Why Startups Should Use BingAds

BING NETWORK. Laura Hubley

ENRICHING EXPERIENCES IN APPS

4-5x

19%

Increase in

Bing syndicated clicks

of Bing clicks from syndication

expected in 2016 (U.S.)

Source: Microsoft Internal Data, Dec 2015

“Windows 10 is a Bing honeypot

—and it’s working”

“Milestone: Bing Now Profitable

As Windows 10 Success Boosts Usage”

BING’S CANADIAN MARKET SHARE

4-5x

19%

Increase in

Bing syndicated clicks

of Bing clicks from syndication

expected in 2016 (U.S.)

BE THERE.

BING ADS 101.

WHAT WE’LL COVERGetting Started

• www.BingAds.Microsoft.com

• Creating a Microsoft Account

• Campaign Settings

• Create Ads, Choose Settings, Create Bids

• Advance Settings

Bing Features

• Bing Ads Intelligence, Bings Ads Editor, Bing Ads Import Tool

• UET & Remarketing

GETTING STARTED

Create account Insert billing & IO $

Account begins to perform

Define budget $

Manage & optimise

Import or create

campaigns

ACCOUNT STRUCTURECampaigns and ad groups make it easy to organize, manage and monitor your search advertising in Bing Ads and Google AdWords.

Aligning your campaigns to your business organization is a best practice for billing clarity and performance optimization.

CAMPAIGN SETTINGS

CAMPAIGNS SETTINGS

In the Campaign Settings tab you can update:

• Campaign Name

• Budget amount and budget type

• Location targeting settings

• Ad Scheduling

• Demographic targeting

• Device targeting

• Website exclusions

• Keyword matching options

EDITING CAMPAIGNS

Edit in drop down menu.

You can edit items in bulk by selecting the corresponding radio button.

The Edit drop down gives you a number of options to edit (depending on tab):

• Enable, pause or delete entities

• Update campaign budgets

• Select rows for inline editing

• Make other edits based on account level

• I.E. on campaign level, you can

edit website exclusions

AD GROUPS & ADS

CREATING AD GROUPS & ADS

Ad Groups are the containers of ads and keywords. You can have multiple ads and keywords in

each Ad Group.

Basics

• Title

• Text

• URL

Enhancements

• Sitelinks

• Multiple Targeting

• Products

• Images

• Reviews

• Call Extensions

ATTRIBUTES

AD COPY GUIDELINESMain points to be aware of to create best quality ads.

• Accuracy of claims

• No offensive language

• Do not address Microsoft or Yahoo! Users

• Local editorial policy

• Grammar, Punctuation and Spelling: no excessive

capitalization/ punctuation, character limits,

special characters and abbreviation limitations

Create a worksheet of suggested keywords for your campaigns and ad groups using:

• Bing Ads intelligence Tool

advertise.bingads.microsoft.com/en-us/tools

• Bing Ads Keyword Planner Tool

advertise.bingads.microsoft.com/en-us/keyword-planner

KEYWORDS

Keyword match types are options that Bing Ads uses to determine how closely a search query or other input must match your keyword.

Broad match Phrase match Exact match Broad Modifier

Search queries that contain all of the words in your keyword, in the same order, even if other words are present in that query.

Search queries that match the keyword exactly, including some close variations.

Search queries that contain the modified word(s) or any close variations, in any order.

Search queries that contain the words in your keyword or concepts related to your keyword.

KEYWORD MATCH TYPES

Use negative keywords or keyword phrases to help prevent your ad from being displayed

Two ways to add

negative keywords:

1. Individually at

campaign or

ad group level

2. Create a list to

share with

multiple

campaigns

NEGATIVE KEYWORDS

Quality Score

3 FACTORS DETERMINE QUALITY SCORE

TARGETINGReach Customers:

• By Devices

• By Time of the day

• By Network

• By Demographic / Gender

• By Location

REACH CUSTOMERS BY DEVICE.

None -20% to +300% -100% to +300%

Target users based on time of day or day of week.

Time of day in 15 minute increments

Day of week

REACH CUSTOMERS BY DEMOGRAPHIC.

DEMOGRAPHIC TARGETING

REACH CUSTOMERS BY LOCATION.

You can geographically target ads to specific countries/regions, states/provinces, metro areas (or Nielsen Designated Market Areas, DMAs, in the U.S.) and cities.

Refining your location targeting.

Default targeting may be set to all locations

worldwide – unless you are a global advertiser

you should change this.

• If you are a national advertiser, set your

targeting to country level

• Alternatively, if your reach is regional, just

include the specific locations

Refining your location targeting.

• You can also exclude any locations where you can’t do business

• Or set a priority level to certain locations using incremental or decremented bidding

Refining your location targeting.

If your reach is even more specific, you can use radius targeting.

BUDGETING

BUDGET SETTINGS TO INCREASE TRAFFIC

• When creating a campaign, the default budget type is Daily Standard

• To maximize potential you should 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

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.

TOOLS

BING ADS INTELLIGENCE

bingads.com/BAI

Excellent keyword planning

DOWNLOAD & INSTALL

BING ADS EDITOR

Bing Ads Editor is a simple and

intuitive desktop application

used for managing your

campaigns whether you’re

online or offline.

Quickly locate and update

campaign details, make changes

in bulk and import campaigns

from external sources.

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.

GOOGLE IMPORT

CONSIDERATIONS

WHAT WILL IMPORT AND WHAT WILL NOTNot everything from your Google Campaigns will be imported to Bing.

• Negative Keywords

• Location Targets

• Language Targeting

• Ad Extensions

• Display Campaigns

Will not importModified during import

UNIVERSAL EVENT TRACKING (UET)

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?

Conversion

tracking Remarketing

1 2

UET TAGS HAVE 2 PURPOSES

REMARKETING

$1. Tag your website

2. Define your audiences

3. Add lists to ad groups

4. Adjust bids

5. Customize ads and keywords

5 STESPS TO START REMARKETING

Once each list reaches a

minimum number of 1,000

cookies you can assign it to

an ad group.

Place in ad group

AUDIENCE SIZE REQUIREMENTS

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%

BID ADJUSTMENTS

CAMPAIGN PLANNER

Example Insights available through Campaign Planner• Search Trends

• Vertical Insights

• Top Products by Vertical

• Top Competitors by Vertical

• Top and Trending Keywords

• YoY, WoW or Monthly Trend Graphs

• Performance by Device

• Search Volume by Province

CAMPAIGN PLANNER

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