New Bing Updates You Need in 2017 for Optimal Performance
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Transcript of New Bing Updates You Need in 2017 for Optimal Performance
#thinkppc
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 [email protected]
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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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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: [email protected]
Bing Feedback: [email protected]