Dynamic Search Ads
Automatically target relevant search queries based on the content of your website.
Reduce burden of
bulky operationsNo need to maintain
keywords, ad titles, or
landing pages
Find missed
opportunitiesMine new queries to help
drive additional conversions
Easy TargetingAutomatically target specific
pages, categories, or your
entire website
Enter your website
contoso.com
Chose your targets
All Webpages
Specific Webpages
By Page Category
Specify ad text only!Bing generates the best
title + landing page
And serves the ad on
relevant search terms
Last minute
travel
Bing Intent Ads
A native advertising solution optimized for search advertisers
Bing Intent Ads harnesses consumer intent signals using artificial intelligence (AI) and machine learning to bring you:
• A highly relevant audience
• Boosted volume and more conversions
• Search-like ROI
• Ease of use
Search history
Browse history(Remarketing signals through
Universal Event Tracking)
Location Time of day
Content of page
Demographic User platform
BehavioralPast behaviors are useful
predictors of future
activities.
Activities across websites,
searches and content help
us better understand search
intent.
Audience Targeting on Bing
DemographicalWho someone is influences
their buying preferences.
Some ages or genders have
stronger affinities to certain
product categories.
ContextualPeople are often searching
in the moment.
Where, when and how they
search can provide useful
context.
Custom Audiences (Pilot)
Custom Audiences is a type of remarketing list that is generated by
using your own customer data, usually managed by a data provider,
to create richer user segments.
When your data provider connects into our new Custom Audience
feature, you can then import your custom audience segments into
Bing Ads for search remarketing.
Works like remarketingCustom Audiences can be
associated to ad groups as target
and bid, bid-only, or as an exclusion.
Creates richer audiencesYou can create richer
audience segments using
more of your customer data.
Uses your dataCustom Audiences allow
you to use the audience
data you already have.
Use your customer data to create richer audience segments
In-market Audiences (Pilot)
Increase conversions
Reach curated audiences that are more likely to convert in your category.
Improve bids and targeting
Set up your ad group to either be exclusive to an audience on a curated list or
available to everyone but with modified bids for your targeted audience, similar to
Remarketing in Paid Search lists.
Get performance insights
The Audience tab provides performance insights for each of your audiences.
Save time and reach more customers
With the In-market Audiences feature, you can find curated lists of users
that have been determined to be in market for a particular purchase
category. When these lists are associated to ad groups, you can target
and modify bids for these audiences, similar to Remarketing in Paid
Search lists.
Similar Audiences (Pilot)
Save time and reach more customers
With Similar Audiences, you can reach more of your best customers. You
can define audience segments using your remarketing lists, and then
connect with additional users who are similar to users in these
remarketing lists.
Behind the scenes, Bing Ads will find new search users who have similar
behaviors and attributes to the users in your remarketing lists, helping
you to connect with a wider set of qualified customers.
Better ROIConnect with users who
are more likely to convert.
Easy setupDefine audiences from
your remarketing lists.
Wider reachReach a wider set of
qualified customers.
Cross-Channel Audiences
Engage with customers across channels
With Cross-Channel Audiences, you can reach customers that you have
engaged with on other channels when they perform a subsequent search
on Bing. By leveraging UTM parameters (eg. utm_source=facebook), you
can create distinct audience segments and customize your messaging
accordingly.
http://searchengineland.com/bing-remarketing-best-kept-secret-274937
The Rise of Intelligent Marketing
The intersection of Search, Artificial Intelligence and Machine Learning
Digital transformation is a relatively recent phenomenon defining an entirely new era, comparable to the industrial revolution of the early 1800s.
Driven by technology, digital transformation is an underlying shift in the way live, work and communicate. It infuses intelligence into the landscape of our lives, enabling us to accomplish things once only dreamed possible.
We can talk to our cars, shop from the convenience of our couch and search the world from the palm of our hand.
The Rise of Intelligent Marketing
The intersection of Search, Artificial Intelligence and Machine Learning
Search is on the precipice of taking another step forward as it leverages AI and machine learning to empower users with actionable voice requests through new UIs, including screenless and virtual.
This includes booking reservations, getting store hours, ordering food, making appointments, etc.
Intelligence is driving a new breed of search that is less about unilateral ad copy and more about bilateral conversation. It’s less about basic website listings and more about share of SERP. It’s less about nameless, faceless searchers and everything about you, the end user.
The Rise of Intelligent Marketing
Intelligent Agents & Services
As search incorporates more and more AI and machine learning into its
results, users will be able to expand past informational answers and take
actions through voice requests.
Also known as intelligent services, these AI powered interactions will
include asking questions, booking travel, shopping transactions – the
possibilities are endless. These intelligent services will not be provided
by humans, but rather intelligent agents that will not only respond to
your voice requests, but interact with each other to build a community
capable of learning.
As these agents interact more and gain more data from the world around
them, they will get better and better at responding to user voice requests
to create meaningful, actionable conversation.
The Rise of Intelligent Marketing
Graphs
Two of today’s technology giants, Microsoft and Google, have
created massive graphs or ocean-like knowledge bases of structured
data where intelligent agents can pull information for the end user
via text, voice or even image.
Microsoft’s graph combines with the power of Azure cloud services
to allow customers to use unique data from their organizations to
drive AI transformation- bringing together both business and
customer data. It easily allows third parties to connect to
productivity data such as mail, calendars, contacts, documents,
directories and more.
This creates infinite possibilities for new products and creative
application, coming insights from the world of work with device
insights and contextual awareness of the physical world.
The Rise of Intelligent Marketing
[Ro]bots
AI is beginning to appear in daily technologies, resulting in higher
efficiency, personalization and overall convenience. Bots are driving a
new layer of intelligence across everything we do. At a basic level, bots
can perform tasks that are both simple and structurally repetitive, such as
crawling the web to index, organize and delivering search results.
Chatbots incorporate voice into the equation, to deliver voice results
from frequently asked questions. Bots and chatbots are able to learn and
improve as they encounter unfathomable amounts of data.
Search engines are now intelligent agents that understand conversational
nuances so that a search for “Who is Harry Potter?” defines a fictional boy
wizard while a search for “What is Harry Potter?” defines a best-selling
novel series. They provide a pervasive intelligence through a variety of
innovative devices to enhance our lives.
The Rise of Intelligent Marketing
Preparing an Intelligent Brand
✓ Take Authority
✓ Build Conversations
✓ Create Skills
✓ Be Relevant
The Rise of Intelligent Marketing
Step 1: Take Authority
One of the most important ways to establish brand intelligence is to be
the authority of your brand within today’s graphs. Each retailer is
responsible for ensuring their name, address, and phone # is appearing
accurately across the growing list of data sources.
Consumers are no longer relying solely on websites for retailer
information, but trusted third party sources such as Yelp, Google/Bing
Maps and OpenTable. According to Yext’s internal research, they saw 4.8X
more actions from intelligent services than from websites. Examples
include accessing store hours and locations, booking reservations,
getting directions, finding coupons, reading reviews, etc.
Retailers should rethink the value of their website and imbed structured
data within their site to ensure the engines can easily retrieve information
to support intelligent activity.
The Rise of Intelligent Marketing
Step 2: Build Conversations
Up until now, chatbots have been primarily used for customer
service. But now that word error rates have reached human parity and
chatbots have AI capability, they will gain importance throughout each
stage of the customer decision journey.
Gartner predicts that by 2020, customers will manage 85% of their
relationship with an enterprise without speaking to a human. Retailers
should begin brainstorming ways to leverage chatbots throughout the
consumer experience.
Microsoft has created a bot developer framework to help retailers get
started.
The Rise of Intelligent Marketing
Step 3: Create Skills
Voice search continues to go mainstream as we incorporate it into our
daily tasks.
Consumers are showing strong interest in using voice across all
demographics and in new voice devices such as smart speakers. In a
recent local voice search study, Bing researchers found that 40% of
respondents who did not currently own a smart speaker, plan to buy one
within 6 months.
Skills enable intelligent services on connected devices, such as smart
speakers, to help retailers engage with consumers in new
ways. Microsoft offers a Cortana Skills Kit to help retailers create
intelligent, personalized experiences for their customers.
The Rise of Intelligent Marketing
Step 4: Be Relevant
How will bots determine the best singular answer to a voice
request? How can retailers ensure their brand gets into the consideration
set? It’s going to be relevance.
A recent article in Mediapost on relevance introduces the term “relevance
score” and how it will drive results of future voice searches. Not only will
brands need to be relevant, they will have stay prominent with high user
ratings.
As consumer relationships become more bilateral and conversational in
nature, reviews will play an even bigger role in helping agents determine
which result to pick.