10 BURNING Bing Ads Questions: What You Need To Know Now!

John Gagnon, Bing Ads Evangelist

I listen, speak and blog

Online Marketing Manager

Former Googler

Excel Search

Better analysis leads to smarter digital marketing decisions. So I teach Excel techniques to digital marketers.

Search Nerd Data Geek

Larry Kim, Founder & CTO, WordStream

• Founder, CTO, WordStream, Inc.

• Been doing PPC & SEO for 10 Years!

• Provider of 20 Minute PPC Work Week and AdWords Performance Grader

• #1 PPC Expert According to PPC Hero!

Today’s Agenda

• Brief intro to Bing Ads

• The Yahoo Bing Network: Millions of unique searchers you’re missing out on!

• How to make your search efforts stronger

• 10 BURNING Bing Ads questions: what you need to know now!

We brought you big improvements in 2013

+25% clicks

+900 feature updates

+21% increased efficiency

+100 new features

Biggest Differentiator

3 Tips for Stronger Campaigns

10 Burning Questions

Open Q&A

Is your search campaign

ignoring nearly one-third of

the US market?

One ad buy through Bing Ads reaches

168 million unique searchers on the

Yahoo Bing Network.

168M

of the search market

5.5B 29%

monthly searches on

Yahoo Bing Network

NETWORK

114M UNIQUE SEARCHERS

11% share

2.1B MONTHLY SEARCHES

110M UNIQUE SEARCHERS

18% share

3.3B MONTHLY SEARCHES

168M UNIQUE SEARCHERS

29% share

5.5B MONTHLY SEARCHES

Our searchers spend more

[VALUE]

What can you do to make your search efforts stronger?

Mobile Delivered

Mobile Mobile + Tablet

Mobile + PC + Tablet

Mobile + PC

3.57%

3.3%

2.86%

1.53%

Tablet Delivered

Tablet PC + Tablet

Mobile + Tablet

Mobile + PC + Tablet

2.96% 2.48%

1.83%

1.11%

PC Delivered

PC PC + Tablet

Mobile + PC + Tablet

Mobile + PC

1.54%

1.50%

1.01%

0.34%

#1. Device-specific ads are a must for better results

Microsoft Confidential

Device targeting capabilities

Targeting devices and operating systems allows optimization of ad creative, landing experience and bids for different devices.

Serve ads to users based on device or OS

Utilize device optimized campaigns and drive higher ROI

#2. Bing Ads Intelligence is a gem for search marketers

Continuously strengthen broad match performance

Investment in matching technology includes:

Matching

technology

fine-tuning

Click

prediction

modeling

Quality /

relevance

protection

Conversion

and click

quality metrics

Past, present,

customized

algorithms

broad match clicks cost-per-conversion conversion rate

Microsoft internal data, 2012 – 2013

#3. Use Broad Match. Improved for more conversions

$16.39 $16.09 $15.75 $17.00 $18.33 $17.99 $14.65 $14.97 $12.48 $11.45

4.34% 4.49% 4.73% 4.60%

3.91%

4.62%

5.44% 5.50%

6.28% 6.60%

0%

1%

2%

3%

4%

5%

6%

7%

0

20

40

60

80

100

120

Jan-13 Feb-13 Mar-13 Apr-13 May-13 Jun-13 Jul-13 Aug-13 Sep-13 Oct-13

70% more clicks

27% more clicks

Microsoft internal data, Oct 2013

More clicks and more conversions

The truth about match types and quality score

Broad match performance does not impact exact or phrase match Quality Scores

1. Always view Quality Score through

the lens of the match type

2. A lower than desired Quality Score

indicates an opportunity to refine

3. Review the most granular levels

when evaluating broad match

performance

10 Burning Questions

1. Who should be on Bing Ads?

Besides everyone.

Top Verticals.

Folks who like lower CPCs and lower competition.

And other reasons.

Can’t miss share of paid search clicks

The YBN unique audience is strong across verticals

Audience data represents Bing Web and Yahoo U.S. Web Search from comScore qSearch (custom), US, September 2013. Industry categories based on comScore classifications.

Autos

Business & Finance

Education

Telecom

Travel

Retail

Unique Total

Users who also Google Unique YBN 1 Million users

Infographic: “Stop Treating the Yahoo! Bing Network Like the Red-Headed Stepchild”

“CPCs were usually 37% to 77% lower on YBN than AdWords’ CPCs”

“There were 36% fewer active search marketers on YBN to bid against”

Jonathan Long

President

Market Domination Media

Diversify.

2. When should I start?

Besides right now.

Depends. Bing Ads Express.

Customer Service.

20%-30% optimization growth.

3. What are you favorite Bing Ads features?

Bing Ads Intelligence

Share of Voice

Incremental Bidding

3. Incremental Bidding

1.Bing Ads Intelligence – Download it at keywords.com

2. Share of Voice reporting

4. What are some common mistakes people make with Bing Ads?

Fixes upon import.

Forgetting keyword gaps.

Forgetting device specific campaigns.

Not customizing experiences.

3. Doesn’t take advantage of broad match or mobile

1. Fixes on import

2. Forgets to fill gaps

• URL Tracking {creative} to {adid}

• Geographic targeting

4. Doesn’t take time to customize experiences.

5. What are the smart keyword strategies I can use on Bing?

Keyword Discover + Focus.

4-5 words in a keyword?

SKUs. Call oriented keywords.

Discovery: Volume Refine: CVR & CTR

Only 0.18% of Clicks came from KWs with more than 7 or more

Opinion – Why go broad on 6+token KWs?

Recap on CPA trend…

That’s bad

Outside of brands; Sweet spot ~4-5 based on CPA

Microsoft internal data, Oct 2013

6. How can I get a 23% lift with very little effort?

Sitelink Extensions.

Tip: Don’t miss the opportunity to be strategic.

Be strategic with Sitelink extensions

luxury hotels minneapolis hotels near metrodome minneapolois

7. What is Quality Score and why should I care?

Quality Score helps you prioritize your optimizations. And it’s match type-specific.

Focus on Keyword Relevance

8. Does Bing have Enhanced Campaigns?

Yes, we are compatible with Google’s Enhanced Campaigns with one helpful twist; you can target by device with Bing.

Device targeting capabilities

Targeting devices and operating systems allows optimization of ad creative, landing experience and bids for different devices.

Serve ads to users based on device or OS

Utilize device optimized campaigns and drive higher ROI

9. How can I be most successful on Bing?

Invest some time with us.

Focus on fundamentals: negative keywords, ad copy testing, and use extensions.

10. Where is Bing going in 2014, and beyond?

Slow, steady climb in market share. Bing is at 18.2%

Smart Search in Windows 8.1 is an example of how search is changing – and Bing is on the front lines.

Visually Impactful Ad Experience is useful for Consumers

Windows 8.1 Smart Search Ads

Thank you for attending

WordStream and Bing’s webinar!

Sign up for a free trial of PPC Advisor today:

http://www.wordstream.com/ppc-free-trial

Or contact us directly:

Larry Kim

lkim@wordstream.com

http://twitter.com/larrykim