10 BURNING Bing Ads Questions: What You Need To Know Now!
10 Burning Bing Ads Questions: What You Need to Know Now!
Sep 14, 2014
For more information, visit www.wordstream.com
FACT: There are over 51 million unique searchers on the Bing Ad Network that do not use Google.
If you're not advertising on Bing, you're missing out these potential prospects – that's a lot of traffic you're not even trying to turn into leads and sales!
Getting started with PPC advertising on Bing can be confusing. That's why in this free webinar, WordStream Founder and CTO Larry Kim will partner with Bing Sr. Evangelist John Gagnon to answer the top 10 Burning Bing Ads questions. You'll learn:
- How you can get a 23% lift with very little effort
- How you can be most successful on Bing
- At what point should you set up a Bing account?
- What are the differences between Bing and AdWords?
- What are some common mistakes people make in Bing Ads?
- And much more!
After watching this webinar, you'll learn how to make the most of Bing without adding to your PPC workload.
FACT: There are over 51 million unique searchers on the Bing Ad Network that do not use Google.
If you're not advertising on Bing, you're missing out these potential prospects – that's a lot of traffic you're not even trying to turn into leads and sales!
Getting started with PPC advertising on Bing can be confusing. That's why in this free webinar, WordStream Founder and CTO Larry Kim will partner with Bing Sr. Evangelist John Gagnon to answer the top 10 Burning Bing Ads questions. You'll learn:
- How you can get a 23% lift with very little effort
- How you can be most successful on Bing
- At what point should you set up a Bing account?
- What are the differences between Bing and AdWords?
- What are some common mistakes people make in Bing Ads?
- And much more!
After watching this webinar, you'll learn how to make the most of Bing without adding to your PPC workload.
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Transcript
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
http://twitter.com/larrykim
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