Excel with Bing: Skinny on the future of Bing

Skinny on the future of Bing

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• Meet the team• Latest updates• Pilots• What’s coming next

Agenda

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Frances Donegan-Ryan

Needs to be updated when final deck is ready but I've put in our flow here

We’re here to listen, answer your questions, take your feedback and get to know you!

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#BingThere#BingThere

Mark Irvine @MarkIrvine89

Wordstream

David Szetela @Szetela

FMB Media

Kim Farmer @_kfarmer Bing Ads

Seniha Koksal Bing Ads

Aaron Lauper Bing Ads

Frances Donegan-Ryan

@FrancesDRBing Ads

Helping you achieve business results

Powerful ad creation

Intelligent audience marketing

Account control and performanceFlexible and easy access

Efficient campaign management

Audience targetingActionable insights

Extensions and annotations Shopping and feeds

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What’s new in Bing Ads

Automated imports Use Enhanced CPC to automatically adjust your bids to help maximize conversions. Also, export your standard text ads to the Expanded Text Ads format.

Schedule your Google AdWords imports to run once, daily, weekly or monthly.


Bing Ads Editor updates

Accounts Summary reporting improvementsEasily segment, compare and download data from the Accounts Summary page.

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Shared Budgets import

Bing Ads app v2.6

Create a campaign with an improved workflow during the sign-up process.

Edit your Expanded Text Ads while on the go using your iOS or Android device.

Import your shared budgets from Google AdWords, and manage them with the Bing Ads Shared Budgets feature.


Improved sign-up campaign creation

API update for remarketing listsCreate, update and delete remarketing lists for Remarketing in Paid Search using the Bing Ads API.

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Keyword Planner in FR and DEExclude different audiences from your remarketing ad groups.

Identify ad groups and keywords to boost your campaign performance.


Ad group remarketing exclusions

Location and language targeting available for FR and DE

Ad group and keyword suggestions including historical statistics

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Bing Shopping Campaigns Scheduled Feed DownloadShowcase your products

in Product Ads with an image, text, pricing and your company name.

Save time by scheduling product feed downloads daily, weekly or monthly.


Bing Shopping Campaigns open beta

Bing Shopping Campaigns FTP and CAPI interoperabilityAccess and update your offer data using both FTP and the Bing Ads Content API.

Bing Shopping Campaigns change history improvementsSee changes that have been made to your campaigns more easily with improved change history reporting.

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Searchers can scroll horizontally on the search results page to see additional mainline Product Ads.


Bing Shopping Campaigns scrollable ads

Bing Shopping Campaigns support for Upgraded URLsUse Upgraded URL tracking templates at the account, campaign and ad group levels.

Bing Shopping Campaigns SERP improvementA title in the Product Ads mainline block on the search engine results page (SERP) can help you get more clicks.

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Multiple campaign or ad group selection for ad extensions Control when your ad extensions are delivered

to promote time-sensitive offers, improve campaign consistency and help reduce wasted clicks.

Associate ad extensions to multiple campaigns or ad groups at the same time. This feature is available for all ad extension types except Image Extensions.


Ad extension scheduling

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1. Talk to your Bing Ads Account Manager to be included in new and future pilots

2. Some pilots have participation restrictions based on: location, account size, business type, language etc.

3. You must be compliant with all Bing Ads Policies

If you don’t have a Bing Ads Account Manager talk to us!

Open Betas and Pilots

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Custom Audiences are a type of remarketing list that is created by a data management provider, like Oracle or Adobe. Using the Custom Audiences API, providers can import existing audience segments and related user lists into Bing Ads for search remarketing.

Custom Audiences

Works like remarketingCustom Audiences can be associated to ad groups as target and bid, bid-only, or as an exclusion.

Creates richer audiencesData providers can look to create richer audience segments for customers across their full dataset.

Uses your dataCustom Audiences allow data providers to use the audience data they already have.

Open Beta

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Sitelinks upgrade

• Double the number of maximum sitelinks per campaign / ad group Associate up to 20 Sitelink Extensions per campaign / ad group.

• Analyze specific sitelink performanceUse more granular reporting to get more insights for a particular sitelink.

• Improve sitelink managementCreate individual sitelinks and freely share them across campaigns or ad groups.

More sitelinks, more flexibility and granular reporting

Open Beta

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Dynamic Search Ads

• Reduce the burden of bulky operations• Find missed opportunities• Easy Targeting

Automatically target relevant search queries based on the content of your website

Open Beta

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Labels

•Easy filtering•Customized reporting•Automated Rules

Create customized segments of your ad entities

Open Beta

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Merchant Promotions

• Increased traffic volume• More informed shoppers• Improved market share

Highlight your special offers in Bing Shopping Campaigns

Open Beta

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Product Ratings

• Increased traffic volume• More informed shoppers• Improved market share

Highlight your top products with Product Ratings in Bing Shopping Campaigns

Open Beta

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Bing Intent AdsReach a high-quality audience through our full native ads solution

Native ads spend is expected to reach $21 billion in 2018 with an annual growth rate of 35 percent between 2013 and 2018.*A highly relevant audience. A variety of signals, such as search history, site remarketing and page content, help deliver ads that are highly relevant to customer intent. Boosted volume and more conversions. Scale your ads to a larger audience and increase your chances for conversions.

Search history

Browse history(Remarketing signals through

Universal Event Tracking)

Location Time of day

Content of page

Demographic User platform

Open Beta

Search-like ROI. Like with search ads, get cost-per-click pricing and a significantly higher click-through rate than display ads.Ease of use. Use familiar setup and campaign management tools that are fully integrated with Bing Ads.

#BingThere* Business Insider, “Spending on native advertising is soaring,” February 2015.

Impression-share metrics help you know how often your ads are performing in the search auctions compared to your competitors.

Impression-share data can also show common reasons your ads are losing impressions, including budget, bid, rank, relevance and click-through rates.

Inline impression-share metrics

View inlineSave time and steps by viewing impression-share metrics, alongside where you make changes to your campaigns.

Take actionView common reasons why your impression share may be low, along with specific steps on how to improve it.

Benchmark performanceImpression-share metrics show how often your campaigns are serving in the auction and how much room there is to grow.

The Future

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We’re releasing a new feature to help you adjust your bids based on the location performance of your ads. While many customers use location targeting, many do not use bid modifiers to adjust their bids based on the conversion performance of a given location.• If a given location is more likely to convert than other locations, a

positive bid modifier will be suggested along with conversion estimates.

• If a given location is less likely to convert than other locations, a negative bid modifier will be suggested along with spend savings estimates.

Make adjustments to your bids based on the location performance

Better performanceSuggestions are based on your conversion rates to improve your ROI.

Smart insightsWe look across hundreds of locations to find the ones best suited for bid optimization.

Simple to useYou can find these suggestions on the Opportunities page in Bing Ads online.

Location bid adjustment opportunity

The Future

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Multi-Image Extensions

Make your ads richer to increase traffic to your site.

Take advantage of this unique opportunity, available only on Bing Ads.

Combine with other ad extensions to increase engagement.

Make your text ad visually stand out by enhancing it with multiple images.

All-time Great Motorcycles – Top bikesAd . www.Fabrikam.com/motorcycles - FabrikamCheck out pics as well as performance and technical specs of the best bikes on the market.

Image CarouselImage Strip

Trucks SUVs Coupes Vans Hatchbacks

Contoso Auto – ModelsAd . www.Contoso.com - ContosoThe home of Contoso premium automobiles. All Contoso vehicles undergo a rigorous 37-point inspection. We only offer the best.

The Future

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In-Market Audiences

• 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

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.

The Future

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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.

Similar Audiences

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.

The Future

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1. Connect with us on social media

2. Keep up with news on our Blog bingads.com/blog

3. Keep sharing your feedback – We hearing from you

Thank you!

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Q A

© 2016 Microsoft Corporation. All rights reserved. Microsoft, Windows, and other product names are or may be registered trademarks and/or trademarks in the U.S. and/or other countries.

The information herein is for informational purposes only and represents the current view of Microsoft Corporation as of the date of this presentation.

Because Microsoft must respond to changing market conditions, it should not be interpreted as a commitment on the part of Microsoft, and Microsoft cannot guarantee the accuracy of any information provided after the dateof this presentation.

Microsoft MAKES NO WARRANTIES–EXPRESS, IMPLIED, OR STATUTORY–REGARDING THE INFORMATION IN THIS PRESENTATION.

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Excel with Bing: Skinny on the future of Bing