1. 1. Bing Powerpoint template August 2013 Winning with the unexpected John Gagnon Bing Ads Evangelist Hero Conf 2015
2. 2. #HeroConf | @jmgagnon | @bingads#HeroConf | @jmgagnon | @bingads
3. 3. #HeroConf | @jmgagnon | @bingadsThe New York Times, March 12 2015
4. 4. #HeroConf | @jmgagnon | @bingadsThe New York Times, March 12 2015
5. 5. #HeroConf | @jmgagnon | @bingads#HeroConf | @jmgagnon | @bingads
6. 6. #HeroConf | @jmgagnon | @bingads Curtain of the Unexpected Sports-reference.com, The New York Times, Feb 14 2015
7. 7. #HeroConf | @jmgagnon | @bingads What will it be today? #HeroConf | @jmgagnon | @bingads
8. 8. #HeroConf | @jmgagnon | @bingads#HeroConf | @jmgagnon | @bingads
9. 9. #HeroConf | @jmgagnon | @bingads Agenda Chegg: A case study Voice search Research: Brand-term bidding Conversion path Remarketing theory
10. 10. #HeroConf | @jmgagnon | @bingads John Gagnon Bing Ads Evangelist Blogger Former Google guy, Search Campaign Manager, Data Analyst Speaker
11. 11. #HeroConf | @jmgagnon | @bingads Chegg: Unexpected success
12. 12. When does the 1st day of school really start? September 4th, 2014 New York City, the largest school district in the US, will have 1,000,000 students back in school August 25th, 2014 All 5,000,000 of Texass K-12 Public School students go back August 1st, 2014 All 180,000 of Hawaiis K-12 Public School students go back #HeroConf | @jmgagnon | @bingads
13. 13. #HeroConf | @jmgagnon | @bingads When parents will shop for back-to-school Use staggered start dates to hit the 1 week to 1 month sweet spot. Two months for New York means, July 9, whereas it means June 5 for Hawaii. 22.4% will shop as early as June.