bing ads latest & greatest at the state of search dfwsem

John Gagnon

BLOGGER

FORMER GOOGLE GUY, SEARCH CAMPAIGN MANAGER, DATA ANALYST

SPEAKER

#StateofSearch | @jmgagnon | @bingads

Let’s talk about Bing Ads

BRAND TERMS: TO BID OR NOT TO BID?

LATEST, GREATEST TOOLS

ROADMAP TO BING ADS STARDOM

NOT EVERYBODY’S A GOOGLER

#StateofSearch | @jmgagnon | @bingads

Study: Brand term bidding

research from Bing Ads

Should SEM campaigns bid on

their own brand terms?

@jmgagnon | @bingads

Methodology of the study

January – March 2014

50 MILLION impressions

#StateofSearch | @jmgagnon | @bingads

#stateofsearch | @jmgagnon | @bingads

Brand term bidding + SEO delivers more clicks

Bing Ads Internal Data

32% More clicks with Paid + Organic

32% Gain

#stateofsearch | @jmgagnon | @bingadsBing Ads Internal Data

But do we cannibalize SEO?

#stateofsearch | @jmgagnon | @bingadsBing Ads Internal Data

Some paid clicks you may have received from organic

#stateofsearch | @jmgagnon | @bingadsBing Ads Internal Data

But in general many more clicks

#stateofsearch | @jmgagnon | @bingadsBing Ads Internal Data

Testing offers and landing pages

Brand term bidding benefits

More traffic

#stateofsearch | @jmgagnon | @bingads

The brand term bidding debate continues

Get the complete white paper at Slideshare.net/bingads

#stateofsearch | @jmgagnon | @bingads

Let’s talk about Bing Ads

BRAND TERMS: TO BID OR NOT TO BID?

LATEST, GREATEST TOOLS

ROADMAP TO BING ADS STARDOM

NOT EVERYBODY’S A GOOGLER

#stateofsearch | @jmgagnon | @bingads

3. Campaign Planner

#stateofsearch | @jmgagnon | @bingads

Campaign planner demo goes here

Bing Ads Intelligence: Keyword deep dive

BAI DEMO GOES HERE

Let’s talk about Bing Ads

BRAND TERMS: TO BID OR NOT TO BID?

LATEST, GREATEST TOOLS

ROADMAP TO BING ADS STARDOM

NOT EVERYBODY’S A GOOGLER

#stateofsearch | @jmgagnon | @bingads

DELIVERED Visual refresh is easy on the eyes

#stateofsearch | @jmgagnon | @bingads

Auto-tagging

Auto-tagging destination URLs give you a way to track your Bing Ads paid search campaign performance in Google Analytics

#stateofsearch| @jmgagnon | @bingads

DELIVERED Agency dashboard brings it all together

#stateofsearch | @jmgagnon | @bingads

#CZLSF | @jmgagnon | @bingads

Universal Event Tracking

Saving time and effort

Tag your site once. No need to generate new tags each time a new account or conversion goalis added.

Better campaign attribution

See how your customers interact and convert across devices, campaigns and accounts for better insights.

Audience Based Buying

Enables you to perform Remarketing campaigns across search and display (e.g. Remarketing in Paid Search*)

Improved ROI

Measure and optimize campaigns more effectively by going beyond impressions and clicks.

One tag for all your campaigns and accounts

*Remarketing in Paid Search will be available soon - Pilot is scheduled for Dec/Jan

#stateofsearch | @jmgagnon | @bingads

#CZLSF | @jmgagnon | @bingads

One tag, multiple conversion goalsUnderstand what your customers are doing

Track goals such as:

Destination URL: User reached “Thank You for purchase” page after buying something.

Duration per visit: User spent 10 min or more playing a game on your site.

Pages per visit: User flipped through all 10 pages of a catalog.

Custom event: User played a video for 10 seconds.

#stateofsearch | @jmgagnon | @bingads

#CZLSF | @jmgagnon | @bingads

New reporting metrics in Bing Ads

Optimize across your entire conversion funnel and make better decisions

Get enhanced insights with new performance metrics such as:

• Total visits

• Average duration per visit

• Pages per visit

• Bounce rates

Metrics available in the following reports

• Keyword

• Account

• Campaign

• Ad Group

• *New Site Analytics

#stateofsearch | @jmgagnon | @bingads

#CZLSF | @jmgagnon | @bingads

Cross device, cross campaigns, cross account attribution

A common tag across all campaigns and accounts gives you the ability to better attribute your conversions.

#stateofsearch | @jmgagnon | @bingads

#CZLSF | @jmgagnon | @bingads

Remarketing in Paid Search

Re-engage and remarket to value audiences with search ads

Timing

Now: Create goals and place tags on your site.

Dec/Jan 2015: Remarketing in Paid Search pilot begins

February 2015: Remarketing in Paid Search GA

#stateofsearch | @jmgagnon | @bingads

#CZLSF | @jmgagnon | @bingads

Getting started with Universal Event Tracking

Implement directly on your webpages or utilize a supported Tag Management System

Place the tag in a

supported tag

management

provider template

or copy/paste the

tag in their UI.

Tag Management

Systems

Place the Universal

Event Tracking

tags directly on

your web pages.

Bing Ads

NOTE: The information contained in this deck is intended for agencies and advertisers that are self-managed or supported by Microsoft. If you are an agency or advertiser

managed by Yahoo, please contact your account representative about Dot, Yahoo’s tag, which includes and supports the functionality of Bing Ads’ Universal Event Tracking.

#stateofsearch | @jmgagnon | @bingads

#CZLSF | @jmgagnon | @bingads

Supported Tag Management Systems

Out of Box Tested Template Ready

Google Tag Manager

Adobe Tag Manager

Signal (BrightTag)

Ensighten

Tealium

QuBit

#stateofsearch | @jmgagnon | @bingads

Global product roadmap

Manage multiple accounts from one place

Offers keyword and bid recommendations

Add a linkable image to text ads

Includes rich product information

Includes links to apps

Increase text to 2 lines, up to 35 characters

Delivered

Coming soon

>3 months

Longer term

Simplicity/Scale Data

Accounts Summary

Global

Manage multiple accounts from one place

BAE 10.6 Global

Global Yahoo (Bing is live)Mobile Sitelinks

Mobile Product Ads US

Enhanced SitelinksIncrease text to 2 lines, up to 35 characters

Global (US live)

Image Extensions

Product Ads

Application Extensions

Opportunities tabOffers keyword and bid recommendations

Global

Universal Event TrackingGlobal

Faster reporting data

Auction insights

Top Movers

Search remarketing

Campaign Planner v2

Global (US live)

Global (US live)

Global

US

Sitelink SchedulingSchedule sitelinks to specific window of time

#stateofsearch | @jmgagnon | @bingads

Let’s talk about Bing Ads

BRAND TERMS: TO BID OR NOT TO BID?

LATEST, GREATEST TOOLS

ROADMAP TO BING ADS STARDOM

NOT EVERYBODY’S A GOOGLER

#stateofsearch | @jmgagnon | @bingads

. comScore Plan Metrix, US, April 2014, custom measure created using comScore indices and duplication. 2. comScore qSearch (custom), June 2014; The Yahoo Bing Network includes Microsoft and Yahoo sites in worldwide.

It’s not just how many that matters, it’s who they are

The Yahoo Bing Network exclusive audience is strong across verticals

Autos

Business & Finance

Education

Telecom

Travel

Retail

Exclusive Total

Users who also GoogleExclusive Yahoo Bing Network 1 Million users

comScore qSearch (custom), US, June 2014; industry categories based on comScore classifications. #stateofsearch | @jmgagnon | @bingads

Average cost per click is lower on the Yahoo Bing Network

AdGooroo, Google Adwords vs. Yahoo Bing Network – Average Cost per Click by Industry, Q1 2014 #stateofsearch | @jmgagnon | @bingads

Key takeaways

BRAND TERM BIDDING

Increase in clicks outweighs cannibalization

LATEST, GREATEST TOOLS

Campaign Planner for competitive analysis, Bing Ads Intelligence for keyword deep dive

NOT EVERYBODY’S A GOOGLER

Find an audience that is exclusive to Bing

#stateofsearch | @jmgagnon | @bingads