Optimizations, tips, and best practices any PPC and SEM professional can use for use with the Bing Ads platform. Drive conversions, cut waste, and grow your business with these innovative tactics.

1. BEST PRACTICES WITH BING ADS
MARCH 12, 2014

2. WHO ARE YOU?
ERIC COUCH
SENIOR PPC ACCOUNT MANAGER,
HEAD OF TRAINING
@HANAPIN MARKETING.
WRITER @ PPC HERO
www.ppchero.com
@ecouch11
@ecouch11
#SMX #23B

3. ME, MYSELF & BING
EARLY ADOPTER
FREQUENT AUTHOR
SPENT $1.3M IN THE LAST
YEAR ON BING
LEAD GENERATION
+
ECOMMERCE
@ecouch11
#SMX #23B

4. OVERVIEW
BEST PRACTICES
DYNAMIC AD PARAMETERS
POLICIES
REPORTING
@ecouch11
#SMX #23B

5. BEST PRACTICES
HOW ARE THEY DIFFERENT
FROM GOOGLE?
@ecouch11
#SMX #23B

6. IS IT DIFFERENT?
ARE ACCOUNT STRUCTURE
BEST PRACTICES DIFFERENT?
… NOT REALLY.
@ecouch11
#SMX #23B

7. WHY?
BECAUSE OF PORTABILITY.
@ecouch11
#SMX #23B

8. IS IT DIFFERENT?
ARE DEVICE TARGETING
BEST PRACTICES DIFFERENT?
YUP.
@ecouch11
#SMX #23B

9. WHY?
BECAUSE OF
ENHANCED CAMPAIGNS.
@ecouch11
#SMX #23B

10. WHAT’S DIFFERENT?
DEVICE SEGMENTATION.
OR
DEVICE BID MODIFIERS.
@ecouch11
#SMX #23B

11. THE CASE FOR SEGMENTATION
MOBILE CPA = 40%
MOBILE SPEND = 80%
TABLET CPA = 13%
TABLET IMPRESSIONS,
CLICKS, & COST =
DRASTICALLY.
@ecouch11
#SMX #23B

12. THE CASE FOR SEGMENTATION
BING STAYED
ABOUT THE SAME.
@ecouch11
#SMX #23B

13. IS IT DIFFERENT?
ARE OPTIMIZATION
BEST PRACTICES DIFFERENT?
NO. AND YES.
@ecouch11
#SMX #23B

14. WAIT, WHAT?
THE DAY-TO-DAY ROUTINE
ISN’T DIFFERENT.
THE DETAILS SHOULD
ABSOLUTELY BE DIFFERENT.
@ecouch11
#SMX #23B

15. DETAILS, DETAILS, DETAILS…
BIDS
AD REVIEWS
GEOGRAPHIC PERFORMANCE
NEGATIVE KEYWORDS
ETC.
@ecouch11
#SMX #23B

16. SERIOUSLY, BIDS?
I KNOW, I KNOW.
BUT IT HAPPENS.
@ecouch11
#SMX #23B

17. MATCH TYPES
THE DANGERS OF
BING BROAD MATCH.
@ecouch11
#SMX #23B

18. BROAD MATCH VIGILANCE
BING BROAD MATCH ISN’T
INHERENTLY MORE
INEFFICIENT THAN ADWORDS.
@ecouch11
#SMX #23B

19. BROAD MATCH VIGILANCE
WE ACTUALLY SEE SUCCESS
WITH IT MORE OFTEN THAN
NOT, WHICH LEADS TO SOME
INTERESTING ISSUES.
LIKE WITH BRANDED TERMS.
@ecouch11
#SMX #23B

20. CASE STUDY!
CLIENT CAME TO US WITH
CLIMBING CPA ON BRAND
TERMS.
KEYWORD CPA WAS VOLATILE,
SPIKING UP TO $356 – THE
GOAL IS $44.
@ecouch11
#SMX #23B

21. THE PROBLEM
@ecouch11
#SMX #23B

22. THE PROBLEM
THIS KEYWORD WAS A VICTIM
OF ITS’ OWN SUCCESS.
HIGH QUALITY SCORE
+
HIGH BID
+
BROAD MATCH
@ecouch11
#SMX #23B

23. THE PROBLEM
EQUALS…
50% IRRELEVANT CLICKS/IMPR.
80% IRRELEVANT QUERIES.
84% IRRELEVANT SPEND.
@ecouch11
#SMX #23B

24. APPLES TO APPLES
IS THAT APPRECIABLY
DIFFERENT FROM GOOGLE?
@ecouch11
#SMX #23B

25. APPLES TO APPLES
SAME KEYWORD.
SAME CAMPAIGN STRUCTURE.
SAME NEGATIVES.
@ecouch11
#SMX #23B

26. APPLES TO APPLES
@ecouch11
#SMX #23B

27. APPLES TO APPLES
ENGINE
UNIQUE
QUERIES
(TOTAL)
UNIQUE
QUERIES
(BROAD)
SPEND
(BROAD)
BING 326 267 $3,300.96
GOOGLE 78 2 $14.90
@ecouch11
#SMX #23B

28. THE TAKEAWAY
BING BROAD MATCH ISN’T
INHERENTLY BAD – THE
ACTUAL KEYWORD WAS AT A
$49 CPA FOR THE MONTH.
IT WAS A SUCCESSFUL
KEYWORD, UNTIL THE
VOLATILITY HIT.
@ecouch11
#SMX #23B

29. THE TAKEAWAY
BUT IF YOU HAVE A KEYWORD
WITH A SPECIFIC INTENT
BEHIND IT, LIKE BRAND
TERMS:
• USE MODIFIED BROAD INSTEAD.
• SEGMENT OUT BROAD MATCH
CAMPAIGNS.
@ecouch11
#SMX #23B

30. THE TAKEAWAY
AND USE MORE
NEGATIVE KEYWORDS.
@ecouch11
#SMX #23B

31. IS IT DIFFERENT?
ARE AD COPY BEST PRACTICES
DIFFERENT?
@ecouch11
#SMX #23B

32. A MORE EFFECTIVE BING AD
IF YOU’RE ASKING ME
WHETHER OR NOT YOU CAN
STOP USING A CALL TO
ACTION, THEN NO.
@ecouch11
#SMX #23B

33. A MORE EFFECTIVE BING AD
BING HAS A DISTINCT
DIFFERENCE FROM ADWORDS –
71 TOTAL CHARACTERS
IN THE AD TEXT.
NOT JUST 35 PER LINE.
@ecouch11
#SMX #23B

34. A MORE EFFECTIVE BING AD
THEORETICALLY, THIS ALLOWS
YOU TO MAKE USE OF A
LARGER VOCABULARY.
IN PRACTICE, THIS ISN’T AN
APPRECIABLE DIFFRENCE.
FOR EXAMPLE:
@ecouch11
#SMX #23B

35. BING RESULTS PAGE
@ecouch11
#SMX #23B

36. GOOGLE RESULTS PAGE
@ecouch11
#SMX #23B

37. A MORE EFFECTIVE BING AD
THESE ARE PRETTY MINOR
DIFFERENCES.
HOWEVER, YOU COULD TEST
LONGER-FORM MESSAGING…
@ecouch11
#SMX #23B

38. A MORE EFFECTIVE BING AD
OR MAKE USE OF EXTREMELY
LONG WORDS IN THE MIDDLE
OF YOUR BING ADS WITHOUT
FEAR.
FOR INSTANCE…
@ecouch11
#SMX #23B

39. A MORE EFFECTIVE BING AD
IF YOU’RE IN THE BUSINESS OF
TREATING
PNEUMONOULTRAMICROSCOPICSILICOVOLCANOCONIOSIS*
YOU CAN ONLY FIT THAT IN
ON BING.
@ecouch11
#SMX #23B

40. A MORE EFFECTIVE BING AD
WHY IS IT DIFFERENT?
SIDEBAR ADS, MOSTLY.
THAT’S IT.
@ecouch11
#SMX #23B

41. THE QUESTION
SO WHAT CAN WE DO TO
DIFFERENTIATE BING ADS
FROM GOOGLE?
@ecouch11
#SMX #23B

42. THE ANSWER
DYNAMIC AD PARAMETERS.
@ecouch11
#SMX #23B

43. WHAT ARE THEY?
SNIPPETS OF PLACEHOLDER
TEXT THAT
DYNAMICALLY UPDATE
YOUR ADS WITH TEXT
RELEVANT TO THE TRIGGRED
KEYWORDS.
@ecouch11
#SMX #23B

44. HOW DO THEY WORK?
YOU AFFILIATE PARAMETER
VALUES WITH EACH KEYWORD.
YOU CAN THEN WRITE ONE AD,
WHICH DYNAMICALLY
UPDATES BASED ON THE
PARAMETERS IN USE.
@ecouch11
#SMX #23B

45. THE OLD WAY OF AD WRITING
THREE PRODUCTS, THREE OFFERS.
THREE AD GROUPS, THREE ADS.
@ecouch11
#SMX #23B

46. THE NEW WAY OF AD WRITING
THREE KEYWORDS.
TWO PARAMETERS.
ONE AD.
@ecouch11
#SMX #23B

47. THE NEW WAY OF AD WRITING
STILL THREE KEYWORDS.
STILL TWO PARAMETERS.
ONE AD, DYNAMICALLY ALTERED BY
THE MATCHED KEYWORD.
@ecouch11
#SMX #23B

48. STREAMLINED AD WRITING
UPDATING OFFERS WOULD
USUALLY TAKE A WHOLE NEW
ROUND OF AD COPY.
HERE, WE JUST UPDATE THE
PARAMETERS.
@ecouch11
#SMX #23B

49. ADVERTISER BEWARE
THERE ARE A COUPLE OF
CAVEATS.
• BEWARE OF CHARACTER LIMITS.
USE DEFAULT TEXT PLACEHOLDERS.
• MUDDLES THE AD REVIEW PROCESS.
@ecouch11
#SMX #23B

50. WHY GO DYNAMIC?
BECAUSE IT ACTUALLY
WORKS.
I KNOW, I WAS SURPRISED TOO.
@ecouch11
#SMX #23B

51. WHY GO DYNAMIC?
@ecouch11
#SMX #23B
SOURCE: CASSIE OUMEDIAN
PPC HERO - “DOES DKI REALLY WORK?”
http://www.ppchero.com/does-dki-really-work-case-study/

52. THE TAKEAWAY
DON’T LET THE TECHNICAL
HURDLES DISSUADE YOU
FROM TRYING BING DYNAMIC
TEXT PLACEHOLDERS.
THEY’RE NOT THAT
COMPLICATED.
@ecouch11
#SMX #23B

53. POLICY
IT’S TIME FOR SOME
ANECDOTES.
@ecouch11
#SMX #23B

54. POLICY FRUSTRATION
@ecouch11
#SMX #23B
GOOGLE
ME

55. POLICY COOPERATION
@ecouch11
#SMX #23B
BING
ME

56. POLICY TAKEAWAYS
BING AND GOOGLE POLICY
ARE DIFFERENT, AND YOU CAN
TAKE ADVANTAGE OF THAT.
EXAMPLE: A CLIENT WENT SO
FAR AS TO CREATE SEPARATE
GOOGLE AND BING SITES.
@ecouch11
#SMX #23B

57. POLICY TAKEAWAYS
THE POLICY SPECIFICS VARY
HEAVILY BY INDUSTRY, AND
SHOULD BE TAKEN ON A CASE-
BY-CASE BASIS.
THEY’RE ALSO ABOUT AS
ENTERTAINING AS A
PHONE BOOK.
@ecouch11
#SMX #23B

58. POLICY TAKEAWAYS
PLUS, TRYING TO QUOTE THEM
IN JOHN’S PRESENCE IS LIKE
TRYING TO DUNK ON
MICHAEL JORDAN.
@ecouch11
#SMX #23B

59. AIR GAGNON
@ecouch11
#SMX #23B

60. REPORTING
THE BING REPORT CENTER
MAKES UP FOR 99% OF THE
SHORTFALLS FOUND IN THE
BING INTERFACE.
@ecouch11
#SMX #23B

61. THE REPORT CENTER
IF YOU SEE THIS ON A
CONSISTENT BASIS:
THEN USE THE REPORT
CENTER.
@ecouch11
#SMX #23B

62. THE REPORT CENTER
THE REPORT CENTER CAN
ASSIST WITH:
KEYWORDS & BIDS
SEARCH QUERY REPORTS
GEOGRAPHIC PERFORMANCE
AD REVIEWS
ETC.
@ecouch11
#SMX #23B

63. THE REPORT CENTER
IT CAN ALSO HELP WITH:
SEARCH PARTNER QUALITY
IMPRESSION SHARE
@ecouch11
#SMX #23B

64. BING SEARCH PARTNERS
UNLIKE GOOGLE, BING HAS
MORE TRANSPARENCY WITH
THEIR SEARCH PARTNERS.
SO WHEN A CLIENT TELLS YOU
THESE LEADS ARE BAD:
@ecouch11
#SMX #23B

65. BING SEARCH PARTNERS
@ecouch11
#SMX #23B
Source First Referring Site
PPC - Bing Content Network http://questhere.com/search?q=**********
PPC - Bing Content Network http://locateshow.com/search?q=********
PPC - Bing Content Network http://looknearly.com/search?q=********
PPC - Bing Content Network http://seeknearfind.com/search?q=********
WE CAN QUICKLY DIAGNOSE THAT
THEY CAME FROM THE BING SEARCH
PARTNER NETWORK THANKS TO THE
WEBSITE URL (PUBLISHER) REPORT.

66. BING SEARCH PARTNERS
BUT IF YOU’RE LEAD
GENERATION, YOU SHOULD
PROBABLY OPT OUT OF THEM
ANYWAY.
SERIOUSLY.
@ecouch11
#SMX #23B

67. IMPRESSION SHARE
WHAT ABOUT IMPRESSION
SHARE REPORTING?
USE THE
SHARE OF VOICE REPORT.
@ecouch11
#SMX #23B

68. ONE OF MY FAVORITE TRICKS
DOWNLOAD A SHARE OF VOICE
REPORT FROM BING, AND AN
IMPRESSION SHARE REPORT
FROM ADWORDS.
WHAT NEXT?
EXCEL SOLVER.
@ecouch11
#SMX #23B

69. EXCEL SOLVED BUDGETS
@ecouch11
#SMX #23B
A MIX OF BING
AND GOOGLE
CAMPAIGNS
AVERAGE DAILY
SPEND ACROSS
ALL CAMPAIGNS
OPTIMAL BUDGET
AS FOUND BY
EXCEL SOLVER
SOURCE: SAM OWEN
PPC HERO – “HOW TO USE EXCEL SOLVER TO OPTIMIZE YOUR CAMPAIGN BUDGETS”
http://www.ppchero.com/how-to-use-excel-solver-to-optimize-your-campaign-budgets/

70. EXCEL SOLVED BUDGETS
DID THIS ACTUALLY
WORK?
YES.
@ecouch11
#SMX #23B

71. EXCEL SOLVED BUDGETS
YEAR-OVER-YEAR STATS, SAME CLIENT:
DECEMBER 2012: 172 LEADS, GOOGLE ONLY.
DECEMBER 2013: 614 LEADS, GOOGLE + BING.
BING ALONE?
207 LEADS.
@ecouch11
#SMX #23B

72. WRAP UP
BEST PRACTICES
DYNAMIC AD PARAMETERS
POLICIES
REPORTING
@ecouch11
#SMX #23B

73. WHO ARE YOU?
ERIC COUCH
SENIOR PPC ACCOUNT MANAGER,
HEAD OF TRAINING
@HANAPIN MARKETING
WRITER @ PPC HERO
www.ppchero.com
@ecouch11
@ecouch11
#SMX #23B

74. THANK YOU!
@ecouch11
#SMX #23B