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BEST PRACTICES WITH BING ADS
John Gagnon, Bing Ads Evangelist
#SMX, #jmgagnon, #bingads
JOHN GAGNON,
BING ADS EVANGELIST
#SMX, #jmgagnon, #bingads
BLOGGER:
FORMER GOOGLE GUY, SEARCH CAMPAIGN MANAGER, DATA ANALY...
Best practices with Bing ads
What you need to know about Bing
Device targeting
Bing ads intelligence
Broad match keywords
...
What you need to
know about Bing:
In 2013…
#SMX, #jmgagnon, #bingads
+21%
INCREASED
EFFICIENCY
+100
NEW
FEATURES
+25%
CLIC...
TheYahoo!Bing Network includesMicrosoft and Yahoo!CoreSearchsites in theU.S, September 2013 #SMX, #jmgagnon, #bingads
168M...
comScoreExplicit CoreSearch(custom), September 2013. #SMX, #jmgagnon, #bingads
monthly searches on
Yahoo Bing Network
5.5B...
NETWORK
114MUNIQUE
SEARCHERS
11%
SHARE
2.1B
MONTHLY
SEARCHES
18%
SHARE
3.3B
MONTHLY
SEARCHES
110MUNIQUE
SEARCHERS 168MUNIQ...
Our searchers spend more
1. TheYahoo!Bing Networkincludes Microsoftand Yahoo!CoreSearchsites in theU.S.
2. comScoreExplici...
The YBN unique audience is strong across verticals
Audiencedata representsBing Web and YahooU.S. Web Searchfrom comScoreqS...
Bing gets a solid share of all paid search clicks
comScoreExplicit CoreSearch,June2013 and comScoreExplicit CoreSearch(cus...
BEST PRACTICES WITH BING ADS
#SMX, #jmgagnon, #bingads
Device targeting:
Stronger campaigns
immediately
#SMX, #jmgagnon, #bingads
MOBILE DELIVERED
Mobile Mobile +
Tablet
Mobile
+ PC +
Tablet
Mobile +
PC
3.57%
3.3%
2.86%
1.53%
TABLET DELIVERED
Tablet PC...
Target by device on Bing
Targeting devices and operating
systems allows optimization of ad
creative, landing experience an...
Tips for stronger mobile PPC
Keep conversions simple. This is what mobile users want:
Question: Howimportantis it to youis...
Tips for stronger mobile PPC
Bid high for the top two spots in the mobile SERP.
The screen is much smaller and it becomes ...
Bing ads intelligence:
Be a keyword giant
#SMX, #jmgagnon, #bingads
Bing ads intelligence is a gem for search marketers
BAI is a powerful keyword research tool that uses the Excel interface....
Bing ads intelligence |
DEMO
#SMX, #jmgagnon, #bingads
Broad match keywords:
More clicks = more conversions
#SMX, #jmgagnon, #bingads
Bing ads continuously strengthens broad match performance
Investment in matching technology includes:
#SMX, #jmgagnon, #bi...
Broad match = lower CPC, higher conversion rate
Microsoftinternaldata, 2012 –2013 #SMX, #jmgagnon, #bingads
$16.39 $16.09 ...
70%more clicks
27%more clicks
BROAD MATCH
PHRASE MATCH
EXACT MATCH
Using broad match gives you
70%
56%
Microsoftinternalda...
30%of searches on Bing are unique.
It’s impossible for an exact
match campaign to reach
these searchers.
#SMX, #jmgagnon, ...
Drive more conversions with broad match
% More conversions from broad match
% More clicks from broad match
#SMX, #jmgagnon...
Broad match modified
Results include any of the
keywords searched on, in
any order or location on a
site or page.
Yellow R...
The SEM's Guide to Best Practices for Bing Ads
The SEM's Guide to Best Practices for Bing Ads
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The SEM's Guide to Best Practices for Bing Ads

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Smx West 2014 Session #Smx #23B - Best Practices With Bing Ads By John Gagnon @Jmgagnon Of Bing Ads - Microsoft

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Transcript of "The SEM's Guide to Best Practices for Bing Ads"

  1. 1. BEST PRACTICES WITH BING ADS John Gagnon, Bing Ads Evangelist #SMX, #jmgagnon, #bingads
  2. 2. JOHN GAGNON, BING ADS EVANGELIST #SMX, #jmgagnon, #bingads BLOGGER: FORMER GOOGLE GUY, SEARCH CAMPAIGN MANAGER, DATA ANALYST SPEAKER:
  3. 3. Best practices with Bing ads What you need to know about Bing Device targeting Bing ads intelligence Broad match keywords #SMX, #jmgagnon, #bingads
  4. 4. What you need to know about Bing: In 2013… #SMX, #jmgagnon, #bingads +21% INCREASED EFFICIENCY +100 NEW FEATURES +25% CLICKS +900 FEATURE UPDATES
  5. 5. TheYahoo!Bing Network includesMicrosoft and Yahoo!CoreSearchsites in theU.S, September 2013 #SMX, #jmgagnon, #bingads 168MOne ad buy through Bing ads reaches 168 million unique searchers on the Yahoo Bing Network. What you need to know about Bing |
  6. 6. comScoreExplicit CoreSearch(custom), September 2013. #SMX, #jmgagnon, #bingads monthly searches on Yahoo Bing Network 5.5B 29%of the search market What you need to know about Bing |
  7. 7. NETWORK 114MUNIQUE SEARCHERS 11% SHARE 2.1B MONTHLY SEARCHES 18% SHARE 3.3B MONTHLY SEARCHES 110MUNIQUE SEARCHERS 168MUNIQUE SEARCHERS 29% SHARE 5.5B MONTHLY SEARCHES Yahoo Bing Network is a force comScoreExplicit CoreSearch,June2013 and comScoreExplicit CoreSearch(custom), September 2013 #SMX, #jmgagnon, #bingads What you need to know about Bing |
  8. 8. Our searchers spend more 1. TheYahoo!Bing Networkincludes Microsoftand Yahoo!CoreSearchsites in theU.S. 2. comScoreExplicit CoreSearch(custom), September 2013. #SMX, #jmgagnon, #bingads 123 0 20 40 60 80 100 120 140 YAHOO! BING NETWORK GOOGLE AVERAGE INTERNET BUYING POWER INDEX United States What you need to know about Bing |
  9. 9. The YBN unique audience is strong across verticals Audiencedata representsBing Web and YahooU.S. Web Searchfrom comScoreqSearch(custom), US, September 2013. Industrycategories based oncomScoreclassifications. #SMX, #jmgagnon, #bingads Autos Business & Finance Education Telecom Travel Retail Unique Total Users who also GoogleUnique YBN 1 Million users What you need to know about Bing |
  10. 10. Bing gets a solid share of all paid search clicks comScoreExplicit CoreSearch,June2013 and comScoreExplicit CoreSearch(custom), September 2013 #SMX, #jmgagnon, #bingads 37% TELECOMMUNICATIONS 27% HOME FURNISHINGS 34% FINANCIAL SERVICES 32% CAREER RESOURCES 26% RETAIL - TOYS 40% TRAVEL - AIRLINES 36% AUTO - MANUFACTURER 28% LIFESTYLE - FOOD What you need to know about Bing |
  11. 11. BEST PRACTICES WITH BING ADS #SMX, #jmgagnon, #bingads
  12. 12. Device targeting: Stronger campaigns immediately #SMX, #jmgagnon, #bingads
  13. 13. 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% #SMX, #jmgagnon, #bingads Device-specific ads are a must for better results Device targeting |
  14. 14. Target by device on Bing 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 #SMX, #jmgagnon, #bingads Device targeting |
  15. 15. Tips for stronger mobile PPC Keep conversions simple. This is what mobile users want: Question: Howimportantis it to youis it that thewebsite let youdo each ofthefollowing?Top2 Boxresponses shown Source:Google-sponsoredstudy with 1,088 USadults (25-54); survey/interviewsconducted Q3 2012. #SMX, #jmgagnon, #bingads 76% GET A LOCATION OR OPERATING HOURS 61% “CLICK TO CALL” THE BUSINESS 54% SEND EMAIL 53% DOWNLOAD AN APP 48% GET TO THE COMPANY’S SOCIAL NETWORKING PAGE 41% PLAY A VIDEO CLIP Device targeting |
  16. 16. Tips for stronger mobile PPC Bid high for the top two spots in the mobile SERP. The screen is much smaller and it becomes more critical to be at the top. #SMX, #jmgagnon, #bingads With Click-2 Call Without Click-2 Call Device targeting |
  17. 17. Bing ads intelligence: Be a keyword giant #SMX, #jmgagnon, #bingads
  18. 18. Bing ads intelligence is a gem for search marketers BAI is a powerful keyword research tool that uses the Excel interface. Download now! #SMX, #jmgagnon, #bingads Bing ads intelligence | Aggregate keywords for KW expansions. Looks at queries that contain your keywords, related searches from Bing AND competitive campaigns. 3 2 1 Traffic for search volume. Drill down: You can get Bing and Yahoo search volume by month by device, for example. Keyword performance for bids. Insight into the auction by position data!
  19. 19. Bing ads intelligence | DEMO #SMX, #jmgagnon, #bingads
  20. 20. Broad match keywords: More clicks = more conversions #SMX, #jmgagnon, #bingads
  21. 21. Bing ads continuously strengthens broad match performance Investment in matching technology includes: #SMX, #jmgagnon, #bingads MATCHING TECHNOLOGY FINE-TUNING CLICK PREDICTION MODELING QUALITY / RELEVANCE PROTECTION CONVERSION AND CLICK QUALITY METRICS PAST, PRESENT, CUSTOMIZED ALGORITHMS Broad match keywords |
  22. 22. Broad match = lower CPC, higher conversion rate Microsoftinternaldata, 2012 –2013 #SMX, #jmgagnon, #bingads $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 broad match clicks cost-per-conversion conversion rate Broad match keywords |
  23. 23. 70%more clicks 27%more clicks BROAD MATCH PHRASE MATCH EXACT MATCH Using broad match gives you 70% 56% Microsoftinternaldata, 2012 –2013 #SMX, #jmgagnon, #bingads more conversions more clicks Broad match keywords |
  24. 24. 30%of searches on Bing are unique. It’s impossible for an exact match campaign to reach these searchers. #SMX, #jmgagnon, #bingads Broad match keywords |
  25. 25. Drive more conversions with broad match % More conversions from broad match % More clicks from broad match #SMX, #jmgagnon, #bingads Broad match keywords |
  26. 26. Broad match modified Results include any of the keywords searched on, in any order or location on a site or page. Yellow Rain Boots Returns ads including: Yellow rubber ducks Cowboy boots Rain gutters Broad match Results include variations on your keywords that are synonyms. Yellow Rain Boots Returns ads including: Yellow rubber boots Colorful rain boots Orange galoshes Broad match modified vs broad match #SMX, #jmgagnon, #bingads Broad match keywords |
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