Agenda. Next & Now. Bing Ads Product Update. Advertising Excellence. Insights to Impress. Yahoo Bing Search Alliance Microsoft

Transcription

1 Agenda Next & Now Yahoo Bing Search Alliance Microsoft Bing Ads Product Update Strategy & Roadmap Blockbuster Features Advertising Excellence Insights to Impress

2 Insights to Impress Bing Ads Intelligence will impress with keyword insight and a view into your competition. Brand Study 32% more clicks with Paid + Organic campaigns. Fewer clicks to competitors. Predictive Marketing Unleash Excel Power BI tools to get ahead of trends and make your story pop.

3 #1 Bing Ads Intelligence Tool

4 Bing Ads Intelligence tool Create more effective campaigns with a powerful keyword research tool right in Excel Get keyword suggestions or download your existing Bing Ads account and perform keyword expansion for existing ad groups. Get insights on traffic opportunities and bid optimization strategies to perform better keyword expansion analysis. Easily build list of relevant keywords with real query data from the Yahoo Bing Network. Create bulksheets with generated keywords and bids that can be seamlessly imported into Bing Ads or Bing Ads editor.

5 DEMO: Smarter keyword suggestions Combine keyword suggestions for more keywords with the power of filtering and sorting within excel GUIDELINES 1. Get Keyword suggestions for patio furniture 2. Use power of Excel s sorting > Highest to lowest clicks volume 3. For added intent, add filter for the word set on the generated keyword

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7 DEMO Positional analysis using keyword performance For smarter bidding strategy, see the number of clicks and average CPCs for the marketplace GUIDELINES 1. Get Keyword Performance for keyword patio furniture for last 30 days 2. Customize insights to Exact Match only and ALL positions 3. Use power of Excel s charting > Column chart data in Column D (Position) and Column E (Clicks)

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9 DEMO Compare a brand s demographics across devices As audience becomes more important, demographic insights are important and just a few clicks away GUIDELINES 1. For your brand go to More Research and select Age Group & Gender 2. Customize insights to All Device types except nonsmart phone 3. Use power of Excel s charting > 100% Stacked Column chart data in Column B (Devices) through Column G (Age65Plus)

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11 #2 Bing Ads Brand Study

12 Brand Study from Bing Ads Research Should SEM campaigns bid on their own brand terms?

13 Methodology of the study January March M impressions Financial services vertical

14 Brand term bidding + SEO delivers more clicks 56 % Organic only Microsoft internal data April 2015

15 32% more clicks with paid + organic 88 % 56 % Paid in ML1 + organic Organic only Microsoft internal data April 2015

16 32% more clicks with paid + organic 32 % gain 56 % Paid in ML1 + organic Organic only Microsoft internal data April 2015

17 But do we cannibalize SEO? PPC SEO 56 % Paid in ML1 + organic Organic only Microsoft internal data April 2015

18 But do we cannibalize SEO? 50 % 38 % 56 % Paid in ML1 + organic Organic only Microsoft internal data April 2015

19 Some paid clicks you may have received organically 18 % overlap 38 % 56 % Paid in ML1 + organic Organic only Microsoft internal data April 2015

20 Some paid clicks you may have received organically PPC 32 % gain 18 % overlap 38 % 56 % Paid in ML1 + organic Organic only Microsoft internal data April 2015

21 Bidding on your own brand terms = fewer clicks to competitors COMPETITOR S SHARE: 7% COMPETITOR S SHARE: 18% Paid in ML1 + organic Organic only Microsoft internal data April 2015

22 Navigational brand terms vs. search intent brand terms 100 % 80 % No Brand Ad No Brand Ad No Brand Ad No Brand Ad 60 % 40 % 20 % 0 % Facebook AT&T Wireless AT&T Victoria s Secret Competitor Clicks Brand Clicks Microsoft internal data April 2015

23 Brand term bidding has benefits More traffic 32% more Keep competition under control keep 2x the clicks instead of letting your competitor get them Test offers and landing pages. No control over organic landing page means no way to test meaningfully

24 Download our vertical brand bidding studies 3 million desktop impressions on results pages for retail brand terms 400,000 desktop impressions on travel brand results pages Travel Retail

25 3 Predictive Marketing

26 Context.

27 $74.9B Second highest spending period, behind winter holidays

28 September 4, ,000,000+ students

29 When does the 1st day of school really start? July 29th, 2015 August 24th, 2015 September 8th, 2015 September 9th, 2015 All 180,000 of Hawaii s K-12 Public School students go back All 5,000,000 of Texas s K-12 Public School students go back Chicago public schools, will have 400,000 students back in school New York City, the largest school district in the US, will have 1,000,000 students back in school

30 What does this look like in Excel? California Wisconsin

31 What does this look like in Excel? Number of students going back to school by 1st day Wisconsin

32 Back-to-school visualization Great Lakes New York Texas Arkansas

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34 Example action plan Tools Power Map, Power BI Ad Copy Back to School Bids Incremental bids by geo during peaks Structure Separate for major school districts: TX, NYC, LA

35 Thank You.