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@periscopix 
The 4 Key Practices for 
Bing Ads 
Rebekah Schelfhout 
@rebekahtweet 
1st October 2014 
© Periscopix 2014 www...
@periscopix 
A little bit about me… 
• Periscopix 
• Associate Group Head Of Search 
• Lover of Bing! 
• “30th most influe...
@periscopix 
• Ad Extensions 
• Bid Adjustments 
• Merchant Ratings 
• Normalisation 
© Periscopix 2014 www.periscopix.co....
@periscopix 
Extensions! 
© Periscopix 2014 www.periscopix.co.uk
@periscopix 
© Periscopix 2014 www.periscopix.co.uk
@periscopix 
© Periscopix 2014 www.periscopix.co.uk
@periscopix 
Bing Ads Forwarding Numbers 
Google Bing 
Platform Google 
Voice 
Skype 
Visibility All devices All devices 
...
@periscopix 
© Periscopix 2014 www.periscopix.co.uk
@periscopix 
© Periscopix 2014 www.periscopix.co.uk
@periscopix 
Bid Adjustments 
© Periscopix 2014 www.periscopix.co.uk
@periscopix 
Days 
Device 
Demographi 
c 
Location 
Time 
© Periscopix 2014 www.periscopix.co.uk
@periscopix 
© Periscopix 2014 www.periscopix.co.uk
@periscopix 
Enhanced Campaigns 
© Periscopix 2014 www.periscopix.co.uk
Dimension 
s 
Day of the 
week 
Analyse 
results 
bid 
@periscopix 
Wait 
Confirm 
Refine 
adjustment 
s 
© Periscopix 201...
@periscopix 
Merchant 
Ratings 
© Periscopix 2014 www.periscopix.co.uk
@periscopix 
© Periscopix 2014 www.periscopix.co.uk
@periscopix 
© Periscopix 2014 www.periscopix.co.uk
@periscopix 
Normalisation 
© Periscopix 2014 www.periscopix.co.uk
@periscopix 
Normalisation Changes 
Pre Change June 
Release 
Early 2015 
UI De Duping 
in UI 
UI Accepts 
duplicates 
Bin...
@periscopix 
Close 
Variants 
© Periscopix 2014 www.periscopix.co.uk
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4 Key Practices For Bing Ads By Rebekah Schelfhout

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From the SMX East 2014 Conference in New York City, NY. SESSION: Boosting Reach & Performance With Bing Ads. PRESENTATION: 4 Key Practices For Bing Ads - Given by Rebekah Schelfhout, @RebekahTweet, Group Head - Search - Periscopix. #SMX #24B

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4 Key Practices For Bing Ads By Rebekah Schelfhout

  1. 1. @periscopix The 4 Key Practices for Bing Ads Rebekah Schelfhout @rebekahtweet 1st October 2014 © Periscopix 2014 www.periscopix.co.uk
  2. 2. @periscopix A little bit about me… • Periscopix • Associate Group Head Of Search • Lover of Bing! • “30th most influential person in search” – Drum Magazine 2014 • Blogger • Speaker © Periscopix 2014 www.periscopix.co.uk
  3. 3. @periscopix • Ad Extensions • Bid Adjustments • Merchant Ratings • Normalisation © Periscopix 2014 www.periscopix.co.uk
  4. 4. @periscopix Extensions! © Periscopix 2014 www.periscopix.co.uk
  5. 5. @periscopix © Periscopix 2014 www.periscopix.co.uk
  6. 6. @periscopix © Periscopix 2014 www.periscopix.co.uk
  7. 7. @periscopix Bing Ads Forwarding Numbers Google Bing Platform Google Voice Skype Visibility All devices All devices if forwarding Cost Free Free © Periscopix 2014 www.periscopix.co.uk
  8. 8. @periscopix © Periscopix 2014 www.periscopix.co.uk
  9. 9. @periscopix © Periscopix 2014 www.periscopix.co.uk
  10. 10. @periscopix Bid Adjustments © Periscopix 2014 www.periscopix.co.uk
  11. 11. @periscopix Days Device Demographi c Location Time © Periscopix 2014 www.periscopix.co.uk
  12. 12. @periscopix © Periscopix 2014 www.periscopix.co.uk
  13. 13. @periscopix Enhanced Campaigns © Periscopix 2014 www.periscopix.co.uk
  14. 14. Dimension s Day of the week Analyse results bid @periscopix Wait Confirm Refine adjustment s © Periscopix 2014 www.periscopix.co.uk
  15. 15. @periscopix Merchant Ratings © Periscopix 2014 www.periscopix.co.uk
  16. 16. @periscopix © Periscopix 2014 www.periscopix.co.uk
  17. 17. @periscopix © Periscopix 2014 www.periscopix.co.uk
  18. 18. @periscopix Normalisation © Periscopix 2014 www.periscopix.co.uk
  19. 19. @periscopix Normalisation Changes Pre Change June Release Early 2015 UI De Duping in UI UI Accepts duplicates Bing Search Traffic to normalised KW Ads shown for bidded KW Impact flight paris london flight from paris to london © Periscopix 2014 www.periscopix.co.uk
  20. 20. @periscopix Close Variants © Periscopix 2014 www.periscopix.co.uk

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