Bing Ads Product Updates

Dynamic Search Ads

Automatically target relevant search queries based on the content of your website.

Reduce burden of

bulky operationsNo need to maintain

keywords, ad titles, or

landing pages

Find missed

opportunitiesMine new queries to help

drive additional conversions

Easy TargetingAutomatically target specific

pages, categories, or your

entire website

Enter your website

contoso.com

Chose your targets

All Webpages

Specific Webpages

By Page Category

Specify ad text only!Bing generates the best

title + landing page

And serves the ad on

relevant search terms

Last minute

travel

Bing Intent Ads

A native advertising solution optimized for search advertisers

Bing Intent Ads harnesses consumer intent signals using artificial intelligence (AI) and machine learning to bring you:

• A highly relevant audience

• Boosted volume and more conversions

• Search-like ROI

• Ease of use

Search history

Browse history(Remarketing signals through

Universal Event Tracking)

Location Time of day

Content of page

Demographic User platform

Audience Targeting & Remarketing

BehavioralPast behaviors are useful

predictors of future

activities.

Activities across websites,

searches and content help

us better understand search

intent.

Audience Targeting on Bing

DemographicalWho someone is influences

their buying preferences.

Some ages or genders have

stronger affinities to certain

product categories.

ContextualPeople are often searching

in the moment.

Where, when and how they

search can provide useful

context.

Custom Audiences (Pilot)

Custom Audiences is a type of remarketing list that is generated by

using your own customer data, usually managed by a data provider,

to create richer user segments.

When your data provider connects into our new Custom Audience

feature, you can then import your custom audience segments into

Bing Ads for search remarketing.

Works like remarketingCustom Audiences can be

associated to ad groups as target

and bid, bid-only, or as an exclusion.

Creates richer audiencesYou can create richer

audience segments using

more of your customer data.

Uses your dataCustom Audiences allow

you to use the audience

data you already have.

Use your customer data to create richer audience segments

In-market Audiences (Pilot)

Increase conversions

Reach curated audiences that are more likely to convert in your category.

Improve bids and targeting

Set up your ad group to either be exclusive to an audience on a curated list or

available to everyone but with modified bids for your targeted audience, similar to

Remarketing in Paid Search lists.

Get performance insights

The Audience tab provides performance insights for each of your audiences.

Save time and reach more customers

With the In-market Audiences feature, you can find curated lists of users

that have been determined to be in market for a particular purchase

category. When these lists are associated to ad groups, you can target

and modify bids for these audiences, similar to Remarketing in Paid

Search lists.

Similar Audiences (Pilot)

Save time and reach more customers

With Similar Audiences, you can reach more of your best customers. You

can define audience segments using your remarketing lists, and then

connect with additional users who are similar to users in these

remarketing lists.

Behind the scenes, Bing Ads will find new search users who have similar

behaviors and attributes to the users in your remarketing lists, helping

you to connect with a wider set of qualified customers.

Better ROIConnect with users who

are more likely to convert.

Easy setupDefine audiences from

your remarketing lists.

Wider reachReach a wider set of

qualified customers.

Cross-Channel Audiences

Engage with customers across channels

With Cross-Channel Audiences, you can reach customers that you have

engaged with on other channels when they perform a subsequent search

on Bing. By leveraging UTM parameters (eg. utm_source=facebook), you

can create distinct audience segments and customize your messaging

accordingly.

http://searchengineland.com/bing-remarketing-best-kept-secret-274937

Search Innovation

The Rise of Intelligent Marketing

The intersection of Search, Artificial Intelligence and Machine Learning

Digital transformation is a relatively recent phenomenon defining an entirely new era, comparable to the industrial revolution of the early 1800s.

Driven by technology, digital transformation is an underlying shift in the way live, work and communicate. It infuses intelligence into the landscape of our lives, enabling us to accomplish things once only dreamed possible.

We can talk to our cars, shop from the convenience of our couch and search the world from the palm of our hand.

The Rise of Intelligent Marketing

The intersection of Search, Artificial Intelligence and Machine Learning

Search is on the precipice of taking another step forward as it leverages AI and machine learning to empower users with actionable voice requests through new UIs, including screenless and virtual.

This includes booking reservations, getting store hours, ordering food, making appointments, etc.

Intelligence is driving a new breed of search that is less about unilateral ad copy and more about bilateral conversation. It’s less about basic website listings and more about share of SERP. It’s less about nameless, faceless searchers and everything about you, the end user.

The Rise of Intelligent Marketing

Intelligent Agents & Services

As search incorporates more and more AI and machine learning into its

results, users will be able to expand past informational answers and take

actions through voice requests.

Also known as intelligent services, these AI powered interactions will

include asking questions, booking travel, shopping transactions – the

possibilities are endless. These intelligent services will not be provided

by humans, but rather intelligent agents that will not only respond to

your voice requests, but interact with each other to build a community

capable of learning.

As these agents interact more and gain more data from the world around

them, they will get better and better at responding to user voice requests

to create meaningful, actionable conversation.

The Rise of Intelligent Marketing

Graphs

Two of today’s technology giants, Microsoft and Google, have

created massive graphs or ocean-like knowledge bases of structured

data where intelligent agents can pull information for the end user

via text, voice or even image.

Microsoft’s graph combines with the power of Azure cloud services

to allow customers to use unique data from their organizations to

drive AI transformation- bringing together both business and

customer data. It easily allows third parties to connect to

productivity data such as mail, calendars, contacts, documents,

directories and more.

This creates infinite possibilities for new products and creative

application, coming insights from the world of work with device

insights and contextual awareness of the physical world.

The Rise of Intelligent Marketing

[Ro]bots

AI is beginning to appear in daily technologies, resulting in higher

efficiency, personalization and overall convenience. Bots are driving a

new layer of intelligence across everything we do. At a basic level, bots

can perform tasks that are both simple and structurally repetitive, such as

crawling the web to index, organize and delivering search results.

Chatbots incorporate voice into the equation, to deliver voice results

from frequently asked questions. Bots and chatbots are able to learn and

improve as they encounter unfathomable amounts of data.

Search engines are now intelligent agents that understand conversational

nuances so that a search for “Who is Harry Potter?” defines a fictional boy

wizard while a search for “What is Harry Potter?” defines a best-selling

novel series. They provide a pervasive intelligence through a variety of

innovative devices to enhance our lives.

The Rise of Intelligent Marketing

Preparing an Intelligent Brand

✓ Take Authority

✓ Build Conversations

✓ Create Skills

✓ Be Relevant

The Rise of Intelligent Marketing

Step 1: Take Authority

One of the most important ways to establish brand intelligence is to be

the authority of your brand within today’s graphs. Each retailer is

responsible for ensuring their name, address, and phone # is appearing

accurately across the growing list of data sources.

Consumers are no longer relying solely on websites for retailer

information, but trusted third party sources such as Yelp, Google/Bing

Maps and OpenTable. According to Yext’s internal research, they saw 4.8X

more actions from intelligent services than from websites. Examples

include accessing store hours and locations, booking reservations,

getting directions, finding coupons, reading reviews, etc.

Retailers should rethink the value of their website and imbed structured

data within their site to ensure the engines can easily retrieve information

to support intelligent activity.

The Rise of Intelligent Marketing

Step 2: Build Conversations

Up until now, chatbots have been primarily used for customer

service. But now that word error rates have reached human parity and

chatbots have AI capability, they will gain importance throughout each

stage of the customer decision journey.

Gartner predicts that by 2020, customers will manage 85% of their

relationship with an enterprise without speaking to a human. Retailers

should begin brainstorming ways to leverage chatbots throughout the

consumer experience.

Microsoft has created a bot developer framework to help retailers get

started.

The Rise of Intelligent Marketing

Step 3: Create Skills

Voice search continues to go mainstream as we incorporate it into our

daily tasks.

Consumers are showing strong interest in using voice across all

demographics and in new voice devices such as smart speakers. In a

recent local voice search study, Bing researchers found that 40% of

respondents who did not currently own a smart speaker, plan to buy one

within 6 months.

Skills enable intelligent services on connected devices, such as smart

speakers, to help retailers engage with consumers in new

ways. Microsoft offers a Cortana Skills Kit to help retailers create

intelligent, personalized experiences for their customers.

The Rise of Intelligent Marketing

Step 4: Be Relevant

How will bots determine the best singular answer to a voice

request? How can retailers ensure their brand gets into the consideration

set? It’s going to be relevance.

A recent article in Mediapost on relevance introduces the term “relevance

score” and how it will drive results of future voice searches. Not only will

brands need to be relevant, they will have stay prominent with high user

ratings.

As consumer relationships become more bilateral and conversational in

nature, reviews will play an even bigger role in helping agents determine

which result to pick.