10 Reasons to Advertise on - 3xedigital.com · Mobile ad products that increase clicks Ad Extensions that drive user engagement Investments in relevancy, matching, and click prediction

10 Reasons to Advertise on 13th October 2016

3XE Digital

1@BingAds @mazgeraghty @lloujames

Workshop Agenda

2

30 mins Introduction

Workshop Strategy

10 Reasons to Advertise on BingAds

No.1 Reach

No.2 Audience

No.3 Efficiency

No.4 Features

No.5 Tracking

No.6 Tools

No.7 Insights

No.8 Support

No.9 Accreditation

No.10 Reach out! We’re here for you

13th October 2016

@BingAds @mazgeraghty @lloujames

Mary GeraghtySales Director UK & Ireland

13th October, 2016

3

@mazgeraghty

@BingAds

Louise JamesSenior Account Manager

13th October, 2016

4

@lloujames

@BingAds

NO 1. OUR REACH

Why it’s crucial to integrate BingAds into your Search Strategy

@BingAds @lloujames

No.1 REACH

Bings’ reach is far beyond a search box confined to a webpage


MICROSOFT’S MISSION

Empower every person and

every organization on the planet

to achieve more

BING’S MISSION

To empower advertisers around

the world to do more with search

advertising.

The Microsoft & Bing story

6

8

Growing volume with Windows 10

Bing integration paves the way

Microsoft Internal Data, March 20161. Bing UK searches on PC and Tablet by Windows 10 and non-Windows 10 devices (from Oct 2015 & Jan 2016)

4-5x

19%

Increase in

Bing syndicated clicks

of Bing clicks from syndication

expected in 2016 (U.S.)

1

“Windows 10 is a Bing honeypot —and it’s working”

“Milestone: Bing Now Profitable As Windows 10 Success Boosts Usage”

Getting to know the Bing Network

Bing’s intelligence fabric delivers smart connections for business results

9

4-5x

19%

Bing

Third-party

PublishersBing

Network

Microsoft

Publishers

1

3

Yahoo

Yahoo

distribution

Yahoo

syndication

Yahoo sub-

syndication

Third-party device integration

First-party device integration1

3

3

Bing Network has global reach & gives you access to searchers who spend more

10

Globally, Bing Network’s unique

searchers spend 44% more

online than Google searchers.

Compared to Google’s UK

audience, Bing Network’s UK

audience over-indexes across:

• Mid to high income

ranges between

35,000 - 50,000 pounds

annually

• Mature age groups,

especially those 35+

comScore qSearch (custom), June 2015; includes Microsoft &

Yahoo Search sites worldwide.

•

Growing IE Audience Numbers

1MUNIQUE SEARCHERS

8.8%SHARE

15MMONTHLY SEARCHES

22% 33%

78% 67%

Windows 10 Non-Windows 10

What % Bing Searches in Ireland performed on

Windows 10 devices?

33% of Bing Ireland

searches on PC and Tablet from Windows 10, a

49% increase from

Oct 2015.

Bing Ireland searches on PC and Tablet by Windows 10 and non-Windows 10 devices , Oct 2015 & Jan 2016

Oct 2015 Jan 2016

@BingAds @mazgeraghty @lloujames @BingAds @mazgeraghty @lloujames

No. 2 AUDIENCE PROFILE

Our audience is mature with strong buying power


27%

Highest age group contribution is 50-64.

47%female

53%male

Audience Demographics on Windows 10Strong representation of males in the UK between 35-64 years old.

Bing UK search volume share by age and gender on PC and Tablet for Windows 10 and non-Windows 10 devices, Jan 2015.

Figures may not sum to 100 due to rounding.

Windows 10

Non-Windows 10

Windows 10

Non-Windows 10

4%

6%

15%

16%

19%

14%

30%

26%

27%

27%

6%

11%

13-17 18-24 25-34 35-49 50-64 65+

63%

47%

37%

53%

Female Male

No. 3 EFFICIENCY

Bing is EASY! Import from G, schedule, options, review


3 Quick Steps to Get Started

Importing from Google AdWords

First, sign in to your

Google AdWords account.

Then, choose to import all existing and new

campaigns from your AdWords account or

just specific campaigns from that account.

Checking your import preferences

1. Choose the Bing Ads account

where you want to import.

2. Decide what to import: new

campaigns or changes to

existing campaigns.

3. Clean up your campaigns by

deleting items that have been

removed from Google.

4. Make adjustments to bids,

budgets, URLs and any

tracking templates.

5. Link your ad extensions to

your Bing Ads accounts.

Scheduling your imports

Choose when you want to import your

AdWords data into your Bing Ads account.

Choosing how often to import

Option: Once

Option: Weekly

Option: Daily

Option: Monthly

Reviewing your import

The Import Summary confirms that your

import has been scheduled, when it will run

and how often it will sync.

No. 4 OUR PRODUCT STRATEGY

Why it’s crucial to integrate BingAds into your Search Strategy


TRACKPlace Universal Event Tracking (UET) tags across your website.

SEGMENTCreate Remarketing Lists to segment users based on their activity or pages they have visited.

ENGAGEAssociate remarketing lists to ad groups and engage with audiences by customising bids, ads and keywords to those who search on Bing Network.

Investing in products that drive growth and performance

Cake, muffins

Your Ad

UET

Drive actions through ad extensions

Location ExtensionVideo Extension

Offer Extension

Offer Extension*

Action Extension

App ExtensionCallExtension

Review Extensions • Highlight your trusted review source

• Choose the review that best promotes your ad

Enhanced Sitelinks • Research shows that users are more likely to click on your ad

and stay longer on your landing page (27% CTR*)

Callout Extensions • Showcase unique services and features

• Draw attention to deals and promotions

Structured Snippets• Showcase unique services and features

• Draw attention to deals and promotions

Drive engagement through ad extensions

Contoso FlowersAd . www.contoso.com

Wide Selection. Same Day Delivery Available.

100 Varieties . Fresh Flowers . Garden Supplies

Types: Flowers, Plants, Gift Baskets, Keepsake Gifts

Introducing Automated Rules.Get greater control and flexibility of your campaigns by setting up rules that automatically start or stop campaigns and increase keyword bids or campaign budgets. Create recurring rules — daily, weekly, monthly — to optimize your campaigns using your performance criteria. Receive emails when rules run and make changes.

You can create automated rules for:

• Campaigns

• Ad groups

• Ads

• Keywords

Rule definitions Campaigns Ad groups Ads Keywords

Enable (entity) when… ■ ■ ■ ■

Pause (entity) when… ■ ■ ■ ■

Change budget when… ■

Change bids when… ■ ■

Raise bids to top of page bid when… ■

Raise bids to first page bid when… ■

Where I can find it?

What rules can I create?

Flyout menus allow you to

define a rule for different entities

without switching tabs.

Manage and edit existing rules.

Find the Automate menu on main Campaign, Ad

Group, Ads, and Keywords grids.

Mobile ad products that increase clicksAd Extensions that drive user engagement

Investments in relevancy,matching, and click prediction

Source: Microsoft Internal Data, Microsoft and Yahoo DE

sites, Jan 2015 vs Jan 2016, mobile devices only.

See what’s available now and coming in the future

Expand your connections

Achieve more with confidence

Recently releasedStructured Snippet Extensions

Let searchers know more about the products and services you offer.

Global

ETA’s

Expanded Text Ads.

Global

Coming soonGlobal

Labels in the Campaign UI

Use labels for filtering, reporting and creating automated rules.

Global

Credit Limit Enforcement

Know when a managed monthly invoiced account is getting close to its credit limit.

Global

Period over Period Comparison

Compare metrics for two different time periods in the same view.

Global

Bing Ads Editor Updates

Support for Bing Shopping Campaigns.

US, UK, AU,

FR, DE

Account Alerts

Quickly identify and fix any errors that prevent your accounts from serving ads.

Global

Data Visualization Improvements

Easily view the performance of your campaigns.

Global

Email Notification Preferences

Manage email notifications more easily with new email settings.

Global

Redesigned Campaign Setup UI

Set up your campaigns with greater ease.

Global

Account level shared budget

Allow multiple campaigns in an account to share one budget.

Global

Support for Expanded Device Targeting

Get more control of your device targeting bids.

Global

Google Import: Google Sync Automated Imports

Sync your Google imports automatically.

Global

Product Ads: Support for "$0 with contract" Pricing

Create Product Ads for products with contract plans and no upfront cost.

US, UK, AU,

FR, DE

Structured Snippet Extensions

Let searchers know more about the products and services you offer.

Global

Merchant Promotions for Product Ads

Add merchant promotions as an extension of your Product Ads.

US

Support for Expanded Text Ads

Create text ads with longer titles (up to 60 char) and text (up to 80 char).

Global

Longer termApp Install Ads

Promote your app in the ad without the need for a website.

Global

Dynamic Search Ads

Show ads generated dynamically from your website content.

US

Sitelink Extensions Updates

Support for at least 20 sitelinks per Sitelink Extension.

Global

Bing Ads Editor 11.6

Support for Callout Extensions and custom ads for Native Ads.

CoEX: Global

NA: US, AU

APIs for UET and tag goals

Manage conversion tracking with a new set of APIs.

Global

No. 5 TRACKING

Track conversion goals so you can optimise your campaigns


Measurement

Measure and optimisecampaigns 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 optimising your campaigns to previous visitors of your site.

Universal Event TrackingOne tag for all your campaigns and accounts

A second chance to influence users to convert

Re-engage with audiences that have previously visited your website.

User added in remarketing

listYour website

User searches on the Bing

NetworkYour ad is

servedUser leavesUser

USER RETURNS TO YOUR SITE

< HTML >

on

Segmenting: Define and create audiences

Identify, segment and target users based on the specific stage of the buying funnel - from visiting the home page to making a purchase.

Shopping cart

Thank you pages

Segment and target past visitors

Cake, muffins

Engaging with your audiences

Increase by %

Your Ad


No. 6 TOOLS

Use the right tools for optimal campaigns


Bing Ads Editor

Bing Ads UI

Bing Ads Intelligence

Tools to Assist :

36



Make informed and smart decisions with Insights

No. 7 INSIGHTS


Vertical Industry Insights

Bing Network search volume trends by industry in Europe

As the seasons change, so does

consumer behaviour. Targeting

the right customer, at the right

time, is essential to driving

deeper connections with

consumers and can be key to

ensuring that your advertising is

effective and cost-efficient.

With historical traffic data, you

can plan your campaign and

bidding around peak times of the

year when European searchers

on Bing are most active within

your industry. Use the tool below

to easily see search-volume

trends by country, industry and

sub-industry..

Demographic Insights

Reach your target audience by demographic and industry in Europe

Targeting is an important part of

your search engine marketing

strategy. When planning a

campaign, knowing the

demographics of your target

audience is key to reaching the

right customers and making sure

your advertising is cost-efficient.

Get gender and age

demographic details below

based on country, industry and

sub-industry. Research even

further by device-type, peaks in

monthly search volume and

audience size.

Device Insights

See your customer’s device-usage trends across Europe and Industries

To reach the right customers at

the right time, you need specific

data about device usage.

With insights on search volume

across devices and industries,

you can fine tune a strategy that

is relevant to your business.

An effective campaign can mean

more customers, conversions

and sales. Use the interactive

chart below to view device usage

trends in Europe by country,

industry and sub-industry.

Irish Case Study with Tinderpoint




No. 8 SUPPORT

We are here to ensure the success of your business


@BingAds




No. 9 BINGADSACCREDITATION

Become a BingAds Accredited Professional


Drive your business forward as a Bing Ads Accredited Professional

You’re a business leader who stays ahead

of the curve. Now take that strategy even

further as a Bing Ads Accredited

Professional.

Our program shows you how to get the

most of your ad spend, so you gain more

from your marketing dollars. Best of all,

our courses and exam are absolutely free.

• Increase your Bing Ads proficiency

• Optimize ad campaigns

• Enjoy member benefits

• Maximize your Bing Ads reporting &

tools knowledge

@BingAds

Thank you!

© 2016 Microsoft Corporation. All rights reserved. Microsoft, Windows, and other

product names are or may be registered trademarks and/or trademarks in the U.S.

and/or other countries.

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 date

of this presentation.

Microsoft MAKES NO WARRANTIES–EXPRESS, IMPLIED, OR STATUTORY–

REGARDING THEI NFORMATION IN THIS PRESENTATION.

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10 Reasons to Advertise on - 3xedigital.com · Mobile ad products that increase clicks Ad Extensions that drive user engagement Investments in relevancy, matching, and click prediction