how bingads work? presentation by microsoft
TRANSCRIPT
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BING NETWORK.
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ENRICHING EXPERIENCES IN APPS
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300M+ active Free upgrade Outpaced Windows 7 adoption by 145%
One billion
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BING’S CANADIAN MARKET SHARE
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4-5x
19%
Increase in
Bing syndicated clicks
of Bing clicks from syndication
expected in 2016 (U.S.)
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GETTING STARTED.Top 5 things to know
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WHAT WE’LL COVER1. Bing Ads Import Tool
2. Budgeting
3. Tracking your goals
4. Remarketing
5. Bing Ads Intelligence
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BING IMPORT TOOL
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IMPORTING CAMPAIGNSBing Ads makes it easy to import external campaigns into your Bing Ads account.
The import feature will save you a lot of time and effort as you extend or expand your search advertising initiatives with Bing Ads.
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@purnavirji
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@purnavirji
Google Import Considerations
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What gets modified during import
Negative Keywords
Location Targets
Language Targeting
Ad Extensions
Display Campaigns
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Broad match negatives will be imported as phrase match
Negative keywords
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AdWords local targets that do not exist in Bing will be mapped to the parent location
Location targets
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If AdWords campaigns target more than one
language, Bing Ads will apply the first supported one each ad group.
Language targeting
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Google:
• Sitelinks
• Call
• Location
• App
• Callout
• Review
• Structured Snippet
Bing:
• Sitelinks
• Call
• Location
• App
• Callout
• Review
• Image
Ad extensions
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Contextual targeted Display campaigns will be turned into Search campaigns.
Display campaigns
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What does not import
Billing information
Goals
Shared budgets
Negative keyword lists
Remarketing lists
Image ads
Data feeds
Automated rules
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What to review after importing
Campaign budgets
Keyword bids
Location targeting
Language targeting
Negative keywords
Network targeting
Ad extensions
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BUDGETING
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BUDGET SETTINGS
• When creating a campaign, the default budget type is Daily Standard
• To maximize potential you could consider changing it to Daily Accelerated or Monthly
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BUDGET SETTINGS: BEST PRACTICES
• Change your budget type to Daily Accelerated to test your account potential
• Once you change to one of these options, monitor your campaigns to ensure they do not go into budget pause
• Make sure you have a high enough budget to cover all relevant clicks using the Opportunities Tab
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UNIVERSAL EVENT TRACKING (UET)
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Universal Event Tracking
CODE
UET CODE 3rd party tag
management
solution
Place across every pageon your site
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A common tag across all campaigns and accounts gives you the ability to better attribute your conversions.
Cross campaigns Cross accountsCross devices
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Visit Duration
Duration TypeCustom Events Destination URL
Pages Per Visit
UET Tag
WHAT GOALS CAN YOU TRACK?
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Measurement
Measure and optimize campaigns more effectively by going beyond impressions and clicks.
Manageability
Tag your entire website once. No need to create new tags or instrument new tags each time a new account, conversion goal, or remarketing listis added.
Remarketing
Increase your ROI by optimizing your campaigns to previous visitors of your site.
Universal Event TrackingOne tag for all your campaigns and accounts
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< HTML >
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REMARKETING
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5 steps to getting started with remarketing
$1. Tag your website
2. Define your audiences
3. Add lists to ad groups
4. Adjust bids
5. Customize ads and
keywords
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Demo
Creating a remarketing audience
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Add audiences to your ad groups:
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1. Select the ad group
you want to associate
2. Add your remarketing
list to the ad group
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Bid adjustments
Bahamas resort $1.00
Increase bids to improve your chances of your ad being seen by someone in your audience.
Decrease bids to lower your chances of your ad being seen by someone in your audience.
+900%
-90%
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Customize ads and keywords
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BING ADS INTELLIGENCE
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bingads.com/BAI
Download and install
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Specific keyword performance
numbers, demographic information,
positional analysis once keywords
have been chosen
Keyword research options and initial
keyword relationships created here
Bulksheet options for easy importing
Log-in and navigation
Sign-in details
Ability to select specific
accounts for further
research
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Use your existing Bing Ads username or Microsoft account.
Sign in to your Bing Ads account.
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Keyword Suggestions: Generate a list of suggested keywords based on a term you’ve selected
1. Choose starter term 2. Select ‘Keyword Suggestions’ 3. Review results
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DemoUse Keyword
Suggestions to find
more keywords with
the power of filtering
and sorting within Excel.
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Traffic numbers are available for researched terms for a range of dates and device types
Keyword performance details offer insight into how particular terms ought to perform at different
positions, for particular match types, across certain devices.
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Get relevant keywords based on a specific webpage
Create a list of additional keywords to expand your list
Generate a list of phrases containing your keyword
Make a list of keywords other advertisers are bidding on
Find search terms that are similar to your keywords
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Generate a list of business categories that apply to each keyword
Find locations that had the most searches on specified keywords
Age and gender percentages for keywords over the last 30 days
Keyword bid estimates for mainline and sidebar positions
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BE THERE.
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THANK YOU.Laura Hubley
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Q ABing Ads Blog:
http://advertise.bingads.microsoft.com/en-us/blog
Free Bing Ads coaching:
http://advertise.bingads.microsoft.com/en-ca/coaching
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REPORTING
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SEARCH TERM REPORT
Search term report now tells you which clicks didn’t turn into conversions. Use it to create your negative keyword list.
NEW! 0 CLICK QUERIES
What queries did you show for,
but didn’t get clicks for?
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QUALITY SCORE REPORT
• Available at keyword, ad group, campaign and
account levels
• View individual scores for each Quality Score
element to troubleshoot issues
• Helps advertisers prioritize campaign-improvement
opportunities
Understand how relevant your keywords and landing pages are to a customer’s search queries.
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LOCATION TARGETING REPORT
• See total impressions and clicks for each ad group, organized by the locations ads were shown. Use this to see which locations your traffic is coming from and validate location targeting is correctly set up
• You can also use the Dimensions view in the Campaigns tab
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AUCTION INSIGHTS REPORTAssess your competition in the auction and how your ad’s performance compares.
• Available in the Bing Ads UI
• Generate a report for one or more keywords, ad groups or campaigns to build a view of how you compare to your competitors
• See Impression Share, Average Position, Overlap Rate, Position Above Rate, and Top of Page Rate for up to 25 competitors
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SHARE OF VOICE REPORTSee where you can improve traffic on existing keywords.
Is it due to:
• Budget?
• Rank?
• Landing page relevance?
• Keyword relevance?
• Bids?
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CHANGE HISTORY REPORTINGVisually connect your actions to impact.
• See a list of changes that have been made to your campaigns, including when they were made and who made them.
• Track the changes to your campaigns and the impact it has made.
• Track changes such as bids, budgets, keywords, targeting and more.