Bing Ads: The next evolution in search advertising

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"Bing Ads: The next evolution in search advertising" which was delivered at SMX West in March 2013 by Melanie Reed and Paul Corkery.

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Bing Ads: The next evolution in search advertising

  1. 1. What makes Bing different?Finding your customer with Bing AdsWhat’s next?
  2. 2. Bing It On Challenge
  3. 3. Bing is efficient
  4. 4. Bing is more social
  5. 5. Wiser and informed
  6. 6. Optimized for Windows 8
  7. 7. Be on the go with Windows Phone 8 Internet Explorer Better search results Search Button Easy access Homepage Enjoy iconic imagery and content Bing Vision Scan and search Bing Music Quickly find a song click Local Scout Get local recommendations
  8. 8. While bringing reality to new levels
  9. 9. An audience that delivers results “On [the Yahoo! Bing Network, advertisers saw marked improvement in clicks. On a year-over-year Online Advertising Report basis, advertisers saw 25% higher click volumes.” Oct–Dec 2012 The Yahoo! Bing Network has outperformed Google in return on ad spend, ending Q3 2012 with the Global Search Advertising Trends largest gap of the 18-month period at 28%. October 2012 The “Yahoo! Bing [Network] continued to accelerate its growth with a YoY increase in spend of 48% Paid Search Update compared to Google’s 12%” Q4 2012
  10. 10. You can better connectto our audience
  11. 11. adCenter is now Bing Ads Ad rotation controlsImport Campaign Device OS targetingBid estimation technology Editorial exceptions / appealsImproved location targeting Quality Score impact metricsOpportunities tab Share of voice reportingNew reporting and billing UX Bing Ads Intelligence (Excel)Long Ad Titles IP exclusionsSitelink extensions Bing Ads Editor
  12. 12. Increased rate of platform releasesFrom annual to semi-annual to quarterly to monthly releases
  13. 13. Enable Innovative Marketplace Global ImproveDemand Ad Products Horsepower Readiness Infrastructure
  14. 14. Make it easier and more efficient for advertisers
  15. 15. Improved onboarding experience is easierZero to Click Remove friction points from sign-upBing Ads UX Provide expert guidance for campaign setupAnalytics and transparency Accelerate time-to-live; get ads delivering quickerPowerful tools Leverage Google import and scheduled sync
  16. 16. Rich visualization and tools Streamlined campaign management saves timeZero to ClickBing Ads UXAnalytics and transparencyPowerful tools More inline management − Search query report in campaign management − Appeal editorial rejections in bulk and inline
  17. 17. Targeting Manage targets at multiple levelsZero to ClickBing Ads UXAnalytics and transparencyPowerful tools
  18. 18. Quality Impact Reporting Prioritize Optimization Efforts by ImpactZero to Click Your ads could gain more than 500 additional 3 impressions/dayBing Ads UX Your ads could gain 100 - 500 additional 2 impressions/day Your ads could gain up to 100 additional 1 impressions/dayAnalytics and transparency “Quality impact is a big step toward helping advertisers quantify the importance of improving quality score. And it’s a measure that GooglePowerful tools currently lacks.” - Melissa Mackey, Search Engine Watch
  19. 19. Top versus other reporting Understand your sidebar vs. mainline performanceZero to ClickBing Ads UXAnalytics and transparencyPowerful tools
  20. 20. Share of Voice Reporting Easily identify impressions and clicks lostZero to ClickBing Ads UX LANDING KEYWORD BUDGET RANK BID PAGE RELEVANCEAnalytics and transparencyPowerful tools
  21. 21. Share of Voice Reporting Easily identify impressions and clicks lostZero to Click Combine Quality Score & Bing Ads Share of Voice for a Simple Bid RecipeBing Ads UXAnalytics and transparencyPowerful tools
  22. 22. Bing Ads Intelligence Keyword and marketplace research in ExcelZero to Click Generate new keywords and see how much traffic they have Associated Keywords Traffic Keyword Device Time PeriodSearches Keyword Generated Keyword running shoe Desktops and laptops Feb-13 8,097 running shoes running shoeBing Ads UX running shoe Smart phones Feb-13 680 running shoe Tablets Feb-13 322 running shoes athletic shoes athletic shoes Desktops and laptops Feb-13 309,637 running shoes basketball shoes athletic shoes Smart phones Feb-13 2,239 running shoes tennis shoes athletic shoes Tablets Feb-13 1,717 running shoes shoes basketball shoes Desktops and laptops Feb-13 56,289 basketball shoes Smart phones Feb-13 3,235 See traffic across devices and basketball shoes tennis shoes Tablets Desktops and laptops Feb-13 Feb-13 2,119 19,474 understand the level of tennis shoes Smart phones Feb-13 3,982Analytics and tennis shoes Tablets Feb-13 1,714 keyword competition shoes Desktops and laptops Feb-13 926,649 shoes Smart phones Feb-13 47,037 transparency shoes Tablets Feb-13 30,344 Keyword Performance Keyword Device Match Type Position Clicks Impressions CTR CPC Total Cost Avg Bid running shoe Desktops and laptops Aggregate Aggregate 161 106,691 0.15% $1.38 $222.46 $3.80 athletic shoes Desktops and laptops Aggregate Aggregate 1,270 1,272,773 0.10% $1.91 $2,425.26 $6.50 basketball shoes Desktops and laptops Aggregate Aggregate 2,068 543,287 0.38% $0.43 $891.03 $0.87 tennis shoes Desktops and laptops Aggregate Aggregate 1,652 334,615 0.49% $0.91 $1,506.38 $3.37Powerful tools shoes Bid Estimation Desktops and laptops Aggregate Aggregate 39,999 7,554,661 0.53% $0.60 $24,098.51 $4.00 Keyword Position Match Type Estimated Min Bid Avg CPC Impressions Clicks Cost running shoe MainLine 01 Exact $4.31 $1.14 2,198 110 $125.25 athletic shoes MainLine 01 Exact $3.04 $0.91 1,902 94 $85.30 basketball shoes MainLine 01 Exact $0.97 $0.46 2,325 117 $53.54 tennis shoes MainLine 01 Exact $1.65 $0.69 1,942 98 $67.20 shoes MainLine 01 Exact $1.80 $0.50 57,840 2,893 $1,448.46
  23. 23. Engage with innovative ad productsFinding customers with new experiences
  24. 24. Increased headline lengthLong Ad Title Home Depot Official Site | HomeDepot.com www.HomeDepot.comLocal Ad Extensions Get All Your Home Improvement Needs Now. More Saving More Doing. Click for Directions (206) 361-9600  1048 Reviews 10% Off Appliances $397+ Free Shipping on 300,000+ ItemsCall Ad Products Automatically applied when two conditions are met:Ad Annotations 1 Your ad ranks into the mainline 2 The first sentence of your description or display URL have correct character length to fill the Long Ad Title spaceSitelink Extensions
  25. 25. Business LocationsLong Ad Title Drive foot traffic to your brick and mortar locationsLocal Ad Extensions Home Depot Official Site | HomeDepot.com www.HomeDepot.com Get All Your Home Improvement Needs Now. More Saving More Doing. Click for Directions (206) 361-9600  1048 ReviewsCall Ad Products 10% Off Appliances $397+ Free Shipping on 300,000+ Items Includes:Ad Annotations − Business Address − Click to Directions / MapsSitelink Extensions
  26. 26. Click to Call with metering Go beyond the click and let customers connectLong Ad Title directly over the phone or SkypeLocal Ad Extensions Home Depot Official Site | HomeDepot.com www.HomeDepot.com Get All Your Home Improvement Needs Now. More Saving More Doing.Call Ad Products Click for Directions  (206) 361-9600 1048 Reviews 10% Off Appliances $397+ Free Shipping on 300,000+ ItemsAd Annotations Includes: − Call Tracking − Click to CallSitelink Extensions
  27. 27. Merchant RatingsLong Ad Title Automatic decorative ratings from third-party merchant rating sites Home Depot Official Site | HomeDepot.comLocal Ad Extensions www.HomeDepot.com Get All Your Home Improvement Needs Now. More Saving More Doing. Click for Directions (206) 361-9600  1048 ReviewsCall Ad Products 10% Off Appliances $397+ Free Shipping on 300,000+ Items 1 Listed on BizRate, PriceGrabber, or ResellerRatingsAd Annotations 2 Merchant Rating of 4-stars or betterSitelink Extensions
  28. 28. Improved Sitelinks Provide deep links to your website and highlight additionalLong Ad Title promotions or offers Home Depot Official Site | HomeDepot.com www.HomeDepot.comLocal Ad Extensions Get All Your Home Improvement Needs Now. More Saving More Doing. Click for Directions (206) 361-9600  1048 Reviews 10% Off Appliances $397+ Free Shipping on 300,000+ ItemsCall Ad Products Includes: − Element level reporting − Live in UK and IE marketsAd Annotations − Coming to partner network and mobileSitelink Extensions
  29. 29. Increase marketplace horsepower Marketplace optimization Ads product marketplace Syndication partnerships Surface areas Global markets
  30. 30. Global readinessMarket transition and platform investments for global readiness 2013: 52 countries
  31. 31. What’s next?
  32. 32. Focused on customers andtheir businesses• Deep industry insights• Deliver strategic plans• Drive product innovation
  33. 33. Microsoft vertical integration of assets 30 Million 1 Billion 700 Million 60 Million 5.6 Billion subscribers Use Office registered copies sold searches a 60 Million users month console sales
  34. 34. Multiple surfaces,new opportunities.From today’s experiencesto ones yet unrealized,

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