Agenda. Next & Now Yahoo Bing Search Alliance Microsoft. Bing Ads Product Update. Advertising Excellence. World-class marketing

Transcription

1 Agenda Next & Now Yahoo Bing Search Alliance Microsoft Bing Ads Product Update Strategy & Roadmap Advertising Excellence World-class marketing

2 Bing Ads Product Strategy

3 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

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

5 Growing valuable clicks while insuring a great search experience 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

6 Bing Ads Mobile momentum Bing as Kindle Fire search default Spotlight Mac/iOS Bing powers Siri search Cortana on Windows Phone +157% Mobile clicks % Mobile SRPVs

7 Driving more engagement with ads +23 %

8 Paid search evolution

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10 What features just released in the last 6 months?

11 Bing Ads Editor 10.7 Editable keyword text and UX improvements Import 1M Keywords & Ads from AdWords Scale Web UI Google import to 1M keywords and ads Competitive Bid Opportunities Increase keyword bids to beat competitors Enhanced Sitelinks Add 2 lines of text to your Sitelink Extensions Faster Reporting Get performance reports in an hour or less Top Mover Report Diagnose campaign performance changes Auction Insights Get competitive auction information Global Global US Global except HK and TW Global Global Campaign Planner Get marketplace insights to plan your campaigns Universal Event Tracking Create and track goals for your business Accounts Summary Manage multiple accounts from one place Bulk Editing Make bulk changes in Bing Ads online Negative Keyword Libraries Manage negative keywords more easily Improved Targeting Get greater control and flexibility Global Unified Device Targeting Phase 1 and 2 Reach customers with combined PC/tablet/smartphone targeting US, UK, AU, CA Global Global Global Global Global Global Time & Efficiency Relevant Audience Volume Campaign Performance

12 Time & Efficiency

13 The new Bing Ads homepage

14 Customizable modules

15 Clear and upfront

16 Bing Ads Bulk Keyword Quickly edit multiple keywords or destination URLs at one time Increase or decrease keyword bids by dollar amount or percentage with the option to set an upper limit. Raise keyword bids to estimated placement on first page or top of page. Set URL for multiple keywords at once Changes process in the background Replace, clear or append destination URLs for keywords. Preview changes before submitting. Once submitted, changes process in the background so that you can move on to other tasks.

17 Negative Keywords & Shared Libraries FPO Quickly link Negative Keywords lists to any campaign Create up to 20 lists per account. Each list can include up to 5,000 Negative Keywords. Manage lists from one location to create, read, update or delete Keywords. Lists can be modified from within the Web UI, API tool or Bing Ads Editor.

18 Bing Ads for ios App Quickly and easily update your account on the go View performance data, edit budgets and change bids, all while you re away from your desktop. Manage multiple accounts and view your campaign dashboard with the ease of using a mobile app. Get notifications when your credit card is about to expire.

19 Relevant Audience Volume

20 Call Extensions Overview Get more phone calls to your business by showing your business phone number on search ads Smartphones Make it easy for customers on the go to reach your business. Increased Conversions Phone calls are 10x more likely to drive a sale than a click. - BIA/Kelsey (2012) Call-Based Ads: Eliminating the Unknown From Advertising ( Skype on PC or tablet Make it easy for customers to connect directly with you on a PC or tablet with phone calls via Skype.

21 Call Extensions Highlights Get more phone calls to your business by showing your business phone number on search ads World s first search engine with in-browser calling through Skype. Full call tracking in Bing Ads with Call Metering (free phone and local prefix numbers). Integrated from Location Extensions. Cost the same as a click on your ad. Only pay for completed calls when a customer manually dials No charge for calls under 10 seconds

22 Sitelink Extensions Drive more traffic to your website by promoting specific pages on your search ads Display up to six sitelink extensions on your ad, or four sitelinks on mobile search ads. Tailor the text for each sitelink extension. Manage sitelink extensions through Bing Ads UI, Bing Ads Editor or API. Get performance details with sitelink level reporting. Manage sitelink extensions at the ad group or campaign level.

23 Enhanced Sitelinks Enhanced Sitelinks can contain two lines of descriptive text, up to 70 characters total. Up to four Enhanced Sitelinks can be displayed with each ad. The number of Enhanced Sitelinks served depends on the ad quality and relevance of the sitelinks. Up to 2 lines of additional content Increased size and prominence of the sitelinks headlines High quality ads in the mainline 1 position will trigger Enhanced Sitelinks Achieve best results when using high traffic keywords, such as brand terms.

24 App Extensions Attract customers Smart targeting Drive application downloads Target specific device and by adding App Extensions to your ad. operating systems to ensure compatibility and smooth installation of your app. Mix it up Configure multiple versions of App Extensions to rotate into your ads. Evolves with you App Extensions will automatically update as you make changes to your app metadata. Coho Winery

25 App Extensions Comparison App Extensions Bing Ads AdWords App stores supported: itunes, Google Play, Windows Phone store & Windows 1 App installs automatically tracked for Android Apps Tracking of installs available through third party partners Apply extensions to campaign or ad group level Smart detection of app store and device including mobile, tablet & PC 1 Scheduling for dates, days of week or time of day 1. Does not support Windows Phone/Windows.

26 Campaign Performance

27 Bing Ads Top Mover Top Movers Identify campaigns or ad groups that had the largest performance variation Possible causes Review possible causes for the change in performance Quickly identify performance opportunities See up to 10 campaigns and ad groups with the largest change; up or down in performance. Review possible causes for performance change such as Account Changes, Search Traffic Changes or Competitor Changes. Compare spend and click performance for your account with previous 7, 14 or 28 day time periods. Possible actions Easy access to the change history report and opportunities within context

28 Performance Reports Quality Score Understand how relevant your keywords and landing pages are to a customer s search queries Get feedback on how relevant your landing pages and keywords are. Get Quality Impact Scores, that help you identify the impact of improving your quality scores. Quality Impact Scores are exclusive to Bing Ads. Historical quality scores are available for you to monitor the trend of your campaign performance over time.

29 Change History Reporting Visually connect your actions to impact See a list of changes that have been made to your campaigns, including when they were made and who made them. Track the changes to your campaigns and the impact it has made. Track changes such as bids, budgets, keywords, targeting and more.

30 Demographic Targeting Get your message across to customers who speak your language *Ads will still be displayed to all searchers on Bing, but advertisers will ONLY pay the extra bid amount for clicks that come from the specified target demographic.

31 Improved Targeting Highlights 15 Minute Ad Scheduling Pinpoint the scheduling of your ads to 15 minute increments throughout the day. Adjust your bids based on peak or low traffic volumes. Location Targeting Specify a radius within a city or US postal code for serving your ads. Include customers inquiring about a location within the targeting specifications

32 TIME & EFFICIENCY Bing Shopping Campaigns A feed-specific campaign type used to manage your Product Ads US RELEVANT AUDIENCE VOLUME Product Ads on Mobile & Syndication A feed-based ad format that includes attributes like product image, price and promotional messages US

33 TIME & EFFICIENCY RELEVANT AUDIENCE VOLUME Customer Level Invoicing Receive one invoice across all invoice accounts Bulk eio Management Edit eio details and create bulk eios in a single place Upgraded URLs Support for new dynamic text placeholders in Destination URLs Product Ads/Bing Shopping Campaigns Product Ads is a feed-based ad format that includes attributes like product image, price and promotional messages. Bing Shopping Campaign is a feed-specific campaign type used to manage your Product Ads. Will be available in new markets. Remarketing in Paid Search Re-engage with your customers Image extensions Global Global Global UK, FR, DE, AU Global Global

34 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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36 Bing Ads Shopping UET Remarketing

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38 Introducing Bing Shopping Campaigns Beta

39 565%

40 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.

41 100% Market share on desktop 100% Market share on tablet 1% 40% on Mobile (in Beta flight)

42 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

43 Bing Ads Shopping Timelines Mobile GA (TBD) Mobile PA International Availability Beta (TBD) UK, FR, GE, AUS

44 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. 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.

45 1 Million

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47 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.

48 Cross Devices Cross Campaigns Cross Accounts

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50 Tag creation Tag ID xxxxxx

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52 Pop Quiz: Where does UET need to go on your site?

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54 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

55 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

56 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.

57 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

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59 Forrester, Understanding Shopping Cart Abandonment, May 2010

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61 < HTML > on

62 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.

63 Thank You