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Mind Over Matter
Change Your Mindset and Change Your Fortunes with Bing Ads
Managing Partner – Clix Marketing
Digital Advertising Geek
Emphasis on “Geek”
Writer:
Search Engine Watch, ClickZ, Clix
Marketing Blog, The SEM Post, Acquisio
Blog, PPC Hero
Speaker:
SMX, SMX Social, SES / ClickZ Live,
HeroConf, State of Search, Acquisio User
Summit, Bing Ads Connect
If you don’t like something change it; if you can’t
change it, change the way you think about it.
-MaryEngelbreit
Attitude is a little thing that makes
a big difference.
-WinstonChurchill
Changing Minds
…We Are On a Mission
If I Had a Dollar For Every Time…
When I hear Excuses for Not using Bing Ads…
Food For Thought
More Than Just Search Volume
New syndicated partners and ad serving opportunities.
Enhanced tools for campaign research and planning.
Increase in support and training resources.
Continued drive for parity with Google AdWords.
Greasing the Wheels
Support, The Bing Ads / Google AdWords Connection
and More!
Support That Goes Above & Beyond
Ellen rocks. Period.
Bing super-friends rock.
The value of quality support and
strong relationships is real.
Import Google
AdWords
Campaigns
CSV import.
Sync campaigns
via AdWords login.
AdWords / Bing Ads Parity
Mobile preferred ads.
Bid modifiers.
Reporting –
Dimensions
Auction Insights
Ad extensions.
Shared library.
Shopping Campaigns
PARADIGM SHIFT SEAMLESS UPGRADE FROM PLA
Tools for Success
Thank You Bing Ads!
BingAdsIntelligence
Powerful tool for analysis, research and keyword expansion.
Keyword
Planner
Research FTW!
Campaign
Planner
Research FTW!
UpgradedInterface
Answering User Demand
Bing Merchant
Center
Set up self-contained within Bing Ads.
UET & Retargeting
Universal Event Tracking
Enhanced conversion
tracking.
Collect audience data.
Retargeting
Retarget previous website
visitors with search and
Shopping campaigns.
Audience Associations
SIMPLE WORKFLOW EXCLUDE AUDIENCES? NOT YET…
Syndicated Search Partners
Addition of AOL
(2016) and
adMarketplace.
Advertisers still
maintain control
over syndicated
search partners.
Exclusions.
On or off.
Segment campaigns.
Mobile & Tablet Bid Modifiers
We still have *some* control.
Demographic
Bidding
This isn’t new, but it’s still awesome.
Conversion &
Cost Efficiency
Google AdWords vs. Bing Ads Case Studies
Comparison: B2B SaaS Software
Google AdWords: Search, Search Partners
Bing Ads: Search, Syndicated Partners
Locations: US, CA, UK, AU, NZ
Desired Conversion: Sign Up for Product Demo
Time Period: Q3
Comparison: B2B SaaS Software
TRAFFIC & COST
47% less ad spend
10% more clicks
20% higher CTR
52% lower CPC
CONVERSION
16% more conversions
5% higher conversion rate
55% lower CPA
Comparison: B2B Industrial
Furniture
Google AdWords: Search, Search Partners
Bing Ads: Search, Syndicated Partners
Locations: US
Desired Conversion: Phone Call or Lead Form Submission
Time Period: Q3
Comparison: B2B Industrial
Furniture
TRAFFIC & COST
78% less ad spend
63% less clicks
400% higher CTR
41% lower CPC
CONVERSION
51% fewer conversions & calls
33% higher conversion rate
56% lower CPA
Comparison: B2C E-Commerce
Traffic School
Google AdWords: Search, Search Partners
Bing Ads: Search, Syndicated Partners
Locations: Texas
Desired Conversion: Purchase Traffic School Course
Time Period: Q3
Comparison: B2C E-Commerce
Traffic School
TRAFFIC & COST
21% higher cost
35% more clicks
140% higher CTR
10% lower CPC
CONVERSION
65% more conversions
22% higher conversion rate
26% lower CPA
65% more revenue
36% higher ROAS
Comparison: B2C E-Commerce
Beard Care Products
Google AdWords: Search, Search Partners
Bing Ads: Search, Syndicated Partners
Locations: US
Desired Conversion: Purchase Products
Time Period: October
Comparison: B2C E-Commerce
Beard Care Products
TRAFFIC & COST
80% less ad spend
65% fewer clicks
900% higher CTR
43% lower CPC
CONVERSION
32% lower CPA
16% lower conversion rate
62% higher ROAS
Thank You!
Have Questions?
john@clixmarketing.com
@john_a_lee
www.clixmarketing.com
#BingAdsConnect
Q A
Ask the Bing Ads Team & John...

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John A. Lee - Bing Ads Connect - November 2015

Editor's Notes

  1. Perception. Negative comments.
  2. The point is that Bing Ads should feel familiar to AdWords users.
  3. PLA campaigns worked. However, Shopping in GAW was a huge paradigm shift. Managing that and old school PLA in Bing was a struggle.