agenda - · pdf filestrategy & roadmap blockbuster features ... •get keyword...

#BingAdsConnect#BingAdsConnect

Next & Now

Yahoo Bing Search Alliance

Bing @ Microsoft

Bing Ads Product Update

Strategy & Roadmap

Blockbuster Features

Advertising Excellence

Insights to Impress

Agenda


Bing Ads Intelligence

will impress with keyword

insight and a view into

your competition.

1

Brand Study

32% more clicks with Paid +

Organic campaigns. Fewer clicks

to competitors.

2

Insights to Impress

#BingAdsConnect

Predictive Marketing

Unleash Excel Power BI tools to

get ahead of trends and make

your story pop.

3

#BingAdsConnect

#1 –

Bing Ads Intelligence

Tool

• Get keyword suggestions or download your existing Bing Ads

account and perform keyword expansion for existing ad groups.

• Get insights on traffic opportunities and bid optimization

strategies to perform better keyword expansion analysis.

• Easily build list of relevant keywords with real query data from

the Yahoo Bing Network.

• Create bulksheets with generated keywords and bids that can be

seamlessly imported into Bing Ads or Bing Ads editor.

Bing Ads Intelligence tool

#BingAdsConnect

Create more effective campaigns with a powerful keyword research tool right in Excel

#BingAdsConnect

DEMO: Smarter keyword suggestions

Combine “keyword suggestions” for more keywords with the power of filtering and sorting within excel

GUIDELINES

1. Get “Keyword

suggestions” for

patio furniture

2. Use power of Excel’s

sorting > Highest to

lowest clicks volume

3. For added intent,

add filter for the

word “set” on the

generated keyword

#BingAdsConnect

#BingAdsConnect

DEMO Positional analysis using keyword performance

For smarter bidding strategy, see the number of clicks and average CPCs for the marketplace

GUIDELINES

1. Get “Keyword

Performance” for

keyword “patio furniture”

for last 30 days

2. Customize insights to

Exact Match only and

ALL positions

3. Use power of Excel’s

charting > Column chart

data in Column D

(Position) and Column E

(Clicks)

#BingAdsConnect

#BingAdsConnect

DEMO Compare a brand’s demographics across devices

As audience becomes more important, demographic insights are important and just a few clicks away

GUIDELINES

1. For your “brand” go to More

Research and select “Age

Group & Gender”

2. Customize insights to All

Device types except “non-

smart phone”

3. Use power of Excel’s charting

> 100% Stacked Column

chart data in Column B

(Devices) through Column

G (Age65Plus)

#BingAdsConnect

#BingAdsConnect

#2 –

Bing Ads

Brand Study

#BingAdsConnect

Should SEM campaigns bid on their own brand terms?

Brand Study from Bing Ads Research


Methodology of the study

impressions

January – March 2014

50MFinancial services vertical

#BingAdsConnect


56%

Brand term bidding + SEO delivers more clicks

Organic only

Microsoft internal data April 2015


56%

32% more clicks with paid + organic

Organic only

Paid in ML1 + organic

88%



56%

32% more clicks with paid + organic

Organic only


32% gain



56%

Organic only

SEO

PPC

But do we cannibalize SEO?




56%

Organic only

38%

50%

But do we cannibalize SEO?




56%

Organic only

38%

18% overlap

Some paid clicks you may have received organically




Organic only

56%38%

32%

18% overlap

gain

PPC

Some paid clicks you may have received organically




COMPETITOR’S SHARE: 7%

COMPETITOR’S SHARE: 18%

Organic only

Bidding on your own brand terms = fewer clicks to competitors




80%

60%

40%

20%

0%

100%

Facebook

No Brand Ad

AT&T Wireless

No Brand Ad

AT&T

No Brand Ad

Victoria’s Secret

No Brand Ad

Brand ClicksCompetitor Clicks

Navigational brand terms vs. search intent brand terms



Keep competition under control – keep 2x the clicks insteadof letting your competitor get them

More traffic –

32% more

Test offers and landing pages. No control over organic landing page means no way to test meaningfully

#BingAdsConnect

Brand term bidding has benefits


Travelhttp://j.mp/BrandTermBiddingTravel

Retailhttp://j.mp/BrandTermBiddingRetail

#BingAdsConnect

Download our vertical brand bidding studies

3 million desktop impressions on results pages for retail brand terms

400,000 desktop impressions on travel brand results pages

#BingAdsConnect#BingAdsConnect#BingAdsConnect

3 –

Predictive Marketing

#BingAdsConnect

Context.

#BingAdsConnect

$74.9BSecond highest spending period, behind winter holidays

#BingAdsConnect

September 4, 2014

1,000,000+students

#BingAdsConnect

September

9th, 2015New York City, the largest

school district in the US, will

have 1,000,000 students

back in school

August

24th, 2015All 5,000,000 of Texas’s

K-12 Public School

students go back

July

29th, 2015All 180,000 of Hawaii’s

K-12 Public School

students go back

When does the 1st day of school really start?

#BingAdsConnect

September

8th, 2015Chicago public

schools, will have

400,000 students back

in school

#BingAdsConnect

What does this look like in Excel?

California Wisconsin

#BingAdsConnect

What does this look like in Excel?Number of students going back to school by 1st day

Wisconsin

#BingAdsConnect

Back-to-school visualization

Texas

Great Lakes

New York

Arkansas

#BingAdsConnect

Example action plan

Tools Power Map, Power BI

Ad Copy Back to School

Bids Incremental bids by geo during peaks

Structure Separate for major school districts: TX, NYC, LA


Thank You.

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