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TRANSCRIPT
10 Reasons to Advertise on 13th October 2016
3XE Digital
1@BingAds @mazgeraghty @lloujames
Workshop Agenda
2
30 mins Introduction
Workshop Strategy
10 Reasons to Advertise on BingAds
No.1 Reach
No.2 Audience
No.3 Efficiency
No.4 Features
No.5 Tracking
No.6 Tools
No.7 Insights
No.8 Support
No.9 Accreditation
No.10 Reach out! We’re here for you
13th October 2016
@BingAds @mazgeraghty @lloujames
Mary GeraghtySales Director UK & Ireland
13th October, 2016
3
@mazgeraghty
@BingAds
Louise JamesSenior Account Manager
13th October, 2016
4
@lloujames
@BingAds
NO 1. OUR REACH
Why it’s crucial to integrate BingAds into your Search Strategy
@BingAds @lloujames
No.1 REACH
Bings’ reach is far beyond a search box confined to a webpage
@BingAds @mazgeraghty @lloujames
MICROSOFT’S MISSION
Empower every person and
every organization on the planet
to achieve more
BING’S MISSION
To empower advertisers around
the world to do more with search
advertising.
The Microsoft & Bing story
6
8
Growing volume with Windows 10
Bing integration paves the way
Microsoft Internal Data, March 20161. Bing UK searches on PC and Tablet by Windows 10 and non-Windows 10 devices (from Oct 2015 & Jan 2016)
4-5x
19%
Increase in
Bing syndicated clicks
of Bing clicks from syndication
expected in 2016 (U.S.)
1
“Windows 10 is a Bing honeypot —and it’s working”
“Milestone: Bing Now Profitable As Windows 10 Success Boosts Usage”
Getting to know the Bing Network
Bing’s intelligence fabric delivers smart connections for business results
9
4-5x
19%
Bing
Third-party
PublishersBing
Network
Microsoft
Publishers
1
3
Yahoo
Yahoo
distribution
Yahoo
syndication
Yahoo sub-
syndication
Third-party device integration
First-party device integration1
3
3
Bing Network has global reach & gives you access to searchers who spend more
10
Globally, Bing Network’s unique
searchers spend 44% more
online than Google searchers.
Compared to Google’s UK
audience, Bing Network’s UK
audience over-indexes across:
• Mid to high income
ranges between
35,000 - 50,000 pounds
annually
• Mature age groups,
especially those 35+
comScore qSearch (custom), June 2015; includes Microsoft &
Yahoo Search sites worldwide.
•
Growing IE Audience Numbers
1MUNIQUE SEARCHERS
8.8%SHARE
15MMONTHLY SEARCHES
22% 33%
78% 67%
Windows 10 Non-Windows 10
What % Bing Searches in Ireland performed on
Windows 10 devices?
33% of Bing Ireland
searches on PC and Tablet from Windows 10, a
49% increase from
Oct 2015.
Bing Ireland searches on PC and Tablet by Windows 10 and non-Windows 10 devices , Oct 2015 & Jan 2016
Oct 2015 Jan 2016
@BingAds @mazgeraghty @lloujames @BingAds @mazgeraghty @lloujames
No. 2 AUDIENCE PROFILE
Our audience is mature with strong buying power
@BingAds @mazgeraghty @lloujames
27%
Highest age group contribution is 50-64.
47%female
53%male
Audience Demographics on Windows 10Strong representation of males in the UK between 35-64 years old.
Bing UK search volume share by age and gender on PC and Tablet for Windows 10 and non-Windows 10 devices, Jan 2015.
Figures may not sum to 100 due to rounding.
Windows 10
Non-Windows 10
Windows 10
Non-Windows 10
4%
6%
15%
16%
19%
14%
30%
26%
27%
27%
6%
11%
13-17 18-24 25-34 35-49 50-64 65+
63%
47%
37%
53%
Female Male
No. 3 EFFICIENCY
Bing is EASY! Import from G, schedule, options, review
@BingAds @mazgeraghty @lloujames
3 Quick Steps to Get Started
Importing from Google AdWords
First, sign in to your
Google AdWords account.
Then, choose to import all existing and new
campaigns from your AdWords account or
just specific campaigns from that account.
Checking your import preferences
1. Choose the Bing Ads account
where you want to import.
2. Decide what to import: new
campaigns or changes to
existing campaigns.
3. Clean up your campaigns by
deleting items that have been
removed from Google.
4. Make adjustments to bids,
budgets, URLs and any
tracking templates.
5. Link your ad extensions to
your Bing Ads accounts.
Scheduling your imports
Choose when you want to import your
AdWords data into your Bing Ads account.
Choosing how often to import
Option: Once
Option: Weekly
Option: Daily
Option: Monthly
Reviewing your import
The Import Summary confirms that your
import has been scheduled, when it will run
and how often it will sync.
No. 4 OUR PRODUCT STRATEGY
Why it’s crucial to integrate BingAds into your Search Strategy
@BingAds @mazgeraghty @lloujames
TRACKPlace Universal Event Tracking (UET) tags across your website.
SEGMENTCreate Remarketing Lists to segment users based on their activity or pages they have visited.
ENGAGEAssociate remarketing lists to ad groups and engage with audiences by customising bids, ads and keywords to those who search on Bing Network.
Investing in products that drive growth and performance
Cake, muffins
Your Ad
UET
Drive actions through ad extensions
Location ExtensionVideo Extension
Offer Extension
Offer Extension*
Action Extension
App ExtensionCallExtension
Review Extensions • Highlight your trusted review source
• Choose the review that best promotes your ad
Enhanced Sitelinks • Research shows that users are more likely to click on your ad
and stay longer on your landing page (27% CTR*)
Callout Extensions • Showcase unique services and features
• Draw attention to deals and promotions
Structured Snippets• Showcase unique services and features
• Draw attention to deals and promotions
Drive engagement through ad extensions
Contoso FlowersAd . www.contoso.com
Wide Selection. Same Day Delivery Available.
100 Varieties . Fresh Flowers . Garden Supplies
Types: Flowers, Plants, Gift Baskets, Keepsake Gifts
Introducing Automated Rules.Get greater control and flexibility of your campaigns by setting up rules that automatically start or stop campaigns and increase keyword bids or campaign budgets. Create recurring rules — daily, weekly, monthly — to optimize your campaigns using your performance criteria. Receive emails when rules run and make changes.
You can create automated rules for:
• Campaigns
• Ad groups
• Ads
• Keywords
Rule definitions Campaigns Ad groups Ads Keywords
Enable (entity) when… ■ ■ ■ ■
Pause (entity) when… ■ ■ ■ ■
Change budget when… ■
Change bids when… ■ ■
Raise bids to top of page bid when… ■
Raise bids to first page bid when… ■
Where I can find it?
What rules can I create?
Flyout menus allow you to
define a rule for different entities
without switching tabs.
Manage and edit existing rules.
Find the Automate menu on main Campaign, Ad
Group, Ads, and Keywords grids.
Mobile ad products that increase clicksAd Extensions that drive user engagement
Investments in relevancy,matching, and click prediction
Source: Microsoft Internal Data, Microsoft and Yahoo DE
sites, Jan 2015 vs Jan 2016, mobile devices only.
See what’s available now and coming in the future
Expand your connections
Achieve more with confidence
Recently releasedStructured Snippet Extensions
Let searchers know more about the products and services you offer.
Global
ETA’s
Expanded Text Ads.
Global
Coming soonGlobal
Labels in the Campaign UI
Use labels for filtering, reporting and creating automated rules.
Global
Credit Limit Enforcement
Know when a managed monthly invoiced account is getting close to its credit limit.
Global
Period over Period Comparison
Compare metrics for two different time periods in the same view.
Global
Bing Ads Editor Updates
Support for Bing Shopping Campaigns.
US, UK, AU,
FR, DE
Account Alerts
Quickly identify and fix any errors that prevent your accounts from serving ads.
Global
Data Visualization Improvements
Easily view the performance of your campaigns.
Global
Email Notification Preferences
Manage email notifications more easily with new email settings.
Global
Redesigned Campaign Setup UI
Set up your campaigns with greater ease.
Global
Account level shared budget
Allow multiple campaigns in an account to share one budget.
Global
Support for Expanded Device Targeting
Get more control of your device targeting bids.
Global
Google Import: Google Sync Automated Imports
Sync your Google imports automatically.
Global
Product Ads: Support for "$0 with contract" Pricing
Create Product Ads for products with contract plans and no upfront cost.
US, UK, AU,
FR, DE
Structured Snippet Extensions
Let searchers know more about the products and services you offer.
Global
Merchant Promotions for Product Ads
Add merchant promotions as an extension of your Product Ads.
US
Support for Expanded Text Ads
Create text ads with longer titles (up to 60 char) and text (up to 80 char).
Global
Longer termApp Install Ads
Promote your app in the ad without the need for a website.
Global
Dynamic Search Ads
Show ads generated dynamically from your website content.
US
Sitelink Extensions Updates
Support for at least 20 sitelinks per Sitelink Extension.
Global
Bing Ads Editor 11.6
Support for Callout Extensions and custom ads for Native Ads.
CoEX: Global
NA: US, AU
APIs for UET and tag goals
Manage conversion tracking with a new set of APIs.
Global
No. 5 TRACKING
Track conversion goals so you can optimise your campaigns
@BingAds @mazgeraghty @lloujames
Measurement
Measure and optimisecampaigns more effectively by going beyond impressions and clicks.
Manageability
Tag your entire website once. No need to create new tags or instrument new tags each time a new account, conversion goal, or remarketing listis added.
Remarketing
Increase your ROI by optimising your campaigns to previous visitors of your site.
Universal Event TrackingOne tag for all your campaigns and accounts
A second chance to influence users to convert
Re-engage with audiences that have previously visited your website.
User added in remarketing
listYour website
User searches on the Bing
NetworkYour ad is
servedUser leavesUser
USER RETURNS TO YOUR SITE
< HTML >
on
Segmenting: Define and create audiences
Identify, segment and target users based on the specific stage of the buying funnel - from visiting the home page to making a purchase.
Shopping cart
Thank you pages
Segment and target past visitors
Cake, muffins
Engaging with your audiences
Increase by %
Your Ad
@BingAds @mazgeraghty @lloujames
No. 6 TOOLS
Use the right tools for optimal campaigns
@BingAds @mazgeraghty @lloujames
Bing Ads Editor
Bing Ads UI
Bing Ads Intelligence
Tools to Assist :
36
@BingAds @mazgeraghty @lloujames
@BingAds @mazgeraghty @lloujames
Make informed and smart decisions with Insights
No. 7 INSIGHTS
@BingAds @mazgeraghty @lloujames
Vertical Industry Insights
Bing Network search volume trends by industry in Europe
As the seasons change, so does
consumer behaviour. Targeting
the right customer, at the right
time, is essential to driving
deeper connections with
consumers and can be key to
ensuring that your advertising is
effective and cost-efficient.
With historical traffic data, you
can plan your campaign and
bidding around peak times of the
year when European searchers
on Bing are most active within
your industry. Use the tool below
to easily see search-volume
trends by country, industry and
sub-industry..
Demographic Insights
Reach your target audience by demographic and industry in Europe
Targeting is an important part of
your search engine marketing
strategy. When planning a
campaign, knowing the
demographics of your target
audience is key to reaching the
right customers and making sure
your advertising is cost-efficient.
Get gender and age
demographic details below
based on country, industry and
sub-industry. Research even
further by device-type, peaks in
monthly search volume and
audience size.
Device Insights
See your customer’s device-usage trends across Europe and Industries
To reach the right customers at
the right time, you need specific
data about device usage.
With insights on search volume
across devices and industries,
you can fine tune a strategy that
is relevant to your business.
An effective campaign can mean
more customers, conversions
and sales. Use the interactive
chart below to view device usage
trends in Europe by country,
industry and sub-industry.
Irish Case Study with Tinderpoint
@BingAds @mazgeraghty @lloujames
@BingAds @mazgeraghty @lloujames
@BingAds @mazgeraghty @lloujames @BingAds @mazgeraghty @lloujames
No. 8 SUPPORT
We are here to ensure the success of your business
@BingAds @mazgeraghty @lloujames
@BingAds
@BingAds @mazgeraghty @lloujames
@BingAds @mazgeraghty @lloujames
@BingAds @mazgeraghty @lloujames @BingAds @mazgeraghty @lloujames
No. 9 BINGADSACCREDITATION
Become a BingAds Accredited Professional
@BingAds @mazgeraghty @lloujames
Drive your business forward as a Bing Ads Accredited Professional
You’re a business leader who stays ahead
of the curve. Now take that strategy even
further as a Bing Ads Accredited
Professional.
Our program shows you how to get the
most of your ad spend, so you gain more
from your marketing dollars. Best of all,
our courses and exam are absolutely free.
• Increase your Bing Ads proficiency
• Optimize ad campaigns
• Enjoy member benefits
• Maximize your Bing Ads reporting &
tools knowledge
@BingAds
Thank you!
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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 as a commitment on the part of Microsoft, and Microsoft cannot
guarantee the accuracy of any information provided after the date
of this presentation.
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