Bing Ads: Navigating The New and Upcoming By Purna Virji

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By Purna Virji, Senior Training Manager, Microsoft

Bing Ads: Navigating the New

and Upcoming

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What do I need to do?!

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WRITER SPEAKER

All the jobs

SENIOR PPC TRAINING MANAGER

§  ETAs

§  Devices

§  New Releases

§  Sneak Peeks

Let’s explore:

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Expanded Text Ads aka.ms/try_eta

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Open

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We know this.

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Do I need to migrate STAs? Nope.

-  New mobile-optimized ad format.

-  Requires separate ad creation

-  Works with all extensions

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Are UURLs necessary? §  Yes, need final URLs for

ETAs

§  UURL migration *not* necessary for STAs

§  Mixed mode is allowed

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So ETAs and STAs can run simultaneously? Yup! We recommend that, especially right now.

-  Helps avoid impression loss

-  System chooses most relevant ad

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Can I import from AdWords? Absolutely!

-  Use BAE v 11.3

-  Run get changes/full account

-  Can also bulk manage within BAE v 11.3

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How do we handle truncation? We do truncate.

Exact guidelines are still TBD.

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Can I have a separate URL for mobile websites? Sure thing!

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Can I have capitalization in my URL? Certainly!

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Device and Demo

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Device Targeting

Now getting even better.

Soon

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Device Targeting

Mobile is shifting behavior.

southwest airlines expedia united airlines american airlines delta air lines

southwest airlines expedia united airlines delta air lines american airlines travelocity tripadvisor groupon jetblue us airways priceline spirit airlines orbitz allegiant air cheap flights frontier airlines vrbo alaska airlines enterprise car rental southwest

Bing internal data

southwest airlines expedia united airlines american airlines delta air lines

southwest airlines expedia united airlines delta air lines american airlines

Virtually identical travel queries on PC/Tablet as people research, plan and book travel

PC vs. Tablet Travel Searches

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PC vs. Mobile Travel Searches

Bing internal data

southwest airlines expedia united airlines american airlines delta air lines

southwest airlines expedia united airlines american airlines delta air lines

new york ny southwest airlines los angeles ca groupon united airlines expedia american airlines delta air lines washington dc enterprise car rental orlando fl san diego ca san antonio tx london england san francisco ca taxi services travelocity hotels us airways jetblue

new york ny

los angeles ca

washington dc enterprise car rental orlando fl san diego ca san antonio tx london england san francisco ca taxi services

More likely to be

searching for in-destination/ local activities, transportation

options

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Exploring Further

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Automated Workflows

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Auto-bidding (CPC & Conversions)

Auto adjust bids in real time

-100% to +30%

Can opt out of any ad group or KW

Live

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Live

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Live There is a new Bid strategy field in Campaign settings

Two bid strategies: Manual CPC and Enhanced CPC.

Simply select Enhanced CPC to enable your campaign

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Schedule Google Imports

1.  Schedule on demand, weekly, monthly etc.

2.  View, edit, pause or delete

3.  Get history

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Most Wanted

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Shared Budgets

Reduce unused budget

Reduce effort

Optimize budgets

Open

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Shared Budgets Open

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Labels •  Associate w campaign, ad

group, keyword or ad

•  Use to filter, report and create automated rules

Open

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Labels Open

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Ad Extension Scheduling

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Ad Group Remarketing Exclusions Open

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Ads: Grab all the attention

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Dynamic Search Ads •  Uses site content, not KWs

•  Can choose specific pages

•  And category targets from site

•  Headline is dynamically created

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Dynamic Search Ads

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Dynamic Product Extensions

Dynamic Product Extension

*For retail advertisers running Bing Shopping Campaigns with an active product feed.

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Dynamic Product Extensions

•  Increased conversions

•  Better relevance

•  Larger, attention-grabbing

*For retail advertisers running Bing Shopping Campaigns with an active product feed.

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Merchant Promotions Open

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Flyers Closed

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Product Ratings Open

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Thank you!

© 2016 Microsoft Corporation. All rights reserved. Microsoft, Windows, and other product names are or may be registered trademarks and/or trademarks in the U.S. and/or other countries. The information herein is for informational purposes only and represents the current view of Microsoft Corporation as of the date of this presentation.

Because Microsoft must respond to changing market conditions, it should not be interpreted as a commitment on the part of Microsoft, and Microsoft cannot guarantee the accuracy of any information provided after the date of this presentation. Microsoft MAKES NO WARRANTIES–EXPRESS, IMPLIED, OR STATUTORY– REGARDING THEI NFORMATION IN THIS PRESENTATION.

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