SMX Advanced 2014 ELIZABETH MARSTEN

PORTENT, INC.

How Bing Ads

Does PLAs

#smx#14B @ebkendo

ELIZABETH MARSTEN (ME)

• VP of Search Marketing

• PPC, SEO, Social, Content

• @ebkendo

• http://bitly.com/bundles/ebkendo/5

• That’s what “kendo” is

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WELCOME TO SEATTLE! 3

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SO…BING ADS PLAS…

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2X4S AND PAINT 5

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CONFERENCE COMIC RELIEF ? 6

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CALLING UP REINFORCEMENTS 7

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Sam Owen

Hanapin Marketing

Heather Cooan

Clix Marketing

Logan Durant

Exclusive Concepts

THE SAME

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REQUIRED ATTRIBUTES

• Merchant Product ID

• Product Title & Brand

• Price

• Description

• Image URL & Destination URL

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FUNCTIONALITY 10

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• Export a feed

• Adjust the feed

• Test feed submission tool

• Promotional Text

• Webmaster Tools

ALREADY OUT OF DATE?

• Bing Ads Label

• Bing Ads Grouping

• Bing Ads Redirect

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BUT DIFFERENT

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MERCHANT CENTER

• Inside of Bing Ads!

• No auto-tagging, UTM code fun

• Bingbot must be able to crawl your site

• Can take longer for feed approval

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DISAPPROVED ITEMS 14

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SWINGER? 15

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SIGN IN TRICKINESS 16

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• Have to use the MSN Passport login

• Compatibility issues with Bing Editor

• Compatibility issues with 3rd party tools

UNDER YAHOO MANAGEMENT? 17

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There’s a good chance you’re going to have

to be transferred to Bing.

We got an estimate of 3 weeks for one client.

Can I have some numbers…

please?

#smx#14B @ebkendo

30 DAY NUMBERS 19

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Clicks Impr. CTR CPC Cost Conv. Cost/Conv.

CR

4,657 261,785 1.78% .43 $2,021 41 $49.31 0.88%

Clicks Impr. CTR CPC Cost Conv. Cost/Conv.

CR

394 51,260 0.77% $1.48 $581 6 $96.94 1.52%

AdWords PLAs

Bing Ads PLAs

ALL RIGHT, I’M SOLD. NOW WHAT?

#smx#14B @ebkendo

Negative Keywords

Don’t forget them.

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Average Position Metric

Doesn’t really mean anything.

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Product Target Bid

Go higher, not lower.

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All Products Target

Use it, lowest bid.

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Keep a General Structure

Not worth expansion yet.

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Single SKU Product Targets

Need a crazy high traffic space.

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Tech Support

Through a form or rep.

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TRACKING

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TRACKING 29

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• UTM Codes

• Bing Ads Campaign Analytics

• SuperMetrics

• GA Dashboards/Annotations

• Image URL & Destination URL

RICH CAPTIONS

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IT’S FREE! 31

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WHY NOT? 32

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• Submit feed through Bing Ads

• Same feed requirements

• Add UTM tracking

• Make that GA annotation

SEOS WILL LOVE YOU 33

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THE END ...

I’LL SEE YOU AT QUESTIONS TIME

@ebkendo

#smx#14B