why startups should use bingads
TRANSCRIPT
BING NETWORK. Laura Hubley
ENRICHING EXPERIENCES IN APPS
4-5x
19%
Increase in
Bing syndicated clicks
of Bing clicks from syndication
expected in 2016 (U.S.)
Source: Microsoft Internal Data, Dec 2015
“Windows 10 is a Bing honeypot
—and it’s working”
“Milestone: Bing Now Profitable
As Windows 10 Success Boosts Usage”
BING’S CANADIAN MARKET SHARE
4-5x
19%
Increase in
Bing syndicated clicks
of Bing clicks from syndication
expected in 2016 (U.S.)
BE THERE.
BING ADS 101.
WHAT WE’LL COVERGetting Started
• www.BingAds.Microsoft.com
• Creating a Microsoft Account
• Campaign Settings
• Create Ads, Choose Settings, Create Bids
• Advance Settings
Bing Features
• Bing Ads Intelligence, Bings Ads Editor, Bing Ads Import Tool
• UET & Remarketing
GETTING STARTED
Create account Insert billing & IO $
Account begins to perform
Define budget $
Manage & optimise
Import or create
campaigns
ACCOUNT STRUCTURECampaigns and ad groups make it easy to organize, manage and monitor your search advertising in Bing Ads and Google AdWords.
Aligning your campaigns to your business organization is a best practice for billing clarity and performance optimization.
CAMPAIGN SETTINGS
CAMPAIGNS SETTINGS
In the Campaign Settings tab you can update:
• Campaign Name
• Budget amount and budget type
• Location targeting settings
• Ad Scheduling
• Demographic targeting
• Device targeting
• Website exclusions
• Keyword matching options
EDITING CAMPAIGNS
Edit in drop down menu.
You can edit items in bulk by selecting the corresponding radio button.
The Edit drop down gives you a number of options to edit (depending on tab):
• Enable, pause or delete entities
• Update campaign budgets
• Select rows for inline editing
• Make other edits based on account level
• I.E. on campaign level, you can
edit website exclusions
AD GROUPS & ADS
CREATING AD GROUPS & ADS
Ad Groups are the containers of ads and keywords. You can have multiple ads and keywords in
each Ad Group.
Basics
• Title
• Text
• URL
Enhancements
• Sitelinks
• Multiple Targeting
• Products
• Images
• Reviews
• Call Extensions
ATTRIBUTES
AD COPY GUIDELINESMain points to be aware of to create best quality ads.
• Accuracy of claims
• No offensive language
• Do not address Microsoft or Yahoo! Users
• Local editorial policy
• Grammar, Punctuation and Spelling: no excessive
capitalization/ punctuation, character limits,
special characters and abbreviation limitations
Create a worksheet of suggested keywords for your campaigns and ad groups using:
• Bing Ads intelligence Tool
advertise.bingads.microsoft.com/en-us/tools
• Bing Ads Keyword Planner Tool
advertise.bingads.microsoft.com/en-us/keyword-planner
KEYWORDS
Keyword match types are options that Bing Ads uses to determine how closely a search query or other input must match your keyword.
Broad match Phrase match Exact match Broad Modifier
Search queries that contain all of the words in your keyword, in the same order, even if other words are present in that query.
Search queries that match the keyword exactly, including some close variations.
Search queries that contain the modified word(s) or any close variations, in any order.
Search queries that contain the words in your keyword or concepts related to your keyword.
KEYWORD MATCH TYPES
Use negative keywords or keyword phrases to help prevent your ad from being displayed
Two ways to add
negative keywords:
1. Individually at
campaign or
ad group level
2. Create a list to
share with
multiple
campaigns
NEGATIVE KEYWORDS
Quality Score
3 FACTORS DETERMINE QUALITY SCORE
TARGETINGReach Customers:
• By Devices
• By Time of the day
• By Network
• By Demographic / Gender
• By Location
REACH CUSTOMERS BY DEVICE.
None -20% to +300% -100% to +300%
Target users based on time of day or day of week.
Time of day in 15 minute increments
Day of week
REACH CUSTOMERS BY DEMOGRAPHIC.
DEMOGRAPHIC TARGETING
REACH CUSTOMERS BY LOCATION.
You can geographically target ads to specific countries/regions, states/provinces, metro areas (or Nielsen Designated Market Areas, DMAs, in the U.S.) and cities.
Refining your location targeting.
Default targeting may be set to all locations
worldwide – unless you are a global advertiser
you should change this.
• If you are a national advertiser, set your
targeting to country level
• Alternatively, if your reach is regional, just
include the specific locations
Refining your location targeting.
• You can also exclude any locations where you can’t do business
• Or set a priority level to certain locations using incremental or decremented bidding
Refining your location targeting.
If your reach is even more specific, you can use radius targeting.
BUDGETING
BUDGET SETTINGS TO INCREASE TRAFFIC
• When creating a campaign, the default budget type is Daily Standard
• To maximize potential you should consider changing it to Daily Accelerated or Monthly
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
REPORTING
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?
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.
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
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
SHARE OF VOICE REPORTSee where you can improve traffic on existing keywords.
Is it due to:
• Budget?
• Rank?
• Landing page relevance?
• Keyword relevance?
• Bids?
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.
TOOLS
BING ADS INTELLIGENCE
bingads.com/BAI
Excellent keyword planning
DOWNLOAD & INSTALL
BING ADS EDITOR
Bing Ads Editor is a simple and
intuitive desktop application
used for managing your
campaigns whether you’re
online or offline.
Quickly locate and update
campaign details, make changes
in bulk and import campaigns
from external sources.
BING IMPORT TOOL
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.
GOOGLE IMPORT
CONSIDERATIONS
WHAT WILL IMPORT AND WHAT WILL NOTNot everything from your Google Campaigns will be imported to Bing.
• Negative Keywords
• Location Targets
• Language Targeting
• Ad Extensions
• Display Campaigns
Will not importModified during import
UNIVERSAL EVENT TRACKING (UET)
A common tag across all campaigns and accounts gives you the ability to better attribute your conversions.
Cross campaigns Cross accountsCross devices
Visit Duration
Duration TypeCustom Events Destination URL
Pages Per Visit
UET Tag
WHAT GOALS CAN YOU TRACK?
Conversion
tracking Remarketing
1 2
UET TAGS HAVE 2 PURPOSES
REMARKETING
$1. Tag your website
2. Define your audiences
3. Add lists to ad groups
4. Adjust bids
5. Customize ads and keywords
5 STESPS TO START REMARKETING
Once each list reaches a
minimum number of 1,000
cookies you can assign it to
an ad group.
Place in ad group
AUDIENCE SIZE REQUIREMENTS
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%
BID ADJUSTMENTS
CAMPAIGN PLANNER
Example Insights available through Campaign Planner• Search Trends
• Vertical Insights
• Top Products by Vertical
• Top Competitors by Vertical
• Top and Trending Keywords
• YoY, WoW or Monthly Trend Graphs
• Performance by Device
• Search Volume by Province
CAMPAIGN PLANNER
BE THERE.
THANK YOU.Laura Hubley
Q ABing Ads Blog:
http://advertise.bingads.microsoft.com/en-us/blog
Free Bing Ads coaching:
http://advertise.bingads.microsoft.com/en-ca/coaching