PPC ROI Recharge: 5 Ways to Get More Bing for Your Buck | Digital Summit DC

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ROI Recharge!5 Ways to Get More Bing for Your Buck

Purna VirjiSenior Bing Ads Client Dev. &Training SpecialistMicrosoft

@purnavirji | #DSDC15

#DSDC15 | @purnavirji

#DSDC15 | @purnavirji

Page 1Bing SMB Advertisers Search Ads10/15/2015 2012 Microsoft Corporation. All rights reserved. Microsoft, Windows, Windows Vista and other product names are or may be registered trademarks and/or trademarks in the U.S. and/or other countries.The information herein is for informational purposes only and represents the current view of Microsoft Corporation as of the date of this presentation. Because Microsoft must respond to changing market conditions, it should not be interpreted to be a commitment on the part of Microsoft, and Microsoft cannot guarantee the accuracy of any information provided after the date of this presentation. MICROSOFT MAKES NO WARRANTIES, EXPRESS, IMPLIED OR STATUTORY, AS TO THE INFORMATION IN THIS PRESENTATION.

Purna Virji

Senior Bing Ads Client Dev. & Training Specialist, Microsoft

Speaker at MozCon, SMX Advanced+ more

Search Engine Land & Search Engine Watch Columnist

Been to 100+ cities, speak 6 languages, love to knit

@purnavirji | #DSDC15

#DSDC15 | @purnavirji

Page 2Bing SMB Advertisers Search Ads10/15/2015 2012 Microsoft Corporation. All rights reserved. Microsoft, Windows, Windows Vista and other product names are or may be registered trademarks and/or trademarks in the U.S. and/or other countries.The information herein is for informational purposes only and represents the current view of Microsoft Corporation as of the date of this presentation. Because Microsoft must respond to changing market conditions, it should not be interpreted to be a commitment on the part of Microsoft, and Microsoft cannot guarantee the accuracy of any information provided after the date of this presentation. MICROSOFT MAKES NO WARRANTIES, EXPRESS, IMPLIED OR STATUTORY, AS TO THE INFORMATION IN THIS PRESENTATION.

@purnavirji | #DSDC15 Those three magical wordsValue for money

#DSDC15 | @purnavirji

#DSDC15 | @purnavirji

There are magic words that strike the hearts of women everywhere. They make our hearts beat faster, excitement levels upvalue for moneyAs humans, we just love getting more for our $. Especially if we have to be clever, fast, or smart to get the best deals. Well, let me get your hearts racing with my 5 tips to get a better deal out of your PPC campaigns- whether Google or Bing. Page 3Bing SMB Advertisers Search Ads10/15/2015 2012 Microsoft Corporation. All rights reserved. Microsoft, Windows, Windows Vista and other product names are or may be registered trademarks and/or trademarks in the U.S. and/or other countries.The information herein is for informational purposes only and represents the current view of Microsoft Corporation as of the date of this presentation. Because Microsoft must respond to changing market conditions, it should not be interpreted to be a commitment on the part of Microsoft, and Microsoft cannot guarantee the accuracy of any information provided after the date of this presentation. MICROSOFT MAKES NO WARRANTIES, EXPRESS, IMPLIED OR STATUTORY, AS TO THE INFORMATION IN THIS PRESENTATION.

Today were talking about

Rev up remarketingGet in front with mobile + local The true power of BrandSuper-charge your Shopping CampaignsWin with voice search

@purnavirji | #DSDC15

#DSDC15 | @purnavirji

Page 4Bing SMB Advertisers Search Ads10/15/2015 2012 Microsoft Corporation. All rights reserved. Microsoft, Windows, Windows Vista and other product names are or may be registered trademarks and/or trademarks in the U.S. and/or other countries.The information herein is for informational purposes only and represents the current view of Microsoft Corporation as of the date of this presentation. Because Microsoft must respond to changing market conditions, it should not be interpreted to be a commitment on the part of Microsoft, and Microsoft cannot guarantee the accuracy of any information provided after the date of this presentation. MICROSOFT MAKES NO WARRANTIES, EXPRESS, IMPLIED OR STATUTORY, AS TO THE INFORMATION IN THIS PRESENTATION.

#1Super-charge your Shopping Campaigns

@purnavirji | #DSDC15

#DSDC15 | @purnavirji

Page 5Bing SMB Advertisers Search Ads10/15/2015 2012 Microsoft Corporation. All rights reserved. Microsoft, Windows, Windows Vista and other product names are or may be registered trademarks and/or trademarks in the U.S. and/or other countries.The information herein is for informational purposes only and represents the current view of Microsoft Corporation as of the date of this presentation. Because Microsoft must respond to changing market conditions, it should not be interpreted to be a commitment on the part of Microsoft, and Microsoft cannot guarantee the accuracy of any information provided after the date of this presentation. MICROSOFT MAKES NO WARRANTIES, EXPRESS, IMPLIED OR STATUTORY, AS TO THE INFORMATION IN THIS PRESENTATION.

@purnavirji | #DSDC15

#DSDC15 | @purnavirji

I want to talk about Custom labels- a fabulous tool for retailers running shopping campaigns on Bing or Google. Page 6Bing SMB Advertisers Search Ads10/15/2015 2012 Microsoft Corporation. All rights reserved. Microsoft, Windows, Windows Vista and other product names are or may be registered trademarks and/or trademarks in the U.S. and/or other countries.The information herein is for informational purposes only and represents the current view of Microsoft Corporation as of the date of this presentation. Because Microsoft must respond to changing market conditions, it should not be interpreted to be a commitment on the part of Microsoft, and Microsoft cannot guarantee the accuracy of any information provided after the date of this presentation. MICROSOFT MAKES NO WARRANTIES, EXPRESS, IMPLIED OR STATUTORY, AS TO THE INFORMATION IN THIS PRESENTATION.

Targeting Options

Available FiltersBrandConditionIDCategory (1st level)Product type (1st level)Custom label 0Custom label 1Custom label 2Custom label 3Custom label 4Filters

@purnavirji | #DSDC15

#DSDC15 | @purnavirji

A Product Target tells Bing Ads what products you want to trigger your Product Ad. You can select all products in your catalog or narrow it down by brand, SKU, or other characteristics. Custom labels are a fantastic way to add descriptors: E.g. a descriptor like High margin, can be used to set up separate ad groups with more aggressive bid prices to sell a higher volume of profitable products.

Page 7Bing SMB Advertisers Search Ads10/15/2015 2012 Microsoft Corporation. All rights reserved. Microsoft, Windows, Windows Vista and other product names are or may be registered trademarks and/or trademarks in the U.S. and/or other countries.The information herein is for informational purposes only and represents the current view of Microsoft Corporation as of the date of this presentation. Because Microsoft must respond to changing market conditions, it should not be interpreted to be a commitment on the part of Microsoft, and Microsoft cannot guarantee the accuracy of any information provided after the date of this presentation. MICROSOFT MAKES NO WARRANTIES, EXPRESS, IMPLIED OR STATUTORY, AS TO THE INFORMATION IN THIS PRESENTATION.

TVsDesktops

All TVsAll speakersAll tabletsAll desktopsBluetooth speakersTabletsCampaignAd groupThe traditional wayCampaign organization

@purnavirji | #DSDC15

#DSDC15 | @purnavirji

Its perfectly acceptable to organize catch-all ad groups like thisbut its far more advantageous to separate valuable ad groups to product groupings that can be better targeted and bid against. Thats where custom labels come in.

Page 8Bing SMB Advertisers Search Ads10/15/2015 2012 Microsoft Corporation. All rights reserved. Microsoft, Windows, Windows Vista and other product names are or may be registered trademarks and/or trademarks in the U.S. and/or other countries.The information herein is for informational purposes only and represents the current view of Microsoft Corporation as of the date of this presentation. Because Microsoft must respond to changing market conditions, it should not be interpreted to be a commitment on the part of Microsoft, and Microsoft cannot guarantee the accuracy of any information provided after the date of this presentation. MICROSOFT MAKES NO WARRANTIES, EXPRESS, IMPLIED OR STATUTORY, AS TO THE INFORMATION IN THIS PRESENTATION.

Top sellersHigh marginSaleLimited inventory

Bluetooth speakersSuper charge it with custom labelsCampaign organization CampaignAd group

@purnavirji | #DSDC15

#DSDC15 | @purnavirji

Rather than a catch-all product campaign for all Bluetooth speakers, we can further split this out to organize higher-performing groups for top sellers, high-margin products, limited inventory items to sell off quickly, and sale items that can be more competitive in comparison. Page 9Bing SMB Advertisers Search Ads10/15/2015 2012 Microsoft Corporation. All rights reserved. Microsoft, Windows, Windows Vista and other product names are or may be registered trademarks and/or trademarks in the U.S. and/or other countries.The information herein is for informational purposes only and represents the current view of Microsoft Corporation as of the date of this presentation. Because Microsoft must respond to changing market conditions, it should not be interpreted to be a commitment on the part of Microsoft, and Microsoft cannot guarantee the accuracy of any information provided after the date of this presentation. MICROSOFT MAKES NO WARRANTIES, EXPRESS, IMPLIED OR STATUTORY, AS TO THE INFORMATION IN THIS PRESENTATION.

Super charge it with custom labelsCampaign organization CampaignAd group

Top sellersBluetooth speakersBids can be applied independentlyTargeting adjusted to top geosIncrease budget for top-selling productsMonitor low-inventory and move products out

@purnavirji | #DSDC15

#DSDC15 | @purnavirji

Heres a recap of why we ensure ad groups are specific: Bids can be applied independentlyTargeting adjusted to top geosIncrease budget for top selling productsMonitor low-inventory and move products out

Page 10Bing SMB Advertisers Search Ads10/15/2015 2012 Microsoft Corporation. All rights reserved. Microsoft, Windows, Windows Vista and other product names are or may be registered trademarks and/or trademarks in the U.S. and/or other countries.The information herein is for informational purposes only and represents the current view of Microsoft Corporation as of the date of this presentation. Because Microsoft must respond to changing market conditions, it should not be interpreted to be a commitment on the part of Microsoft, and Microsoft cannot guarantee the accuracy of any information provided after the date of this presentation. MICROSOFT MAKES NO WARRANTIES, EXPRESS, IMPLIED OR STATUTORY, AS TO THE INFORMATION IN THIS PRESENTATION.

Lightning fast optimization

@purnavirji | #DSDC15

#DSDC15 | @purnavirji

An optimization so fast, its literally the click of a mouse. Page 11Bing SMB Advertisers Search Ads10/15/2015 2012 Microsoft Corporation. All rights reserved. Microsoft, Windows, Windows Vista and other product names are or may be registered trademarks and/or trademarks in the U.S. and/or other countries.The information herein is for informational purposes only and represents the current view of Microsoft Corporation as of the date of this presentation. Because Microsoft must respond to changing market conditions, it should not be interpreted to be a commitment on the part of Microsoft, and Microsoft cannot guarantee the accuracy of any information provided after the date of this presentation. MICROSOFT MAKES NO WARRANTIES, EXPRESS, IMPLIED OR STATUTORY, AS TO THE INFORMATION IN THIS PRESENTATION.

Youll notice theres another option Rich captions.

Product Ads

@purnavirji | #DSDC15

#DSDC15 | @purnavirji

#DSDC15 | @purnavirji

Can also use rich captions to show up to help with SEO efforts.

Page 12Bing SMB Advertisers Search Ads10/15/2015 2012 Microsoft Corporation. All rights reserved. Microsoft, Windows, Windows Vista and other product names are or may be registered trademarks and/or trademarks in the U.S. and/or other countries.The information herein is for informational purposes only and represents the current view of Microsoft Corporation as of the date of this presentation. Because Microsoft must respond to changing market conditions, it should not be interpreted to be a commitment on the part of Microsoft, and Microsoft cannot guarantee the accuracy of any information provided after the date of this presentation. MICROSOFT MAKES NO WARRANTIES, EXPRESS, IMPLIED OR STATUTORY, AS TO THE INFORMATION IN THIS PRESENTATION.

Extra wins on organic listings!

Rich Captions

Free not an adNo product imageEnhanced organic listingsProduct Ad + Rich Captions FTW

@purnavirji | #DSDC15

#DSDC15 | @purnavirji

#DSDC15 | @purnavirji

Can also use rich captions to show up to help with SEO efforts.

Page 13Bing SMB Advertisers Search Ads10/15/2015 2012 Microsoft Corporation. All rights reserved. Microsoft, Windows, Windows Vista and other product names are or may be registered trademarks and/or trademarks in the U.S. and/or other countries.The information herein is for informational purposes only and represents the current view of Microsoft Corporation as of the date of this presentation. Because Microsoft must respond to changing market conditions, it should not be interpreted to be a commitment on the part of Microsoft, and Microsoft cannot guarantee the accuracy of any information provided after the date of this presentation. MICROSOFT MAKES NO WARRANTIES, EXPRESS, IMPLIED OR STATUTORY, AS TO THE INFORMATION IN THIS PRESENTATION.

Today were talking about

Rev up remarketingGet in front with mobile + local Super-charge your Shopping CampaignsWin with voice search

@purnavirji | #DSDC15 The true power of Brand

#DSDC15 | @purnavirji

#2The true power of brand-term bidding@purnavirji | #DSDC15

#DSDC15 | @purnavirji

REWORD!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!! Page 15Bing SMB Advertisers Search Ads10/15/2015 2012 Microsoft Corporation. All rights reserved. Microsoft, Windows, Windows Vista and other product names are or may be registered trademarks and/or trademarks in the U.S. and/or other countries.The information herein is for informational purposes only and represents the current view of Microsoft Corporation as of the date of this presentation. Because Microsoft must respond to changing market conditions, it should not be interpreted to be a commitment on the part of Microsoft, and Microsoft cannot guarantee the accuracy of any information provided after the date of this pr...