Bing Ads Product Updates

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3 Bing Ads Product Updates

4 Dynamic Search Ads Automatically target relevant search queries based on the content of your website. Reduce burden of bulky operations No need to maintain keywords, ad titles, or landing pages Find missed opportunities Mine new queries to help drive additional conversions Easy Targeting Automatically target specific pages, categories, or your entire website All Webpages Specific Webpages By Page Category Enter your website Chose your targets Specify ad text only! Bing generates the best title + landing page And serves the ad on relevant search terms contoso.com Last minute travel

5 Bing Intent Ads A native advertising solution optimized for search advertisers Bing Intent Ads harnesses consumer intent signals using artificial intelligence (AI) and machine learning to bring you: A highly relevant audience Boosted volume and more conversions Search-like ROI Ease of use Browse history (Remarketing signals through Universal Event Tracking) Search history Content of page Demographic User platform Location Time of day

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8 Audience Targeting & Remarketing

9 Audience Targeting on Bing Behavioral Past behaviors are useful predictors of future activities. Activities across websites, searches and content help us better understand search intent. Demographical Who someone is influences their buying preferences. Some ages or genders have stronger affinities to certain product categories. Contextual People are often searching in the moment. Where, when and how they search can provide useful context.

10 Custom Audiences (Pilot) Use your customer data to create richer audience segments Custom Audiences is a type of remarketing list that is generated by using your own customer data, usually managed by a data provider, to create richer user segments. When your data provider connects into our new Custom Audience feature, you can then import your custom audience segments into Bing Ads for search remarketing. Uses your data Custom Audiences allow you to use the audience data you already have. Creates richer audiences You can create richer audience segments using more of your customer data. Works like remarketing Custom Audiences can be associated to ad groups as target and bid, bid-only, or as an exclusion.

11 In-market Audiences (Pilot) Save time and reach more customers With the In-market Audiences feature, you can find curated lists of users that have been determined to be in market for a particular purchase category. When these lists are associated to ad groups, you can target and modify bids for these audiences, similar to Remarketing in Paid Search lists. Increase conversions Reach curated audiences that are more likely to convert in your category. Improve bids and targeting Set up your ad group to either be exclusive to an audience on a curated list or available to everyone but with modified bids for your targeted audience, similar to Remarketing in Paid Search lists. Get performance insights The Audience tab provides performance insights for each of your audiences.

12 Similar Audiences (Pilot) Save time and reach more customers With Similar Audiences, you can reach more of your best customers. You can define audience segments using your remarketing lists, and then connect with additional users who are similar to users in these remarketing lists. Behind the scenes, Bing Ads will find new search users who have similar behaviors and attributes to the users in your remarketing lists, helping you to connect with a wider set of qualified customers. Wider reach Reach a wider set of qualified customers. Easy setup Define audiences from your remarketing lists. Better ROI Connect with users who are more likely to convert.

13 Cross-Channel Audiences Engage with customers across channels With Cross-Channel Audiences, you can reach customers that you have engaged with on other channels when they perform a subsequent search on Bing. By leveraging UTM parameters (eg. utm_source=facebook), you can create distinct audience segments and customize your messaging accordingly.

14 Search Innovation

15 The Rise of Intelligent Marketing The intersection of Search, Artificial Intelligence and Machine Learning Digital transformation is a relatively recent phenomenon defining an entirely new era, comparable to the industrial revolution of the early 1800s. Driven by technology, digital transformation is an underlying shift in the way live, work and communicate. It infuses intelligence into the landscape of our lives, enabling us to accomplish things once only dreamed possible. We can talk to our cars, shop from the convenience of our couch and search the world from the palm of our hand.

16 The Rise of Intelligent Marketing The intersection of Search, Artificial Intelligence and Machine Learning Search is on the precipice of taking another step forward as it leverages AI and machine learning to empower users with actionable voice requests through new UIs, including screenless and virtual. This includes booking reservations, getting store hours, ordering food, making appointments, etc. Intelligence is driving a new breed of search that is less about unilateral ad copy and more about bilateral conversation. It s less about basic website listings and more about share of SERP. It s less about nameless, faceless searchers and everything about you, the end user.

17 The Rise of Intelligent Marketing Intelligent Agents & Services As search incorporates more and more AI and machine learning into its results, users will be able to expand past informational answers and take actions through voice requests. Also known as intelligent services, these AI powered interactions will include asking questions, booking travel, shopping transactions the possibilities are endless. These intelligent services will not be provided by humans, but rather intelligent agents that will not only respond to your voice requests, but interact with each other to build a community capable of learning. As these agents interact more and gain more data from the world around them, they will get better and better at responding to user voice requests to create meaningful, actionable conversation.

18 The Rise of Intelligent Marketing Graphs Two of today s technology giants, Microsoft and Google, have created massive graphs or ocean-like knowledge bases of structured data where intelligent agents can pull information for the end user via text, voice or even image. Microsoft s graph combines with the power of Azure cloud services to allow customers to use unique data from their organizations to drive AI transformation- bringing together both business and customer data. It easily allows third parties to connect to productivity data such as mail, calendars, contacts, documents, directories and more. This creates infinite possibilities for new products and creative application, coming insights from the world of work with device insights and contextual awareness of the physical world.

19 The Rise of Intelligent Marketing [Ro]bots AI is beginning to appear in daily technologies, resulting in higher efficiency, personalization and overall convenience. Bots are driving a new layer of intelligence across everything we do. At a basic level, bots can perform tasks that are both simple and structurally repetitive, such as crawling the web to index, organize and delivering search results. Chatbots incorporate voice into the equation, to deliver voice results from frequently asked questions. Bots and chatbots are able to learn and improve as they encounter unfathomable amounts of data. Search engines are now intelligent agents that understand conversational nuances so that a search for Who is Harry Potter? defines a fictional boy wizard while a search for What is Harry Potter? defines a best-selling novel series. They provide a pervasive intelligence through a variety of innovative devices to enhance our lives.

20 The Rise of Intelligent Marketing Preparing an Intelligent Brand Take Authority Build Conversations Create Skills Be Relevant

21 The Rise of Intelligent Marketing Step 1: Take Authority One of the most important ways to establish brand intelligence is to be the authority of your brand within today s graphs. Each retailer is responsible for ensuring their name, address, and phone # is appearing accurately across the growing list of data sources. Consumers are no longer relying solely on websites for retailer information, but trusted third party sources such as Yelp, Google/Bing Maps and OpenTable. According to Yext s internal research, they saw 4.8X more actions from intelligent services than from websites. Examples include accessing store hours and locations, booking reservations, getting directions, finding coupons, reading reviews, etc. Retailers should rethink the value of their website and imbed structured data within their site to ensure the engines can easily retrieve information to support intelligent activity.

22 The Rise of Intelligent Marketing Step 2: Build Conversations Up until now, chatbots have been primarily used for customer service. But now that word error rates have reached human parity and chatbots have AI capability, they will gain importance throughout each stage of the customer decision journey. Gartner predicts that by 2020, customers will manage 85% of their relationship with an enterprise without speaking to a human. Retailers should begin brainstorming ways to leverage chatbots throughout the consumer experience. Microsoft has created a bot developer framework to help retailers get started.

23 The Rise of Intelligent Marketing Step 3: Create Skills Voice search continues to go mainstream as we incorporate it into our daily tasks. Consumers are showing strong interest in using voice across all demographics and in new voice devices such as smart speakers. In a recent local voice search study, Bing researchers found that 40% of respondents who did not currently own a smart speaker, plan to buy one within 6 months. Skills enable intelligent services on connected devices, such as smart speakers, to help retailers engage with consumers in new ways. Microsoft offers a Cortana Skills Kit to help retailers create intelligent, personalized experiences for their customers.

24 The Rise of Intelligent Marketing Step 4: Be Relevant How will bots determine the best singular answer to a voice request? How can retailers ensure their brand gets into the consideration set? It s going to be relevance. A recent article in Mediapost on relevance introduces the term relevance score and how it will drive results of future voice searches. Not only will brands need to be relevant, they will have stay prominent with high user ratings. As consumer relationships become more bilateral and conversational in nature, reviews will play an even bigger role in helping agents determine which result to pick.

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