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From the SMX East 2014 Conference in New York City, NY. SESSION: Boosting Reach & Performance With Bing Ads. PRESENTATION: How To Boost Reach and Increase Performance With Bing Ads - Given by Paul Corkery, @c0rk, Senior Program Manager - Microsoft. #SMX #24B
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Microsoft Confidential
Boosting Reach & Performance with Bing AdsPaul Corkery, Sr. Program ManagerBing Ads | @C0rk
| @BingAds
QUICK
AGENDA
| @BingAds | @C0rk
Bing Ads Ad Formats, Features, & Roadmap3
Tenacity of the Yahoo Bing Network
| @BingAds | @C0rk
Bing Ads Delivers High-Quality Engaged Audience
1. comScore Explicit Core Search (custom), March 2014; the Yahoo Bing Network includes Microsoft and Yahoo Core Search sites in the US.
2. comScore qSearch (custom), U.S., December 2013; industry categories based on comScore classifications.
Substantial share of paid clicks across categories that support your business
Source: comScore US Categories Search Report (custom), March 2013.
32% Telecommunications
31% Financial Services
28% Retail – Toys
34% Auto – Manufacturer
27% Home Furnishings
29% Education – Info
26% Travel – Hotels/resorts
29% Lifestyles - Food
| @BingAds | @C0rk
| @BingAds | @C0rk
| @BingAds | @C0rk
| @BingAds | @C0rk
29%
29%
30%
30%
31%
31%
32%
32%
33%
33%
34%
Jun'14 Jul'14 Aug'14
Mobile as % of All Queries Across Yahoo Bing Network
Yahoo Bing Network Markets
*Bing (+partnerships) Only
USA
Canada
Mexico
Argentina
Peru
Colombia
Venezuela
Chile
Brazil
UK
Ireland
France
Germany
Spain
Italy
Netherlands
Norway
Belgium
Finland
Sweden
Denmark
Austria
Switzerland
Europe
The Americas
India
Indonesia
Malaysia
Philippines
Singapore
Taiwan
Hong Kong
Thailand
Vietnam
Australia*
New Zealand*
China*
Asia
Active in 35 Markets
| @BingAds | @C0rk
Data, Tools, & Techniques to Maximize Reach
| @BingAds | @C0rk
| @BingAds | @C0rk
Share of Voice Reporting
Understand the percentage of times your ads were shown relative to number of chances your ads could have been shown.
Unlock more value and volume with the Bing Ads Share of Voice report.
Easily identify impressions lost at the keyword and match type level.
Get the reasons why you lost impressions (budget, bid, rank, landing page or keyword relevance) so you can begin to improve your share.
| @BingAds | @C0rk
Analyzing Share of VoiceUse ‘Impressions share lost to’ as your guide as to which optimization lever to pull
6,659,586IMPRESSIONS LOST /
27%0.07%
17.90%
44.38%
4.34%
BUDGET
RANK
LANDING PAGE RELEVANCE
KEYWORD RELEVANCE
BID
Impressions lost to
6.68%
IMPRESSION SHARE
IMPRESSIONS RECEIVED
IMPRESSIONS LOST
Bing Ads NEW Opportunities TabIdentifies the adjustments necessary to increase your reach and grow clicks & impressions
| @BingAds | @C0rk
Optimize your bidding for your preferred ad position
Best Position
Mainline
First Page
Bing Ads NEW Opportunities Tab
Get more traffic by identifying keywords and matching estimated bids to target the position and traffic volume you want
Quick view of estimated impact for entire account or campaign
Enable sort/filter for easy
focus
Allow to customize destination ad group
At-a-glance impact estimation for budget decision making
Segment, Filter, & Sort to identify the changes which make sense for your business
See the estimated clicks, impressions for campaign at a
variety of budget points.
| @BingAds | @C0rk
| @BingAds | @C0rk
Analyzing Share of VoiceUse ‘Impressions share lost to’ as your guide as to which optimization lever to pull
6,659,586IMPRESSIONS LOST /
27%0.07%
17.90%
44.38%
4.34%
BUDGET
RANK
LANDING PAGE RELEVANCE
KEYWORD RELEVANCE
BID
Impressions lost to
6.68%
IMPRESSION SHARE
IMPRESSIONS RECEIVED
IMPRESSIONS LOST
| @BingAds | @C0rk
Bing Ads Quality ScoreUnderstand how relevant your keywords and landing pages are to a customer’s search queries
Get ‘Quality Impact Scores’ that help you identify the impact of improving your quality scores.
‘Historical quality scores’ are available for you
to monitor the trend of your campaign
performance over time.
User Quality Sub-Scores to understand what type of optimization to persue
| @BingAds | @C0rk
Leverage Bing Ads Intelligence (BAI)Take your campaign building and paid search analysis skills to the next level
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.
Bing Ads Auction Insights
Identify the top competitors in your ad space and how they’re performing relative to you
Robust competitive insights come to Bing Ads Intelligence (BAI)
See how your share of impressions compares to the competition, and how your ads are ranking relative to the pack
Gain deeper insight into what competitive factors are influencing your share and what actions are necessary to capitalize on your position
Features
Formats
Roadmap
| @BingAds | @C0rk
Simplicity
Data
Scale
Bing Ads Visual RefreshOur NEW interface has a new and familiar look and feel
| @BingAds | @C0rk
| @BingAds | @C0rk
Bing Ads Visual Refresh
Tools
Accounts & Billing
Opportunities
Accounts & Billing has been moved
We’ve kept the most frequently used Bing Ads pages close at hand
and we’ve moved Accounts & Billing and Help under the new gear
icon.
Opportunities have been moved
We have surfaced Opportunities on the primary navigation giving
you a more structured and intuitive approach to finding bid, budget,
and keyword suggestions.
Tools are better integrated into the user experience
Before there was a dedicated page that listed
all the tools and their descriptions.
Now we have surfaced all the tools in the primary navigation
and provided quick links for easy access within the site.
Our NEW interface has a new and familiar look and feel
Bing Ads Visual RefreshOur NEW interface includes new features for bulk editing at incredible scale
Change current keyword bids by or % amount
Making large scale changes across keywords is now easier and faster in Bing Ads user interface
Adjust bids for several thousand keywords at once.
Update destination URLs across your entire account.
| @BingAds | @C0rk
Now you can create and manageinsertion orders online with Bing Ads
Save time and effort by creating andmanaging IOs directly in Bing Ads.
Get IOs processed more quickly - no morecreating IOs manually with faxes or email.
Easily track budgets and manage accountpayments faster all in Bing Ads.
Bing Ads Online Insertion Orders
| @BingAds | @C0rk
Source: Microsoft Internal, October 2013
Bing Ads Ad Extensions Drive CTR…
| @BingAds | @C0rk
Source: Microsoft Internal, 2014
JUST ANNOUNCED!!! – Rolling Out in United States…
22% higher
| @BingAds | @C0rk
| @BingAds | @C0rk
Longer Term Sitelink Scheduling
Delivered
Coming Soon
(< 3m)
Bing Ads Product Roadmap
Application Extensions
Mobile SitelinksGlobal (US live)
Mobile Product Ads
Negative Keyword LibrariesProduct Ads
Bing Ads Editor v10.5
Bulk Keyword Edits up to 1MGlobal
Product Ads
Improved Targeting
Auction InsightsUS
Top MoversUS
Campaign PlannerEnhanced Sitelinks
Global
New Look (Visual Refresh)Global
Online IO [SMB]Global
Image Extensions
Unified Device Targeting
BAE 10.6
Opportunities Tab
Reporting Data within 30 Minutes
Accounts Summary
You told
us to make Bing
Ads work faster
Editor
speeds
optimized to
be up to 3x
faster
Faster
reporting
You told us to
show you
more data
New update
types available in
Change History
Report: targeting,
match type &
extension
changes
ROAS &
conversion
rate included
in performance
metrics
Quality
score included
in Keyword
Distribution
Graph
View
all campaign
settings in
one view
You told
us to make
Bing Ads
easier to use
Copy
negative
keywords
across ad
groups
Industry aligned
menus in Editor
& left hand
navigation pane
in Bing Ads
Improved
download
filtering in
Editor
Standardized
reporting
dimensions, new
report date ranges
& time zone
settings
Easy
find & fix
We’re focused on bringing you the features you need to do your best work…
| @BingAds | @C0rk
GO TO
BingAds.UserVoice.com