1. The document provides an overview of Bing's strategies for search engine marketing (SEM), search engine optimization (SEO), and social media. It discusses best practices for bidding on keywords in Bing Ads and using tools like Bing Webmaster Tools. 2. Resources are highlighted for managing local listings in the Bing Business Portal and blogs that provide support for search marketing on Bing. Social media recommendations emphasize creating fresh, relevant, authoritative, and timely content. 3. The presentation concludes with a discussion around social media strategies that companies have found successful, such as engaging customers on social platforms and measuring results of campaigns.

1. It Don’t Mean A Thing…
If It Ain’t Got That Bing !!
Kunal Das, Bing Evangelist
@kunal29

2. Who Are You?
• Emdeon
• Amsurg
• Sullivan Branding
• Centresource
• Etc.

3. Who Are You?

4. The Evolution of
Bing’s Big Bets
the Web
Integrating
Best Practices:
Social Into The Future
SEM, SEO, Social
Search

5. Join The Twitter Conversation!
#NAMAbing
@kunal29
@NashvilleAMA

6. The Evolution Of
The Web

9. The Social Media Landscape

10. Source: Visualizing Friendships, Facebook, Dec 13 2010

17. Why Bing?

18. Making
Decisions &
Completing
Tasks

20. Experience Is a Lens
Experts & People Like Me
Friends & Family
Myself

21. Web of People & Conversations Web of Pages & Content

22. Live Demo

24. The Search
Alliance

25. How It Works
Your Sites
Algo Results Algo Results
SEARCH USERS SEARCH USERS

26. One Ad Platform.
Two Consumer Experiences.

27. Early Results

28. More volume with less effort
United States
3.3B Monthly 5.9B Monthly
Searches2
2.6B Monthly
Searches1
Searches1
122M Unique Searchers1
167M Unique Searchers2
30.6% Share2
103M Unique Searchers1
17.2% Share1
13.4% Share1
1. comScore Core Search, September 2011.
2. comScore Core Search (custom), September 2011.
28

29. Likely to spend more
United States
Audience Buying Power Index
140
• Our audience is significant in 126.1
119.2
size, and in online purchase 120
activity. The unique searchers
on Microsoft and Yahoo! sites 100
100
(including Yahoo! Search, Bing,
and partners) are:
80
• likely to spend 26% more than
the average searcher, 60
• and likely to spend 5.8% more 40
than Google searchers in the
U.S. 20
0
Microsoft and Google Average
Yahoo! sites Internet
Source: comScore Core Search (custom), September 2011.
29

30. Connect with searchers you can’t
reach elsewhere
United States
• 34.4% of the unique searchers
using Microsoft and Yahoo! sites
(including Yahoo! Search, Bing, Microsoft and Yahoo! unique 167
and partners) do not use Google in searchers1 Million
the U.S.1
Microsoft and Yahoo!
• That’s 58 million unique searchers unique searchers that
in the U.S. that you can only reach don’t use Google1 58
Million
with search ads through Microsoft
Advertising adCenter.1
• That’s ~20% of U.S. population,
unduplicated.
1. comScore Core Search (custom), September 2011.
30

31. Market Performance Updates
Performance metrics for the marketplace continue to strengthen.
Performance Volume
We continue to see strong ROI and We continuously monitor the market
improving CTR and CPC metrics. and traffic quality, to help maximize
clicks and optimize ROI.
•
“We saw a 43% higher click volume at a An ongoing, rich pipeline of experiments
10% lower CPC. Click through rates did from adCenter engineering, including new
show a 9% improvement on a QoQ basis, matching and optimization technologies,
implying improved ad matching and/or will help incrementally improve the
traffic characteristics. .” marketplace.
- Marin Software1
1Source: Marin Software Q3 2011 study
31 31

32. Best Practices
For Bing

33. SEM

34. 7 adCenter Best Practices

35.  30% of queries in the US, over 20% of paid search clicks
 Higher quality traffic, consistently higher
conversion rates
 Competitive pressure is lower, leading to higher ROI
 If you are not on Bing, you’re leaving $$$ on the table
 Drive it differently

36. When you bid on broad, DO NOT
Best Practice
leave phrase and exact blank
• Bid explicitly for each match type
• Track click performance via URL parameter {matchtype}
• Use delivered match type KW performance report
Ad Group Keyword Exact Bid Phrase Bid Broad Bid
Bad AdGroup 1 Car $4.00
Ad Group Keyword Exact Bid Phrase Bid Broad Bid
Good AdGroup 1 Car $5.00 $3.65 $4.00

37. Best Practice Start high, tweak lower
• New terms should start off bidding higher than normal
• Phrase bids at 75% of Exact bids
• Broad bids at 85% of Exact bids
*Tip: minimum bid at least $0.40 to pass avg. min bid threshold
Best Practice Bid boost your target audience
• Use adCenter’s unique incremental bidding feature to
boost your bid for a specific age & gender

38. A keyword research and optimization tool to forecast &
zero in on your target audience (Excel plug-in).

39. A keyword research and optimization tool (Excel plug-in).

40. Admin-free upgrades
Most Loved Tactics:
Advanced filtering (by QS, etc.)
Copy & paste targeting settings
Find / Replace
Directly import campaigns with
AdWords username & passwords

41. For Mac Users:
 Partition the Mac drive to run both Mac & Windows
 Or, install Parallels 7, a virtualization software for Mac OS
X. Allows user to run both Mac & Windows

42. Position CTR Click Share
Main Line 5.45% - 19.22% 93.97%
Side Bar 0.32% - 0.95% 6.03%

43. What is it?
Become a Microsoft adCenter expert through
free training and accreditation.
Why become accredited?
Build your resume, train your employees
Get started:
1. Train with 32 free videos.
2. Take exam, free now for a limited time.
3. Free Exam Code: K5E2PSPX18
Benefits:
Free training, inclusion in Find a Pro directory,
Membership Directory, Member Spotlight,
badge use, and more.
Get started at:
www.microsoftadvertisingpros.com

44. #7 Free Training & Exam Voucher Code
K5E2PSPX18

45. SEO

46. Bing Webmaster Tools (Organic)

47. How It Works
Your Sites
Algo Results Algo Results
SEARCH USERS SEARCH USERS

48. Bing Webmaster Tools
http://www.bing.com/webmaster
Yahoo! Site Explorer Bing Webmaster Tools
siteexplorer.search.yahoo.com www.bing.com/webmaster
Top Features:
Start using Bing Webmaster • Index Explorer: URL level link tracking
Tools today to optimize for • Crawl Delay: Configure when we crawl
both Bing and Yahoo. • Deep Link Control: Remove, or re-
prioritize organic deep links
When worldwide transition is • In-depth traffic stats: Insights on
impressions, clicks, query terms,
complete Site Explorer will
keywords that drive traffic to your site.
shut down.

49. Crawl Delay: Configurable by the Hour
User in control
• Ask us to crawl slower
during peak business hours
• Crawl faster during off-peak
Simple
• Create crawl graph by
dragging your mouse
pointer across the graph
• Fine tune by clicking
individual columns, too.

50. Deep Link Control

51. Don’t Forget…
>

52. Bing Business Portal (Local)

53. Bing Business Portal: Edit Local Listings

54. Edit Local Listings: Bing Business
http://www.bing.com/businessportal

55. Social

56. Social Media Do’s
• Fresh & Relevant
• Authoritative
• Popular
• Timely
• Links
• Quality

57. Social Media Do-not’s
• Spam
• Think you can “set it and forget it”
• Pay a service for false “followers”
or “like farms”
*FYI: The patterns & volume of ALL
sharing is tracked

58. Resources
For You

59. Bing Support Resources
1. Bing Webmaster Tools (SEO Headquarters)
http://www.bing.com/webmaster
2. Bing Webmaster Tools Blog
http://www.bing.com/community/site_blogs/b/webmaster
3. Bing Business Portal (Manage Local Listings)
http://www.bing.com/businessportal
4. adCenter Blog (Paid Search)
http://community.microsoftadvertising.com/blogs
5. Bing Support (All Other Organic: Maps, Etc.)
https://support.discoverbing.com/

61. 61

62. Table Discussion

63. “What types of social media
strategies have worked for
your company/brand to
increase its presence in the
major search engines?”

64. It Don’t Mean A Thing…
If It Ain’t Got That Bing !!
Kunal Das, Bing Evangelist
@kunal29