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Power Your Bing Ads: 3 Surefire Tools To Enhance Your Account Performance

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Presenters• Eric Couch

– Bing Ads Account Manager– Blogger on Bing Ads

– @ecouch11

• Carrie Albright– Senior Account Manager at Hanapin Marketing

– Blogger on PPC Hero

– @Albright_C

Live Poll Question #1

How long have you been in PPC?#thinkppc

A. Less than 1 yearB. 1-3 yearsC. 3-5 yearsD. 5+ years

Live Poll Question #1

Live Poll Question #2

How do you manage your account(s)?#thinkppc

a) I’m part of an in-house PPC team.b) I do all the marketing myself.c) I work with an agency.d) I’m a consultant.

Live Poll Question #2

Interface ToolsBing Ads IntelligenceNew Features

Interface Tools

Universal Event Tracking

Universal Event Tracking One tag for all your campaigns and accounts Improved

ROI

Measure and optimize campaigns more effectively by tracking site level activity like duration on site, average pages visit and more.

Saving time and effort

Tag your entire site once. No need to generate new tags each time a new account or conversion goal is added.

Better campaign attribution

See how your customers interact and convert across devices, campaigns and accounts for better insights.

Audience Based Buying

Implement once - Universal Event Tracking tags are also Remarketing in Paid Search tags.

One tag, multiple conversion goalsUnderstand what your customers are doing

Track goals such as:

Destination URL: User reached “Thank You for purchase” page after buying something.

Duration per visit: User spent 10 min or more playing a game on your site.

Pages per visit: User flipped through all 10 pages of a catalog.

Custom event: User played a video for 10 seconds.

What is the difference between a tag and a goal?• With one tag you can track as many goals as you need.

• Using just one tag across all of your site allows you to add goals later without having to make changes to your website script

TagGoals

Tag creation

Tag IDxxxxxx

New reporting metrics in Bing AdsOptimize across your entire conversion funnel and make better decisions

Get enhanced insights with new performance metrics such as:

• Total visits• Average duration per

visit• Pages per visit • Bounce rates

Metrics available in the following reports

• Keyword• Account• Campaign• Ad Group

Getting started with Universal Event TrackingImplement directly on your webpages or utilize a supported Tag Management System

Place the tag in a supported tag

management provider template or copy/paste

the tag in their UI.

Tag Management Systems

Place the Universal Event Tracking tags directly on your web

pages.

Bing Ads

Supported Tag Management Systems

Out of Box Tested Template Ready

Google Tag Manager Not Supported (currently in progress)

Adobe Tag Manager Not Supported

Signal (BrightTag) Not Supported

Ensighten

Tealium

QuBit

Impact on Your Account

1. You have to.

2. Who doesn’t want more analytical data?

3. The Future

Common Issues like this:

Or this…

Lots of traffic…. But no conversions

Remedy

What are you actually tracking

Review URL syntax

Review GA for “bing” data

Fun Bing “Extras”

Auction Insights

UNIQUE SEARCHERS2

UNIQUE SEARCHERS1

UNIQUE SEARCHERS1

UNIQUE SEARCHERS2

UNIQUE SEARCHERS1

UNIQUE SEARCHERS1

Auction Insights *Plus*

UNIQUE SEARCHERS2

UNIQUE SEARCHERS1

UNIQUE SEARCHERS1

Auction Insights *Plus*

Bing Ads Intelligence

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.

Bing Ads Intelligence toolCreate more effective campaigns with a powerful keyword research tool right in Excel

Keyword Research

Keyword Research

Keyword Performance

Keyword Performance

Keywords on Your Site

Keywords on Your Site

Keywords on Your Site …?

Keyword Demographics

Keyword Demographics

Keyword Templates

Keyword Templates

Keyword Templates

Keyword Templates

How to get started

• Download Bing Ads Intelligence from the “Tools” menu in the Bing Ads UI.

• Requires Microsoft Excel 2007 or later, PC-only.

• Enable the Bing Ads Intelligence plug-in in your Excel options.

• Log in to your Bing Ads account to use your new tools.

New Features

Bing Shopping Campaigns

Previous Bing PLA Layout

New Bing Shopping

New Bing ShoppingAlready have Bing PLAs? Set your new campaign

to “medium” or “high” priority

so Bing knows to utilize the

new campaign’s list first!

New Bing Shopping

Product Targets

Shopping Campaigns

Performance By Platform

Day-to-Day performance

Remarketing in Paid Search

Not all searchers are created equal

Brand familiaritySearchers who have visited your site and are more familiar with your brand and products are more likely to convert.Shoppers who leave96% of first time visitors leave websites without converting. 70% of shoppers put products in the shopping carts but abandon.

Second chance Remarketing In paid search gives you a second chance to convert or engage with customers.

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A second chance to influence users to convertRe-engage with audiences that have previously visited your website.

User added in

remarketing listYour website

User searches on Yahoo Bing

NetworkYour ad is

served

YOUR AD

User leavesUser

USER RETURNS TO YOUR SITE

Getting Started with Remarketing

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Place Universal Event Tracking (UET) tags across your website.

Define and create Remarketing Lists based on user activity or pages users have visited.

Engage with these audiences by customizing bids, ads and keywords to those who search on the Yahoo Bing Network.

Segmenting: Define and create audiences

Identify, segment, and target users based on the specific stage of the buying funnel—from visiting the home page to making a purchase.

Home page

Category or form pages

Shopping cart

Thank you pages

Segment and target past visitors

Bid on new keywords or expand your match types that targeting these highly qualified audiences.

Cake, muffins

Broadening keywords

Engaging with your audiences

Tailor ads and landing pages based on which remarketing lists users belong to.

Customizing ads

Apply bid adjustments to rank higher/lower based on which remarketing lists users belong to.

Adjusting bids

Increase by %

Your Ad

Optimize bids and ads based on the journey your customers take

Home page

Category page

Product page

Shopping cart

Thank you pages

Adjusting Bids Customizing Ads

“Discover new deals”

“25% off today”

“limited time offer”

“Free shipping”

“Have you tried…”

Increase bids by 50%

Increase bids by 100%

Increase bids by 150%

Increase bids by 900%

Increase bids by 200%

Broaden keywords and expand match types to qualified audiences

Home page

Category page

Product page

Remarketing campaigns Traditional campaigns

[vacations]

“hotel deals”

hotels in Chicago

vacations

best hotels

hotels

Broadening your keywords can help you increase traffic and deliver a good ROI by targeting more qualified audiences

Strategy Recommend setting

Adjusting bids Bid only

Customizing ads Target and bid(create a new campaign and/or ad group)

Broadening keywords Target and bid(create a new campaign and/or ad group)

Improving your ROI with these Remarketing tactics:

Bid only: Your ads will show any time your keyword targeting matches, but you can also increase your bid for users searching on your keywords.

Target and bid: Your ads will only show if you are bidding on that keyword AND the user is in your remarketing list. Use caution when using Target and Bid – setting will restrict your traffic.

Key features to know for pilot

Remarketing lists are assigned at the ad group level

Must have at least 1000 users in a remarketing list before the list can be utilized

For bid adjustments: +900% or -90%

Remarketing lists are stored at the customer level and can be shared across accounts and campaigns

Create 100 remarketing lists per customer

Can associate 100K remarketing lists at the account level

Excluding or negative targeting users is not currently available

Tips to get startedImplement Universal Event Tracking across your entire web and mobile site

Create your remarketing lists based on behavior that is important to your businessAnyone who visited your site, users who visited a specific category, shopping cart abandoners, recent converters, loyalty members, lead form page, etc…

Test your remarketing lists by making associations to ad groups without any bid changes as a risk free way to validate if and how many users in your remarketing lists are coming back to the Yahoo Bing Network and what the performance of those users are.

Take advantage of campaign strategies such as adjusting bids, customizing ads and broadening keywords.

Monitor and adjust your remarketing lists and associations by testing bids, ads and keywords. It’s an iterative process!

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PPC Retainers

Need some assistance for your PPC? We offer on-going and one-time retainers.

Learn More:

http://www.hanapinmarketing.com/ppc-retainers/

Live Q&A Time!

Have more questions?

Thank you for attending our webinar! #thinkppc

• Contact us Directly:

» Hanapin Feedback: marketing@hanapinmarketing.com