bing ads latest & greatest at the state of search dfwsem
DESCRIPTION
The latest and greatest from Bing Ads from keyword data demos to universal event tracking.TRANSCRIPT
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