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New Bing Features You Need in 2017 for Optimal Performance

&HOSTED BY:

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Diane Anselmo– Associate Director of Services at Hanapin

Marketing– PPC Hero Blogger– @diane_anselmo

Purna Virji– Senior PPC Training Manager at Bing Ads– PPC Hero’s #1 Most Influential– Hero Conf LA Keynote Speaker @PurnaVirji

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Join the conversation• Include the hashtag #thinkppc in your

Twitter tweets.

Or use the webinar question box to send us questions.

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Who is Hanapin?– Run the world’s most popular PPC

blog and conference.– We manage and optimize global paid

search, paid social, and display programs.

– Within 12 months, brands can expect a 250% increase in their growth trajectory.

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Our Clients

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Live Poll Question #1How long have you been in PPC?#thinkppc

A. Less than 1 yearB. 1-3 yearsC. 3-5 yearsD. 5+ years

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Let’s get started! Win in the Now Looking beyond 2017

Win in the Now: The Bing 6

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1. Similar AudiencesConnect to audiences similar to your remarketing lists.

Use across accounts- Even with different domains- U.S. pilot, plans for global roll-out.

411:- Analyzes 30 days of data- Can use negative bid mods and exclusions.

Need: - UET set-up and performing remarketing lists- To participate, email bingadspilots@microsoft.com

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2. In-Market AudiencesCurated lists of users determined to be in market for a purchase category.

Easy targeting- Associate with any ad groups- Target exclusively or have unique bid mods.

Multiple categories:- Includes retail, autos, finance, travel etc.- U.S. pilot, plans for global roll-out.

Boost conversions- More likely to convert in the category- Track performance via the Audiences tab

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Hanapin’s HighlightsSimilar Audiences for Search

● Opportunity to scale● Improved targeting

In-Market Audiences● Targeting those ready to buy● Present right offer at right time● Drive conversions● Use with remarketing

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3. Merchant PromotionsHighlight special offers in Shopping Campaigns.

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3. Merchant PromotionsHighlight special offers in Shopping Campaigns.

Easy set-up- Create feed via Promotions tab in UI or upload existing- Review process

Note:- Min. discount must be at least $5 or 5% off current price- Need sep. promotions feed

411:- Site-wide or product-specific- Start and end dates- U.S. pilot only

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● Furthers credibility for potential shoppers● Makes ads stand out a bit more over

competitors● No solid stats on these

Hanapin’s Highlights

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4. Dynamic Search AdsTarget relevant queries based on the content on your site.

Exclude parts of site that don’t drive a lot of conversions

Add in negative keywords in DSA

Use Bing recommended categories

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● Allows text ad exposure for keywords not in your account

● Great for ecomm accounts with 1000s of products● Dynamically-generated headlines and landing pages● Can eclipse the 25 character limit● Can utilize other ad extensions

Hanapin’s Highlights

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5. App Install AdsDrive more app installs.

Shows on mobile and tablet for Android and iOs

Track conversions via our certified partners.

Enable “rotate ads more evenly” option

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6. Automated ImportsManage campaigns across platforms more efficiently.

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6. Automated Imports

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6. Automated ImportsManage campaigns across platforms more efficiently.

Note:- Check Import Summary- Review import history - Can edit scheduled imports.

411:- Once, Daily, Weekly or Monthly- New Campaigns or Changes to Existing Campaigns

Beyond 2017

Will be able to predict your needs

Pervasive in our everyday

lives

Personal and more natural way to search

Future of search

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#thinkppc

where’s the nearest Italian restaurant?

what’s the traffic like on the way home?

what Italian restaurant should I eat at tonight?

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The future: Conversations• Natural language between people

and technology

• Conversational canvas

• Bots and agents

2000s: Mobile• Social• User download

apps from App Stores

1990s: Internet• Search• User “visits”

websites

1980s: PC• Desktop

5.9% Speech recognition error rate - all time low

65% of smartphone owners use voice assistants

Natural language

who won the seahawks game

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The growth of Voice Search

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50% 55%

24%20%

27% 26%

Unde

r 24

25 -

3435

+

AGECORTANA EMARKETER

Use of digital assistants is more and more

common.

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Sometimes we can’t use our hands

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The $600 million star, tried and tested

Okay Purna, what do I need to do?

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1. Add new keywords

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Microsoft internal data 2016

We know this

1 WORD 10+ WORDS

Text searches more concentrated around 1-3 words

Voice searches longer through the tail

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We know this

Search Engine Watch, Jason Tabeling, “How Will Voice Search Impact A Search Marketer’s World?” December 2014

And this

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And this

Cortana’s most common

question words.

HOW

41%

WHAT

34%

WHERE14%

WHO5%

WHY4%

WHEN 2%

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Did you know?

Query data from AnswerThePublic.com (data shown is for U.S. market).

Do this

“How much does it cost to fly to the Bahamas?”

“Where can I find Bahamas vacation info?”

“What’s the best Bahamas vacation package?”

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Add new Q Phrase KWs

2. Play up local-mobile

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Mobile voice search is more likely

to be local-based than text search.

3X

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Do this

Localize your keywords:Opposite the port authorityNear Brighton pierOn Marine Drive

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Do this

Helpful extensions

Call Now

Directions

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Helpful extensions

3. Intent-driven creative

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Intent

Where

When

How

What/whoInterested

Ready to act

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Do this

Where can I find Bahamas vacation info?What’s the best Bahamas vacation package?Who lives in the Bahamas?When is the best time to travel to the Bahamas?

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Sort based on Intent

Make your descriptions werk!Actions while shopping

90%of retail shoppers use smartphones in stores.

77%of searches mentioning “coupon” are initiated on a smartphone or tablet.

Source: Hitwise Source: Marketing Land

Actions While Shopping

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Think visual

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Think visual

Pretty do-able right?

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Where to next?

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Screen-less advertising?

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Would you like an offer?A. Yes! I’d like a chance to win a free 1 hr training

with BingB. Get an account analysis by the experts at

Hanapin (For accounts spending 15k+/month)C. I’d like bothD. No Thanks!

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Live Q&A Time!

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Thank you for attending our webinar! #thinkppc

• Contact us Directly:

» Hanapin Feedback: marketing@hanapinmarketing.com

Bing Feedback: puvirji@microsoft.com