get more leads: how diversifying ad spend is better for business
Post on 19-Feb-2017
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PROGRAMMATIC MARKETING SOLUTIONS
Get More Leads: How Diversifying Ad Spend is Better for Business
Our Speakers
David MchInich, Chief Revenue Officer
at Acquisio
Diana FinsterGlobal Channel Development
Leads, Tool Providersat Microsoft
Cam PeggMedia Products
at Sensis
Housekeeping
• The webinar is recorded and will be made available by email
• The slides will also be available by email
• Q&A session at the end of the webinar
• Use the Chat box to submit your questions at any time
Agenda
1. The problem that Sensis faced
2. Bing Ads audience appeal
3. Setting up Bing Ads with Ad Cloner
4. Bid Optimization
Poll QuestionHow many publishers do you advertise with?
a) 1b) 2c) 3d) 4+
About SensisSensis is Australia’s #1 marketing services company. Our purpose is to engage Australian consumers with businesses and we deliver on that promise through our leading digital consumer businesses, search engine marketing and optimization services, website products, social, data and mapping solutions.
The Problem
Google Bing
So we decided to try Bing.
Bing has a smaller market share here, but by expanding to target targeting both publishers allows us to access the entire search market, which improved performance.
But with 8,000+ campaigns, this would be challenging.
We’re always looking to improve the reach and performance of our clients’ search campaigns, but the scope to do so is limited.
June Sept Dec Mar June Sept Dec Mar June Sept Dec Mar June Sept Dec Mar June Sept Dec Mar June Sept Dec Mar June
8.30%9.27%
10.36%11.04%10.98%11.18%11.97%
13.94%14.38%14.71%15.08%15.30%15.62%15.88%16.26%16.85%17.86%17.96%18.20%18.57%19.19%19.45%19.68%20.10%20.30%
2009 2010 2011 2012 2013
2014
Yahoo Search Alliance
Bing Rewards Program
Bing as Siri
search default
Introducing CortanaOn Windows PhoneBing as
Kindle Fire search default
Growing Bing’s market share
Source: comScore qSearch Explicit Core Search.
2015
Bing in Windows 10
Taskbar: Building search and Cortana directly into the Windows 10 desktop.
Microsoft Edge: Only browser with Cortana, to get more done on the web.
Reaching users across the right devices for making things happen
1 Billion Windows 10 Device by 2018
Bing Ads searchers
Source 1. comScore qSearch Explicit Core Search, June 2015. Source 2. comScore Explicit Core Search (custom), June 2015. Microsoft Confidential
109M unique searchers2
102M unique searchers2
168M unique searchers1
13% share2
2.2B monthly searches2
20% share2
3.6B monthly searches2
33% share1
5.8B monthly searches1
Who our searchers areBUYING POWER INDEXOur audience spends more. The unique searchers of Bing:2 • Spend 145% more online than
the average Internet searcher and—• Spend 44% more than Google searchers
worldwide2
Female1HH income >$75K USD1
Attended college+1 35+1
50% 78% 72%51%
Source: 1. comScore Plan Metrix, US, June 2015 2. comScore qSearch (custom), June 2015
Average internet 100Google 170
Bing 243
Exclusive searchers across categories
Source: Audience data represents Bing Web and Yahoo US Web Search from comScore qSearch (custom), US, March 2015. Industry categories based on comScore classifications.
Automotive 16M
Business and finance
22M
Education 24M
Telecom 12M
Travel 25M
Retail 51M
Health 22M
Consumer goods 4M
Microsoft Confidential
Automotive Education Financial Health Home & Garden
Legal Shopping & Classified
Telecom Travel
$1.5
7 $0.9
3
$4.3
0
$2.6
9
$2.6
1
$1.6
5
$2.1
6
$1.6
0
$1.3
0
$0.5
0
$5.8
2
$1.7
6
$0.7
7
$0.3
9
$1.3
5
$0.7
3
$0.9
1
$0.5
5
Bing AdsGoogle AdWords
Source: AdGooroo, Google Adwords vs. Yahoo Bing Network – Average Cost per Click by Industry, Q1 2015
More cost effective than Google AdWords
Poll Question
Do you see value in cloning AdWords campaigns to Bing?
a) Yesb) No
The SolutionWe’ve worked with Acquisio to roll out a two-pronged solution:
• We took advantage of Acquisio’s Campaign Cloner to recreate all of our customer campaigns with Bing – this saved us weeks of manual labor and enabled us to get up and running relatively quickly.
• After sending the campaigns live, we’ve used Bid & Budget Management (BBM) to optimize the campaigns and regulate spend – pacing and over- and under-spend was a real issue for us on our legacy search platform.
The OutcomeWe’re seeing significant improvements in campaign performance, especially in a couple of areas where Bing outperforms here in Australia.
We can now target essentially the entire Australian search market and in Bing can access an additional channel that offers great value for our customers.
Since starting to advertise with Bing Ads, we’ve seen an overall increase in clicks of 18% with the average CPC reduced by 16%!
Poll Question
Are you interested in learning more about:
a) Bid optimization for Bingb) Ad Cloner for Bing c) I’m ok for now
Faster. Smarter. Better.
Questions?
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