bing it on: adlogic's tale of two cities by jake hoopes

linkedin.com/in/jakehoopes #SMX @ShowroomLogic

Boos$ng Reach and Performance with Bing Ads #smx #24B

Wednesday, October 1st 2:45pm -‐ 3:30pm

“Bing It On: AdLogic’s Tale of Two Ci$es” by Jake Hoopes

Director of Product Development – ShowroomLogic.com


A Little Bit of Context

•  Technology-Driven Automotive SEM Company •  Founded in 2009 •  Google AdWords Premier SMB Partner •  Microsoft Bing Authorized Reseller •  Inc. 500 #1 in Advertising & Marketing •  #26 Overall


Rewind the Clock

June 2013 - August 2014

Series of Pilots and Betas involving up to 90 different dealerships Conducted over the course of 14 months Culminated with official product launch on September 1, 2014


Today’s Objectives

•  Opportunity Market Share vs. Market Reach

•  Financial Impact Unit Economics

•  Features of AdWords & Bing Ads Parity & Disparity


Market Market, Who Has the Market?

Bing Market Share vs. Google Market Share


Google’s Thoughts on Google Google is conflicted...


Bing’s Thoughts on Google Bing agrees...


Google Gets Existential...


...and Bing Agrees


So What’s the Story?

Google: ~70% Yahoo!/Bing: ~30%


Market Share vs. Your Market Reach

How much additional market can YOU reach?


Case study 1

•  National target (almost) •  Established AdWords campaign •  Lead generation focus •  Test duration: 4 months


Data Sanitation & Normalization

1.  Same keywords & campaign structure

2.  Same geographic targets

3.  Same bidding strategies

4.  Campaigns running simultaneously


Case study 1

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Case study 1 Performance of Bing Ads relative to AdWords

Cost Per Click: 22.8%

Cost Per Lead: 4.2%

Avg Position: 3.6 to 1.9


Case study 2

• Major U.S. metros •  Lead generation •  Long-tail Brand terms •  Test duration: 5 months


Case study 2

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Case study 2

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Leads from syndicated search

Leads from owned & operated


Case study 2


Case study 2 Performance of Bing Ads relative to AdWords

Cost Per Click:

Cost Per Lead:

Avg Position:

54.4%

42.1%

4.8 to 3.9


Aggregated case study data

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Aggregated case study data: digging deeper

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...and deeper

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Features

•  Device targeting


Features

•  Device targeting •  Network targeting


Features

•  Device targeting •  Network targeting •  Day parting


Features

•  Location targeting •  Treatment of time zones •  Location of controls: Adgroup vs. Campaign settings •  Location of some data (impression share/share-of-voice)


That’s a Wrap

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