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#thinkppc
&HOSTED BY:
REASONS YOU NEED TO USE
BING ADVERTISING IN 20155
#thinkppc
Presenters
• John Gagnon
– Bing Ads Evangelist
– Hero Conf Speaker
– @jmgagnon
• Matt Umbro
– Senior Account Manager, Community at Hanapin Marketing
– Blogger on PPC Hero
– Hero Conf Speaker
– @matt_umbro
#thinkppc
Join the conversation
• Include the hashtag #thinkppc in your Twitter tweets.
Or use the webinar question box to send us questions.
#thinkppc
Live Poll Question #1
How long have you been in PPC?
#thinkppc
A. Less than 1 year
B. 1-3 years
C. 3-5 years
D. 5+ years
#thinkppc
Live Poll Question #2
How do you manage your account(s)?
#thinkppc
a) I manage it myself.
b) I’m part of a team that manages it.
c) I outsource my account management.
d) I’m rethinking how my account is managed.
#thinkppc
Conquer the competition
Keep your friends
close and your
enemies closer.
#thinkppc
Study: Brand-term bidding
Bing Ads researchers asked the
question: To bid or not to bid?
#thinkppc
Methodology of the study
#thinkppc
Brand-term bidding + SEO
More clicks!
Organic only
56%
#thinkppc
32% more clicks with paid + organic
Organic only
56%88%
32% gain
Paid in ML1 + organic
#thinkppc
But do we cannibalize SEO?
Organic only
56%38%
Paid in ML1 + organic
#thinkppc
But in general, many more clicks.
Organic only
56%38%
Paid in ML1 + organic
50%32% gain
18%
overlap
#thinkppc
Give fewer clicks to competitors
Organic only
56%38%
Paid in ML1 + organic
50%
Competitor’s share: 7% Ad click yield: 4%
Organic click yield: 3%
Ad click yield: 10%
Organic click yield: 8%
Competitor’s share: 24%
#thinkppc
Navigational brand terms vs. search intent brand terms
#thinkppc
Brand-term bidding has huge benefits
#thinkppc
The debate continues
Get the complete white
paper at
Slideshare.net/bingads
#thinkppc
Bing audience: Not googlers
#thinkppc
Exclusive audience is strong across verticals
Audie
nce d
ata
repre
sents
Bin
g W
eb a
nd Y
ahoo U
.S. W
eb S
earc
h f
rom
com
Score
qS
earc
h (
custo
m),
US
, S
epte
mber
2014.
Industr
y c
ate
gorie
s b
ased o
n c
om
Score
cla
ssific
ations.
#thinkppc
Average CPC is lower on the Yahoo Bing Network
#thinkppc
The New UI
#thinkppc
The New UI
#thinkppc
The New UI
Only view enabled campaigns Customize your columns
Set filters
#thinkppc
The New UI
#thinkppc
The New UI
More reasons why the new UI is great!
● Encompasses more information
● Includes more preloaded timeframes
● More succinct tab structure
● Includes columns
● Easier to view alerts
#thinkppc
Live Poll Question #3
Why aren’t you currently using Bing?
#thinkppc
a) I don’t have the budget for it
b) I don’t believe the traffic is relevant
c) The interface is hard to use
d) ?
e) I do use Bing!
#thinkppc
Universal Event Tracking
#thinkppc
Universal Event Tracking
#thinkppc
Universal Event Tracking
#thinkppc
Universal Event Tracking
#thinkppc
Campaign Planner
#thinkppc
Campaign Planner
View Search Volume Trends by Vertical and Keyword
#thinkppc
Campaign Planner
Search Volume Trends
#thinkppc
Campaign Planner
Search Volume Trends
#thinkppc
Campaign Planner
Search Volume Trends
#thinkppc
Campaign Planner
Search Volume Trends
#thinkppc
Campaign Planner
Competition Insight
#thinkppc
Bing Ads Intelligence
#thinkppc
Demographic
#thinkppc
Live Q&A Time!
#thinkppc
Have more questions?
Thank you for attending our webinar! #thinkppc
• Contact us Directly:
» Hanapin Feedback: [email protected]
Bing Ads Feedback: [email protected]
