new bing updates you need in 2017 for optimal performance
TRANSCRIPT
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#thinkppc
New Bing Features You Need in 2017 for Optimal Performance
&HOSTED BY:
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#thinkppc
Diane Anselmo– Associate Director of Services at Hanapin
Marketing– PPC Hero Blogger– @diane_anselmo
Purna Virji– Senior PPC Training Manager at Bing Ads– PPC Hero’s #1 Most Influential– Hero Conf LA Keynote Speaker @PurnaVirji
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Join the conversation• Include the hashtag #thinkppc in your
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Or use the webinar question box to send us questions.
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Who is Hanapin?– Run the world’s most popular PPC
blog and conference.– We manage and optimize global paid
search, paid social, and display programs.
– Within 12 months, brands can expect a 250% increase in their growth trajectory.
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Our Clients
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Live Poll Question #1How long have you been in PPC?#thinkppc
A. Less than 1 yearB. 1-3 yearsC. 3-5 yearsD. 5+ years
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Let’s get started! Win in the Now Looking beyond 2017
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Win in the Now: The Bing 6
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1. Similar AudiencesConnect to audiences similar to your remarketing lists.
Use across accounts- Even with different domains- U.S. pilot, plans for global roll-out.
411:- Analyzes 30 days of data- Can use negative bid mods and exclusions.
Need: - UET set-up and performing remarketing lists- To participate, email [email protected]
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2. In-Market AudiencesCurated lists of users determined to be in market for a purchase category.
Easy targeting- Associate with any ad groups- Target exclusively or have unique bid mods.
Multiple categories:- Includes retail, autos, finance, travel etc.- U.S. pilot, plans for global roll-out.
Boost conversions- More likely to convert in the category- Track performance via the Audiences tab
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Hanapin’s HighlightsSimilar Audiences for Search
● Opportunity to scale● Improved targeting
In-Market Audiences● Targeting those ready to buy● Present right offer at right time● Drive conversions● Use with remarketing
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3. Merchant PromotionsHighlight special offers in Shopping Campaigns.
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3. Merchant PromotionsHighlight special offers in Shopping Campaigns.
Easy set-up- Create feed via Promotions tab in UI or upload existing- Review process
Note:- Min. discount must be at least $5 or 5% off current price- Need sep. promotions feed
411:- Site-wide or product-specific- Start and end dates- U.S. pilot only
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● Furthers credibility for potential shoppers● Makes ads stand out a bit more over
competitors● No solid stats on these
Hanapin’s Highlights
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4. Dynamic Search AdsTarget relevant queries based on the content on your site.
Exclude parts of site that don’t drive a lot of conversions
Add in negative keywords in DSA
Use Bing recommended categories
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● Allows text ad exposure for keywords not in your account
● Great for ecomm accounts with 1000s of products● Dynamically-generated headlines and landing pages● Can eclipse the 25 character limit● Can utilize other ad extensions
Hanapin’s Highlights
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5. App Install AdsDrive more app installs.
Shows on mobile and tablet for Android and iOs
Track conversions via our certified partners.
Enable “rotate ads more evenly” option
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6. Automated ImportsManage campaigns across platforms more efficiently.
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6. Automated Imports
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6. Automated ImportsManage campaigns across platforms more efficiently.
Note:- Check Import Summary- Review import history - Can edit scheduled imports.
411:- Once, Daily, Weekly or Monthly- New Campaigns or Changes to Existing Campaigns
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Beyond 2017
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Will be able to predict your needs
Pervasive in our everyday
lives
Personal and more natural way to search
Future of search
#thinkppc
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#thinkppc
where’s the nearest Italian restaurant?
what’s the traffic like on the way home?
what Italian restaurant should I eat at tonight?
#thinkppc
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The future: Conversations• Natural language between people
and technology
• Conversational canvas
• Bots and agents
2000s: Mobile• Social• User download
apps from App Stores
1990s: Internet• Search• User “visits”
websites
1980s: PC• Desktop
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5.9% Speech recognition error rate - all time low
65% of smartphone owners use voice assistants
Natural language
who won the seahawks game
#thinkppc
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The growth of Voice Search
#thinkppc
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50% 55%
24%20%
27% 26%
Unde
r 24
25 -
3435
+
AGECORTANA EMARKETER
Use of digital assistants is more and more
common.
#thinkppc
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Sometimes we can’t use our hands
#thinkppc
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#thinkppc
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The $600 million star, tried and tested
Okay Purna, what do I need to do?
#thinkppc
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1. Add new keywords
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Microsoft internal data 2016
We know this
1 WORD 10+ WORDS
Text searches more concentrated around 1-3 words
Voice searches longer through the tail
#thinkppc
We know this
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Search Engine Watch, Jason Tabeling, “How Will Voice Search Impact A Search Marketer’s World?” December 2014
And this
#thinkppc
And this
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Cortana’s most common
question words.
HOW
41%
WHAT
34%
WHERE14%
WHO5%
WHY4%
WHEN 2%
#thinkppc
Did you know?
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Query data from AnswerThePublic.com (data shown is for U.S. market).
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Do this
“How much does it cost to fly to the Bahamas?”
“Where can I find Bahamas vacation info?”
“What’s the best Bahamas vacation package?”
#thinkppc
Add new Q Phrase KWs
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2. Play up local-mobile
#thinkppc
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#thinkppc
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Mobile voice search is more likely
to be local-based than text search.
3X
#thinkppc
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Do this
Localize your keywords:Opposite the port authorityNear Brighton pierOn Marine Drive
#thinkppc
Do this
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Helpful extensions
Call Now
Directions
#thinkppc
Helpful extensions
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3. Intent-driven creative
#thinkppc
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#thinkppc
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Intent
Where
When
How
What/whoInterested
Ready to act
#thinkppc
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Do this
Where can I find Bahamas vacation info?What’s the best Bahamas vacation package?Who lives in the Bahamas?When is the best time to travel to the Bahamas?
#thinkppc
Sort based on Intent
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Make your descriptions werk!Actions while shopping
90%of retail shoppers use smartphones in stores.
77%of searches mentioning “coupon” are initiated on a smartphone or tablet.
Source: Hitwise Source: Marketing Land
Actions While Shopping
#thinkppc
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Think visual
#thinkppc
Think visual
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Pretty do-able right?
#thinkppc
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Where to next?
#thinkppc
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Screen-less advertising?
#thinkppc
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Would you like an offer?A. Yes! I’d like a chance to win a free 1 hr training
with BingB. Get an account analysis by the experts at
Hanapin (For accounts spending 15k+/month)C. I’d like bothD. No Thanks!
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Live Q&A Time!
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