john a. lee - bing ads connect - november 2015

Mind Over MatterChange Your Mindset and Change Your Fortunes with Bing Ads

Managing Partner – Clix Marketing Digital Advertising Geek Emphasis on “Geek” Writer: Search Engine Watch, ClickZ, Clix

Marketing Blog, The SEM Post, Acquisio Blog, PPC Hero

Speaker: SMX, SMX Social, SES / ClickZ

Live, HeroConf, State of Search, Acquisio User Summit, Bing Ads Connect

If you don’t like something change it; if you can’t change it, change the way you think about it.-Mary Engelbreit

Attitude is a little thing that makes a big difference.-Winston Churchill

Changing Minds…We Are On a Mission

If I Had a Dollar For Every Time…

“Bing just doesn’t have the

volume.” “AdWords has more features.”“I don’t have

time to learn another

platform.”

When I hear Excuses for Not using Bing Ads…

Food For Thought

20% of billions

of searche

s…

More Than Just Search Volume New syndicated partners and ad serving opportunities. Enhanced tools for campaign research and planning. Increase in support and training resources. Continued drive for parity with Google AdWords.

Greasing the WheelsSupport, The Bing Ads / Google AdWords Connectionand More!

Support That Goes Above & Beyond

Ellen rocks. Period. Bing super-friends rock. The value of quality support and strong relationships is real.

Import Google AdWords CampaignsCSV import.Sync campaigns via AdWords login.

AdWords / Bing Ads Parity Mobile preferred ads. Bid modifiers. Reporting – Dimensions Auction Insights Ad extensions. Shared library.

Shopping CampaignsPARADIGM SHIFT SEAMLESS UPGRADE FROM PLA

Tools for SuccessThank You Bing Ads!

Bing Ads IntelligencePowerful tool for analysis, research and keyword expansion.

Keyword PlannerResearch FTW!

Campaign PlannerResearch FTW!

Upgraded InterfaceAnswering User Demand

Bing Merchant CenterSet up self-contained within Bing Ads.

UET & Retargeting Universal Event Tracking

Enhanced conversion tracking.

Collect audience data. Retargeting Retarget previous

website visitors with search and Shopping campaigns.

Audience AssociationsSIMPLE WORKFLOW EXCLUDE AUDIENCES? NOT

YET…

Syndicated Search Partners Addition of AOL (2016) and adMarketplace.

Advertisers still maintain control over syndicated search partners.

Exclusions. On or off. Segment

campaigns.

Mobile & Tablet Bid ModifiersWe still have *some* control.

Demographic BiddingThis isn’t new, but it’s still awesome.

Conversion & Cost EfficiencyGoogle AdWords vs. Bing Ads Case Studies

Comparison: B2B SaaS Software Google AdWords: Search, Search Partners Bing Ads: Search, Syndicated Partners Locations: US, CA, UK, AU, NZ Desired Conversion: Sign Up for Product Demo Time Period: Q3

Comparison: B2B SaaS SoftwareTRAFFIC & COST 47% less ad spend 10% more clicks 20% higher CTR 52% lower CPC

CONVERSION 16% more conversions 5% higher conversion rate 55% lower CPA

Comparison: B2B Industrial Furniture Google AdWords: Search, Search Partners Bing Ads: Search, Syndicated Partners Locations: US Desired Conversion: Phone Call or Lead Form Submission Time Period: Q3

Comparison: B2B Industrial FurnitureTRAFFIC & COST 78% less ad spend 63% less clicks 400% higher CTR 41% lower CPC

CONVERSION 51% fewer conversions & calls 33% higher conversion rate 56% lower CPA

Comparison: B2C E-Commerce Traffic School Google AdWords: Search, Search Partners Bing Ads: Search, Syndicated Partners Locations: Texas Desired Conversion: Purchase Traffic School Course Time Period: Q3

Comparison: B2C E-Commerce Traffic SchoolTRAFFIC & COST 21% higher cost 35% more clicks 140% higher CTR 10% lower CPC

CONVERSION 65% more conversions 22% higher conversion rate 26% lower CPA 65% more revenue 36% higher ROAS

Comparison: B2C E-Commerce Beard Care Products Google AdWords: Search, Search Partners Bing Ads: Search, Syndicated Partners Locations: US Desired Conversion: Purchase Products Time Period: October

Comparison: B2C E-Commerce Beard Care ProductsTRAFFIC & COST 80% less ad spend 65% fewer clicks 900% higher CTR 43% lower CPC

CONVERSION 32% lower CPA 16% lower conversion rate 62% higher ROAS

Thank You! Have Questions? john@clixmarketing.com @john_a_lee www.clixmarketing.com

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