10 BURNING Bing Ads Questions:
What You Need To Know Now!
John Gagnon, Bing Ads Evangelist
Search Nerd

Data Geek

I listen, speak and blog
Online Marketing Manager
Former Googler
...
Larry Kim, Founder & CTO, WordStream

• Founder, CTO, WordStream, Inc.
• Been doing PPC & SEO for 10 Years!

• Provider of...
Today’s Agenda

• Brief intro to Bing Ads
• The Yahoo Bing Network: Millions of unique
searchers you’re missing out on!
• ...
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?
168M

One ad buy through Bing Ads reaches
168 million unique searchers on the
Yahoo Bing Network.
5.5B
29%

monthly searches on
Yahoo Bing Network

of the search market
114M

UNIQUE
SEARCHERS

11% share
2.1B MONTHLY
SEARCHES

110M

UNIQUE
SEARCHERS

18% share
3.3B MONTHLY
SEARCHES

168M

UN...
Our searchers spend more

[VALUE]
What can you do to make your
search efforts stronger?
#1. Device-specific ads are a must for better results

PC Delivered

Mobile Delivered

Tablet Delivered

3.57%
3.3%
2.96%
...
Device targeting capabilities
Targeting devices and operating
systems allows optimization of ad
creative, landing experien...
#2. Bing Ads Intelligence is a gem for search marketers
Continuously strengthen broad match performance

Investment in matching technology includes:

Click
prediction
modeling

M...
#3. Use Broad Match. Improved for more conversions
120

6.28%

5.44%

100
80

4.34%

4.49%

4.73%

6.60%

6%

5.50%

4.62%...
More clicks and more conversions

70%
more clicks

27%
more clicks

Microsoft internal data, Oct 2013
The truth about match types and quality score

Broad match
performance
does not impact
exact or phrase
match Quality
Score...
10 Burning Questions
1. Who should be on Bing Ads?
Top Verticals.
Folks who like lower CPCs and lower competition.
And other reasons.

Besides ...
Can’t miss share of paid search clicks
The YBN unique audience is strong across verticals
Unique Total

Autos
Business
& Finance
Education
Telecom
Travel

Retail...
Infographic: “Stop Treating the Yahoo! Bing Network Like
the Red-Headed Stepchild”

Jonathan Long
President
Market Dominat...
Diversify.
2. When should I start?
Depends. Bing Ads Express.
Customer Service.
20%-30% optimization growth.

Besides right now.
3. What are you favorite Bing Ads features?
Bing Ads Intelligence
Share of Voice
Incremental Bidding
1.Bing Ads Intelligence – Download it at keywords.com

2. Share of Voice reporting

3. Incremental Bidding
4. What are some common mistakes people
make with Bing Ads?
Fixes upon import.
Forgetting keyword gaps.
Forgetting device ...
1. Fixes on import

• URL Tracking {creative} to {adid}
• Geographic targeting
2. Forgets to fill gaps

3. Doesn’t take ad...
5. What are the smart keyword strategies I can use
on Bing?
Keyword Discover + Focus.
4-5 words in a keyword?
SKUs. Call o...
Discovery: Volume

Refine: CVR & CTR
Outside of brands; Sweet spot ~4-5 based on CPA
Recap on
CPA trend…
That’s bad
Only 0.18% of Clicks
came from KWs with
mor...
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...
Focus on Keyword Relevance
8. Does Bing have Enhanced Campaigns?
Yes, we are compatible with Google’s Enhanced
Campaigns with one helpful twist; you ...
Device targeting capabilities
Targeting devices and operating
systems allows optimization of ad
creative, landing experien...
9. How can I be most successful on Bing?
Invest some time with us.
Focus on fundamentals: negative keywords, ad
copy testi...
10. Where is Bing going in 2014, and beyond?
Slow, steady climb in market share. Bing is
at 18.2%
Smart Search in Windows ...
Windows 8.1 Smart Search Ads

Visually Impactful
Ad Experience is
useful for Consumers
Thank you for attending
WordStream and Bing’s webinar!
Sign up for a free trial of PPC Advisor today:
http://www.wordstrea...
10 Burning Bing Ads Questions: What You Need to Know Now!
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10 Burning Bing Ads Questions: What You Need to Know Now!

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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.

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10 Burning Bing Ads Questions: What You Need to Know Now!

  1. 1. 10 BURNING Bing Ads Questions: What You Need To Know Now!
  2. 2. John Gagnon, Bing Ads Evangelist Search Nerd Data Geek I listen, speak and blog Online Marketing Manager Former Googler Better analysis leads to smarter digital marketing decisions. So I teach Excel techniques to digital marketers. Search Excel
  3. 3. 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!
  4. 4. 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!
  5. 5. We brought you big improvements in 2013 +25% clicks +900 feature updates +21% increased efficiency +100 new features
  6. 6. Biggest Differentiator 3 Tips for Stronger Campaigns 10 Burning Questions Open Q&A
  7. 7. Is your search campaign ignoring nearly one-third of the US market?
  8. 8. 168M One ad buy through Bing Ads reaches 168 million unique searchers on the Yahoo Bing Network.
  9. 9. 5.5B 29% monthly searches on Yahoo Bing Network of the search market
  10. 10. 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 NETWORK
  11. 11. Our searchers spend more [VALUE]
  12. 12. What can you do to make your search efforts stronger?
  13. 13. #1. Device-specific ads are a must for better results PC Delivered Mobile Delivered Tablet Delivered 3.57% 3.3% 2.96% 1.54% 2.86% 1.50% 2.48% 1.83% 1.53% 1.01% 1.11% 0.34% PC PC + Tablet Mobile + Mobile + PC + PC Tablet Mobile Mobile + Mobile + Mobile + Tablet PC + PC Tablet Tablet PC + Tablet Mobile + Mobile + Tablet PC + Tablet
  14. 14. 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 Microsoft Confidential
  15. 15. #2. Bing Ads Intelligence is a gem for search marketers
  16. 16. Continuously strengthen broad match performance Investment in matching technology includes: Click prediction modeling Matching technology fine-tuning Past, present, customized algorithms Quality / relevance protection Conversion and click quality metrics
  17. 17. #3. Use Broad Match. Improved for more conversions 120 6.28% 5.44% 100 80 4.34% 4.49% 4.73% 6.60% 6% 5.50% 4.62% 4.60% 7% 5% 3.91% 4% 60 3% 40 2% 20 0 $16.39 $16.09 $15.75 $17.00 Jan-13 Feb-13 Mar-13 Apr-13 broad match clicks $18.33 May-13 $17.99 Jun-13 1% $14.65 $14.97 $12.48 $11.45 Jul-13 Aug-13 Sep-13 Oct-13 cost-per-conversion 0% conversion rate Microsoft internal data, 2012 – 2013
  18. 18. More clicks and more conversions 70% more clicks 27% more clicks Microsoft internal data, Oct 2013
  19. 19. 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
  20. 20. 10 Burning Questions
  21. 21. 1. Who should be on Bing Ads? Top Verticals. Folks who like lower CPCs and lower competition. And other reasons. Besides everyone.
  22. 22. Can’t miss share of paid search clicks
  23. 23. The YBN unique audience is strong across verticals Unique Total Autos Business & Finance Education Telecom Travel Retail Unique YBN Users who also Google 1 Million users Audience data represents Bing Web and Yahoo U.S. Web Search from comScore qSearch (custom), US, September 2013. Industry categories based on comScore classifications.
  24. 24. Infographic: “Stop Treating the Yahoo! Bing Network Like the Red-Headed Stepchild” Jonathan Long President Market Domination Media “CPCs were usually 37% to 77% lower on YBN than AdWords’ CPCs” “There were 36% fewer active search marketers on YBN to bid against”
  25. 25. Diversify.
  26. 26. 2. When should I start? Depends. Bing Ads Express. Customer Service. 20%-30% optimization growth. Besides right now.
  27. 27. 3. What are you favorite Bing Ads features? Bing Ads Intelligence Share of Voice Incremental Bidding
  28. 28. 1.Bing Ads Intelligence – Download it at keywords.com 2. Share of Voice reporting 3. Incremental Bidding
  29. 29. 4. What are some common mistakes people make with Bing Ads? Fixes upon import. Forgetting keyword gaps. Forgetting device specific campaigns. Not customizing experiences.
  30. 30. 1. Fixes on import • URL Tracking {creative} to {adid} • Geographic targeting 2. Forgets to fill gaps 3. Doesn’t take advantage of broad match or mobile 4. Doesn’t take time to customize experiences.
  31. 31. 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.
  32. 32. Discovery: Volume Refine: CVR & CTR
  33. 33. Outside of brands; Sweet spot ~4-5 based on CPA Recap on CPA trend… That’s bad Only 0.18% of Clicks came from KWs with more than 7 or more Opinion – Why go broad on 6+token KWs? Microsoft internal data, Oct 2013
  34. 34. 6. How can I get a 23% lift with very little effort? Sitelink Extensions. Tip: Don’t miss the opportunity to be strategic.
  35. 35. Be strategic with Sitelink extensions luxury hotels minneapolis hotels near metrodome minneapolois
  36. 36. 7. What is Quality Score and why should I care? Quality Score helps you prioritize your optimizations. And it’s match type-specific.
  37. 37. Focus on Keyword Relevance
  38. 38. 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.
  39. 39. 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
  40. 40. 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.
  41. 41. 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.
  42. 42. Windows 8.1 Smart Search Ads Visually Impactful Ad Experience is useful for Consumers
  43. 43. 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 lkim@wordstream.com http://twitter.com/larrykim
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