bing ads: tips from the source

Bing Ads:Tips from the Source

TRADA WEBINAR SERIES

Meet Your SpeakersPaul CorkerySr. Operations Program ManagerSMB Search Platform & Tools Microsoft@c0rk

Meet Your SpeakersMatt HesslerDirector of Account Management, Trada13 years of PPC and SEO@fasterstill

Meet Your SpeakersAnna Sawyer Head of Content, TradaDigital Marketing Educator@annafsawyer

We know PPC.Trada is the world’s only performance-based online advertising marketplace.

1 You set CPA goals.

2 We assign a team of PPC experts to your campaign.

3 Your expert team collaborates to beat those goals.

Optimizers and Trada partners are supported by the Trada Marketplace.

YourCompany

Trada’s Marketplace is where our global community of certified PPC experts work.

Our automated Optimizer Matching™ algorithm makes sure your Optimizer team is qualified based on experience, historical performance and other factors.

Trada is performance-based PPC.

Trada is performance based: you set goals, experts work to beat them.

Our unique method of goal alignment is not just a feature - it is the driving force in our marketplace. You set goals, your Trada team works to beat them, and they are compensated for their success.

It’s changing the way companies like yours do marketing.

Featured in:

#TradaBingUse the hashtag today and win $25.

WEBINARDETAILS

Please enter your questions throughout the call–we’ll get to them at the end!

We will send out a recording and a link to the slides after the webinar.

The best Google AdWords optimization strategy is Bing Ads?

TheGoogz

Think your AdWords campaign is dialed?

Making Bing an important element of your overall portfolio allows you to optimize for volume and conversions.

Why Bing?

Data like this shows more than ever that it’s imperative to manage budget across platforms to get the best results.

You’re missing out if you’re not optimizing Bing.

ADVERTISE ON

Want to know more? Learn how Trada can improve your ROI. Contact us today for a tour! e: info@trada.com p: 877-871-1835 w: trada.com

51 Million American searchers use Bing only... and aren’t using Google.1 This means you’re missing 30% of your potential customers if you’re not optimizing Bing.Most mid-market companies with a PPC portfolio spend some of their budget on Bing. But they tend to feel that they aren’t optimizing it fully. To get the best results, split your PPC budget between Google and Bing, and allocate it according to conversion volume and price.

Why Bing?

DID YOU KNOW?

• Searchers on Bing are likely to spend 20% more than the average internet searcher

• Top verticals for Bing include retail and business/finance

• Click prices are often much cheaper... meaning you can get conversions for less, and backfill your needed volume with AdWords spend

1Source: comScore CoreSearch, March 2013

159Million

51Million

Unique searchers on the Yahoo! Bing Network

Yahoo! Bing Network unique searchers who don’t use Google

Already running an optimized Google AdWords campaign? The only way to truly optimize a great AdWords campaign is to allocate budget to Bing.

SAMPLE SCENARIO Meg runs marketing for an eCommerce company, and to drive profitability, she needs new customers and repeat customers. To attract new customers, a typical strategy might be to run Google AdWords and Facebook ads. If she doesn’t include Bing Ads in her acquisition strategy:

she’s missing 2 out of every 10 searchers on the Yahoo! Bing Network...

... every month.

And, those 2 customers are likely to spend 20% more than the other 8 customers1.

2 out of every 1searchers onthe Yahoo! BingXX 23 $

Maximize your overall budget

Adjust your budget split against conversion price and volume a regular basis: we recommend 2x/month.

Google Bing Ads

Take a look at your current spend for the networks you are advertising on, then determine conversion costs and volume for each network. Move more budget to the network that can get you lower conversion costs, and make up volume with the other network.

7K 3K

Trada does this automatically

Our Budget Split algorithm shifts budget opportunistically.

Most campaigns start with a 70/30 Google – Yahoo! Bing Network split, but as data is generated, the budget allocation process changes the network budget split every 15 days.

Budget is reallocated based on the Network Conversion Rate, which equals the number of conversions per clicks for each ad network; and Network Conversion Volume, which is the total number of conversions for a specific time frame on an ad network.

Trada’s Performance-Based Marketplace Helps Mid-

Market Companies Reach Customers on Bing Ads

Mid-market companies have sophisticated needs, but they

tend to be short on resources and have smaller marketing

teams than their Fortune 500 competitors. to help this

VHJPHQW�GULYH�SURÀWDEOH�FRQYHUVLRQV�RQ�WKHLU�ZHEVLWHV��7UDGD�³�D�FRPSDQ\�WKDW�FURZGVRXUFHV�VHDUFK�DGYHUWLVLQJ�FDPSDLJQV�³�UHOLHV�RQ�WKH�SRZHU�RI�%LQJ�$GV�

7UDGD�GHÀQHV�PLG�PDUNHW�FRPSDQLHV�DV�WKRVH�ZLWK�UHYHQXH�EHWZHHQ�DERXW����������DQG���������������7UDGLWLRQDOO\��VXFK�FRPSDQLHV�KDYH�KDG�WZR�EDVLF�FKRLFHV�IRU�UXQQLQJ�SD\�SHU�FOLFN�FDPSDLJQV��WKH\�FRXOG�ZRUN�ZLWK�DQ�DJHQF\�or manage campaigns in-house. “traditional agencies don’t

DOZD\V�DOLJQ�WKHLU�JRDOV�ZLWK�WKHLU�FOLHQWV·�UHVXOWV��DQG�LQ�KRXVH�FDPSDLJQV�UHTXLUH�D�JUHDW�GHDO�RI�WLPH�DQG�H[SHUWLVH�ZKHQ�PDUNHWHUV�DOUHDG\�KDYH�PDQ\�RWKHU�UHVSRQVLELOLWLHV�µ�VD\V�:DUUHQ�.D\��7UDGD·V�&KLHI�5HYHQXH�2IÀFHU�

trada makes it easy to advertise on the yahoo! Bing

1HWZRUN�DQG�*RRJOH�ZLWKRXW�WKH�QHHG�WR�PDQDJH�VHSDUDWH�ORJLQV�DQG�DFFRXQWV��%HVW�RI�DOO��7UDGD�FOLHQWV�EHQHÀW�IURP�

Case Study

Partner: trada

Website: ZZZ�WUDGD�FRP

How to maximize yield

Is your campaign reaching its full potential?

Bing’s Quality Score (the basics)

Combine QS with Share of Voice Metrics for a bidding recipe

Quality Impact Score shows the quantity of impressions you could win back by making changes

Bing’s quality score

Aggregated at every level (keyword, match type, ad group, campaign, account)

Shares actionable competitive data

Combine with Share of VoiceWhy are you losing impressions?

A ‘bid recipe’

Finding Share of Voice

Learn the impact of changes before you make them

Keyword distribution graphing

“Smart” keyword recommendation

On-demand estimation

See your changes over time

Competition-level reporting

Where does your company fit?

We think most of our webinar guests are:

- marketing directors/leaders - PPC pros - CEOs/founders

at mid-market companies.

Mid-market companies are somewhere between Fortune 500 and your local pizza shop.

Mid-market companies are cool!

Mid-market companies make up around 40% of the US GDP.

There are 8Million US businesses that make between 500K–500M in annual revenue.

Mid-market companies are unique.

You need sophisticated reporting and analysis

You tend to have small marketing teams/limited resources

Most mid-market companies run PPC in-house...

...or they work with an agency or consultant.

Your needs?

Your PPC solution?

Bing ads intelligence

Bing Ads Intelligence gives you cool data including gender demographics, location demographics, etc.

It plugs into Excel, so you can get really granular and understand the marketplace as a whole.

Talk to your team

ADVERTISE ON

Want to know more? Learn how Trada can improve your ROI. Contact us today for a tour! e: info@trada.com p: 877-871-1835 w: trada.com

51 Million American searchers use Bing only... and aren’t using Google.1 This means you’re missing 30% of your potential customers if you’re not optimizing Bing.Most mid-market companies with a PPC portfolio spend some of their budget on Bing. But they tend to feel that they aren’t optimizing it fully. To get the best results, split your PPC budget between Google and Bing, and allocate it according to conversion volume and price.

Why Bing?

DID YOU KNOW?

• Searchers on Bing are likely to spend 20% more than the average internet searcher

• Top verticals for Bing include retail and business/finance

• Click prices are often much cheaper... meaning you can get conversions for less, and backfill your needed volume with AdWords spend

1Source: comScore CoreSearch, March 2013

159Million

51Million

Unique searchers on the Yahoo! Bing Network

Yahoo! Bing Network unique searchers who don’t use Google

Already running an optimized Google AdWords campaign? The only way to truly optimize a great AdWords campaign is to allocate budget to Bing.

SAMPLE SCENARIO Meg runs marketing for an eCommerce company, and to drive profitability, she needs new customers and repeat customers. To attract new customers, a typical strategy might be to run Google AdWords and Facebook ads. If she doesn’t include Bing Ads in her acquisition strategy:

she’s missing 2 out of every 10 searchers on the Yahoo! Bing Network...

... every month.

And, those 2 customers are likely to spend 20% more than the other 8 customers1.

2 out of every 1searchers onthe Yahoo! BingXX $

Help your team understand Bing accounts for 30% of your search traffic.

Super-easy import

Looking for more basic help?

www.trada.com/blog

www.trada.com/resources

www.youtube.com/tradainc

Trada has hundreds of FREE resources available to instruct you how to build and manage healthy, profitable pay-per-click campaigns.

Alone, do you have the time and diversity of strategy to manage sophisticated campaigns well?

You can build out a large in-house team: but they’re expensive, complicated and time-consuming to hire, make space for, manage.

Traditional agency models are often motivated to spend your budget.

Plus... who’s really doing the work?

Mid-market search solutions

In-house PPC team (doing it yourself) Working with an agency

The ideal scenario: a tool for your agency or in-house team.

You could have a team of experts doing the work of PPC on your behalf. They would work with your in-house person, who would manage strategy.

They would be paid based on performance goals you set, meaning they would fight to get YOU results.

They would collaborate within an application that would allow them to see the performance data they need to succeed.

Your in-house team would have control over their strategy and visibility into ALL the data.

You can have both. Trada is the world’s only performance-based online advertising marketplace.

When you join Trada, we assign a highly specialized team of paid search experts (Optimizers) to work on your PPC campaigns.

We have a global community of certified paid search experts.

Optimizers and Trada partners are supported by the Trada Marketplace.

YourCompany

Trada’s Marketplace is where our global community of certified PPC experts work.

Our automated Optimizer Matching™ algorithm makes sure your Optimizer team is qualified based on experience, historical performance and other factors.

Optimizers do work, you maintain control, Trada supports it all.

create and test targeted ad copy generate keyword lists manage bid prices respond quickly to campaign requests

! 

! 

! 

! 

Your dedicated account manager acts as strategic partner and Optimizer liaison.

Your Optimizer team does the daily work of campaign research, ad copy and testing, and constant refinement.

Goals are finally aligned.

15% of marketers with

their PPC performance

Only marketers are satisfied with their agency’s

The agency model for PPC is outdated. It was designed for

Only 1 in 5 marketers are satisfied with their agency’s performance

Traditional agencies charge a percent of marketing spend. They are motivated to spend your budget.

1 You set CPA goals.

2 We assign a team of PPC experts to your campaign.

3 Your expert team collaborates to beat those goals.

Trada’s customersSeth from Dr Vita loved that his Optimizer team would react immediately to the need for ads for a new product–within hours, ads would be running live on the networks.

Learn more about how we can help.

We’d love to analyze your current PPC and determine if Trada is a fit for a partnership with you.

Type “I’d like a demo” into the chat box.

?@fasterstill @annafsawyer

48

@c0rk