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Packable Leisure Travel Insights for Digital Marketers

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With a strong U.S. economy, 2015 is set to be a stellar year for leisure travel. Domestic travel will benefit from low gas prices, spurring Americans to take more road trips. In addition, international travel is back to pre-recession levels, and with a strong U.S. dollar, this is an excellent time for Americans to travel abroad.

This year U.S. digital travel sales are expected to top $153 billion, including more than $36 billion in mobile travel sales. Leisure travelers are planning, researching and booking trips online and across multiple devices. It’s important for digital marketers to have compelling campaigns that will engage consumers wherever they are, and on whichever device they’re using.

For more digital marketing insights, check out bingads.com/industryinsights

Published in: Marketing

Packable Leisure Travel Insights for Digital Marketers

  1. 1. Setting sail for better performance Leisure Travel insights for digital marketers
  2. 2. Americans plan to spend 8% more on leisure travel, and 5% more per trip than last year.1 1Choice Hotels International , Choice Hotels Reveals 2015 Travel Trends, December 9, 2014
  3. 3. 1nSight, Top Trends in Leisure Travel, February 4, 2015 2Priceline.com, Priceline.com Announces Top Travel Hot Spots for 2015, December 17, 2014
  4. 4. With a favorable exchange rate, U.S. travelers abroad are “buying up” – spending more on accommodations, activities and shopping.2 1Office of Travel & Tourism Industries, U.S. Citizen International Outbound Travel up 10 Percent in 2014, February 20, 2015 2Travel Agent Central, Strong Dollar Goes Further in Europe, January 18, 2015 3Priceline.com, Priceline.com Announces Top Travel Hot Spots for 2015, December 17, 2014
  5. 5. U.S. digital travel sales will top $153 billion in 2015 – up almost 6% from 2014 eMarketer, US Mobile Travel Sales to Increase to 60% in 2014, May 8, 2014
  6. 6. With mobile travel sales of $36.8 billion – that’s nearly a quarter of digital travel sales eMarketer, US Mobile Travel Sales to Increase to 60% in 2014, May 8, 2014
  7. 7. Expedia Media Solutions, Travel Decisions in a Multiscreen World, 2014 37% 22% 19% 29% 20% 24% 21% 28% 40% 83% 83% 83% During Trip Planning Trip Activities Shopping for Air/Hotel Researching Destinations Device usage during planning and travel stages PCs Tablets Smartphones
  8. 8. Leading the pack are Millennials who account for 40% mobile users accessing travel content, but only 30% of U.S. mobile users.2 1eMarketer, Majority of Digital Travel Researchers Will Be Mobile by Next Year, November 2014 2eMarketer, Business Travel 2.0: Millennial Behaviors Shift Travel Marketing Dollars, November 2014 2015 2018
  9. 9. Across devices, 6 in 10 leisure travelers use search engines when planning trips In this multi-device world, search campaigns need broad targeting to grab the most audience. eMarketer, Business Travel 2.0: Millennial Behaviors Shift Travel Marketing Dollars, November 2014 60% 58% 47% 47% 43% 40% 27% Search engines Hotel sites Airline sites OTAs Map sites Travel review sites Car rental sites Digital sources used by leisure travelers to plan trips
  10. 10. Tnooz, Sorry, HotelTonight - some eye-opening data on the size of the last-minute mobile booking sector, September 10, 2014; based on PhocusWright’s Parsing Shop and Book: How Airlines, Hotels and OTAs Compete on the Desktop and Mobile Web report (July 2014) 0% 10% 20% 30% 40% 50% 60% Same day/ 1 day 2-7 days 8-30 days 31+ days Booking Window Distribution of Flight and Hotel Searches on Flight and Hotel Mobile and OTA Mobile Websites (May-Dec 2013) Flight Mobile Search OTA Mobile Flight Search Hotel Mobile Search OTA Mobile Hotel Search
  11. 11. They often search for longer trips than they book Will your ad copy inspire travelers to stay longer? Sojern, Q4 2014 Global Travel Insights Report, January 2015 16% 32% 18% 34%35% 25% 13% 27% Up to 2 days 3 to 5 days 6 to 7 days 8+ days Duration of Searched and Booked Trips for US December Travel Searched Booked
  12. 12. 1Expedia Media Solutions, Travel Decisions in a Multiscreen World, 2014 2Skift. Megatrends Defining Travel in 2015: Yearbook / Issue: 0, January 13, 2015 3eMarketer. Travel Planners Migrate to Mobile. December 19, 2014 58% of travel spending occurs during the trip2 51% of travel-related social shares by US internet users took place through a smartphone or tablet3
  13. 13. 1Skift, The Rise of the Silent Traveler: Reaching Out to the Mobile-First Travel Consumer, July 2014 44.10% 31.80% 35.60% 40.00% 25.60% 22.70% 50.90% 25.00% 42.90% 16.70% 12.50% 37.50% Women, Age 25-34 Women, Age 35-44 Men, Age 25-34 Men, Age 35-44 % of individuals who prefer to search/social media to resolve a travel problem Silent Travelers: Gender, Age and Points of Origin Urban Suburban Rural
  14. 14. Millennials (ages 18-35) and Baby Boomers & Matures (ages 50+) are looking for new sights, tastes, experiences, and adventures. 1Resonance Consultancy, The Mystery of the Millennial Traveler, March 2015 2Resonance Consultancy, Resonance Report: 2015 Portrait of the U.S. Millennial Traveler, March 2015 3AARP, Travel Research: 2015 Boomer Travel Trends, November 2014
  15. 15. Millennials are a growing influencer, looking to combine value, luxury and quality eMarketer, Business Travel 2.0: Millennial Behaviors Shift Travel Marketing Dollars, November 2014
  16. 16. Millennials are a diverse group. Almost 3 in 5 are married and more than half have children. 1Resonance Consultancy, The Mystery of the Millennial Traveler, March 2015
  17. 17. While the Millennials build their resumes, Boomers & Matures have the time and money to travel AARP, Travel Research: 2015 Boomer Travel Trends, November 2014
  18. 18. With high travel intent this year, the travel industry digital ad spending will increase 15.4% from 2014 eMarketer, Digital Ad Spending Benchmarks by Industry: The Complete eMarketer Series, May 2014 $4.20 $4.85 $5.55 $6.10 $6.69 2014 2015 2016 2017 2018 $Billions Travel Industry Digital Ad Spending
  19. 19. Paid search advertisements for travel are highly competitive Advertisers need to have their paid search campaigns ready in advance of seasonal travel peaks. Hitwise, Custom Report for Yahoo, July 2014
  20. 20. The Bing Network marketplace
  21. 21. Source: Microsoft Internal Data Analysis: The Bing Network includes Microsoft Core Search sites and Yahoo (Bing powered) sites in the U.S., January 1, 2014 – January 31, 2015 Jan-14 Feb-14 Mar-14 Apr-14 May-14 Jun-14 Jul-14 Aug-14 Sep-14 Oct-14 Nov-14 Dec-14 Jan-15 Travel searches PC+Tablet Mobile
  22. 22. Searches and clicks are highest during summer months (Jun-Aug), and experience a second peak for winter travel (Dec-Jan). While flights are often booked far in advance, travelers tend to reserve accommodation closer to travel dates. Tailor your advertising strategy accordingly. Click-through-rate for the Lodging category is fairly consistent for most of the year, except for the post-holiday low season. Cost-per-click has slightly more fluctuation, with competition driving rates up particularly in the fall. Source: Microsoft Internal Data Analysis: The Bing Network includes Microsoft Core Search sites and Yahoo (Bing powered) sites in the U.S. January 1, 2014 – January 31, 2015 Lodging searches (all devices) Lodging clicks (all devices) $0.50 $0.60 $0.70 $0.80 $0.90 $1.00 0% 2% 4% 6% 8% Lodging click-through-rate and cost-per-click (all devices) CTR CPC
  23. 23. Search volume on Smartphones have been increasing rapidly, with January showing a 43% jump year-over-year. Smartphone users search for many of the same terms as those using PCs or tablets; however, “holiday inn” and “holiday inn express” are especially popular with mobile searchers. Click-through-rate for smartphones is the highest during summer months, with searchers on the go and potentially more responsive to ads if they’re looking for last-minute accommodation. Make sure your ad copy considers the web user experience. Mobile cost-per-click is still relatively low; take advantage of this untapped value! Source: Microsoft Internal Data Analysis: The Bing Network includes Microsoft Core Search sites and Yahoo (Bing powered) sites in the U.S. January 1, 2014 – January 31, 2015 Lodging searches (Smartphones) holiday inn express marriott vrbo airbnb marriott hotels hampton inn trivago holiday inn embassy suites hilton hotels Top 10 Lodging searches on Smartphones $0.20 $0.40 $0.60 $0.80 $1.00 0% 1% 2% 3% 4% 5% 6% 7% 8% Lodging CTR and CPC (Smartphones) CTR CPC
  24. 24. Many people turn to OTA/Aggregators to research and plan travel. Therefore, OTA/Aggregator queries have very high click-through-rates, as searchers are looking for specific brands and similar comparison sites. This presents an opportunity for advertisers to bid on their own brand terms to keep potential customers from clicking on competitors’ ads. Examples of terms with the highest click-through-rates were “cheapoair”, “onetravel” and “tripadvisor”. Source: Microsoft Internal Data Analysis: The Bing Network includes Microsoft Core Search sites and Yahoo (Bing powered) sites in the U.S. January 1, 2014 – January 31, 2015 OTA/Aggregator searches (all devices) OTA/Aggregator clicks (all devices) $- $0.05 $0.10 $0.15 $0.20 $0.25 $0.30 0% 5% 10% 15% 20% OTA/Aggregator click-through-rate and cost-per- click (all devices) CTR CPC
  25. 25. The click-through-rate for Smartphones is higher than the overall click-through-rate for the OTA/Aggregator category. With heavy competition in this category, it’s important for advertisers to promote their brand and stand out from the competition. Take advantage of the high click-through-rate and the relatively lower cost-per-click to get your message across to this large and rapidly growing group of searchers! Source: Microsoft Internal Data Analysis: The Bing Network includes Microsoft Core Search sites and Yahoo (Bing powered) sites in the U.S. January 1, 2014 – January 31, 2015 OTA/Aggregator searches (Smartphones) $- $0.05 $0.10 $0.15 $0.20 $0.25 $0.30 0% 5% 10% 15% 20% 25% OTA/Aggregator click-through-rate and cost-per- click (Smartphones) CTR CPC expedia travelocity priceline tripadvisor orbitz hotels com hotwire kayak flights search expedia com cheapoair Top 10 OTA/Aggregator searches on Smartphones
  26. 26. Airline/flight search volume is relatively high in all seasons. It appears these are less susceptible to seasonality than other Travel categories, which have substantial peaks in summer and winter. However, there was a noticeable lift in searches in January 2015. The brutal winter on the east coast may have prompted residents to seek out warmer climates to flee to. Cost-per-click rises and peaks in late spring/early summer as advertisers start to compete for the attention of summer travelers. Make sure that you are prepared for this and have set aside sufficient budget. Source: Microsoft Internal Data Analysis: The Bing Network includes Microsoft Core Search sites and Yahoo (Bing powered) sites in the U.S. January 1, 2014 – January 31, 2015 Airline/flight searches (all devices) Airline/flight clicks (all devices) $- $0.10 $0.20 $0.30 $0.40 0% 2% 4% 6% 8% 10% 12% Airline/flight click-through-rate and cost-per-click (all devices) CTR CPC
  27. 27. “Southwest airline” is the most popular search term among airline/flight searches on Smartphones and PC/Tablets. Travelers may prefer Southwest for the value; use your ad copies to show off your deals and entice these value- minded travelers. Click-through-rate is the highest during the fall, at a time when cost-per-click is low. Make sure your ad copies and budget are ready to do battle with competitors during this peak season, as searchers are more receptive and ready to click on ads that catch their interest. Source: Microsoft Internal Data Analysis: The Bing Network includes Microsoft Core Search sites and Yahoo (Bing powered) sites in the U.S. January 1, 2014 – January 31, 2015 Airline/flight searches (Smartphones) $- $0.10 $0.20 $0.30 $0.40 0% 5% 10% 15% 20% Airline/flight click-through-rate and cost-per-click (Smartphones) CTR CPC southwest airlines united airlines american airlines delta air lines us airways jetblue spirit airlines cheap flights allegiant air alaska airlines Top 10 Airline/flight searches on Smartphones
  28. 28. As one would expect, ground transportation (car rentals and others) searches and clicks are highest in the summer, the most popular time of the year for leisure travel. With low gas prices this summer, advertisers have an opportunity to help consumers hit the road and explore. Click-through-rate is also the highest during this time – this is the peak period of purchase intent for searchers. Make sure that your ad copies are ready and can compete against those of other advertisers targeting this segment. Source: Microsoft Internal Data Analysis: The Bing Network includes Microsoft Core Search sites and Yahoo (Bing powered) sites in the U.S. January 1, 2014 – January 31, 2015 Ground transportation searches (all devices) Ground transportation clicks (all devices) $- $0.20 $0.40 $0.60 $0.80 0% 2% 4% 6% 8% 10% 12% Ground transportation click-through-rate and cost-per-click (all devices) CTR CPC
  29. 29. Car rental agencies and car services top the list of Smartphone searches. With the expansion of the sharing economy, there’s increased competition in this category. Location extensions can help you target ads that highlight last-minute deals and discounts for mobile consumers. Click-through-rate on smartphones has been improving, which could be a reflection of consumers becoming increasingly comfortable with clicking on mobile ads and booking car rentals and taxis through their phones. Source: Microsoft Internal Data Analysis: The Bing Network includes Microsoft Core Search sites and Yahoo (Bing powered) sites in the U.S. January 1, 2014 – January 31, 2015 Ground transportation searches (Smartphones) $- $0.20 $0.40 $0.60 $0.80 0% 2% 4% 6% 8% 10% 12% Ground transportation click-through-rate and cost-per-click (Smartphones) CTR CPC enterprise car rental amtrak uber budget car rental hertz car rental uber car service taxi yellow cab hertz avis car rental Top 10 Ground transportation searches on Smartphones
  30. 30. Popular searches as travelers start planning their trips Source: Microsoft Internal Data Analysis: the Bing Network, Owned & Operated, US, January 1, 2014 – January 31, 2015
  31. 31. The Bing Network audience behaviors
  32. 32. 20M Travel searchers not reached on Google 26M Total travel searchers 107M Total travel searches 35% of all travel paid clicks Source: comScore Explicit Core Search (custom), December 2014. .
  33. 33. Source: comScore Explicit Core Search (custom), December 2014. . 41% share of paid clicks Online Travel Agents 41% share of paid clicks Airlines 32% share of paid clicks Car Rental 31% share of paid clicks Hotels/Resorts 39% share of paid clicks Travel - Information 26% share of paid clicks Ground/Cruise
  34. 34. Source: comScore Explicit Core Search (custom), December 2014. . +20% share of paid clicks Online Travel Agents +25% share of paid clicks Travel - Information +6% share of paid clicks Car Rental +5% share of paid clicks Airlines
  35. 35. Compared to Google, the Bing Network audience is: Source: comScore Explicit Core Search (custom), January 2015, custom measure created using comScore indices and duplication. 6% more likely to have spent $7,500 to $9,999 online on travel in the last 6 months 9% more likely to have spent $2,500 to $4,999 online on travel in the last 6 months 13% more likely to have spent $1,000 to $2,499 online on travel in the last 6 months
  36. 36. Compared to Google, the Bing Network audience is more likely to have visited the following locations for vacation in the last 12 months: Source: Source: comScore Explicit Core Search (custom), January 2015, custom measure created using comScore indices and duplication 5% San Diego 5% Las Vegas 17% Sonoma/Napa Valley 5% Asia 5% Mexico 5% Canada 7% Europe 13% Africa Domestic International
  37. 37. Compared to Google, the Bing Network audience is: Source: Source: comScore Explicit Core Search (custom), January 2015, custom measure created using comScore indices and duplication. 8% more likely to have taken 3-4 personal domestic plane trips in the last 12 months 9% more likely to have been “medium” domestic air travelers in the last 12 months 14% more likely to have taken 3-4 personal domestic trips in the last 12 months 16% more likely to have taken 11-15 personal domestic trips in the last 12 months
  38. 38. Compared to Google, the Bing Network audience is: Source: Source: comScore Explicit Core Search (custom), January 2015, custom measure created using comScore indices and duplication. 19% more likely to have taken 7-10 personal international plane trips in the last 3 years 31% more likely to have taken 7-10 personal international trips in the last 3 years
  39. 39. Compared to Google, the Bing Network audience is more likely to have stayed at hotels for personal travel in the last 12 months: Source: Source: comScore Explicit Core Search (custom), January 2015, custom measure created using comScore indices and duplication. 13% Days Inn 14% Holiday Inn Express 15% Best Western 20% Super 8 41% Staybridge Suites 11% Residence Inn by Marriott 13% Red Roof Inn
  40. 40. Compared to Google, the Bing Network audience is: Source: Source: comScore Explicit Core Search (custom), January 2015, custom measure created using comScore indices and duplication 5% more likely to have stayed over a month in a hotel on personal domestic trips 6% more likely to have stayed over a month in a hotel on personal international trips 30% more likely to have stayed 3-4 weeks in a hotel on personal domestic trips
  41. 41. Compared to Google, the Bing Network audience is more likely to be a member of a reward program at the following hotels: Source: Source: comScore Explicit Core Search (custom), January 2015, custom measure created using comScore indices and duplication 9% Best Western 12% Residence Inn by Marriott 14% Red Roof Inn 15% Fairfield Inn 28% La Quinta Inn 9% Hilton Garden Inn
  42. 42. Compared to Google, the Bing Network audience is more likely to have enjoyed the following activities on vacation in the last 12 months: Source: Source: comScore Explicit Core Search (custom), January 2015, custom measure created using comScore indices and duplication Skiing A National Park visit A guided tour Casino gambling Water sports
  43. 43. Help your ads cruise with ad copy research
  44. 44. Great Good Insufficient dataPoor Ad Description "Brand" %Off Airfare Airlines CalltoAction Cars Cheap/Affordable Cruises Deals/Discounts Destination DKI Lodging Offers OfficialSite Online Plan Prices/Pricing Services Superlative Vacations AdTitle "Brand" % Off Airfare Airlines Airport Call to Action Cars Cheap/Affordable Cruises Deals/Discounts Destination DKI Lodging Offers Official Site Online Plan Prices/Pricing Services Superlative Vacations In this example, a travel ad with “official site” in the title and words related to Offers (“offers”, “inclusive”, “free”) in the description has high ad quality.
  45. 45. Ad Description "Brand" %Off Airfare Airlines CalltoAction Cars Cheap/Affordable Cruises Deals/Discounts Destination DKI Lodging Offers OfficialSite Online Plan Prices/Pricing Services Superlative Vacations AdTitle "Brand" % Off Airfare Airlines Airport Call to Action Cars Cheap/Affordable Cruises Deals/Discounts Destination DKI Lodging Offers Official Site Online Plan Prices/Pricing Services Superlative Vacations Great Good Insufficient dataPoor
  46. 46. Top travel ad copy combos by sub-vertical/theme Top 5 Performing Ad Title/Description Combinations by Industry, All Devices Lodging “Brand” Official Site Official Site Official Site Official Site Cars Cars “Brand” Airlines Airfare DisplayURL DisplayURL DisplayURL DisplayURL DisplayURL Air Supplier Online Online Call to Action Online “Brand” “Brand” Official Site “Brand” Services Online DisplayURL DisplayURL DisplayURL DisplayURL DisplayURL Car Supplier Budget Official Site Deals/ Discounts Deals/ Discounts Official Site Online Online Rental “Brand” Budget DisplayURL DisplayURL DisplayURL DisplayURL DisplayURL Cruise Supplier Services DKI Cheap/ Affordable Services DKI Online Deals/ Discounts % Off Cruises Call to Action DisplayURL DisplayURL DisplayURL DisplayURL DisplayURL Lodging ad copies tend to perform better when bundles are mentioned. Highlight these bundles by adding terms referring to car rentals or airlines. For Air Suppliers, include the airline brand in the ad title or description. Make sure ad copies for Car Suppliers reflect value, as those with deal/discount terms in the ad title perform well, as do “budget”-related words. Cruise Supplier ad copies that perform often either highlight services that are provided, or grab the audience’s attention with terms referring to deals/discounts, percentages off or cheap/affordable.
  47. 47. Top travel ad copy combos by device PC/Tablet Smartphone Lodging Airlines “Brand” Offers Airlines DisplayURL DisplayURL Air Supplier Online Destination “Brand” Destination DisplayURL DisplayURL Car Supplier Deals/Discounts Budget Rental Call to Action DisplayURL DisplayURL Cruise Supplier Services Deals/Discounts Online Cheap/Affordable DisplayURL DisplayURL Refer to bundles for Lodging ad copies, such as transportation from and to the airport. The top PC/Tablet ad copy has Airlines (such as “flights”, “flights hotels”) in the title, while the description includes Offers (“offers”, “inclusive”, “free”). When it comes to Smartphones, include the Brand (such as “expedia”, “orbitz”, “hilton”) in the title, and Airlines in the description. In the Air Supplier category, the most successful ad copy for PC/Tablet had a title that included Online (“book online”, ”flights online”, “online now”) with Brand (various airlines) in the description. For Smartphones, include information about the destination in both the ad title and description for best results. For Car Suppliers, make sure that you play up the value aspect of your offerings. In PC/Tablet ad copies, mention Deals/Discounts (“save”, “rental discounts”, “hertz discounts”) in the ad title. For Smartphone ad copies, Budget works well in the ad title, while the Call to Action (“book”, “find”, “reserve now”) in the description helps grab viewers’ attention. In Cruise Suppliers, highlight the Services available for PC/Tablet ad copies, and focus on value for Smartphone ad copies.
  48. 48. Sitelink Deep Link analysis Total Impressions Generated = 22 Million, Total Ads Analyzed = 27 Thousand, Analysis Period = Jan 2015 Opportunity: Within Sitelink Extensions ads, Deep Links featuring “Brand” and Airlines were top performers, but were among the least utilized by advertisers. Other relatively untapped terms with high potential were Offers, Airfare, Cars, and Vacations. Highlighting bundles or all- inclusive packages by mentioning these terms in your Sitelink Extensions is a great way to boost your campaign performance! Prices/Pricing Vacations Lodging Cars Airfare Offers Cheap/Affordable Official Site Airlines "Brand" Lodging: Top Sitelink variables, Ad Quality & Usage Ad quality Advertiser #
  49. 49. Why advertise on Bing Ads?
  50. 50. 13 28 19 11 20 45 Automotive Business & Finance Education Telecom Travel Retail Audience data represents Bing Web and Yahoo US Web Search, comScore Explicit Core Search (custom) from December 2014. Industry categories based on comScore classifications. Access searchers not reached on Google M M M M M M
  51. 51. Automotive Education Financial Health Home & Garden Legal Shopping & Classified Telecomm unications Travel $1.57 $0.93 $4.30 $2.69 $2.61 $1.65 $2.16 $1.60 $1.30 $0.50 $5.82 $1.76 $0.77 $0.39 $1.35 $0.73 $0.91 $0.55 Bing Network Google AdWords AdGooroo, Google Adwords vs. the Bing Network – Average Cost per Click by Industry, Q1 2014 Bing Ads is more cost effective than Google AdWords
  52. 52. Drive even better performance with Ad Extensions Sitelink Extensions Improve click- through rate (CTR) and conversions by providing direct access to site content and purchase pages. 13% lift in click- through- rates Location Extensions Drive more in- store conversions with store locator, click-to- call, merchant ratings, and click- to-direction. 20% lift in click- through- rates Call Extensions Connect customers quickly to your business with click-to-call. 10% lift in click- through- rates Microsoft internal data
  53. 53. Want to drive local leads to your store front? Up to 7% higher click-through rate with Location Extensions than with standard text ads1 Location Extensions and Call Extensions can help your customers find you quickly – putting your business address and phone number right at their fingertips. Drive in-store traffic with features like store locator, click-to- directions, and click-to-call for mobile searchers. 1Microsoft internal data
  54. 54. Want to drive travel searchers to your website? Up to 22% higher click-through rate with Sitelink Extensions than with standard text ads.1 Sitelink Extensions create richer, more relevant search ads by providing direct access to site content and purchase pages. By giving customers additional links in your ad that take them to the exact information they’re looking for, this increases conversion rates and your profits. 1Microsoft internal data
  55. 55. You spoke, we listened. We heard feedback from our customers, advertisers and partners and are delivering new features to make advertising on the Bing Network easier and more effective. You told us: We delivered: “Save me time, make it easier” “Support me to be more effective” “Provide me with more insights to make better decisions” Keyword Management: Now manage one million keywords in one view. Auto tagging Better Interface: Bing Ads is now easier to navigate with a newly redesigned experience. Targeting Precision: Geo plus radius targeting in 1-mile increments now makes local ads more accurate. Scheduling Precision: 15 min scheduling delivers the right ad at the right time. Bing Ads Editor: Now faster, improved management, plus new targeting settings. Bid Predictions: Bid Landscape predicts impressions and clicks based on estimates. Campaign Optimization: Delivery statuses now provide clear insights around ad performance. Campaign Performance: Top Mover report automatically locates key drivers contributing to account performance variations.
  56. 56. Already advertising on Google AdWords? yLearn how to import your campaigns It’s quick and easy to import your Google AdWords campaigns directly into Bing Ads with just a few clicks.
  57. 57. Connect with a Search Specialist who can help you get started today. Call 1-800-518-5689 or check out Getting started @bingads linkedIn.com/company/bing-ads facebook.com/bingads blog.bingads.com instagram.com/bingads slideshare.net/bingads youtube.com/bingads
  58. 58. © 2015 Microsoft Corporation. All rights reserved. Microsoft, Windows, and other product names are or may be registered trademarks and/or trademarks in the U.S. and/or other countries. The information herein is for informational purposes only and represents the current view of Microsoft Corporation as of the date of this presentation. Because Microsoft must respond to changing market conditions, it should not be interpreted to be a commitment on the part of Microsoft, and Microsoft cannot guarantee the accuracy of any information provided after the date of this presentation. MICROSOFT MAKES NO WARRANTIES, EXPRESS, IMPLIED OR STATUTORY, AS TO THE INFORMATION IN THIS PRESENTATION.

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