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#BingAdsConnect#BingAdsConnect
Next & Now
Yahoo Bing Search Alliance
Bing @ Microsoft
Bing Ads Product Update
Strategy & Roadmap
Blockbuster Features
Advertising Excellence
Insights to Impress
Agenda
#BingAdsConnect#BingAdsConnect
Bing Ads Intelligence
will impress with keyword
insight and a view into
your competition.
1
Brand Study
32% more clicks with Paid +
Organic campaigns. Fewer clicks
to competitors.
2
Insights to Impress
#BingAdsConnect
Predictive Marketing
Unleash Excel Power BI tools to
get ahead of trends and make
your story pop.
3
• Get keyword suggestions or download your existing Bing Ads
account and perform keyword expansion for existing ad groups.
• Get insights on traffic opportunities and bid optimization
strategies to perform better keyword expansion analysis.
• Easily build list of relevant keywords with real query data from
the Yahoo Bing Network.
• Create bulksheets with generated keywords and bids that can be
seamlessly imported into Bing Ads or Bing Ads editor.
Bing Ads Intelligence tool
#BingAdsConnect
Create more effective campaigns with a powerful keyword research tool right in Excel
#BingAdsConnect
DEMO: Smarter keyword suggestions
Combine “keyword suggestions” for more keywords with the power of filtering and sorting within excel
GUIDELINES
1. Get “Keyword
suggestions” for
patio furniture
2. Use power of Excel’s
sorting > Highest to
lowest clicks volume
3. For added intent,
add filter for the
word “set” on the
generated keyword
#BingAdsConnect
DEMO Positional analysis using keyword performance
For smarter bidding strategy, see the number of clicks and average CPCs for the marketplace
GUIDELINES
1. Get “Keyword
Performance” for
keyword “patio furniture”
for last 30 days
2. Customize insights to
Exact Match only and
ALL positions
3. Use power of Excel’s
charting > Column chart
data in Column D
(Position) and Column E
(Clicks)
#BingAdsConnect
DEMO Compare a brand’s demographics across devices
As audience becomes more important, demographic insights are important and just a few clicks away
GUIDELINES
1. For your “brand” go to More
Research and select “Age
Group & Gender”
2. Customize insights to All
Device types except “non-
smart phone”
3. Use power of Excel’s charting
> 100% Stacked Column
chart data in Column B
(Devices) through Column
G (Age65Plus)
#BingAdsConnect
Should SEM campaigns bid on their own brand terms?
Brand Study from Bing Ads Research
#BingAdsConnect#BingAdsConnect
Methodology of the study
impressions
January – March 2014
50MFinancial services vertical
#BingAdsConnect
#BingAdsConnect#BingAdsConnect
56%
Brand term bidding + SEO delivers more clicks
Organic only
Microsoft internal data April 2015
#BingAdsConnect#BingAdsConnect
56%
32% more clicks with paid + organic
Organic only
Paid in ML1 + organic
88%
Microsoft internal data April 2015
#BingAdsConnect#BingAdsConnect
56%
32% more clicks with paid + organic
Organic only
Paid in ML1 + organic
32% gain
Microsoft internal data April 2015
#BingAdsConnect#BingAdsConnect
56%
Organic only
SEO
PPC
But do we cannibalize SEO?
Paid in ML1 + organic
Microsoft internal data April 2015
#BingAdsConnect#BingAdsConnect
56%
Organic only
38%
50%
But do we cannibalize SEO?
Paid in ML1 + organic
Microsoft internal data April 2015
#BingAdsConnect#BingAdsConnect
56%
Organic only
38%
18% overlap
Some paid clicks you may have received organically
Paid in ML1 + organic
Microsoft internal data April 2015
#BingAdsConnect#BingAdsConnect
Organic only
56%38%
32%
18% overlap
gain
PPC
Some paid clicks you may have received organically
Paid in ML1 + organic
Microsoft internal data April 2015
#BingAdsConnect#BingAdsConnect
COMPETITOR’S SHARE: 7%
COMPETITOR’S SHARE: 18%
Organic only
Bidding on your own brand terms = fewer clicks to competitors
Paid in ML1 + organic
Microsoft internal data April 2015
#BingAdsConnect#BingAdsConnect
80%
60%
40%
20%
0%
100%
No Brand Ad
AT&T Wireless
No Brand Ad
AT&T
No Brand Ad
Victoria’s Secret
No Brand Ad
Brand ClicksCompetitor Clicks
Navigational brand terms vs. search intent brand terms
Microsoft internal data April 2015
#BingAdsConnect#BingAdsConnect
Keep competition under control – keep 2x the clicks insteadof letting your competitor get them
More traffic –
32% more
Test offers and landing pages. No control over organic landing page means no way to test meaningfully
#BingAdsConnect
Brand term bidding has benefits
#BingAdsConnect#BingAdsConnect
Travelhttp://j.mp/BrandTermBiddingTravel
Retailhttp://j.mp/BrandTermBiddingRetail
#BingAdsConnect
Download our vertical brand bidding studies
3 million desktop impressions on results pages for retail brand terms
400,000 desktop impressions on travel brand results pages
#BingAdsConnect
September
9th, 2015New York City, the largest
school district in the US, will
have 1,000,000 students
back in school
August
24th, 2015All 5,000,000 of Texas’s
K-12 Public School
students go back
July
29th, 2015All 180,000 of Hawaii’s
K-12 Public School
students go back
When does the 1st day of school really start?
#BingAdsConnect
September
8th, 2015Chicago public
schools, will have
400,000 students back
in school
#BingAdsConnect
What does this look like in Excel?Number of students going back to school by 1st day
Wisconsin
#BingAdsConnect
Example action plan
Tools Power Map, Power BI
Ad Copy Back to School
Bids Incremental bids by geo during peaks
Structure Separate for major school districts: TX, NYC, LA