Agenda Next & Now Yahoo Bing Search Alliance Bing @ Microsoft Bing Ads Product Update Strategy & Roadmap Blockbuster Features Advertising Excellence Insights to Impress
Insights to Impress 1 2 3 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.
#1 Bing Ads Intelligence Tool
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.
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
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)
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)
#2 Bing Ads Brand Study
Brand Study from Bing Ads Research Should SEM campaigns bid on their own brand terms?
Methodology of the study January March 2014 50M impressions Financial services vertical
Brand term bidding + SEO delivers more clicks 56 % Organic only Microsoft internal data April 2015
32% more clicks with paid + organic 88 % 56 % Paid in ML1 + organic Organic only Microsoft internal data April 2015
32% more clicks with paid + organic 32 % gain 56 % Paid in ML1 + organic Organic only Microsoft internal data April 2015
But do we cannibalize SEO? PPC SEO 56 % Paid in ML1 + organic Organic only Microsoft internal data April 2015
But do we cannibalize SEO? 50 % 38 % 56 % Paid in ML1 + organic Organic only Microsoft internal data April 2015
Some paid clicks you may have received organically 18 % overlap 38 % 56 % Paid in ML1 + organic Organic only Microsoft internal data April 2015
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
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
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
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
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 http://j.mp/brandtermbiddingtravel Retail http://j.mp/brandtermbiddingretail
3 Predictive Marketing
Context.
$74.9B Second highest spending period, behind winter holidays
September 4, 2014 1,000,000+ students
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
What does this look like in Excel? California Wisconsin
What does this look like in Excel? Number of students going back to school by 1st day Wisconsin
Back-to-school visualization Great Lakes New York Texas Arkansas
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
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