Why your Bing Ads underperform? Bing Ads’ AI blueprint unlocks 374% conversions!

In terms of digital marketing, the telecommunications industry represents one of the most fiercely competitive sectors. Recently, Microsoft introduced Copilot Search in Bing, revolutionizing how users interact with search engines. This AI-driven approach doesn’t just provide answers—it curates personalized, reliable, and actionable insights. With high customer acquisition costs and fierce competition, telecom companies must constantly innovate to capture market share while maintaining profitability. Movistar, a global leader in telecom services, faced this exact challenge—how to increase customer acquisitions while optimizing ad spend for maximum ROI.

In early 2024, Movistar partnered with Microsoft Advertising to leverage Bing Ads’s AI-powered audience targeting and dynamic campaign optimization. The results were staggering: a 374% increase in conversions, a 105% improvement in conversion rates, and a 127% surge in click-through rates (CTR)—all while maintaining stable cost-per-click (CPC) efficiency.

This case study isn’t just a success story; it’s a blueprint for telecom marketers looking to replicate these results. By combining AI-driven audience segmentation, hyper-personalized creatives, and agile budget adjustments, Movistar transformed its digital marketing strategy. In this article, we’ll break down the key strategies, compare them with other industry successes (like Almundo’s +102% conversion lift), and provide actionable steps for telecom marketers to implement these tactics.

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I. The Movistar Case Study: Key Strategies

1. Audience-Centric Campaign Design

Movistar’s success began with hyper-targeted audience segmentation. Instead of relying solely on broad demographic targeting, they leveraged Microsoft’s first-party data and third-party publisher networks to identify high-intent users.

Movistar employed a multi-faceted approach to audience targeting with impressive results. They utilized Microsoft’s O&O (Owned & Operated) properties like MSN and Outlook, in combination with third-party networks, for robust audience segmentation, which enabled them to reach users actively searching for telecom services. Through behavioral & intent-based targeting, Movistar analyzed user behavior such as browsing history, app usage, and past interactions to deliver ads to those users with the highest likelihood of conversion. Additionally, they implemented attribution-based remarketing for retention, retargeting users who had visited their website but hadn't converted. The outcome was a remarkable 127% increase in absolute click response, clearly demonstrating that precise audience targeting effectively drives higher engagement.

2. Performance Optimization with AI

One of the biggest challenges in digital advertising is scaling campaigns without sacrificing efficiency. Movistar achieved this by using AI-driven bid adjustments and real-time optimization through Bing Advertising.

Movistar achieved notable feats in its advertising strategy. Despite ramping up ad spend, it managed to keep cost-per-click (CPCs) stable while click-through rates (CTRs) grew, a clear sign of enhanced ad relevance. The company implemented Dynamic Creative Optimization (DCO), employing AI-generated ad variations to test diverse messaging, visuals, and calls-to-action (CTAs), thus prioritizing the most effective creatives. In a parallel to Almundo's approach, which experienced a 104% spend increase with just a 4% cost-per-acquisition (CPA) rise, Movistar utilized AI for automated budget adjustments, automatically redirecting budgets towards high-performing campaigns. As a result, Movistar witnessed a 105% variation in conversion rate. This showcases that AI-driven optimizations can significantly enhance ad performance without causing costs to balloon.

3. Results & ROI: Scaling with Efficiency

Movistar's strategic implementation of Bing Ads yielded record-breaking outcomes. They achieved a staggering 374% increase in conversions, which provided the financial means to reinvest profits into further campaign scaling. Capitalizing on this success, Movistar augmented its Bing Advertising investment by 110% during peak periods such as Cyber Week. As a result of outperforming competitors in digital acquisition, Movistar not only enhanced its market position but also solidified its brand as an innovative and customer-centric telecom provider.

Comparison with Almundo:
While Movistar achieved a 374% conversion lift, travel platform Almundo saw a +102% increase in conversions using similar AI-driven optimizations. Both cases prove that AI-powered audience targeting and dynamic budgeting are universally effective across industries.

Notebook with "SUCCESS STORIES" and red pen

II. The Bing Ads Blueprint: Replicable Tactics for Telecom Marketers

1. AI-Powered Audience Targeting

Key Strategies:

Hyper-Personalization: Use AI signals (demographics, intent, past interactions) to refine targeting beyond basic demographics.

Inclusive Advertising: According to Microsoft’s research, inclusive imagery increases purchase intent by 23%. Movistar incorporated diverse, relatable visuals to enhance engagement.

Actionable Tip:
Use Microsoft’s Audience Network to expand reach across Bing, MSN, and partner sites while maintaining targeting precision.

2. Creative Mixology with Generative AI

Movistar’s Bing Ads creatives weren’t generic—they were tailored to different audience segments. Here’s how they did it:

Movistar implemented advanced techniques in creating AI-generated images for their Bing Ads. In the realm of prompt engineering, rather than using a basic "telecom ad" prompt, they opted for highly detailed ones. For instance, they used prompts such as "Generate a photorealistic image of a young professional smiling while using a smartphone with a 5G network speed indicator, in a bright, modern urban setting." This detailed approach ensured that the resulting images had higher relevance and an emotional connection with the audience. Additionally, Movistar adhered to Microsoft’s “12 Feelings of Inclusion” framework to incorporate inclusive imagery in their ads, making them resonate with diverse audiences. As a result, these personalized creatives significantly outperformed generic ads by a factor of 2-3x, leading to higher engagement.

3. Dynamic Budget & Seasonality Adjustments

Both Movistar and Almundo demonstrated the ability to scale budgets during peak periods without overspending. Movistar utilized AI tools such as Copilot in Bing Advertising for automated bid adjustments, enabling real-time budget shifting based on performance. Regarding peak season strategies, Almundo increased its spend by 104% during election week, which resulted in a 102% conversion surge. Movistar emulated this approach by boosting budgets during Cyber Week and achieved a 152% conversion increase. The key takeaway from these success stories is that AI-driven automation ensures efficient budget allocation, even when there is high demand.

Topkee’s automated bidding and KPI-driven budget management enable brands to capitalize on peak periods while maintaining efficiency during off-peak times. Additionally, Topkee’s landing page optimization services ensure ad-to-page consistency, improving post-click conversion rates through seamless user experiences.

III. Key Takeaways for Telecom Marketers

To optimize advertising Bing Ads strategies, businesses should prioritize audience insights by combining first-party data with AI-driven signals. This enables the creation of hyper-targeted campaigns. Simultaneously, integrating creative efforts with AI can significantly enhance performance. Employing generative AI to craft personalized and inclusive ad creatives helps in forging emotional connections with the audience. Additionally, to scale operations efficiently, leveraging AI-powered budget automation is crucial. This allows for maximizing return on investment (ROI) not only during peak periods but also in off-peak times, ensuring that resources are allocated in the most effective manner at all times.

Topkee’s expertise in attribution-based remarketing further enhances this process by segmenting users based on their interactions and delivering personalized ads tailored to their journey stage. For instance, Topkee’s AI-powered creative suite enables the rapid generation of varied ad copies, visuals, and CTAs that align with audience preferences.

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Conclusion

Movistar's remarkable 374% conversion boost achieved through Bing Ads serves as compelling evidence that AI-driven advertising is indeed the future of telecom marketing. By skillfully blending audience precision, creative innovation, and agile budgeting, telecom brands can not only outperform their competitors but also maximize return on investment (ROI). If you're eager to revolutionize your telecom marketing strategy, the time to start leveraging AI is now.