Bing Ads Product Update. #BingAdsConnect

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1 Bing Ads Product Update

2 Listening and delivering what advertisers are asking for Bing Ads has a customer obsession. Customer obsession isn t a buzzword for the Bing Ads team. It s a state of mind. Danny Goodwin, Momentology

3 Core themes of focus for 2015 Time & Efficiency Streamlining tools, and saving you time Campaign Performance Empowering you with more information Relevant Volume Bringing you more for your business

4 Continued performance YoY US Growth Q % 29% 31% 27% 14% 11% 18% 18% 3% -1% 3% 0% Marin Ignition One RKG Kenshoo Spend Clicks CPC Sources: IgnitionOne Q Digital Marketing Report, Kenshoo Search Ad Trends Q42014; Marin Q Global Advertising Benchmark; RKG-Merkle DMR Q4 2014

5 Driving more engagement with ads +23 %

6 AD EXTENSIONS Enhanced Sitelinks 4 additional deep links with descriptions (All markets) +27% CTR The ad format story so far Ad extensions and decorations significantly increase clicks Location Extensions Click to call Addresses and phone number with click to directions (All markets) +33% CTR Click to call (All markets mobile only) Long Ad Title draws the eye to your ad title bingads.microsoft.com/searchadvertising Efficient ad performance with Bing Ads! Official Site Rich Ads in Search ANNOTATIONS Favicons Merchant Ratings* Official Site Customer Ratings Image and Video for brand keywords* (US, UK, FR, DE) +55% CTR Bing Ads is 100 Victoria Street, SW1E5JL Directions Reach more customers Advertise to to 122M unique searchers in Europe Retailer testimonial Periscopix reports Bing Ads ROI to be +65% vs. Google Get started on Bing Ads Get $50 free credit to help you get started Coming from AdWords? Seamlessly import your Google campaigns

7 Mobile momentum +157% Mobile clicks +142% Mobile SRPVs

8 Mobile momentum Mobile Query share SMARTPHONE CPCs 100% 80% 60% 40% 20% 15% 85% 33% 67% $0.60 $0.55 $0.50 $0.45 $0.58 $0.49 0% $0.40 Smartphone All Devices Mobile Industry Bing

9 Bing Ads ios App 24/7 SUPPORT AD GROUP DETAILS ACCOUNT PERFORMANCE GREAT FEEDBACK

10 Bing Ads mobile product portfolio MOBILE SITE LINKS CALL EXTENSIONS LOCATION EXTENSIONS LOCATION TARGETING

11 Paid search evolution

12 Coming soon in < 3 months TIME & EFFICIENCY Bing Ads Home Tab Get a quick snapshot of account performance US REELVANT AUDIENCE VOLUME Application Extensions Include links to apps in your ads Keyword Planner v1 Build new keywords and analyze traffic forecasts Global US

13 See what s coming in the future CAMPAIGN PERFORMANCE REELVANT AUDIENCE VOLUME Sitelink Scheduling Schedule sitelinks to a specific window of time Remarketing in Paid Search Re-engage with your customers Manage 2M Keywords in the Web UI Increase Web UI keyword grid limit to 2 million keywords Product Ads Include rich product information in your ads Mobile Product Ads Target mobile customers Image Extensions Add a clickable image to text ads Global Global Global UK, AU US Global

14 2015 priorities recap RELEVANT AUDIENCE VOLUME Enabling advertisers to engage with more people New Extensions: Image and Action Extensions, Bing Shopping Campaigns Rich Annotations Mobile CAMPAIGN PERFORMANCE Empowering advertisers with more information Universal Event Tracking Search Remarketing (V1) Audience Insights TIME AND EFFICIENCY Increasing advertiser efficiency and satisfaction System Speed, Reliability and Scale Transparent Editorial Parity

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16 Bing Shopping campaigns Remarketing Audience Buying

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18 Forrester, Understanding Shopping Cart Abandonment, May 2010

19 Search related Remarketing Products 1 2 Serve search ads to Yahoo Bing Network searchers after they ve visited or engaged with your site. Serve display ads to Microsoft Advertising visitors after they ve searched for specific keywords.

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22 Remarketing in paid search pilot Remarketing allows you to build tailored audiences who have already engaged with your brand, and optimize for them Build High Value Audiences Reach users who are more likely to be interested in your products, because they previously engaged with your site Improve your ROI Optimise bids, ads and keywords for those customers Get going - it s easy Universal Event Tracking tags are enabled for remarketing, no need to place additional tags on your site. Capabilities for the pilot Adjust Bids Customize Ads Broaden Keywords Apply audience bid boosts to rank higher or lower based on remarketing lists Create new campaign(s)/ad group(s) with customized ad text and landing pages for remarketing lists. Create new campaign(s)/ad group(s) for broad match keywords or brand keywords to apply to remarketing lists

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24 Increase bids by 200% Have you tried

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26 Boost your campaign performance by reengaging with high value users who have previously visited your site. Target and segment audiences Optimize your campaigns by segmenting users into different behavioral categories like visiting your home page or abandoning a shopping cart. Easy to implement Universal Event Tracking (UET) tags are enabled for remarketing. Your campaigns are ready for remarketing if you have UET implemented. Improve your ROI Customize ad copy, landing pages and bids and broaden your reach by adding new keywords or expanding your match types to your segmented audiences.

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29 Strategy Recommend setting

30 Apply bid adjustments to rank higher or lower based on which remarketing lists user belongs to...

31 Tailor your ads and landing pages based on which remarketing lists user belongs to.

32 Bid on new keywords that you usually do not due to low conversion or high cost.

33 1 2 3 Insert your UET tag on your site Create remarketing list(s) based on URLs or custom events Adjust Bids Customize Ads Associate remarketing lists with Ad Group(s) Defining Audiences Engaging Audiences Broaden Keywords Apply bid boost for remarketing list - ad group association 4 View Performance data in UI, Report and API Implementation Resources: Remarketing Feature Guide UET Implementation Guide

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35 Saving time and effort Improved ROI Better campaign attribution Audience Based Buying Tag your entire site once. No need to generate new tags each time a new account or conversion goal is added. Measure and optimize campaigns more effectively by tracking site level activity like duration on site, average pages visit and more. See how your customers interact and convert across devices, campaigns and accounts for better insights. Implement once - Universal Event Tracking tags are also Remarketing in Paid Search tags.

36 Cross Devices Cross Campaigns Cross Accounts

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38 What is the difference between a tag and a goal? With one tag you can track as many goals as you need. Using just one tag across all of your site allows you to add goals later without having to make changes to your website script Goals Tag

39 Get enhanced insights with new performance metrics such as: Total visits Average duration per visit Pages per visit Bounce rates. Metrics available in the following reports Keyword Account Campaign Ad Group

40 Bing Ads Place the Universal Event Tracking tags directly on your web pages. Tag Management Systems Place the tag in a supported tag management provider template or copy/paste the tag in their UI.

41 Out of Box Tested Template Ready Google Tag Manager Adobe Tag Manager Signal (BrightTag) Not Supported (currently in progress) Not Supported Not Supported Ensighten Tealium QuBit

42 Universal event tracking Comparison View conversions across campaigns and devices Choose from 4 goal setting options; Destination URL, Duration/visit, Pages Visited/visit, or Custom Event ie: played a video Define goals with customer events to track click level activity on your side such as adding an item to the cart, or downloading a PDF Only tag the website once to track all your goals across accounts, campaigns and across devices Streamline and avoid creating and deploying a new tag when a new goal is defined Set a conversion window from 7 90 days Enable remarketing capabilities in pilot! Bing Ads UET Adwords Conversion Tracking Destination only 2. Need a tag for every goal 3. A new tag must be set up 4. Google has a separate remarketing tag

43 Introducing Bing Shopping Campaigns Beta

44 Three options to getting started with Bing Shopping Campaigns

45 1 2 3 Advertisers new to Bing Product Ads and Google Shopping campaigns Advertisers running Google Shopping Campaigns Advertisers moving from Bing Product Ads campaigns to Bing Shopping

46 Product Ads is an engaging ad format And Bing Shopping Campaigns are a new, optimal way to manage your Product Ads. Bing Shopping Campaigns give advertisers more control over targeting, deeper insight into performance data, and allow advertisers to directly import their Google Shopping campaigns.

47 Bing shopping campaign: Full beta features Feed Updates Support for Custom Labels in the feeds (via ftp and Content API) Hierarchical support for taxonomy of the Category and Product Type feed attributes Campaign Structure Updates Create and edit Bing Shopping Campaigns as a separate campaign type Support for Product Groups in BSC Ability to build a hierarchical tree structure for Product Groups in Web UI Support for Exclusions & Everything Else in Product Group Support Campaign Priority for BSC and PA campaigns Ability to import Google Shopping Campaigns into via Web UI Show Catalog data during creation of Product Group and in Product tab Reporting Reporting in Product Group Grids Dimensions tab and additional Product Group Report API for data feeds including Reporting APIs

48 Enhanced capabilities I need maximum control when targeting my products. Target the products in your feed with a high degree of granularity within the UI. The new hierarchy view gives you more control over what products you re showing and how much you re paying. It s a simple way to organize, manage, bid, and report on ads. I m busy I need a quick and easy way to choose which products to advertise, by brand, type of product. I would like to know how my products metrics compare to other products they re competing with. I want to see how each of my products is performing individually. Easy to import Google Shopping Campaigns I don t have time to manage ad campaigns differently on each platform. It s easy to view your inventory by attributes like brand or product type, select inventory you want to promote (or exclude), and set appropriate bids. Bing Shopping Campaigns offer Share of Voice reporting to give you insight into impressions, clicks, average click-through rate, and average cost-perclick, relative to your product targets. Bing Shopping Campaigns reporting offers deep insight into your campaign performance and allows you to see performance data at an item ID level right within the Bing Ads UI. It s easy to import Google Shopping Campaigns into your Bing Ads account.* Once set up, Bing Shopping Campaigns are easy to manage as the structure and capabilities are consistent across ad platforms.

49 Optimizing Best Practices Bing Shopping Campaigns

50 Best practices: Data feed 1. Use the new Custom Labels for Bing Shopping Campaigns (0-4). These can help you group your products and better target, for example, by best sellers, high margin products, items with high/low return on ad spend, or even by seasonal event. 2. Go beyond the required attributes. Populate your feed with as many recommended attributes as possible for each product offer. More information you make available, the more likely your Product Ads will be shown for relevant searches. Update your Bing taxonomy to reflect the most specific category for your products. Also include Product Type (internal taxonomy). 3. Use a descriptive title for you product. Add relevant search terms that will trigger your product queries. Include Brand and product type to the title, if applicable add gender, size, and color. 4. Include Bing Ads Redirect, a recommended attribute. Include your destination URL for tracking parameters. This link redirect attribute will allow the advertiser to add 3rd party tracking, and ensure that tracking parameters won t fall off when links are redirected.

51 Campaign changes with Bing shopping campaigns With Bing Shopping Campaigns, the attributes in your product feed have changed a little, along with the corresponding attributes you can use to target your campaigns. Available for targeting Not available for targeting Attribute [in campaign filter and Product Group] Item ID Brand Product Ads campaign Bing Shopping Campaigns What s changing (notes) 1 Bing Shopping campaigns helps you target at a more granular level - up to 5 layers deep in the targeting tree whereas Product Ads campaigns only allows for 3 layers. Condition Product Type 1 BingAds Label 2 2 Just as you will move from including your custom attribute data within the BingAdsLabel and BingAdsGrouping columns in your product feed to Custom Labels, you will target these custom attributes by selecting Custom Labels in your campaigns. BingAds Grouping 2 Category 3 3 Bing s taxonomy makes it easy to drill down to the most specific level of your product category details. Custom Label [ 0-4] 2 4 You may now target by Item ID instead of SKU. SKU 4 Seller Name 5 5 This is a required attribute in your product feed, however you may not target on this attribute.

52 Best practices: Campaign setup 1. Create new campaigns for your Bing Shopping Campaigns. Instead of adding Bing Shopping Campaigns to existing campaigns, create new campaigns to ensure that performance statistics for each can be isolated. 2. Create at least one campaign that targets all products in the feed. This gives advertisers the ability to continually gain insights about products in the feed that may deserve attention but aren t currently captured by other product groups. 3. Target specific products in your feed. Beyond the all-inclusive product target, include specific brands, product types, or individual products that align with your business goals.

53 Best practices: Campaign setup 4. Use Campaign Priority settings to indicate which of your campaigns should serve with priority over others.. Use campaign priority settings to have your top campaigns serve ahead of your nonperforming campaigns by setting them to High priority. If a Bing Shopping Campaign is set at Low priority, the campaign with the highest bid will serve. Low the default setting for regular Bing Product Ads. Medium Will serve Bing Shopping Campaigns over standard Product Ads campaigns. High Will serve over your standard Product Ads campaigns and any Bing Shopping Campaigns that are set at medium.

54 Best practices: Reporting 1. Partition Report and Dimensions Report. In the reports tab utilize the Partition and Dimensions Report for greater insights into your account performances. Partition Report provides reporting based on your campaign breakdown and structure. Dimensions Reports provides a report by line item detail. 2. Use the search term report to negate search terms you may deem irrelevant to your Bing Shopping Campaigns. Look at corresponding search negative terms within your search campaigns and use them for your BSC negatives.

55 Best practices: Reporting 3. Use the Shopping Report to monitor performance of individual items. This report found in the Dimensions tab can prove useful in optimizations identifying which item IDs are costing you without converting or converting well with a positive return. 4. Use Share of Voice reporting for benchmark CPC, CTR, and Impressions. The insights can be useful for bidding and positioning. Use it to gauge how your products compete against the rest of the marketplace.

56 Shopping Campaigns: Bing Ads v. Google AdWords Bing Google Getting started Store sign-up through User Interface [in Bing, this is the Bing Merchant Center] Importing Importing of Google Shopping Campaigns into Bing Ads N/A Campaigns Ability to import Google Shopping Feed format into Bing Merchant Center Linking Bing Merchant Center & Bing Ads accounts for Bing Shopping Campaigns creation User Interface (UI) support for Bing Shopping Campaigns creation Editor support for Bing Shopping Campaigns creation Add Promotion Text within Bing Shopping Campaigns Setting up Product Targets based on pre-defined list of fields Product Type, Brand, Condition, SKU, ID, Seller name, Custom Labels Submit Product Offers through Merchant Center for Bing Shopping Campaigns Support various CSE feed formats for product offers, including the Bing Merchant formats N/A Reporting Share of voice reporting view impressions, clicks, CTR relative to your product targets Item level reporting API support API support for reporting API support to enable Merchant Center store and feed management API support for Bing Shopping Campaigns creation International International market availability Coming soon! *Includes Bing Shopping Campaigns naming conventions; Google may have different naming conventions for specific features and functionality.

57 Thank You.

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