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Bing Ads Product Update

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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

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Core themes of focus for 2015

Time &

EfficiencyStreamlining

tools, and saving

you time

Campaign

Performance Empowering you with

more information

Relevant

VolumeBringing you more

for your business

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Continued performance

14%

28%31%

18%

11%

29%27%

18%

3%-1%

3%0%

Marin Ignition One RKG Kenshoo

YoY US Growth Q4’2014

Spend Clicks CPC

Sources: IgnitionOne Q4 2014 Digital Marketing Report, Kenshoo Search Ad Trends Q42014;

Marin Q4 2014-Global Advertising Benchmark; RKG-Merkle DMR Q4 2014

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+23%

Driving more engagement with ads

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Long Ad Title – draws the eye to your ad titlebingads.microsoft.com/SearchAdvertising

Efficient ad performance with Bing Ads!

Reach more customersAdvertise to to 122M unique

searchers in Europe

Retailer testimonialPeriscopix reports Bing Ads

ROI to be +65% vs. Google

Get started on Bing AdsGet $50 free credit to help you get

started

Coming from AdWords?Seamlessly import your Google

campaigns

100 Victoria Street, SW1E5JL Directions

AD EXTENSIONS

ANNOTATIONS

Enhanced

Sitelinks

Location

Extensions

Click to call

Favicons

Merchant Ratings*

Official Site

4 additional deep links with descriptions

(All markets) +27% CTR

Addresses and phone number with click to directions

(All markets) +33% CTR

Click to call

(All markets mobile only)

Rich Ads in

Search

Image and Video for brand keywords*

(US, UK, FR, DE) +55% CTR

Official Site

Customer Ratings

Bing Ads is

0207864789

The ad format story so farAd extensions and decorations significantly increase clicks

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Mobile momentum

+157%Mobile clicks

+142%Mobile SRPVs

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85%67%

15%33%

0%

20%

40%

60%

80%

100%

2013 2014

Mobile Query share

All Devices Mobile

$0.58

$0.49

$0.40

$0.45

$0.50

$0.55

$0.60

Smartphone

SMARTPHONE CPCs

Industry Bing

Mobile momentum

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ACCOUNT PERFORMANCE

Bing Ads’ iOS AppGREAT

FEEDBACKAD GROUP

DETAILS24/7 SUPPORT

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LOCATION

TARGETING

MOBILE SITE LINKS

CALL

EXTENSIONS

LOCATION

EXTENSIONS

Bing Ads’ mobile product portfolio

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−

−

−

−

−

−

−

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Paid search evolution

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#BingAdsConnect

Bing Ads Home Tab

Get a quick snapshot of account performance

US

Application Extensions

Include links to apps in your ads

Global

Keyword Planner v1

Build new keywords and analyze traffic forecasts

US

TIME &

EFFICIENCY

REELVANT

AUDIENCE

VOLUME

Coming soon in < 3 months

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Sitelink Scheduling

Schedule sitelinks to a specific window of time

Global

Remarketing in Paid Search

Re-engage with your customers

Global

Manage 2M Keywords in the Web UI

Increase Web UI keyword grid limit to 2 million keywords

Global

Product Ads

Include rich product information in your ads

UK, AU

Mobile Product Ads

Target mobile customers

US

Image Extensions

Add a clickable image to text ads

Global

REELVANT

AUDIENCE

VOLUME

CAMPAIGN

PERFORMANCE

See what’s coming in the future

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TIME AND EFFICIENCYIncreasing advertiser efficiency and satisfaction

ParityTransparent Editorial

System Speed, Reliability and Scale

RELEVANT AUDIENCE VOLUMEEnabling advertisers to engage with more people

MobileNew Extensions: Image and Action Extensions,

Bing Shopping Campaigns

Rich Annotations

CAMPAIGN PERFORMANCEEmpowering advertisers with more information

Universal Event Tracking

Search Remarketing (V1)

Audience Insights

2015 priorities recap

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Remarketing

Audience Buying

Bing Shoppingcampaigns

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#BingAdsConnect

#BingAdsConnect

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Search related Remarketing Products

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.

21

#BingAdsConnect

#BingAdsConnect

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on

#BingAdsConnect

Build High Value AudiencesReach users who are more likely to be

interested in your products, because

they previously engaged with your site

Improve your ROIOptimise bids, ads and keywords

for those customers

Get going - it’s easyUniversal Event Tracking tags are

enabled for remarketing, no need to

place additional tags on your site.

Capabilities for the pilot

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

Adjust Bids Customize Ads Broaden Keywords

Remarketing in paid search pilotRemarketing allows you to build tailored audiences who have already engaged with your brand,

and optimize for them

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“Have you tried…”Increase bids by 200%

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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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#BingAdsConnect

1

2

4

5

3

#BingAdsConnect

Strategy Recommend setting

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

.

.

.

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

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

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Insert your UET tag on your site

Create remarketing list(s) based on URLs or custom events

View Performance data – in UI, Report and API

Implementation Resources:

Remarketing Feature Guide

UET Implementation Guide

Associate remarketing lists with Ad Group(s)

Apply bid boost for remarketing list - ad group association

Adjust Bids Customize AdsBroaden

Keywords

Defining Audiences

Engaging Audiences

1

2

4

3

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#BingAdsConnect

Improved ROI

Measure and optimize campaigns more effectively by tracking site level activity like duration on site, average pages visit and more.

Saving time and effort

Tag your entire site once. No need to generate new tags each time a new account or conversion goal is added.

Better campaign attribution

See how your customers interact and convert across devices, campaigns and accounts for better insights.

Audience Based Buying

Implement once - Universal Event Tracking tags are also Remarketing in Paid Search tags.

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Cross Campaigns Cross AccountsCross Devices

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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 withouthaving to make changes to your website script

TagGoals

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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

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Place the tag in a

supported tag

management provider

template or copy/paste the

tag in their UI.

Tag Management Systems

Place the Universal

Event Tracking tags

directly on your web

pages.

Bing Ads

#BingAdsConnect

Out of Box Tested Template Ready

Google Tag ManagerNot Supported

(currently in progress)

Adobe Tag Manager Not Supported

Signal (BrightTag) Not Supported

Ensighten

Tealium

QuBit

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Universal event trackingComparison

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

AdwordsConversion

Tracking

2

4

1. Destination only

2. Need a tag for every goal

3. A new tag must be set up

4. Google has a separate remarketing tag

1

3

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IntroducingBing ShoppingCampaigns Beta

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Three options to getting started with Bing Shopping Campaigns

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Advertisers new to Bing

Product Ads and Google

Shopping campaigns

1

Advertisers running Google

Shopping Campaigns

2

Advertisers moving from Bing Product Ads campaigns

to Bing Shopping

3

#BingAdsConnect

#BingAdsConnect

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.

Product Ads is an engaging ad format

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#BingAdsConnect

• 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

Bing shopping campaign: Full beta features

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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.”

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.

“I would like to know how my products metrics compare to

other products they’re competing with.”

Bing Shopping Campaigns offer Share of Voice reporting to give you insight

into impressions, clicks, average click-through rate, and average cost-per-

click, relative to your product targets.

“I want to see how each of my products is performing

individually.”

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.

Easy to import Google Shopping Campaigns

“I don’t have time to manage ad campaigns differently on

each platform.”

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.

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Optimizing Best PracticesBing Shopping Campaigns

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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.

Best practices: Data feed

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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.

Attribute

[in campaign filter and

Product Group]

Product Ads

campaign

Bing Shopping

Campaigns What’s changing (notes)

Item ID1Bing 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.

2Just 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.

3Bing’s taxonomy makes it easy to drill down to the most specific level of your product category details.

4You may now target by Item ID instead of SKU.

5This is a required attribute in your product feed, however you may not target on this attribute.

Brand

Condition

Product Type1

BingAds Label2

BingAds Grouping2

Category3

Custom Label [ 0-4]2

SKU4

Seller Name5

Available for targeting Not available for targeting

Campaign changes with Bing shopping campaigns

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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.

Best practices: Campaign setup

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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 non-

performing 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.

Best practices: Campaign setup

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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.

Best practices: Reporting

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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.

Best practices: Reporting

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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

Ability to import Google Shopping Feed format into Bing Merchant Center N/A

Campaigns 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

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.

Shopping Campaigns: Bing Ads v. Google AdWords

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Thank You.

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