Navigating the New Bing Ads Changes: Purna Virji SMX East 2016 New York

#SMX #12B @PurnaVirji#SMX #12B @PurnaVirjiBy 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 jobsSENIOR PPC TRAINING MANAGER

ETAs Devices Most Wanted Ad Updates

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 capitalization in my URL?Certainly!

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Device and Demo

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Device Targeting

Now getting even better.Desktop          0% to +900%Tablet        -100% to +900% Mobile       -100% to +900%

Soon

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How does that compare to AdWords?

Soon

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Device Targeting

Mobile is shifting behavior.

southwest airlinesexpediaunited airlinesamerican airlinesdelta air linesgroupontravelocityus airwaystripadvisorjetbluesouthwesthotels comdeltapricelineorbitzspirit airlinesallegiant airexpedia comalaska airlinessouthwest com

Top 20 PC searches

southwest airlinesexpediaunited airlinesdelta air linesamerican airlinestravelocitytripadvisorgrouponjetblueus airwayspricelinespirit airlinesorbitzallegiant aircheap flightsfrontier airlinesvrboalaska airlinesenterprise car rentalsouthwest

Top 20 Tablet searches

Bing internal data

southwest airlinesexpediaunited airlinesamerican airlinesdelta air lines

southwest airlinesexpediaunited airlinesdelta air linesamerican 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 airlinesexpediaunited airlinesamerican airlinesdelta air linesgroupontravelocityus airwaystripadvisorjetbluesouthwesthotels comdeltapricelineorbitzspirit airlinesallegiant airexpedia comalaska airlinessouthwest com

Top 20 PC searches

southwest airlinesexpediaunited airlinesamerican airlinesdelta air lines

new york nysouthwest airlineslos angeles cagrouponunited airlinesexpediaamerican airlinesdelta air lineswashington dcenterprise car rentalorlando flsan diego casan antonio txlondon englandsan francisco cataxi servicestravelocityhotelsus airwaysjetblue

Top 20 Smartphone searches

new york nylos angeles ca

washington dcenterprise car rentalorlando flsan diego casan antonio txlondon englandsan francisco cataxi services

More likely to be

searching forin-

destination/ local

activities, transportation

options#SMX #12B @PurnaVirji

@PurnaVirji

Exploring Further(speed round!)

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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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LiveThere 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 Imports1. Schedule on demand,

weekly, monthly etc.2. View, edit, pause or

delete3. Get history

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Most Wanted

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Shared Budgets Open

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Labels Open

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Ad Extension Scheduling Soon

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Ad Group Remarketing Exclusions

Open

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PLAs:Upping the visual appeal

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Merchant Promotions Open

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Flyers Closed

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Product Ratings Open

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Price Drop Alerts Live

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Thank you!

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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 dateof this presentation.

Microsoft MAKES NO WARRANTIES–EXPRESS, IMPLIED, OR STATUTORY–REGARDING THEI NFORMATION IN THIS PRESENTATION.

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