for brand awareness or conversion growth, Bing Ads’ AI-powered tools can help you achieve measurable results.
Conclusion
Omnichannel marketing with Bing Ads combines the power of AI, automation, and strategic targeting to connect with consumers at every stage of their journey. From Estácio’s mid-funnel dominance to Blissy’s lower-funnel triumphs, these case studies prove that a unified approach drives success. As search behavior evolves, staying ahead requires leveraging conversational AI, predictive analytics, and always-on campaigns. For brands ready to explore these opportunities, expert team is available to guide you.
