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You Asked, Bing Listened: Most Wanted Updates for 2018

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In this presentation, Bing’s Purna Virji and Hanapin’s Dani Gonzales are going to dive into these new updates for you, analyze them, and provide action steps for you to take when they come out.

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You Asked, Bing Listened: Most Wanted Updates for 2018

  1. 1. 1 www.dublindesign.com You Asked, Bing Listened: The Most Wanted Updates for 2018 HOSTED BY:
  2. 2. Presenters • Purna Virji – Senior Manager of Global Engagement at Bing – @purnavirji • Danielle Gonzales – Account Manager at Hanapin Marketing – PPC Hero Blogger – @DGonzoPPC
  3. 3. – Run the world’s most popular PPC blog and conference. – We manage and optimize global paid search, paid social, and display programs. – Within 12 months, brands can expect a 250% increase in their growth trajectory. Who is Hanapin?
  4. 4. Our Clients
  5. 5. Join the Conversation Include the hashtag #thinkppc in your Twitter tweets. Or use the webinar question box to send us questions.
  6. 6. Live Poll Question #1 How long have you been in PPC? #thinkppc A. 0-1 year B. 1-3 years C. 3-5 years D. 5+ years
  7. 7. #thinkppc We’ll chat: - The Most Wanted - Spotlight on Purna’s Fav - Q & A
  8. 8. Most Wanted List: You Asked, Bing Listened
  9. 9. 1. Automated Bidding Maximize Conversions automated bidding strategy Let Bing Ads automatically set your bids to get you as many conversions as possible. Open beta: Available in US, UK, CA, AU, FR and DE Target Cost Per Acquisition (CPA) automated bidding strategy Let Bing Ads automatically set your bids to help you attain your average target CPA. Controlled beta Available in US, UK, CA, AU, FR and DE (Help) User notification preferences Control notification settings at a more granular level with an improved notification experience in Bing Ads settings. Open beta Global pilot to start in mid-January
  10. 10. 1. Automated Bidding Maximize Conversions automated bidding strategy Let Bing Ads automatically set your bids to get you as many conversions as possible. Open beta: Available in US, UK, CA, AU, FR and DE Target Cost Per Acquisition (CPA) automated bidding strategy Let Bing Ads automatically set your bids to help you attain your average target CPA. Controlled beta Available in US, UK, CA, AU, FR and DE (Help) User notification preferences Control notification settings at a more granular level with an improved notification experience in Bing Ads settings. Open beta Global pilot to start in mid-January
  11. 11. Hanapin’s Highlights
  12. 12. Hanapin’s Highlights
  13. 13. Hanapin’s Highlights
  14. 14. 2. Google Merchant Center Import Easily import your approved product offers into Bing Merchant Center. •Open beta •Available in US, UK, CA, AU, IN, FR and DE
  15. 15. Hanapin’s Highlights •Quick Scaling into Bing •Can help ease your client’s workload by managing via a single feed
  16. 16. 3. Custom Audiences Leverage your current, rich customer data (open beta) Custom Audiences segmentation examples Purchase history Tenure Renewal period Status tier Lifetime value Subscriber type Time since last purchase Customer referrals
  17. 17. 3. Custom Audiences
  18. 18. 3. Custom Audiences Scale your online advertising efforts Enhance your existing audience lists with your First Party Data No UET required
  19. 19. Hanapin’s Highlights •Great way to provide additional value from PPC: • Bring folks back into the funnel • share promotions • reward lifetime value customers • turn marketing qualified leads into sales qualified leads… •We know consumers want hyper-targeted messaging. •Note: You cannot use 3rd party data lists.
  20. 20. 4. Multi-Image Extensions Make your text ad visually stand out! • Open beta. Available in US and UK. Image Name/Display Text
  21. 21. 4. Multi-Image Extensions Image Name/Display Text Make your ads richer to increase traffic to your site. Take advantage of this unique opportunity, available only on Bing Ads. Combine with other ad extensions to increase engagement.* *Excludes Sitelink and Enhanced Sitelink Extensions
  22. 22. 4. Multi-Image Extensions Click Create ad extension to either: 1. Choose an existing image or 2. Upload a new image Choose Image Extensions and the Campaign or Ad group. Click the Ad Extensions tab.
  23. 23. 4. Multi-Image Extensions Multi-Image Extension Min #Images 5 Image Ratio 4:3 Name/Display Text Mandatory (display below image) Recommended Max. Characters – Name/Display Text 14 Description Optional Recommended Max. Characters – Description n/a Destination URL Mandatory
  24. 24. Hanapin’s Highlights •Excellent way to increase CTRs for e-comm– Show ‘em your goods! •Choose high-quality product images and make sure they speak to each other •Choose best sellers/top-performing images •Use as visual sitelinks to different parts of your website!
  25. 25. Purna’s Fav Kick off the year with a bang!
  26. 26. Source: “2017: More Than Ever, Marketers Need Brand Safe Environments,” Trusted Media Brands, March 2017. Half of digital advertisers plan to increase their spend on audience targeting this year.
  27. 27. 5. In-Market Audiences Predictive intelligence delivers lists of users who are ready to buy Bing Ads predictive intelligence identifies users who have shown purchase intent signals within a particular category, including searches and clicks on Bing and page views on Microsoft services.
  28. 28. 5. In-Market Audiences
  29. 29. 5. In-Market Audiences
  30. 30. 5. In-Market Audiences *Source: Microsoft internal data; pilot performance data from verticals including Travel, Autos and Financial Services using “Bid Only” targeting on Bing Owned & Operated traffic, July 2017. CTR is click-through rate, and CVR is conversion ratio. 28% CTR* 48% CVR* Ads shown to In-market Audiences saw up to a 28% greater CTR than the same ads without In-market Audiences. Ads shown to In-market Audiences saw up to a 48% greater CVR than the same ads without In-market Audiences.
  31. 31. The Client: Vegas.com is an online travel agency located in Las Vegas, NV and specializes in hotels, show tickets, air+hotel packages, and tours. The Objective: To incrementally boost their conversion and revenue numbers while maintaining relative efficiency. The Implementation Initially rolled out as Bid Only & saw a significant lift in performance so we then broke these out into dedicated Target & Bid campaigns. Vegas.com 65%Click Through Rate 30%Conversion Rate 27%ROAS 20%Cost per Conversion The Results:
  32. 32. 5. In-Market Audiences “I’m new to remarketing — help me layer in audience targeting solutions quickly and easily.” Easy to get up and running in 5 minutes or less. No need for you to build your own remarketing list. No prerequisites to get started, like website tagging. Easy to report on performance and compare with campaigns not using In- market Audiences.
  33. 33. 5. In-Market Audiences Get creative with layering
  34. 34. Hanapin’s Highlights •In-Market Audiences for Search is really exciting, we don’t even have this feature in Google. •Get creative with layering In-Market audiences: • Make assumptions. • If someone is In-Market for a home mortgage, it may be wise to reach out to them if you’re a Home Goods Retailer, a landscaper, sell homeowners insurance…
  35. 35. Bonus: Cross-Channel Audience Lists What are they? Audience lists from other marketing channels such as social, SEO, loyalty programs, video or chat experiences, etc. Why are they important? You know how much your visitors are worth to you – why not get another opportunity to convert, upsell, or bid more aggressively on.
  36. 36. Bonus: Cross-Channel Audience Lists 5 Examples of additional marketing channel lists: 1. Facebook 2. AdWords 3. Affiliate 4. Organic or direct 5. Mailers – mail with a URL (offline to online)
  37. 37. Bonus: Cross-Channel Audience Lists
  38. 38. Bonus: Cross-Channel Audience Lists
  39. 39. Bonus: Cross-Channel Audience Lists
  40. 40. Bonus: Membership Duration-Based Lists What are they? We can create multiple lists targeting the same action but staggering the membership duration for highest impact. Why are they important? Maximize the CTA at the appropriate time. Depending on when the user completed the action the advertiser will want to serve unique ad copy, landing pages, and adjust bids accordingly.
  41. 41. Bonus: Cross-Channel Audience Lists 4 Examples of additional marketing channel lists: 1. Free Trial engagement/Expiring promotion 2. Higher value item, longer membership duration 3. Avoid ad fatigue 4. Curate your lists based on your booking funnel
  42. 42. Bonus: Cross-Channel Audience Lists Key Qs to ask:  What is the length of your typical purchase journey?  Is there a specific timing window you need to reach consumers?  How long do consumers spend researching before purchasing?  How frequently do visitors return to your website during the purchase journey?
  43. 43. Bonus: Cross-Channel Audience Lists How do I create this type of list? Determine which action would benefit from a more dynamic membership duration Create multiple versions of the audience with variable membership duration Ad groups/campai gns with the same words but different audience associations Layer multiple versions on and control engagement with bid modifiers or exclusions 1 2 3 4
  44. 44. Hanapin’s Highlights •Really exciting and have so much use potential • Brilliant way to re-engage clients from other platforms and solidify your brand awareness. •Provide additional value from marketing dollars your client is already spending. • Another opportunity for hyper-relevant, customized messaging.
  45. 45. Search + AI Creating new opportunities
  46. 46. “AI will augment our humanity—it will give each of us “superpowers” to meet challenges of all kinds” Dr. Harry Shum EVP Microsoft AI & Research
  47. 47. Tip: Plan Qs for every step of the consumer decision journey.
  48. 48. Offers! A. I’d like a chance to win exclusive Bing swag B. I’d like to stay up-to-date on Hanapin’s all-PPC conference, Hero Conf. C. I’d like both! D. No, thanks.
  49. 49. Live Q&A Time!
  50. 50. #thinkppc Thank you for attending our webinar! #thinkppc Contact Hanapin Directly: marketing@hanapinmarketing.com Contact Bing Directly: Tweet @BingAdsSupport Hanapin Marketing | The PPC Agency of Experts Behind PPC Hero and Hero Conf

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