Increasing Reach, Performance and Conversions on the Yahoo Bing Network

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Information about Increasing Reach, Performance and Conversions on the Yahoo Bing Network
Marketing

Published on October 21, 2014

Author: bingads

Source: slideshare.net

Description

Insights on how you can increase your search advertising reach, performance and conversions straight from the latest PPC Hero Conference.

1. Increasing Reach, Performance, & Conversions on Yahoo + Bing Network Paul Corkery, Sr. Program Manager Bing Ads | @C0rk | @BingAds Microsoft Confidential

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14. 34% 33% 33% 32% 32% 31% 31% 30% 30% 29% 29% Mobile as % of All Queries Across Yahoo Bing Network 1 2 3 | @BingAds | @C0rk

15. | @BingAds | @C0rk

16. Coming Soon!

17. Data, Tools, & Techniques to Maximize Reach | @BingAds | @C0rk

18. Share of Voice Reporting Understand the percentage of times your ads were shown relative to number of chances your ads could have been shown. | @BingAds | @C0rk 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.

19. Analyzing Share of Voice Use ‘Impressions share lost to’ as your guide as to which optimization lever to pull | @BingAds | @C0rk IMPRESSIONS LOST / 6,659,586 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

20. Bing Ads NEW Opportunities Tab Identifies 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

21. Bing Ads NEW Opportunities Tab Segment, Filter, & Sort to identify the changes which make sense for your business 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 See the estimated clicks, impressions for campaign at a variety of budget points. | @BingAds | @C0rk

22. Analyzing Share of Voice Use ‘Impressions share lost to’ as your guide as to which optimization lever to pull | @BingAds | @C0rk IMPRESSIONS LOST / 6,659,586 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

23. Bing Ads Quality Score Understand how relevant your keywords and landing pages are to a customer’s search queries | @BingAds | @C0rk Get ‘Quality Impact Scores’ that help you identify the impact of improving your quality scores. User Quality Sub-Scores to understand what type of optimization to persue ‘Historical quality scores’ are available for you to monitor the trend of your campaign performance over time.

24. 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. | @BingAds | @C0rk

25. 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 | @BingAds | @C0rk

26. Features Formats Roadmap | @BingAds | @C0rk Simplicity Data Scale

27. Bing Ads Visual Refresh Our NEW interface has a new and familiar look and feel | @BingAds | @C0rk

28. Bing Ads Visual Refresh Our NEW interface has a new and familiar look and feel | @BingAds | @C0rk Tools Accounts & Billing Opportunities 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. 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.

29. Bing Ads Visual Refresh Our NEW interface includes new features for bulk editing at incredible scale 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. Change current keyword bids by or % amount | @BingAds | @C0rk

30. Sitelink Extensions – Overview Drive more traffic to your website by promoting specific pages on your search ads Increase your ads visibility by doubling the size of your mainline ads. Drive higher engagement with richer, more relevant ads that improve the value of your brand and other targeted keywords. Highlight specific pages on your site such as discounts and deals, store locators and promotions.` | @BingAds | @C0rk

31. Sitelink Extensions – Highlights Drive more traffic to your website by promoting specific pages on your search ads Display up to six sitelink extensions on your ad or four sitelinks on mobile search ads. Tailor the text for each sitelink extension. Manage sitelink extensions through Bing Ads UI, Bing Ads Editor or API. Get performance details with sitelink level reporting. Manage sitelink extensions at the ad group or campaign level. | @BingAds | @C0rk

32. Enhanced Sitelinks – Overview Increase traffic to your website with attention grabbing sitelinks Attract more customers with larger and more informative ads. Increased size and prominence of sitelink headlines. Achieve higher click through rate (CTR) with Enhanced Sitelinks.

33. Enhanced Sitelinks – Highlights Achieve better results with ads that are more informative and useful Enhanced Sitelinks can contain two lines of descriptive text, up to 70 characters total. Up to four Enhanced Sitelinks can be displayed with each ad. The number of Enhanced Sitelinks served depends on the ad quality and relevance of the sitelinks. High quality ads in the mainline 1 position will trigger the Enhanced Sitelinks Best results when used with high traffic keywords such as brand terms. Up to 2 lines of additional content Increased size and prominence of the sitelinks headlines

34. Call Extensions – Overview Get more phone calls to your business by showing your business’ phone number on search ads Smartphones Make it easy for customers on the go to reach your business. Skype on PC or tablet Make it easy for customers to connect with you on a PC or tablet directly with phone calls via Skype. Increased Conversions Phone calls are 10x more likely to drive a sale than a click. - BIA/Kelsey Study | @BingAds | @C0rk

35. Call Extensions – Highlights Get more phone calls to your business by showing your business’ phone number on search ads World’s first search engine with in-browser calling through Skype. Full call tracking in Bing Ads with Call Metering (free phone and local prefix numbers). Integrated from Location Extensions. Cost the same as a click on your ad or only pay for completed calls when a customer manually dials. *no charge for calls under 10 seconds | @BingAds | @C0rk

36. Location Extensions – Overview Attract customers who may be in your neighborhood and those searching for a business in an area they're planning to visit. Make it easy for people to call your business or find and visit your store. Increase the size of your ad so it’s more visible with location extensions. Promote your store locally. Find customers in your area and get them into your store. | @BingAds | @C0rk

37. Location Extensions – Highlights Attract customers who may be in your neighborhood and those searching for a business in an area they're planning to visit. Show up to 2 locations per ad. Click for directions populates destination and for smartphones automatically populates origin and calculates the route. Clicks on the directions cost the same as clicks on everywhere on the ad. Extension level reporting. Location extension assignable at the campaign level. | @BingAds | @C0rk

38. Product Ads – Overview Attract more qualified clicks with product images and rich product details in your search ads Drive more qualified clicks at scale with a visually appealing way to showcase your products. Save time by utilizing your existing product feed to easily manage and scale your product ad campaigns. No need to write ad copy or create keywords lists. Deliver more qualified traffic by featuring product information, such as promotional text and pricing, directly in your ads to help shoppers make informed purchase decisions. Capture more real estate on the SERP page on Bing by showing both text ads with product ads simultaneously. | @BingAds | @C0rk

39. Product Ads – Highlights Attract more qualified clicks with product images and rich product details in your search ads Unlike text ads, Product Ads can display multiple offers from a single advertiser and simultaneously with a text and organic listing. Easily import your Google Product Listing Ads campaigns into your Bing Ads account**. Must setup and create a Bing Merchant Center account. **extensions are not imported from Google, must be manually added | @BingAds | @C0rk

40. Source: Microsoft Internal, October 2013 Bing Ads Ad Extensions Drive CTR… | @BingAds | @C0rk

41. Source: Microsoft Internal, 2014 JUST ANNOUNCED!!! – Rolling Out in United States… 22% higher | @BingAds | @C0rk

42. Bing Ads Product Roadmap Delivered Coming Soon (< 3m) Mobile Sitelinks Auction Insights Unified Device Targeting BAE 10.6 Longer Term Sitelink Scheduling | @BingAds | @C0rk Application Extensions Global (US live) Mobile Product Ads Negative Keyword Libraries Product Ads Bing Ads Editor v10.5 Bulk Keyword Edits up to 1M Global Product Ads Improved Targeting US Top Movers US Campaign Planner Enhanced Sitelinks Global New Look (Visual Refresh) Global Online IO [SMB] Global Image Extensions Opportunities Tab Reporting Data within 30 Minutes Accounts Summary

43. We’re focused on bringing you the features you need to do your best work… You told Editor speeds optimized to be up to 3x faster us to make Bing Ads work faster Faster reporting New update types available in Change History Report: targeting, match type & You told us to show you more data 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 Standardized reporting dimensions, new report date ranges & time zone Improved download filtering in Editor settings Easy find & fix | @BingAds | @C0rk GO TO BingAds.UserVoice.com

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