Bing Ads Parts II and III

KRISTY KROLL, COFOUNDER, GRADUATE MEDIA

About Me:

About Graduate Media:

Former AdWords trainer & tax accountant (180)Graduate: Baylor University / Walsh CollegePassion for SMBs and finding the right marketing mix

Online Marketing & Web Design for SMBsTraining Focus – Know your marketingGrow your marketing as your business grows

BING ADS IMPROVING PERFORMANCE – WHAT YOU’LL LEARN:

oKey Performance IndicatorsoUniversal Event Tracking

o Why do I need it?o Setup & Tracking

oAccount Managemento Important checkso Reportso Tools

oOptimization Processo Keywordso Adso Bidso Settings

oWrap-up & Questions

RECAP – BING ADS PART I, BASICS

o What is Bing Ads & Why Should I Use It?o PPC platform that increase exposure

– fast

o Common Termso SEM, Impressions, CTR, Conversion

o Advertising on Bing – Quality, Cost, & Moreo Ad Rank = Bid x Qualityo Quality = CTR, Relevance, LPQo Charged per click

RECAP – BING ADS PART I, BASICS

oSetting Up Your Accounto Organize your ad groups by themeo Select the best targetingo Choose settings to meet your goals

o Bids vs. Budget vs. Billingo They are different

o Managemento Don’t set it and forget it!

KEY PERFORMANCE INDICATORS

Awareness Sales

CTR

Clicks

Conversions

$/Conv

Conv. Rate

PhoneCalls

Impressions

Avg.Pos.

Avg.CPC

ROASShareof

Voice

Conversions

Avg.CPM

Segments Traffic

Sources

U E Tniversalvent

racking

AKA – Conversion Tracking

UNIVERSAL EVENT TRACKINGoCreate and add your tag to your site

o Paste between Script tags on your websiteo May need help of developer – can email the code

Source: Bing Ads

BREAK! oThe easiest way to add tags:

Google Tag Manager

UET

Facebook PixelAnalytics

Conversion Tracking

ACCOUNT MANAGEMENTImportant ChecksoFirst week

o Check that ads are runningo Check Search Terms Reporto Edit for profitabilityo Pause underperforming ads & create new

oFirst Montho Continue to test adso Aim for 1%+ CTRo Trim what’s not working & expand upon what is meeting your goals

REPORTSPerformance

Search TermWebsite

PlacementAd Extension by Keyword

Change History

Change History

Targeting

Age & GenderGeo

Negative Keyword Conflicts

Analytics

Traffic SourcesSegments

CustomAnything you want

TOOLSoAd Preview & DiagnosisoKeyword PlanneroEditoroBing Ads Intelligence oSegment data

Preview your ads without hurting performance

TOOLSoAd Preview & DiagnosisoKeyword PlanneroEditoroBing Ads Intelligence oSegment data

Get keyword ideas

TOOLSoAd Preview & DiagnosisoKeyword PlanneroEditoroBing Ads Intelligence oSegment data

Edit campaigns offline

TOOLSoAd Preview & DiagnosisoKeyword PlanneroEditoroBing Ads Intelligence oSegment data

Free keyword research tool using

Excel’s interface

TOOLSoAd Preview & DiagnosisoKeyword PlanneroEditoroBing Ads Intelligence oSegment data

Slice & dice data in meaningful ways

OPTIMIZATION - KEYWORDSoMatch types

o Broado +Broad Match Modifiero “Phrase”o [Exact]o -Negative

oSearch Terms reporto Ideas

o Keyword toolo Opportunities tabo Suggested searches

oTurn high performers into separate ad group

OPTIMIZATION - ADSAds are a key component to improving

performance

oA/B testing – CriticaloAd Copy

o Use prices & promotionso Inter-Capitalize Texto Pay attention to spacingo Use a CTA

oTry Dynamic TextSource: Bing Ads

OPTIMIZATION - BIDS

oMake sure you’re on the first page

oAdd columns for Est. First and Top Page Bids

oSet bids to help ensure profitability

oUse bid adjustments$

OPTIMIZATION - SETTINGSoAd Scheduling is your friendoRefine your targetingoBudget

o Maintain distance between bids & budgetoAd rotation – set to rotate evenly oUse all ad extensions possible

Source: We Know Memes

BING ADS, PART IIIoConclude your Bing Ads journey with us to learn how to:

o Retarget ads to users that have already visited your siteo Improve your quality of life with time-saving trickso Sell your products with Bing Shopping Adso Refine your targeting for mobile users

oRegister for the next course here:

https://www.facebook.com/events/1761806957373939/

WRAP-UP

Questions?

BING ADS ADVANCED FEATURES – AGENDA:oRecap of Improving Performance & Basic Ads TrainingsoRemarketing

o Setupo Where ads showo Uses

oTime SaversoBing Shopping Ads

o Abouto Setting Up an account

oThinking MobileoWrap up & Questions

RECAP – BING ADS PART II, IMPROVING PERFORMANCE

oKey Performance Indicatorso Awareness or Sales

oUniversal Event Trackingo A must-have featureo Track profit and determine ROAS

oAccount Managemento First week & month checkso Lots of reportso Several handy tools

RECAP – BING ADS PART II, IMPROVING PERFORMANCE

oOptimization Processo Keywords

o Match Typeso Search Terms

o Adso A/B testing

o Bidso Position

o Settingso Ad Scheduling

RECAP – BING ADS PART I, BASICS

oAdvertising on Bing – Quality, Cost, & Moreo Ad Rank = Bid x Qualityo Quality = CTR, Relevance, LPQo Charged per click

oSetting Up Your Accounto Organize your ad groups by themeo Select the best targetingo Choose settings to meet your goals

o Managemento Don’t set it and forget it!

REMARKETINGoWhat is it?

o A powerful tool that allows you to show ads to people that have been to your website

o Code that you place on your site

Your Website

Bing Search

Your Ad

………………………………………………

ID: 9823197771………………………………………………………………………………………………

REMARKETING SETUPo Same code as Conversion TrackingoNeed access to edit your website’s code or GTM, or a webmaster to help

#1 Get the Codeo Conversion Tracking>Create UET Tag

o Place the code on the pageo Will start tracking quickly

#2 Create your listo Shared Library>Audiences>Create Remarketing List

#3 Add the list to your Ad Groupo All Campaigns>Your Campaign>Your Ad Group

REMARKETINGoWhere Ads Show

o To Users on Bing’s Search Networko Requires at least 1,000 users to enable

o Max duration

oUseso Show an ad to someone that visited your page, but did not buyo Upsell to someone that made a purchaseo Restrict ad serving to people that have not made a purchaseo Cross-target users through multiple acquisition channels

1,000+

TIME SAVERSoTips

o Use copy and paste for ads & keywordso Use the checkmarks to select the whole list

o Quick status changeso Use filters to quickly find relevant datao Save custom filers & columns for later

oCampaign Negative Keywords - ListsoUse Automated RulesoUse the app

BING SHOPPING ADSoAbout

o Show products to users searching on Bingo Image and basic data shows in the search

SETTING UP SHOPPING ADSoSet up Bing Merchant Center

o Upload your products – price, size, image URL, variations, etc.oCreate Shopping Campaigns

o Import from AdWordso Create Shopping Campaign

oEdit your Ad Groupo No keywords!o Optimize with bids, product group attributes, & campaign priority

o Ok to have the same product in multiple product groups – seasonal, clothing, material, etc.

Source: Bing Ads Help

MOBILE OPTIMIZATIONoConsider your user’s journey

o Where are they at in the funnel – Awareness or Purchaseo What do they need?

o Where are they physically located?o At home, in store, at a restaurant, etc.?

oDraft ads that fit with their point in the journeyoCommon Optimizations

o Use local language – “Visit” or “Stop in”o Mobile & Location extensions are very importanto Mobile optimized bids – know the value of a mobile user to your

businesso Bid adjustments – mobile & location

Potential Customers

Purchase

Awareness

WRAP-UP

Questions?

WANT TO LEARN MORE?Resources:http://help.bingads.microsoft.com/#apex/3/en/n5000/0https://www.youtube.com/watch?v=Ysg5qp0JWo4

Contact us to help with your setup or web design:

Graduatemediaservices.comfacebook.com/GraduateMedia/

linkedin.com/company/graduate-mediainstagram.com/graduate_mediatwitter.com/graduate_media