You Asked, Bing Listened: Most Wanted Updates for 2018

1

ww

w.d

ub

lin

de

sig

n.c

om

You Asked, Bing Listened:

The Most Wanted Updates

for 2018

HOSTED BY:

Presenters

• Purna Virji

– Senior Manager of Global Engagement at Bing

– @purnavirji

• Danielle Gonzales– Account Manager at Hanapin Marketing

– PPC Hero Blogger

– @DGonzoPPC

– Run the world’s most popular PPC blog

and conference.

– We manage and optimize global paid

search, paid social, and display programs.

– Within 12 months, brands can expect a

250% increase in their growth trajectory.

Who is Hanapin?

Our Clients

Join the Conversation

Include the hashtag #thinkppc in your Twitter tweets.

Or use the webinar question box to send us questions.

Live Poll Question #1

How long have you been in PPC?

#thinkppc

A. 0-1 year

B. 1-3 years

C. 3-5 years

D. 5+ years

#thinkppc

We’ll chat:

- The Most Wanted

- Spotlight on Purna’s Fav

- Q & A

Most Wanted List:You Asked, Bing Listened

1. Automated BiddingMaximize Conversions automated bidding strategy

Let Bing Ads automatically set your bids to get you as

many conversions as possible.

Open beta:

Available in US, UK, CA, AU,

FR and DE

Target Cost Per Acquisition (CPA) automated

bidding strategy

Let Bing Ads automatically set your bids to help you

attain your average target CPA.

Controlled beta

Available in US, UK, CA, AU,

FR and DE (Help)

User notification preferences

Control notification settings at a more granular level with an

improved notification experience in Bing Ads settings.

Open beta

Global pilot to start in mid-January

1. Automated BiddingMaximize Conversions automated bidding strategy

Let Bing Ads automatically set your bids to get you as

many conversions as possible.

Open beta:

Available in US, UK, CA, AU,

FR and DE

Target Cost Per Acquisition (CPA) automated

bidding strategy

Let Bing Ads automatically set your bids to help you

attain your average target CPA.

Controlled beta

Available in US, UK, CA, AU,

FR and DE (Help)

User notification preferences

Control notification settings at a more granular level with an

improved notification experience in Bing Ads settings.

Open beta

Global pilot to start in mid-January

Hanapin’s Highlights

Hanapin’s Highlights

Hanapin’s Highlights

2. Google Merchant Center Import

Easily import your approved product offers into Bing Merchant Center.

•Open beta

•Available in US, UK, CA, AU, IN, FR and DE

Hanapin’s Highlights

•Quick Scaling into Bing

•Can help ease your client’s workload by

managing via a single feed

3. Custom AudiencesLeverage your current, rich customer data

(open beta)

Custom Audiences segmentation examples

Purchase history Tenure

Renewal period Status tier

Lifetime value Subscriber type

Time since last purchase Customer referrals

3. Custom Audiences

3. Custom Audiences

Scale your online advertising efforts

Enhance your existing audience lists with your First Party Data

No UET required

Hanapin’s Highlights•Great way to provide additional value from PPC:

• Bring folks back into the funnel

• share promotions

• reward lifetime value customers

• turn marketing qualified leads into sales qualified leads…

•We know consumers want hyper-targeted messaging.

•Note: You cannot use 3rd party data lists.

4. Multi-Image Extensions

Make your text ad visually stand out!

• Open beta. Available in US and UK.

Image

Name/Display Text

4. Multi-Image Extensions

Image

Name/Display Text

Make your ads

richer to increase

traffic to your

site.

Take advantage of this

unique opportunity,

available only on Bing

Ads.

Combine with

other ad extensions

to increase

engagement.*

*Excludes Sitelink and

Enhanced Sitelink Extensions

4. Multi-Image Extensions

Click Create ad extension to either:

1. Choose an existing image or

2. Upload a new image

Choose Image Extensions and the

Campaign or Ad group.

Click the Ad Extensions tab.

4. Multi-Image ExtensionsMulti-Image Extension

Min #Images 5

Image Ratio 4:3

Name/Display Text Mandatory (display below

image)

Recommended Max. Characters –

Name/Display Text

14

Description Optional

Recommended Max. Characters –

Description

n/a

Destination URL Mandatory

Hanapin’s Highlights•Excellent way to increase CTRs for e-comm– Show ‘em your goods!

•Choose high-quality product images and make sure they speak to each other

•Choose best sellers/top-performing images

•Use as visual sitelinks to different parts of your website!

Purna’s FavKick off the year with a bang!

Source: “2017: More Than Ever, Marketers Need Brand Safe Environments,” Trusted Media Brands, March 2017.

Half of digital advertisers plan to

increase their spend on audience

targeting this year.

5. In-Market Audiences

Predictive intelligence delivers lists of users who are ready to buy

Bing Ads predictive intelligence identifies users who have shown purchase intent signals within a particular category, including searches and clicks on Bing and page views on Microsoft services.

5. In-Market Audiences

5. In-Market Audiences

5. In-Market Audiences

*Source: Microsoft internal data; pilot performance data from verticals including Travel, Autos and Financial Services using

“Bid Only” targeting on Bing Owned & Operated traffic, July 2017. CTR is click-through rate, and CVR is conversion ratio.

28%CTR*

48%CVR*

Ads shown to In-market Audiences

saw up to a 28% greater CTR than

the same ads without In-market

Audiences.

Ads shown to In-market Audiences

saw up to a 48% greater CVR than

the same ads without In-market

Audiences.

The Client:

Vegas.com is an online travel agency located in Las Vegas,

NV and specializes in hotels, show tickets, air+hotel

packages, and tours.

The Objective:

To incrementally boost their conversion and revenue

numbers while maintaining relative efficiency.

The Implementation

Initially rolled out as Bid Only & saw a significant lift in

performance so we then broke these out into dedicated

Target & Bid campaigns.

Vegas.com

65%Click Through

Rate

30%Conversion Rate

27%ROAS

20%Cost per

Conversion

The Results:

5. In-Market Audiences“I’m new to remarketing — help me layer in audience targeting solutions quickly and easily.”

Easy to get up and running in 5 minutes or less.

No need for you to build your own remarketing list.

No prerequisites to get started, like website tagging.

Easy to report on performance and compare with campaigns not using In-market Audiences.

5. In-Market AudiencesGet creative with layering

Hanapin’s Highlights

•In-Market Audiences for Search is really exciting, we don’t even have this feature in Google.

•Get creative with layering In-Market audiences:• Make assumptions.

• If someone is In-Market for a home mortgage, it may be wise to reach out to them if you’re a Home Goods Retailer, a landscaper, sell homeowners insurance…

Bonus: Cross-Channel Audience Lists

What are they?Audience lists from other marketing channels such as social, SEO, loyalty programs, video or chat experiences, etc.

Why are they important?You know how much your visitors are worth to you – why not get another opportunity to convert, upsell, or bid more aggressively on.

Bonus: Cross-Channel Audience Lists

5 Examples of additional marketing channel lists:

1. Facebook

2. AdWords

3. Affiliate

4. Organic or direct

5. Mailers – mail with a URL (offline to online)

Bonus: Cross-Channel Audience Lists

Bonus: Cross-Channel Audience Lists

Bonus: Cross-Channel Audience Lists

Bonus: Membership Duration-Based Lists

What are they?We can create multiple lists targeting the same action but staggering the membership duration for highest impact.

Why are they important?Maximize the CTA at the appropriate time. Depending on when the user completed the action the advertiser will want to serve unique ad copy, landing pages, and adjust bids accordingly.

Bonus: Cross-Channel Audience Lists

4 Examples of additional marketing channel lists:1. Free Trial engagement/Expiring promotion

2. Higher value item, longer membership duration

3. Avoid ad fatigue

4. Curate your lists based on your booking funnel

Bonus: Cross-Channel Audience Lists

Key Qs to ask:

What is the length of your typical purchase journey?

Is there a specific timing window you need to reach consumers?

How long do consumers spend researching before purchasing?

How frequently do visitors return to your website during the purchase journey?

Bonus: Cross-Channel Audience Lists

How do I create this type of list?

Determine

which action

would benefit

from a more

dynamic

membership

duration

Create multiple

versions of the

audience with

variable

membership

duration

Ad

groups/campai

gns with the

same words but

different

audience

associations

Layer multiple

versions on and

control

engagement

with bid

modifiers or

exclusions

1 2 3 4

Hanapin’s Highlights

•Really exciting and have so much use potential

• Brilliant way to re-engage clients from other platforms and solidify your brand awareness.

•Provide additional value from marketing dollars your client is already spending.

• Another opportunity for hyper-relevant, customized messaging.

Search + AICreating new opportunities

“AI will augment our

humanity—it will give

each of us

“superpowers” to meet

challenges of all kinds”

Dr. Harry Shum

EVP Microsoft AI & Research

Tip:

Plan Qs for every step of the consumer decision journey.

Offers!

A. I’d like a chance to win exclusive Bing swag

B. I’d like to stay up-to-date on Hanapin’s all-PPC

conference, Hero Conf.

C. I’d like both!

D. No, thanks.

Live Q&A Time!

#thinkppc

Thank you for attending our webinar!

#thinkppc

Contact Hanapin Directly: marketing@hanapinmarketing.com

Contact Bing Directly: Tweet @BingAdsSupportHanapin Marketing | The PPC Agency of Experts Behind PPC Hero and Hero Conf