How BingAds Work? Presentation by Microsoft

BING NETWORK.

ENRICHING EXPERIENCES IN APPS

300M+ active Free upgrade Outpaced Windows 7 adoption by 145%

One billion

BING’S CANADIAN MARKET SHARE

4-5x

19%

Increase in

Bing syndicated clicks

of Bing clicks from syndication

expected in 2016 (U.S.)

GETTING STARTED.Top 5 things to know

WHAT WE’LL COVER1. Bing Ads Import Tool

2. Budgeting

3. Tracking your goals

4. Remarketing

5. Bing Ads Intelligence

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.

@purnavirji

@purnavirji

Google Import Considerations

What gets modified during import

Negative Keywords

Location Targets

Language Targeting

Ad Extensions

Display Campaigns

Broad match negatives will be imported as phrase match

Negative keywords

AdWords local targets that do not exist in Bing will be mapped to the parent location

Location targets

If AdWords campaigns target more than one

language, Bing Ads will apply the first supported one each ad group.

Language targeting

Google:

• Sitelinks

• Call

• Location

• App

• Callout

• Review

• Structured Snippet

Bing:

• Sitelinks

• Call

• Location

• App

• Callout

• Review

• Image

Ad extensions

Contextual targeted Display campaigns will be turned into Search campaigns.

Display campaigns

What does not import

Billing information

Goals

Shared budgets

Negative keyword lists

Remarketing lists

Image ads

Data feeds

Automated rules

What to review after importing

Campaign budgets

Keyword bids

Location targeting

Language targeting

Negative keywords

Network targeting

Ad extensions

BUDGETING

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

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

UNIVERSAL EVENT TRACKING (UET)

Universal Event Tracking

CODE

UET CODE 3rd party tag

management

solution

Place across every pageon your site

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?

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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REMARKETING

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

Demo

Creating a remarketing audience

Add audiences to your ad groups:

1. Select the ad group

you want to associate

2. Add your remarketing

list to the ad group

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%

Customize ads and keywords

BING ADS INTELLIGENCE

bingads.com/BAI

Download and install

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

Use your existing Bing Ads username or Microsoft account.

Sign in to your Bing Ads account.

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

DemoUse Keyword

Suggestions to find

more keywords with

the power of filtering

and sorting within Excel.

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.

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

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

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

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.