maximizing value from bing ads
TRANSCRIPT
Getting more value with Bing Ads Thursday, May 01, 2014
Paul Corkery (Cork) Sr. Program Manager Microsoft - Bing Ads
@C0rk
@BingAds
#BingHero
| #BingHero
Today’s Agenda
Microsoft’s multi-device ecosystem and opportunities of scale
Tenacity of the Yahoo Bing Network
Mobile Search Advertising with Bing Ads
Latest Bing Ads Features
Bing Ads 2014 Strategy and Roadmap
Pilots
Questions & Answers
@c0rk | @BingAds | #BingHero
Microsoft enables you to reach consumers across devices
With Microsoft’s vast ecosystem and insights, advertisers are enabled to deliver ads that enhance consumers’ lives.
Unique ads that are delivered at scale and across
channels - integrated into experiences reaching over
one billion users looking for information.
Microsoft’s Multi-Device Ecosystem
Millions of users looking for information
| 100 million copies sold
| 30 million subscribers, 60 million console sales
| One billion use office
| 700 million registered users
| 5.6 billion searches per month
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*Bing (+partnerships) Only
Yahoo Bing Network Markets
USA
Canada
Mexico
Argentina
Peru
Colombia
Venezuela
Chile
Brazil
UK
Ireland
France
Germany
Spain
Italy
Netherlands
Norway
Belgium
Finland
Sweden
Denmark
Austria
Switzerland
Europe
The Americas
India
Indonesia
Malaysia
Philippines
Singapore
Taiwan
Hong Kong
Thailand
Vietnam
Australia*
New Zealand*
China*
Asia
Active in 35 Markets
1. The Yahoo! Bing Network includes Microsoft and Yahoo! Core Search sites in the U.S.
2. comScore Explicit Core Search (custom), December 2013
Yahoo Bing Searchers Spend More
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Substantial share of paid clicks across categories that support your business
Source: comScore US Categories Search Report (custom), March 2013.
32% Telecommunications
31% Financial Services
28% Retail – Toys
34% Auto – Manufacturer
27% Home Furnishings
29% Education – Info
26% Travel – Hotels/resorts
29% Lifestyles - Food
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Source: comScore US Plan Metrix, April 2013. Comparison applies to listed financial products or stated behaviors only.
And are more valuable to your business
When compared to Google… Our audience is +41% more likely to have applied for an education loan online in the past 6 months
Our audience is +16% more likely to have spent $7500 to $9,999 in online travel spending in the past 6 months Our audience is +19% more likely to have searched online for information on an initial home mortgage Our audience is 17% more likely to have applied online for a brokerage account
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Garnering industry evangelism and support
“ Q4 2013
Report ”
Spending on Bing Ads, which
includes Yahoo, grew 43% Y/Y in
Q4. The platform continues to
better monetize its traffic through
more expansive ad matching logic.
The Yahoo Bing Network continues to
grow at a solid pace with year-over-
year spending up 23%, with a modest
6% gain quarter over quarter.
“ ”
Q4 2013
Report
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Mobile Search & The Consumer Decision Journey
“Microsoft is a mobile-first,
cloud-first company.” ~Satya Nadella, Microsoft CEO
Bing is powering next gen Mobile search experiences
Cortana Siri
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Billions of monthly mobile search queries on Bing Ads
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Bing Ads on Mobile continues to reach across the Yahoo Bing Network Bing Ads serve in top position across Yahoo! Mobile & on Bing Mobile: driving vast majority of clicks
Majority of clicks from across the YBN mobile network come from top position
Bing Ads serve in
top position
across YBN
Mobile network
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6%
33% [VALUE]
[VALUE]
1 2 3 4 5 6 7 8 9Source: Marin Software “Mobile Search Advertising Around the Globe: 2014 Annual Report”
Search is quickly shifting to mobile
Smartphone search share as % of total search queries in US
70%
The same % of conversions from PC search happen within weeks
Source: Microsoft Research, Telemetric Mobile Path to Purchase
Mobile Search is closer to transactions
Mobile conversions (phone call, store visit, purchase) happen within 5 hours of mobile search
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Smartphone conversion rates >70% of PC* Smartphone CPC’s ~70% of PC CPCs*
Smartphone conversion rates are increasing
With lower smartphone CPCs, mobile search provides compelling value to advertisers
Marin Software: “Mobile Search Advertising Around The Globe” 2014 Annual Report
5.3%
4.4%
5.5%
2013 Average Conversion Rate by Device
Computers Smartphones Tablets
$.83
$.58
$.76
2013 Average CPC by Device
Computers Smartphones Tablets
Phone Calls Purchase Store Visits App Installs
Mobile Search drives multiple types of conversions
Include cross-channel conversions when calculating mobile ROI
@c0rk | @BingAds | #BingHero
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Bing Ads Mobile Ad Products
Microsoft Confidential
Mobile first
Our focus is to launch new capabilities on devices – a core tenant for search.
Accelerate delivery of richer ad creative and products globally – with the ability to measure, report and optimize ROI.
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Bing Ads Mobile Product Portfolio
Mobile Site Links Call Extensions Location extensions
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Mobile Site Links drive higher engagement & ease of conversions
20% higher ad CTR from Mobile Site Links
Locate Details Save Join Offers
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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.
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Sitelink Extensions – Why Invest Drive more traffic to your website by promoting specific pages on your search ads
Up to 23% higher click-through-rate on average for searches with sitelinks extensions implemented. - Internal Bing & Yahoo data, US, June 2013
A few days after launching Sitelink Extensions for the Xbox account, Performics saw a 60% increase in traffic and a 51% increase in the click-through-rate. - Performics / Xbox joint case study, Jan 2014
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Call Extensions Drive Higher User Engagement & Leads
With Click-2 Call Without Click-2 Call
Ads with Call extensions gets user attention
15%-30% higher CTR with mobile call extensions
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Click to Call is critical for driving conversions
70% of those surveyed have
used the “Call” button in
mobile search results1
Consumers who call are 10x
more likely to purchase than
those who don’t2
1Search Engine Land, Study: 61 Percent Of Mobile Callers Ready To Convert, Sep 24, 2013 2BIA/Kelsey: Call-Based Ads: Eliminating the Unknown From Advertising
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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
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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
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Call Extensions – Why Invest
- Internal Bing & Yahoo data
Get more phone calls to your business by showing your business’ phone number on search ads
Up to 47% higher click-through-rate on average for searches with call extensions implemented for mobile search ads.
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Location Extensions drives in store traffic to your business
Location Extensions drive
10%-30% increase in CTR and
are a key way to drive in-store
conversions
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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.
Microsoft Confidential
Location Extensions – Why Invest Attract customers who may be in your neighborhood and those searching for a business in an area they're planning to visit.
10%-30% higher click-through rate on average for searches with local intent vs. ads without Location Extensions. - Internal Bing & Yahoo Data, US, October 2013
It is predicted that the share of local searches, compared to general searches, will nearly double from 17.5% in 2010 to 30% in 2015 - BIA/Kelsey May 2011
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Opt in for Mobile across your Bing Ads Campaigns
Next Steps
Expand your keyword
coverage for Mobile
enabled campaigns /
ad groups
Adopt Ad Extensions
• Call Extensions
• Location Extensions
• Mobile Sitelinks
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Bing Ads Latest Ad Types
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Bing Ads in Smart Search - Overview Gain visibility for your brand with Bing Ads in Smart Search
Increase brand engagement and provide useful information with larger search results and web previews
Drive engagement across devices. Search results are touch-friendly, visual, and curated.
Get one click closer to the customer with search experiences integrated into devices.
Exclusive product. No comparable product in market today.
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Bing Ads in Smart Search – Highlights Gain visibility for your brand with Bing Ads in Smart Search
No additional setup required - all advertisers in the Yahoo Bing Network are eligible for inclusion in Smart Search web results.
Site Link extensions are supported & recommended to improve probability for ad selection.
Web previews (snapshots of your campaign landing page) are automatically appended to your Bing Ad in Smart Search web results.
Exclusive product. No comparable product in market today.
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Bing Ads in Smart Search – Why Invest Gain visibility for your brand with Bing Ads in Smart Search
Ads in Smart Search drive CTR 2 – 3x higher than mainline text ads in SERP - Internal Bing data, Jan 2014
Eye-tracking studies have shown that users tend to engage with ads in Smart Search 3 – 4x longer than standard text ads in the SERP - Internal Bing data, Jan 2014
Richer ad formats and experiences
Social, offer, reservation,
review extensions
Image extensions
App extensions and richer
canvas experiments
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.
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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
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Introducing Mobile Product Ads (Q2 2014) Launching on Bing Ads for all Mobile platforms
Mobile Product Ads reach the searcher closer to the point of purchase
Products Ads include images from an advertiser’s own product catalog, plus promotional text, pricing and your company name.
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Bing Ads Tools
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Google AdWords Import Tool Save time by directly importing campaigns from your Google AdWords account into Bing Ads
Quickly and efficiently copy accounts and campaign structures over from Google AdWords.
Import AdWords campaigns directly using the Bing Ads Editor which allows you to import directly from a AdWords export spreadsheet.
Import directly from AdWords to Bing Ads using only your AdWords login and password credentials – no spreadsheets needed.
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Bing Ads Editor Work faster by managing your campaigns directly on the desktop
Work faster by syncing your campaigns and accounts, make changes or additions offline, and then upload your revisions with one click.
Updates to Bing Ads Editor v9.11 are now designed to be 2x-3x faster, saving advertisers time and effort.
Navigation structure built like AdWords to ensure familiarity and consistency across the industry.
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Bing Ads Excel Web App Increase your productivity by managing campaign data directly in excel
Save time and effort by downloading campaign data and post any changes from Excel.
Make your workflow more streamlined by managing your campaigns directly in Excel.
Leverage your Excel knowledge and experience to manage Bing Ads campaigns.
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Bing Ads Intelligence Tool Create more effective campaigns with a powerful keyword research tool right in Excel
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.
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Bing Ads High Value Differentiators
Performance Reports – Quality Score Understand how relevant your keywords and landing pages are to a customer’s search queries
Get feedback on how relevant your landing pages and keywords are.
Get ‘Quality Impact Scores,’ that help you identify the impact of improving your quality scores. Quality Impact Scores are exclusive to Bing Ads.
Historical quality scores are available for you to monitor the trend of your campaign performance over time.
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Keyword Distribution Graph Take data filtering and slicing to a new and visual level
Visualize and compare key performance indicators such as impressions, clicks, avg. CPC and CTR across thousands of keywords.
Get a set of charts that display “big picture” performance measures for your keywords at a glance.
Exclusive to Bing Ads.
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Device Targeting Target customers based on the devices and operating system they use
Target by desktop and laptops, smartphones and tablet devices.
Target by operating systems for smartphones and tablets.
Show your ads exclusively to specific devices and operating systems and/or boost your bidding on specific devices with an incremental bidding strategy.
Enhanced campaign compatibility.
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Customize Ad Distribution Target customers based on the parts of the Yahoo + Bing Network they’re using
Target the Search or Content Network
Target ALL Search Networks
Targets ONLY Bing & Yahoo Search
(Owned & Operated)
Target ONLY Bing & Yahoo Syndicated
Search Partners
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Bing Ads 2014 Strategy & Roadmap
You told
us to make Bing
Ads work faster
Editor
speeds
optimized to
be up to 3x
faster
Faster
reporting
You told us to
show you
more data
New update
types available in
Change History
Report: targeting,
match type &
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
Improved
download
filtering in
Editor
Standardized
reporting
dimensions, new
report date ranges
& time zone
settings
Easy
find & fix
And bringing to advertisers what they are asking for…
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With a goal to create experiences advertisers love across search, display, mobile, and video to deliver high value consumer engagement
Simplicity
Data
Scale
Auto Tagging v1 Allowing Bing Ads users apply Google
Analytics to their Bing Ads account
Return on Advertiser Spend
Agency (Multi-Account) Dashboard Quick view with filtering, search & sorting across
all client accounts. Import of Google MCC structure.
Negative Keyword Libraries Groups of negative keywords tied to
multiple campaigns, and managed in one place.
Delivered
Editorial Notifications in UI Reducing the number of clicks required
to identify disapproved keywords and ads
Bing Ads Editor v10.1 • More download options
• Improved sync result window
• Enhanced conflicts resolution
• Smarter Find & Replace
• Enhanced Edit & Browser pane
• Advanced extension data management
Near Term
Longer Term
Unified Event Tracking Unified tracking across paid search and
display to accurately measure visitor
actions and provide actionable insights
Richer Ad Formats Enhancements to the search experiences
including ad copy, icons and ratings
Bing Ads US Product Roadmap
Mobile Sitelinks Existing sitelink extensions enabled to capitalize
on sitelink CTR increases
Product Ads New ad format to include rich product information
Search Terms Report
Reporting Clarity Update
Expand Search Query Report
V9 API Transition to new version, v8 sunset
Bid Landscape Insights into different bids per keyword
Electronic IO Saves effort in managing account payment & budget
Live = Dark gray Pilot = Orange In Development = Light gray Dates subject to change
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… but the feature I really want isn’t on your list
BingAds.UserVoice.com
Vote for features you want
Submit new feature requests
Track status of requested features
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Summary
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Microsoft Confidential
Questions & Answers
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