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BingElizabethP
1. Forrester Survey, 2014; 2. Pew Internet May 2014; 3. Outbrain Content Discovery and Engagement Report, Q1, 2014; 4. The Search Agency, April 2015; 5. comScore January 2014
93% of online
activities begin with search.1
131.5 billion+ searches conducted worldwide each month.5
Searchis the #1 driver to content sites.3
Search as partof ad spend
increased 22% in 20144
#1Search engine useis the single most popular internet activity.2
92% of internet
users search.2
Query, Search term, Keywords
Sponsored results
(paid ads)
Organic results
(non-paid listing)
Local listing, free to
businesses that sign up
“free” “organic” “natural”
“paid” “PPC”
Don’t set and forget – always go back to PPC settings and make sure they’re still working for you
75% of users
never scroll past the first page of results.1
60% of all
organic clicks go to the top three organic search results.2
1. HubSpot May 2012; 2. Marketingsherpa, February 2013; 3. Slingshot SEO December 2011
SEM is firmly within your control.
You choose the key words and pay for the ads
Phrase Match
Allows your ad to show for searches that include the exact phrase and possibly includes
other words as well.
Broad Match
Your ad will show on similar phrases
and close variations of the keyword a user searches for.
Exact Match
The ad displays if
the searcher uses
only the exact words
bid on, in the exact
order you bid on
them.
Los Angeles #1 Florist
www.LAFlorist.com
Largest selection of flowers in Los Angeles!
Los Angeles Florist - $10 off special offer
www.LAFlorist.com/SpecialOffer
Huge selection of fresh flowers - $10 off with every order. Order now!
Discount Los Angeles Florist
www.LAFlorist.com/BestPrices
Best prices and largest selection in town – visit us now!
76%Get a location or
operating hours
61%“Click to call” the
business
54%Send email
53%Download
an app
48%Get to the
company’s social
networking page
41%Play a video clip
Source: YBN owned and Operated Properties, PC & Tablet; Jan – Aug 2014
0
10000
20000
30000
40000
50000
60000
70000
80000
Jan Feb Mar Apr May Jun Jul Aug
Start testing
your campaign
Eliminate and adjust
underperforming
keywords/ads
Continue to monitor
performance, run reports,
and adjust bids to remain
competitive.
1. Internal Microsoft study, 818 accounts, 2014
1. Bing.com data for all ads displayed in mainline position in response to local queries, Q1 2014
73%
19%
6%
2%
% of clicks per position
Optimize for Mobile - Due to the limited ad placements, bids for smartphones may need to be higher than PC bids to make it more likely that your ad will serve.
Because the CTR is potentially higher for these ads, your actual CPC is often less.
“Considering how emotionally attached pet owners can be,
the White Shark Media® team made sure to appeal to
both that emotion and reason through the text in the
ads. As a result, they created three campaigns—all with
the same elements, but varying in match types.”
“For example, by using inline bid suggestions, White
Shark Media® was able to find the perfect balance
between bids and performance within the campaign.
Previously, it would have required several bid adjustments
and weeks of testing to identify the most effective bid
strategy for the campaign. But with inline bid suggestions,
they found that bids can be lower and still appear in top
positions—helping improve performance and ROI
significantly.”
• Ads/Keywords
loaded into Bing
Ads or AdWords
An editorial review is
performed
• Eligible
• Pending Editorial
Review
• Disapproved
If disapproved,
advertiser can appeal • Manual review
performed
Ads will begin serving if
approved
If disapproved, ads are
not eligible to serve
Quality Score
Recommended