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John A. Lee - Bing Ads Connect - November 2015


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Presentation for Bing Ads Connect events in Los Angeles and Chicago. Mind over matter - change your mindset and change your fortunes with Bing Ads.

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John A. Lee - Bing Ads Connect - November 2015

  1. 1. Mind Over Matter Change Your Mindset and Change Your Fortunes with Bing Ads
  2. 2. 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
  3. 3. If you don’t like something change it; if you can’t change it, change the way you think about it. -MaryEngelbreit
  4. 4. Attitude is a little thing that makes a big difference. -WinstonChurchill
  5. 5. Changing Minds …We Are On a Mission
  6. 6. If I Had a Dollar For Every Time…
  7. 7. When I hear Excuses for Not using Bing Ads…
  8. 8. Food For Thought
  9. 9. 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.
  10. 10. Greasing the Wheels Support, The Bing Ads / Google AdWords Connection and More!
  11. 11. Support That Goes Above & Beyond Ellen rocks. Period. Bing super-friends rock. The value of quality support and strong relationships is real.
  12. 12. Import Google AdWords Campaigns CSV import. Sync campaigns via AdWords login.
  13. 13. AdWords / Bing Ads Parity Mobile preferred ads. Bid modifiers. Reporting – Dimensions Auction Insights Ad extensions. Shared library.
  15. 15. Tools for Success Thank You Bing Ads!
  16. 16. BingAdsIntelligence Powerful tool for analysis, research and keyword expansion.
  17. 17. Keyword Planner Research FTW!
  18. 18. Campaign Planner Research FTW!
  19. 19. UpgradedInterface Answering User Demand
  20. 20. Bing Merchant Center Set up self-contained within Bing Ads.
  21. 21. UET & Retargeting Universal Event Tracking Enhanced conversion tracking. Collect audience data. Retargeting Retarget previous website visitors with search and Shopping campaigns.
  23. 23. Syndicated Search Partners Addition of AOL (2016) and adMarketplace. Advertisers still maintain control over syndicated search partners. Exclusions. On or off. Segment campaigns.
  24. 24. Mobile & Tablet Bid Modifiers We still have *some* control.
  25. 25. Demographic Bidding This isn’t new, but it’s still awesome.
  26. 26. Conversion & Cost Efficiency Google AdWords vs. Bing Ads Case Studies
  27. 27. 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
  28. 28. 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
  29. 29. 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
  30. 30. 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
  31. 31. 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
  32. 32. 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
  33. 33. 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
  34. 34. 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
  35. 35. Thank You! Have Questions? @john_a_lee
  36. 36. #BingAdsConnect Q A Ask the Bing Ads Team & John...