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4 in 5 Consumers conduct local searches on search engines across devices. These local searchers are ready to act. 3 out of 4 mobile, and 2 out of 3 PC/tablet searches end in a purchase bringing customers into brick-and-mortar stores. In time for this holiday season, Bing Ads is releasing many enhanced location targeting updates that will help advertisers refine and define PPC campaigns that increase relevancy and ROI by targeting customers in the right place at the right time.
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Reaching the Right Audience with Advanced Location TargetingAugust 2014
4 in 5 consumers conduct local searches on search engines across devices
Source: comScore, Neustar Localeze, and 15 Miles, Trends Shaping Local Search in 2014
Local searchers are ready to act
searches end in a purchase bringing customers into brick-and-mortar stores
3 out of 4 mobile
2 out of 3 PC/tablet
Source: comScore, Neustar Localeze, and 15 Miles, Trends Shaping Local Search in 2014
Consumers want ads customized to their location
Source: Ipsos MediaCT, Purchased, and Google, Understanding Consumer’s Local Search Behavior, 2014
67% of smartphone users
72% of PC/tablet users
want ads customized to their city/zip code
Implications for Advertisers
Reach and attract new customers based on their geographical location or search intent
Effective targeting means higher quality conversion and greater ROI
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Leverage variety of location targeting features that give you the control and flexibility
Zip code Radius Combinational targeting Intent/Interest based Enhanced reports Location extensions
Bing Ads can help with advanced location targeting
Zip Code Targeting
Note: though Bing Ads provides advertisers higher relevance with hyper-local targeting capabilities such as radius (down to 1 mile) and zip code targeting, advertisers need to be mindful of the decreased impression volume with more granular targeting selections.
• Reach local customers by targeting or excluding your ads by zip codes
• Increase targeted conversion while keeping budget under control
Optimize campaigns at a more local level by targeting customers within zip codes
Markets Availability
US Sept, 2014
UK TBD
Radius Targeting
Target a radius from an address, city or zip code
• Enhanced granularity from 1 to 500 miles or 1 to 800 km in increments of 1 mile/km
Note: though Bing Ads provides advertisers higher relevance with hyper-local targeting capabilities such as radius (down to 1 mile) and zip code targeting, advertisers need to be mindful of the decreased impression volume with more granular targeting selections.
Markets Availability
All 35 Bing Ads markets
Sept, 2014
Combinational Targeting
• Target customers in different desired locations with different targeting techniques within the same campaign. E.g. targeting 5 miles radius from a zip code in Seattle, and city of Redmond at the same time
Visualize targeting regions through a beautiful map with polygonal outlines
Gain better control and increased precision by using a preferred targeting combination
Markets Availability
All 35 Bing Ads markets
Sept, 2014
Intent or Interest Based Targeting
• Attract out of town customers by targeting those who search for or view pages in geographic areas selected by the advertiser
• Useful for travel industry
Reach users who search for but are not physically in your targeted location
Markets Availability
All 35 Bing Ads markets
Sept, 2014
Enhanced ReportsInsights on which location types generate the most engagement
After• “Location type”
distinguished between Physical or Intent
• Granular locations by any geo-tier or type
• Report did not clarify which type of location
Before
Search Engine Users Use Location Information in Ads
Enable navigation directly into Bing & Yahoo Maps to find your business
Increase user engagement and click through rates by up to 33%
Enable Location Extensions
Bing AdWords
Foundational Country, State, city, Nielsen DMA (US)
Advanced Targeting
Zip code targeting (US)
Radius target by 1 mile/kilometer increment.Up to 2,000 radius targets, compared to 500 supported in Adwords
Intent/Interest targeting(only target users who are searching for or viewing pages about your targeted location)
Combined location and radius targeting
Up to 10,000 geo targets¹ and exclusions in a campaign or ad group²
Reporting by location type and by any geo-tier
Bing Ads versus AdWords Location Targeting
1. Geo targets refers to country, state, DMA, city, zip code level of targeting as well as exclusions. The 10,000 limit applies to all geo targeting mechanism.
2. If geo targeting is set at both ad group and campaign level, ad group targeting overrides campaign level targeting.
See slide animation in presentation mode
Call to action
Enable advanced targeting features like zip code or radiusTarget local customers and keep budget under control
Activate geographic intent or interest based targetingReach customers not by where they are but by where they want to be
Enable Location Extensions to drive store trafficTarget customers in local areas & drive store discovery
Evaluate/adjust performance with advanced reportingIncrease customer conversion and ROI
Microsoft Confidential
Backup slides
Microsoft Confidential
International Cities TargetingOptimize campaigns at a more local level by targeting customers within a city or across cities. Select to target or exclude ads by city.
Markets Availability
Existing
September2014
TBD
US UK FR CA
DE ES IN
BR TW
IT
CN
AU
© 2012 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 to be a commitment on the part of Microsoft, and Microsoft cannot guarantee the accuracy of any information provided after the date of this presentation. MICROSOFT MAKES NO WARRANTIES, EXPRESS, IMPLIED OR STATUTORY, AS TO THE INFORMATION IN THIS PRESENTATION.