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Bing Ads: Unique Features & Settings

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From the SMX West Conference in San Jose, California, March 3-5, 2015. SESSION: Boosting Reach & Performance With Bing Ads. PRESENTATION: How To Use Bing Ads Universal Event Tracking and Audiences - Given by Jeremy Hull, @JeremyHull - iProspect, Director of Bought Media. #SMX #22B

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Bing Ads: Unique Features & Settings

  1. 1. March 4, 2015 Bing Ads: Unique Features & Settings Jeremy Hull iProspect Director, Bought Media @JeremyHull
  2. 2. searchmarketingexpo.com @JeremyHull #SMX #22B Little differences What to do.... • Every time you import from AdWords • On an ongoing basis
  3. 3. searchmarketingexpo.com @JeremyHull #SMX #22B Little differences What to do.... • Every time you import from AdWords • On an ongoing basis
  4. 4. searchmarketingexpo.com @JeremyHull #SMX #22B Time Zone Location 71 Character Descriptions Recommendations: • Double Check Time Zone & Location settings • Test ad copy variations
  5. 5. searchmarketingexpo.com @JeremyHull #SMX #22B Campaign Budgets: Daily or Monthly Recommendations: • Review & update daily budgets • Consider setting monthly budget caps
  6. 6. searchmarketingexpo.com @JeremyHull #SMX #22B Little differences What to do.... • Every time you import from AdWords • On an ongoing basis
  7. 7. searchmarketingexpo.com @JeremyHull #SMX #22B Tablet Bid Modifiers -20% to +300%
  8. 8. searchmarketingexpo.com @JeremyHull #SMX #22B Negative Broad
  9. 9. searchmarketingexpo.com @JeremyHull #SMX #22B Different Competition & Minimum Bids
  10. 10. searchmarketingexpo.com @JeremyHull #SMX #22B Recommendations for each time you import from AdWords: • Set Tablet bid modifiers for all campaigns • Remove Negative Broad keywords before import—replace with Negative Phrase • Check minimum bids after import & adjust accordingly
  11. 11. searchmarketingexpo.com @JeremyHull #SMX #22B Little differences What to do.... • Every time you import from AdWords • On an ongoing basis
  12. 12. searchmarketingexpo.com @JeremyHull #SMX #22B Manage Search Partners with the Website URL Report
  13. 13. searchmarketingexpo.com @JeremyHull #SMX #22B Manage Search Partners with the Website URL Report Recommendation: • Pull the Website URL report at least monthly • Flag underperforming partners • Add as excluded websites
  14. 14. searchmarketingexpo.com @JeremyHull #SMX #22B Recommendation: 1. Double check geo-targeting & time settings 2. Set table bid modifiers 3. Adjust Negative Broad keywords 4. Review bids based on Bing data 5. Review search partners on a regular basis
  15. 15. searchmarketingexpo.com @JeremyHull #SMX #22B

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