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It Don’t Mean A Thing… If It Ain’t Got That Bing!! Kunal Das, Bing Evangelist @kunal29
Who Are You?
• Emdeon • Amsurg • Sullivan Branding • Centresource • Etc.
Who Are You?
The Evolution of the Web
Bing’s Big Bets
Integrating Social Into
Search The Future
Best Practices: SEM, SEO, Social
Join The Twitter Conversation!
#NAMAbing @kunal29 @NashvilleAMA
The Evolution Of The Web
The Social Media Landscape
Source: Visualizing Friendships, Facebook, Dec 13 2010
Why Bing?
Making Decisions & Completing
Tasks
Experience Is a Lens
Myself
Friends & Family
Experts & People Like Me
Web of People & Conversations Web of Pages & Content
Live Demo
The Search Alliance
2
5
SEARCH USERS SEARCH USERS
Algo Results Algo Results
Your Sites How It Works
One Ad Platform. Two Consumer Experiences.
Early Results
28
More volume with less effort
103M Unique Searchers1
13.4% Share1
2.6B Monthly Searches1
122M Unique Searchers1
17.2% Share1
Monthly Searches1 3.3B
167M Unique Searchers2
30.6% Share2
Monthly Searches2 5.9B
1. comScore Core Search, September 2011.
2. comScore Core Search (custom), September 2011.
United States
29
Likely to spend more
• Our audience is significant in size, and in online purchase activity. The unique searchers on Microsoft and Yahoo! sites (including Yahoo! Search, Bing, and partners) are:
• likely to spend 26% more than the average searcher,
• and likely to spend 5.8% more than Google searchers in the U.S.
Source: comScore Core Search (custom), September 2011.
United States
Audience Buying Power Index
126.1 119.2
100
0
20
40
60
80
100
120
140
Microsoft andYahoo! sites
Google AverageInternet
30
Connect with searchers you can’t reach elsewhere
• 34.4% of the unique searchers using Microsoft and Yahoo! sites (including Yahoo! Search, Bing, and partners) do not use Google in the U.S.1
• That’s 58 million unique searchers in the U.S. that you can only reach with search ads through Microsoft Advertising adCenter.1
• That’s ~20% of U.S. population, unduplicated.
1. comScore Core Search (custom), September 2011.
167
Million
Microsoft and Yahoo!
unique searchers that
don’t use Google1 58
Million
Microsoft and Yahoo! unique
searchers1
United States
31
Performance
We continue to see strong ROI and
improving CTR and CPC metrics.
“We saw a 43% higher click volume at a
10% lower CPC. Click through rates did
show a 9% improvement on a QoQ basis,
implying improved ad matching and/or
traffic characteristics. .”
- Marin Software1
Market Performance Updates Performance metrics for the marketplace continue to strengthen.
Volume
We continuously monitor the market
and traffic quality, to help maximize
clicks and optimize ROI. •
An ongoing, rich pipeline of experiments
from adCenter engineering, including new
matching and optimization technologies,
will help incrementally improve the
marketplace.
1Source: Marin Software Q3 2011 study
31
Best Practices For Bing
SEM
7 adCenter Best Practices
30% of queries in the US, over 20% of paid search clicks
Higher quality traffic, consistently higher
conversion rates
Competitive pressure is lower, leading to higher ROI
If you are not on Bing, you’re leaving $$$ on the table
Drive it differently
• Bid explicitly for each match type
• Track click performance via URL parameter {matchtype}
• Use delivered match type KW performance report
When you bid on broad, DO NOT
leave phrase and exact blank
Ad Group Keyword Exact Bid Phrase Bid Broad Bid
AdGroup 1 Car $5.00 $3.65 $4.00
Best Practice
Ad Group Keyword Exact Bid Phrase Bid Broad Bid
AdGroup 1 Car $4.00 Bad
Good
• New terms should start off bidding higher than normal
• Phrase bids at 75% of Exact bids
• Broad bids at 85% of Exact bids
*Tip: minimum bid at least $0.40 to pass avg. min bid threshold
Best Practice Start high, tweak lower
Best Practice Bid boost your target audience
• Use adCenter’s unique incremental bidding feature to boost your bid for a specific age & gender
A keyword research and optimization tool to forecast &
zero in on your target audience (Excel plug-in).
A keyword research and optimization tool (Excel plug-in).
Admin-free upgrades
Most Loved Tactics:
Advanced filtering (by QS, etc.)
Copy & paste targeting settings
Find / Replace
Directly import campaigns with
AdWords username & passwords
For Mac Users: Partition the Mac drive to run both Mac & Windows Or, install Parallels 7, a virtualization software for Mac OS
X. Allows user to run both Mac & Windows
Position CTR Click Share
Main Line 5.45% - 19.22% 93.97%
Side Bar 0.32% - 0.95% 6.03%
What is it? Become a Microsoft adCenter expert through free training and accreditation.
Why become accredited? Build your resume, train your employees
Get started: 1. Train with 32 free videos. 2. Take exam, free now for a limited time. 3. Free Exam Code: K5E2PSPX18
Benefits: Free training, inclusion in Find a Pro directory, Membership Directory, Member Spotlight, badge use, and more.
Get started at:
www.microsoftadvertisingpros.com
#7 Free Training & Exam Voucher Code
K5E2PSPX18
SEO
Bing Webmaster Tools (Organic)
How It Works
4
7
SEARCH USERS SEARCH USERS
Algo Results Algo Results
Your Sites
Bing Webmaster Tools
Yahoo! Site Explorer siteexplorer.search.yahoo.com
48
Bing Webmaster Tools www.bing.com/webmaster
Start using Bing Webmaster
Tools today to optimize for
both Bing and Yahoo.
When worldwide transition is
complete Site Explorer will
shut down.
Top Features:
• Index Explorer: URL level link tracking
• Crawl Delay: Configure when we crawl
• Deep Link Control: Remove, or re-
prioritize organic deep links
• In-depth traffic stats: Insights on
impressions, clicks, query terms,
keywords that drive traffic to your site.
http://www.bing.com/webmaster
Crawl Delay: Configurable by the Hour
User in control • Ask us to crawl slower
during peak business hours
• Crawl faster during off-peak
Simple • Create crawl graph by
dragging your mouse
pointer across the graph
• Fine tune by clicking
individual columns, too.
Deep Link Control
>
Don’t Forget…
Bing Business Portal (Local)
Bing Business Portal: Edit Local Listings
Edit Local Listings: Bing Business http://www.bing.com/businessportal
Social
Social Media Do’s
• Fresh & Relevant • Authoritative • Popular • Timely • Links • Quality
Social Media Do-not’s
• Spam • Think you can “set it and forget it” • Pay a service for false “followers”
or “like farms”
*FYI: The patterns & volume of ALL sharing is tracked
Resources For You
Bing Support Resources
1. Bing Webmaster Tools (SEO Headquarters)
http://www.bing.com/webmaster
2. Bing Webmaster Tools Blog
http://www.bing.com/community/site_blogs/b/webmaster
3. Bing Business Portal (Manage Local Listings)
http://www.bing.com/businessportal
4. adCenter Blog (Paid Search)
http://community.microsoftadvertising.com/blogs
5. Bing Support (All Other Organic: Maps, Etc.)
https://support.discoverbing.com/
61
Table Discussion
“What types of social media strategies have worked for your company/brand to
increase its presence in the major search engines?”
It Don’t Mean A Thing… If It Ain’t Got That Bing!! Kunal Das, Bing Evangelist @kunal29