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John Gagnon 
BLOGGER 
SPEAKER 
FORMER GOOGLE GUY, SEARCH CAMPAIGN MANAGER, DATA ANALYST 
#StateofSearch | @jmgagnon | @bin...
Let’s talk about Bing Ads 
BRAND TERMS: TO BID OR NOT TO BID? 
LATEST, GREATEST TOOLS 
ROADMAP TO BING ADS STARDOM 
NOT EV...
Study: Brand term bidding 
research from Bing Ads 
Should SEM campaigns bid on 
their own brand terms? 
@jmgagnon | @binga...
Methodology of the study 
January – March 2014 
50 MILLION impressions 
#StateofSearch | @jmgagnon | @bingads
Brand term bidding + SEO delivers more clicks 
#stateofsearch | @jmgagnon | @bingads 
Bing Ads Internal Data
32% More clicks with Paid + Organic 
32% Gain 
Bing Ads Internal Data #stateofsearch | @jmgagnon | @bingads
But do we cannibalize SEO? 
Bing Ads Internal Data #stateofsearch | @jmgagnon | @bingads
Some paid clicks you may have received from organic 
Bing Ads Internal Data #stateofsearch | @jmgagnon | @bingads
But in general many more clicks 
Bing Ads Internal Data #stateofsearch | @jmgagnon | @bingads
Brand term bidding benefits 
Testing offers and landing pages 
More traffic 
#stateofsearch | @jmgagnon | @bingads
The brand term bidding debate continues 
Get the complete white paper 
at Slideshare.net/bingads 
#stateofsearch | @jmgagn...
Let’s talk about Bing Ads 
BRAND TERMS: TO BID OR NOT TO BID? 
LATEST, GREATEST TOOLS 
ROADMAP TO BING ADS STARDOM 
NOT EV...
3. Campaign Planner 
#stateofsearch | @jmgagnon | @bingads
Campaign planner demo goes here
Bing Ads Intelligence: Keyword deep dive 
BAI DEMO GOES HERE
Let’s talk about Bing Ads 
BRAND TERMS: TO BID OR NOT TO BID? 
LATEST, GREATEST TOOLS 
ROADMAP TO BING ADS STARDOM 
NOT EV...
DELIVERED Visual refresh is easy on the eyes 
#stateofsearch | @jmgagnon | @bingads
Auto-tagging 
Auto-tagging destination URLs give you a way to track your Bing 
Ads paid search campaign performance in Goo...
DELIVERED Agency dashboard brings it all together 
#stateofsearch | @jmgagnon | @bingads
#CZLSF | @jmgagnon | @bingads 
Universal Event Tracking 
One tag for all your campaigns and accounts 
Saving time and 
eff...
#CZLSF | @jmgagnon | @bingads 
One tag, multiple conversion goals 
Understand what your customers are doing 
Track goals s...
#CZLSF | @jmgagnon | @bingads 
New reporting metrics in Bing Ads 
Optimize across your entire conversion funnel and make b...
Cross device, cross campaigns, cross account attribution 
A common tag across all campaigns and accounts gives you the abi...
Remarketing in Paid Search 
Re-engage and remarket to value audiences with search ads 
#CZLSF | @jmgagnon | @bingads 
Timi...
Getting started with Universal Event Tracking 
Implement directly on your webpages or utilize a supported Tag 
Management ...
Supported Tag Management Systems 
Out of Box Tested Template Ready 
#CZLSF | @jmgagnon | @bingads 
Google Tag Manager 
Ado...
Global product roadmap 
Manage multiple accounts from one place 
Offers keyword and bid recommendations 
Increase text to ...
Let’s talk about Bing Ads 
BRAND TERMS: TO BID OR NOT TO BID? 
LATEST, GREATEST TOOLS 
ROADMAP TO BING ADS STARDOM 
NOT EV...
It’s not just how many that matters, it’s who they are 
. comScore Plan Metrix, US, April 2014, custom measure created usi...
The Yahoo Bing Network exclusive audience is strong 
across verticals 
Autos 
Business 
& Finance 
Education 
Telecom 
Tra...
Average cost per click is lower on the Yahoo Bing Network 
AdGooroo, Google Adwords vs. Yahoo Bing Network – Average Cost ...
Key takeaways 
BRAND TERM BIDDING 
Increase in clicks outweighs cannibalization 
LATEST, GREATEST TOOLS 
Campaign Planner ...
Bing Ads Latest & Greatest at the State of Search DFWSEM
Bing Ads Latest & Greatest at the State of Search DFWSEM
Bing Ads Latest & Greatest at the State of Search DFWSEM
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Bing Ads Latest & Greatest at the State of Search DFWSEM

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The latest and greatest from Bing Ads from keyword data demos to universal event tracking.

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Bing Ads Latest & Greatest at the State of Search DFWSEM

  1. 1. John Gagnon BLOGGER SPEAKER FORMER GOOGLE GUY, SEARCH CAMPAIGN MANAGER, DATA ANALYST #StateofSearch | @jmgagnon | @bingads
  2. 2. Let’s talk about Bing Ads BRAND TERMS: TO BID OR NOT TO BID? LATEST, GREATEST TOOLS ROADMAP TO BING ADS STARDOM NOT EVERYBODY’S A GOOGLER #StateofSearch | @jmgagnon | @bingads
  3. 3. Study: Brand term bidding research from Bing Ads Should SEM campaigns bid on their own brand terms? @jmgagnon | @bingads
  4. 4. Methodology of the study January – March 2014 50 MILLION impressions #StateofSearch | @jmgagnon | @bingads
  5. 5. Brand term bidding + SEO delivers more clicks #stateofsearch | @jmgagnon | @bingads Bing Ads Internal Data
  6. 6. 32% More clicks with Paid + Organic 32% Gain Bing Ads Internal Data #stateofsearch | @jmgagnon | @bingads
  7. 7. But do we cannibalize SEO? Bing Ads Internal Data #stateofsearch | @jmgagnon | @bingads
  8. 8. Some paid clicks you may have received from organic Bing Ads Internal Data #stateofsearch | @jmgagnon | @bingads
  9. 9. But in general many more clicks Bing Ads Internal Data #stateofsearch | @jmgagnon | @bingads
  10. 10. Brand term bidding benefits Testing offers and landing pages More traffic #stateofsearch | @jmgagnon | @bingads
  11. 11. The brand term bidding debate continues Get the complete white paper at Slideshare.net/bingads #stateofsearch | @jmgagnon | @bingads
  12. 12. Let’s talk about Bing Ads BRAND TERMS: TO BID OR NOT TO BID? LATEST, GREATEST TOOLS ROADMAP TO BING ADS STARDOM NOT EVERYBODY’S A GOOGLER #stateofsearch | @jmgagnon | @bingads
  13. 13. 3. Campaign Planner #stateofsearch | @jmgagnon | @bingads
  14. 14. Campaign planner demo goes here
  15. 15. Bing Ads Intelligence: Keyword deep dive BAI DEMO GOES HERE
  16. 16. Let’s talk about Bing Ads BRAND TERMS: TO BID OR NOT TO BID? LATEST, GREATEST TOOLS ROADMAP TO BING ADS STARDOM NOT EVERYBODY’S A GOOGLER #stateofsearch | @jmgagnon | @bingads
  17. 17. DELIVERED Visual refresh is easy on the eyes #stateofsearch | @jmgagnon | @bingads
  18. 18. Auto-tagging Auto-tagging destination URLs give you a way to track your Bing Ads paid search campaign performance in Google Analytics #stateofsearch| @jmgagnon | @bingads
  19. 19. DELIVERED Agency dashboard brings it all together #stateofsearch | @jmgagnon | @bingads
  20. 20. #CZLSF | @jmgagnon | @bingads Universal Event Tracking One tag for all your campaigns and accounts Saving time and effort Tag your site once. No need to generate new tags each time a new account or conversion goal is added. Better campaign attribution See how your customers interact and convert across devices, campaigns and accounts for better insights. Audience Based Buying Enables you to perform Remarketing campaigns across search and display (e.g. Remarketing in Paid Search*) Improved ROI Measure and optimize campaigns more effectively by going beyond impressions and clicks. *Remarketing in Paid Search will be available soon - Pilot is scheduled for Dec/Jan #stateofsearch | @jmgagnon | @bingads
  21. 21. #CZLSF | @jmgagnon | @bingads One tag, multiple conversion goals Understand what your customers are doing Track goals such as: Destination URL: User reached “Thank You for purchase” page after buying something. Duration per visit: User spent 10 min or more playing a game on your site. Pages per visit: User flipped through all 10 pages of a catalog. Custom event: User played a video for 10 seconds. #stateofsearch | @jmgagnon | @bingads
  22. 22. #CZLSF | @jmgagnon | @bingads New reporting metrics in Bing Ads Optimize across your entire conversion funnel and make better decisions Get enhanced insights with new performance metrics such as: • Total visits • Average duration per visit • Pages per visit • Bounce rates Metrics available in the following reports • Keyword • Account • Campaign • Ad Group • *New Site Analytics #stateofsearch | @jmgagnon | @bingads
  23. 23. Cross device, cross campaigns, cross account attribution A common tag across all campaigns and accounts gives you the ability to better attribute your conversions. #CZLSF | @jmgagnon | @bingads #stateofsearch | @jmgagnon | @bingads
  24. 24. Remarketing in Paid Search Re-engage and remarket to value audiences with search ads #CZLSF | @jmgagnon | @bingads Timing Now: Create goals and place tags on your site. Dec/Jan 2015: Remarketing in Paid Search pilot begins February 2015: Remarketing in Paid Search GA #stateofsearch | @jmgagnon | @bingads
  25. 25. Getting started with Universal Event Tracking Implement directly on your webpages or utilize a supported Tag Management System Tag Management Systems Place the tag in a supported tag management provider template or copy/paste the tag in their UI. #CZLSF | @jmgagnon | @bingads Bing Ads Place the Universal Event Tracking tags directly on your web pages. NOTE: The information contained in this deck is intended for agencies and advertisers that are self-managed or supported by Microsoft. If you are an agency or advertiser managed by Yahoo, please contact your account representative about Dot, Yahoo’s tag, which includes and supports the functionality of Bing Ads’ Universal Event Tracking. #stateofsearch | @jmgagnon | @bingads
  26. 26. Supported Tag Management Systems Out of Box Tested Template Ready #CZLSF | @jmgagnon | @bingads Google Tag Manager Adobe Tag Manager Signal (BrightTag) Ensighten Tealium QuBit #stateofsearch | @jmgagnon | @bingads
  27. 27. Global product roadmap Manage multiple accounts from one place Offers keyword and bid recommendations Increase text to 2 lines, up to 35 characters Global (US live) Add a linkable image to text ads Includes rich product information Includes links to apps Delivered Coming soon >3 months Longer term Simplicity/Scale Data Accounts Summary Global Manage multiple accounts from one place BAE 10.6 Global Global Yahoo Mobile Sitelinks (Bing is live) Mobile Product Ads US Enhanced Sitelinks Increase text to 2 lines, up to 35 characters Image Extensions Product Ads Application Extensions Global Opportunities tab Offers keyword and bid recommendations Universal Event Tracking Global Faster reporting data Auction insights Top Movers Search remarketing Campaign Planner v2 Global Global (US live) Global (US live) US Sitelink Scheduling Schedule sitelinks to specific window of time #stateofsearch | @jmgagnon | @bingads
  28. 28. Let’s talk about Bing Ads BRAND TERMS: TO BID OR NOT TO BID? LATEST, GREATEST TOOLS ROADMAP TO BING ADS STARDOM NOT EVERYBODY’S A GOOGLER #stateofsearch | @jmgagnon | @bingads
  29. 29. It’s not just how many that matters, it’s who they are . comScore Plan Metrix, US, April 2014, custom measure created using comScore indices and duplication. 2. comScore qSearch (custom), June 2014; The Yahoo Bing Network includes Microsoft and Yahoo sites in worldwide.
  30. 30. The Yahoo Bing Network exclusive audience is strong across verticals Autos Business & Finance Education Telecom Travel Retail Exclusive Total Users Exclusive Yahoo Bing Network who also Google 1 Million users comScore qSearch (custom), US, June 2014; industry categories based on comScore classifications. #stateofsearch | @jmgagnon | @bingads
  31. 31. Average cost per click is lower on the Yahoo Bing Network AdGooroo, Google Adwords vs. Yahoo Bing Network – Average Cost per Click by Industry, Q1 2014 #stateofsearch | @jmgagnon | @bingads
  32. 32. Key takeaways BRAND TERM BIDDING Increase in clicks outweighs cannibalization LATEST, GREATEST TOOLS Campaign Planner for competitive analysis, Bing Ads Intelligence for keyword deep dive NOT EVERYBODY’S A GOOGLER Find an audience that is exclusive to Bing #stateofsearch | @jmgagnon | @bingads

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