It Don’t Mean A Thing… If It Ain’t Got That Bing!! Kunal Das, Bing Evangelist @kunal29

Who Are You?

• Emdeon • Amsurg • Sullivan Branding • Centresource • Etc.

Who Are You?

The Evolution of the Web

Bing’s Big Bets

Integrating Social Into

Search The Future

Best Practices: SEM, SEO, Social

Join The Twitter Conversation!

#NAMAbing @kunal29 @NashvilleAMA

The Evolution Of The Web

The Social Media Landscape

Source: Visualizing Friendships, Facebook, Dec 13 2010

Why Bing?

Making Decisions & Completing

Tasks

Experience Is a Lens

Myself

Friends & Family

Experts & People Like Me

Web of People & Conversations Web of Pages & Content

Live Demo

The Search Alliance

2

5

SEARCH USERS SEARCH USERS

Algo Results Algo Results

Your Sites How It Works

One Ad Platform. Two Consumer Experiences.

Early Results

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More volume with less effort

103M Unique Searchers1

13.4% Share1

2.6B Monthly Searches1

122M Unique Searchers1

17.2% Share1

Monthly Searches1 3.3B

167M Unique Searchers2

30.6% Share2

Monthly Searches2 5.9B

1. comScore Core Search, September 2011.

2. comScore Core Search (custom), September 2011.

United States

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Likely to spend more

• Our audience is significant in size, and in online purchase activity. The unique searchers on Microsoft and Yahoo! sites (including Yahoo! Search, Bing, and partners) are:

• likely to spend 26% more than the average searcher,

• and likely to spend 5.8% more than Google searchers in the U.S.

Source: comScore Core Search (custom), September 2011.

United States

Audience Buying Power Index

126.1 119.2

100

0

20

40

60

80

100

120

140

Microsoft andYahoo! sites

Google AverageInternet

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Connect with searchers you can’t reach elsewhere

• 34.4% of the unique searchers using Microsoft and Yahoo! sites (including Yahoo! Search, Bing, and partners) do not use Google in the U.S.1

• That’s 58 million unique searchers in the U.S. that you can only reach with search ads through Microsoft Advertising adCenter.1

• That’s ~20% of U.S. population, unduplicated.

1. comScore Core Search (custom), September 2011.

167

Million

Microsoft and Yahoo!

unique searchers that

don’t use Google1 58

Million

Microsoft and Yahoo! unique

searchers1

United States

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Performance

We continue to see strong ROI and

improving CTR and CPC metrics.

“We saw a 43% higher click volume at a

10% lower CPC. Click through rates did

show a 9% improvement on a QoQ basis,

implying improved ad matching and/or

traffic characteristics. .”

- Marin Software1

Market Performance Updates Performance metrics for the marketplace continue to strengthen.

Volume

We continuously monitor the market

and traffic quality, to help maximize

clicks and optimize ROI. •

An ongoing, rich pipeline of experiments

from adCenter engineering, including new

matching and optimization technologies,

will help incrementally improve the

marketplace.

1Source: Marin Software Q3 2011 study

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Best Practices For Bing

SEM

7 adCenter Best Practices

30% of queries in the US, over 20% of paid search clicks

Higher quality traffic, consistently higher

conversion rates

Competitive pressure is lower, leading to higher ROI

If you are not on Bing, you’re leaving $$$ on the table

Drive it differently

• Bid explicitly for each match type

• Track click performance via URL parameter {matchtype}

• Use delivered match type KW performance report

When you bid on broad, DO NOT

leave phrase and exact blank

Ad Group Keyword Exact Bid Phrase Bid Broad Bid

AdGroup 1 Car $5.00 $3.65 $4.00

Best Practice

Ad Group Keyword Exact Bid Phrase Bid Broad Bid

AdGroup 1 Car $4.00 Bad

Good

• New terms should start off bidding higher than normal

• Phrase bids at 75% of Exact bids

• Broad bids at 85% of Exact bids

*Tip: minimum bid at least $0.40 to pass avg. min bid threshold

Best Practice Start high, tweak lower

Best Practice Bid boost your target audience

• Use adCenter’s unique incremental bidding feature to boost your bid for a specific age & gender

A keyword research and optimization tool to forecast &

zero in on your target audience (Excel plug-in).

A keyword research and optimization tool (Excel plug-in).

Admin-free upgrades

Most Loved Tactics:

Advanced filtering (by QS, etc.)

Copy & paste targeting settings

Find / Replace

Directly import campaigns with

AdWords username & passwords

For Mac Users: Partition the Mac drive to run both Mac & Windows Or, install Parallels 7, a virtualization software for Mac OS

X. Allows user to run both Mac & Windows

Position CTR Click Share

Main Line 5.45% - 19.22% 93.97%

Side Bar 0.32% - 0.95% 6.03%

What is it? Become a Microsoft adCenter expert through free training and accreditation.

Why become accredited? Build your resume, train your employees

Get started: 1. Train with 32 free videos. 2. Take exam, free now for a limited time. 3. Free Exam Code: K5E2PSPX18

Benefits: Free training, inclusion in Find a Pro directory, Membership Directory, Member Spotlight, badge use, and more.

Get started at:

www.microsoftadvertisingpros.com

#7 Free Training & Exam Voucher Code

K5E2PSPX18

SEO

Bing Webmaster Tools (Organic)

How It Works

4

7

SEARCH USERS SEARCH USERS

Algo Results Algo Results

Your Sites

Bing Webmaster Tools

Yahoo! Site Explorer siteexplorer.search.yahoo.com

48

Bing Webmaster Tools www.bing.com/webmaster

Start using Bing Webmaster

Tools today to optimize for

both Bing and Yahoo.

When worldwide transition is

complete Site Explorer will

shut down.

Top Features:

• Index Explorer: URL level link tracking

• Crawl Delay: Configure when we crawl

• Deep Link Control: Remove, or re-

prioritize organic deep links

• In-depth traffic stats: Insights on

impressions, clicks, query terms,

keywords that drive traffic to your site.

http://www.bing.com/webmaster

Crawl Delay: Configurable by the Hour

User in control • Ask us to crawl slower

during peak business hours

• Crawl faster during off-peak

Simple • Create crawl graph by

dragging your mouse

pointer across the graph

• Fine tune by clicking

individual columns, too.

Deep Link Control

>

Don’t Forget…

Bing Business Portal (Local)

Bing Business Portal: Edit Local Listings

Edit Local Listings: Bing Business http://www.bing.com/businessportal

Social

Social Media Do’s

• Fresh & Relevant • Authoritative • Popular • Timely • Links • Quality

Social Media Do-not’s

• Spam • Think you can “set it and forget it” • Pay a service for false “followers”

or “like farms”

*FYI: The patterns & volume of ALL sharing is tracked

Resources For You

Bing Support Resources

1. Bing Webmaster Tools (SEO Headquarters)

http://www.bing.com/webmaster

2. Bing Webmaster Tools Blog

http://www.bing.com/community/site_blogs/b/webmaster

3. Bing Business Portal (Manage Local Listings)

http://www.bing.com/businessportal

4. adCenter Blog (Paid Search)

http://community.microsoftadvertising.com/blogs

5. Bing Support (All Other Organic: Maps, Etc.)

https://support.discoverbing.com/

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Table Discussion

“What types of social media strategies have worked for your company/brand to

increase its presence in the major search engines?”

It Don’t Mean A Thing… If It Ain’t Got That Bing!! Kunal Das, Bing Evangelist @kunal29