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Bing Ads: Tips from the Source
 

Bing Ads: Tips from the Source

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Bing makes up 30% of your pay-per-click portfolio. ...

Bing makes up 30% of your pay-per-click portfolio.

Learn to optimize Bing to within an inch of its life.

Monitor budget split on Bing and Google: Drive volume and low-cost conversions across networks.

Maximize yield: Is your campaign reaching its full potential? Share Voice Metrics can give you actionable insight at every level.
Zero-effort optimization: Proactive Bid Recommendation tool identifies keywords "on the cusp of greatness".
Get really advanced: Bing Ads Intelligence changes the way you understand your business and your buyers.

In this deeply technical, hands-on webinar, Trada and Bing will show you how to maximize profitability on Bing Ads, while reaching 53 million unduplicated users.

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    Bing Ads: Tips from the Source Bing Ads: Tips from the Source Presentation Transcript

    • Bing Ads:Tips from the SourceTRADA WEBINAR SERIES
    • Meet Your SpeakersPaul CorkerySr. Operations Program ManagerSMB Search Platform & ToolsMicrosoft@c0rk
    • Meet Your SpeakersMatt HesslerDirector of Account Management, Trada13 years of PPC and SEO@fasterstill
    • Meet Your SpeakersAnna SawyerHead of Content, TradaDigital Marketing Educator@annafsawyer
    • We know PPC.Trada is the world’s only performance-basedonline advertising marketplace.1You set CPA goals.2We assign a team of PPC experts to yourcampaign.3 Your expert team collaborates to beat thosegoals.
    • Optimizers and Trada partners aresupported by the Trada Marketplace.YourCompanyTrada’s Marketplace is where ourglobal community of certifiedPPC experts work.Our automated Optimizer Matching™algorithm makes sure your Optimizerteam is qualified based on experience,historical performance and other factors.
    • Trada is performance-based PPC.Trada isperformancebased: you set goals,experts work to beat them.Our unique method of goal alignment is not justa feature - it is the driving force in ourmarketplace. You set goals, your Trada teamworks to beat them, and they are compensatedfor their success.It’s changing the way companies likeyours do marketing.Featured in:
    • #TradaBingUse the hashtag todayand win $25.WEBINARDETAILSPlease enter your questionsthroughout the call–we’ll get to themat the end!We will send out a recording and alink to the slides after the webinar.
    • The best Google AdWordsoptimization strategy is Bing Ads?TheGoogzThink your AdWords campaign isdialed?Making Bing an importantelement of your overall portfolioallows you to optimize for volumeand conversions.
    • Why Bing?Data like this showsmore than ever thatit’s imperative tomanage budgetacross platforms toget the best results.
    • You’re missing out if you’re notoptimizing Bing.• Searchers on Bing are likely tospend 20% more than theaverage internet searcher• Top verticals for Bing includeretail and business/finance• Click prices are often muchcheaper... meaning you canget conversions for less, andbackfill your needed volumewith AdWords spend1Source: comScore CoreSearch, March 2013159Million51Millionon the Yahoo!Bing NetworkYahoo! Bing Network uniquesearchers who don’t use GoogleAlready running an optimized Google AdWords campaign? The only way totruly optimize a great AdWords campaign is to allocate budget to Bing.SAMPLE SCENARIO Meg runs marketing for an eCommerce company, and to drive profitability, sheneeds new customers and repeat customers. To attract new customers, a typical strategy might be torun Google AdWords and Facebook ads. If she doesn’t include Bing Ads in her acquisition strategy:she’s missing2 out of every 10searchers onthe Yahoo! BingNetwork......every month.And, those 2customers arelikely to spend20% more than theother 8 customers1.2 out of every 1searchers onthe Yahoo! BingXX 23 $
    • Maximize your overall budgetAdjust your budget split against conversion price and volume a regular basis:we recommend 2x/month.Google Bing AdsTake a look at your current spend for the networks you areadvertising on, then determine conversion costs and volume foreach network. Move more budget to the network that can get youlower conversion costs, and make up volume with the othernetwork.7K 3K
    • Trada does this automaticallyOur Budget Split algorithm shiftsbudget opportunistically.Most campaigns start with a 70/30 Google –Yahoo! Bing Network split, but as data isgenerated, the budget allocation processchanges the network budget split every 15 days.Budget is reallocated based on the NetworkConversion Rate, which equals the number ofconversions per clicks for each ad network; andNetwork Conversion Volume, which is the totalnumber of conversions for a specific time frameon an ad network.
    • Trada’s Performance-Based Marketplace Helps Mid-Market Companies Reach Customers on Bing AdsMid-market companies have sophisticated needs, but theytend to be short on resources and have smaller marketingteams than their Fortune 500 competitors. to help thisor manage campaigns in-house. “traditional agencies don’ttrada makes it easy to advertise on the yahoo! BingCase StudyPartner: trada
    • How to maximize yieldIs your campaign reaching its fullpotential?Bing’s Quality Score (the basics)Combine QS with Share of Voice Metrics for abidding recipeQuality Impact Score shows the quantity ofimpressions you could win back by making changes
    • Bing’s quality scoreAggregated at every level (keyword, match type,ad group, campaign, account)Shares actionable competitive data
    • Combine with Share of VoiceWhy are you losing impressions?
    • A ‘bid recipe’
    • Finding Share of Voice
    • Learn the impact of changes beforeyou make them
    • Keyword distribution graphing
    • “Smart” keyword recommendation
    • On-demand estimation
    • See your changes over time
    • Competition-level reporting
    • Where does your company fit?We think most of our webinarguests are:- marketing directors/leaders- PPC pros- CEOs/foundersat mid-market companies.Mid-market companies aresomewhere between Fortune500 and your local pizza shop.
    • Mid-market companies are cool!Mid-market companies makeup around 40% of the US GDP.There are 8Million USbusinesses that make between500K–500M in annualrevenue.
    • Mid-market companies are unique.You need sophisticatedreporting and analysisYou tend to have smallmarketing teams/limitedresourcesMost mid-market companies run PPC in-house......or they work with an agency or consultant.Your needs?Your PPC solution?
    • Bing ads intelligenceBing Ads Intelligence gives youcool data including genderdemographics, locationdemographics, etc.It plugs into Excel, so you can getreally granular and understandthe marketplace as a whole.
    • Talk to your team51 Million American searchers use Bing only...and aren’t using Google.1This means you’re missing 30%of your potential customers if you’re not optimizing Bing.Most mid-market companies with a PPC portfolio spend some of their budget on Bing. But theytend to feel that they aren’t optimizing it fully. To get the best results, split your PPC budget betweenGoogle and Bing, and allocate it according to conversion volume and price.DID YOU KNOW?• Searchers on Bing are likely tospend 20% more than theaverage internet searcher• Top verticals for Bing includeretail and business/finance• Click prices are often muchcheaper... meaning you canget conversions for less, andbackfill your needed volumewith AdWords spend159Million51MillionUnique searcherson the Yahoo!Bing NetworkYahoo! Bing Network uniquesearchers who don’t use GoogleHelp your team understand Bingaccounts for 30% of your searchtraffic.
    • Super-easy import
    • Looking for more basic help?www.trada.com/blogwww.trada.com/resourceswww.youtube.com/tradaincTrada has hundreds of FREEresources available to instruct youhow to build and manage healthy,profitable pay-per-clickcampaigns.
    • Alone, do you have the time and diversityof strategy to manage sophisticatedcampaigns well?You can build out a large in-house team:but they’re expensive, complicated andtime-consuming to hire, make space for,manage.Traditional agency models are oftenmotivated to spend your budget.Plus... who’s really doing the work?Mid-market search solutionsIn-house PPC team (doing it yourself) Working with an agency
    • The ideal scenario: a tool for youragency or in-house team.You could have a team of experts doingthe work of PPC on your behalf. Theywould work with your in-house person,who would manage strategy.They would be paid based onperformance goals you set,meaning they would fight to getYOU results.They would collaborate within anapplication that would allow themto see the performance data theyneed to succeed.Your in-house team would havecontrol over their strategy andvisibility into ALL the data.
    • You can have both.Trada is the world’s only performance-basedonline advertising marketplace.When you join Trada, we assign ahighly specialized team of paidsearch experts (Optimizers) towork on your PPC campaigns.We have a global community ofcertified paid search experts.
    • Optimizers and Trada partners aresupported by the Trada Marketplace.YourCompanyTrada’s Marketplace is where ourglobal community of certifiedPPC experts work.Our automated Optimizer Matching™algorithm makes sure your Optimizerteam is qualified based on experience,historical performance and other factors.
    • Optimizers do work, you maintaincontrol, Trada supports it all.create and testtargeted ad copygenerate keywordlistsmanage bid pricesrespond quickly tocampaign requests! ! ! ! Your dedicatedaccount manager actsas strategic partnerand Optimizer liaison.Your Optimizer team does the dailywork of campaign research, ad copyand testing, and constant refinement.
    • Goals are finally aligned.15%of marketers withtheir PPC performanceOnlymarketers aresatisfied with theiragency’sThe agency model for PPC isoutdated. It was designed forOnly 1 in 5marketers aresatisfied with theiragency’s performanceTraditional agencies chargea percent of marketingspend. They are motivatedto spend your budget.1You set CPA goals.2We assign a team of PPCexperts to your campaign.3 Your expert teamcollaborates to beat thosegoals.
    • Trada’s customersSeth from Dr Vita loved that hisOptimizer team would reactimmediately to the need for ads for anew product–within hours, ads wouldbe running live on the networks.
    • Learn more about how we can help.We’d love to analyze your current PPCand determine if Trada is a fit for apartnership with you.Type “I’d like a demo”into the chat box.
    • ?@fasterstill@annafsawyer48@c0rk