For more information, visit www.wordstream.com FACT: There are over 51 million unique searchers on the Bing Ad Network that do not use Google. If you're not advertising on Bing, you're missing out these potential prospects – that's a lot of traffic you're not even trying to turn into leads and sales! Getting started with PPC advertising on Bing can be confusing. That's why in this free webinar, WordStream Founder and CTO Larry Kim will partner with Bing Sr. Evangelist John Gagnon to answer the top 10 Burning Bing Ads questions. You'll learn: - How you can get a 23% lift with very little effort - How you can be most successful on Bing - At what point should you set up a Bing account? - What are the differences between Bing and AdWords? - What are some common mistakes people make in Bing Ads? - And much more! After watching this webinar, you'll learn how to make the most of Bing without adding to your PPC workload.

1. 10 BURNING Bing Ads Questions:
What You Need To Know Now!

2. John Gagnon, Bing Ads Evangelist
Search Nerd
Data Geek
I listen, speak and blog
Online Marketing Manager
Former Googler
Better analysis leads to smarter digital
marketing decisions. So I teach Excel
techniques to digital marketers.
Search
Excel

3. Larry Kim, Founder & CTO, WordStream
• Founder, CTO, WordStream, Inc.
• Been doing PPC & SEO for 10 Years!
• Provider of 20 Minute PPC Work Week
and AdWords Performance Grader
• #1 PPC Expert According to PPC Hero!

4. Today’s Agenda
• Brief intro to Bing Ads
• The Yahoo Bing Network: Millions of unique
searchers you’re missing out on!
• How to make your search efforts stronger
• 10 BURNING Bing Ads questions: what you need
to know now!

5. We brought you big improvements in 2013
+25% clicks
+900 feature updates
+21% increased efficiency
+100 new features

6. Biggest Differentiator
3 Tips for Stronger Campaigns
10 Burning Questions
Open Q&A

7. Is your search campaign
ignoring nearly one-third of
the US market?

8. 168M
One ad buy through Bing Ads reaches
168 million unique searchers on the
Yahoo Bing Network.

9. 5.5B
29%
monthly searches on
Yahoo Bing Network
of the search market

10. 114M
UNIQUE
SEARCHERS
11% share
2.1B MONTHLY
SEARCHES
110M
UNIQUE
SEARCHERS
18% share
3.3B MONTHLY
SEARCHES
168M
UNIQUE
SEARCHERS
29% share
5.5B MONTHLY
SEARCHES
NETWORK

11. Our searchers spend more
[VALUE]

12. What can you do to make your
search efforts stronger?

13. #1. Device-specific ads are a must for better results
PC Delivered
Mobile Delivered
Tablet Delivered
3.57%
3.3%
2.96%
1.54%
2.86%
1.50%
2.48%
1.83%
1.53%
1.01%
1.11%
0.34%
PC
PC +
Tablet
Mobile + Mobile +
PC +
PC
Tablet
Mobile
Mobile + Mobile + Mobile +
Tablet
PC +
PC
Tablet
Tablet
PC +
Tablet
Mobile + Mobile +
Tablet
PC +
Tablet

14. Device targeting capabilities
Targeting devices and operating
systems allows optimization of ad
creative, landing experience and bids
for different devices.
 Serve ads to users based on
device or OS
 Utilize device optimized
campaigns and
drive higher ROI
Microsoft Confidential

15. #2. Bing Ads Intelligence is a gem for search marketers

16. Continuously strengthen broad match performance
Investment in matching technology includes:
Click
prediction
modeling
Matching
technology
fine-tuning
Past, present,
customized
algorithms
Quality /
relevance
protection
Conversion
and click
quality metrics

17. #3. Use Broad Match. Improved for more conversions
120
6.28%
5.44%
100
80
4.34%
4.49%
4.73%
6.60%
6%
5.50%
4.62%
4.60%
7%
5%
3.91%
4%
60
3%
40
2%
20
0
$16.39
$16.09
$15.75
$17.00
Jan-13
Feb-13
Mar-13
Apr-13
broad match clicks
$18.33
May-13
$17.99
Jun-13
1%
$14.65
$14.97
$12.48
$11.45
Jul-13
Aug-13
Sep-13
Oct-13
cost-per-conversion
0%
conversion rate
Microsoft internal data, 2012 – 2013

18. More clicks and more conversions
70%
more clicks
27%
more clicks
Microsoft internal data, Oct 2013

19. The truth about match types and quality score
Broad match
performance
does not impact
exact or phrase
match Quality
Scores
1. Always view Quality Score through
the lens of the match type
2. A lower than desired Quality Score
indicates an opportunity to refine
3. Review the most granular levels
when evaluating broad match
performance

20. 10 Burning Questions

21. 1. Who should be on Bing Ads?
Top Verticals.
Folks who like lower CPCs and lower competition.
And other reasons.
Besides everyone.

22. Can’t miss share of paid search clicks

23. The YBN unique audience is strong across verticals
Unique Total
Autos
Business
& Finance
Education
Telecom
Travel
Retail
Unique YBN
Users who also Google
1 Million users
Audience data represents Bing Web and Yahoo U.S. Web Search from comScore qSearch (custom), US, September 2013. Industry categories based on comScore classifications.

24. Infographic: “Stop Treating the Yahoo! Bing Network Like
the Red-Headed Stepchild”
Jonathan Long
President
Market Domination Media
“CPCs were usually 37% to 77%
lower on YBN than AdWords’ CPCs”
“There were 36% fewer active search
marketers on YBN to bid against”

25. Diversify.

26. 2. When should I start?
Depends. Bing Ads Express.
Customer Service.
20%-30% optimization growth.
Besides right now.

27. 3. What are you favorite Bing Ads features?
Bing Ads Intelligence
Share of Voice
Incremental Bidding

28. 1.Bing Ads Intelligence – Download it at keywords.com
2. Share of Voice reporting
3. Incremental Bidding

29. 4. What are some common mistakes people
make with Bing Ads?
Fixes upon import.
Forgetting keyword gaps.
Forgetting device specific campaigns.
Not customizing experiences.

30. 1. Fixes on import
• URL Tracking {creative} to {adid}
• Geographic targeting
2. Forgets to fill gaps
3. Doesn’t take advantage of broad match or mobile
4. Doesn’t take time to customize experiences.

31. 5. What are the smart keyword strategies I can use
on Bing?
Keyword Discover + Focus.
4-5 words in a keyword?
SKUs. Call oriented keywords.

32. Discovery: Volume
Refine: CVR & CTR

33. Outside of brands; Sweet spot ~4-5 based on CPA
Recap on
CPA trend…
That’s bad
Only 0.18% of Clicks
came from KWs with
more than 7 or more
Opinion – Why go
broad on 6+token
KWs?
Microsoft internal data, Oct 2013

34. 6. How can I get a 23% lift with very little effort?
Sitelink Extensions.
Tip: Don’t miss the opportunity to be strategic.

35. Be strategic with Sitelink extensions
luxury hotels minneapolis
hotels near metrodome minneapolois

36. 7. What is Quality Score and why should I care?
Quality Score helps you prioritize your
optimizations. And it’s match type-specific.

37. Focus on Keyword Relevance

38. 8. Does Bing have Enhanced Campaigns?
Yes, we are compatible with Google’s Enhanced
Campaigns with one helpful twist; you can target
by device with Bing.

39. Device targeting capabilities
Targeting devices and operating
systems allows optimization of ad
creative, landing experience and bids
for different devices.
 Serve ads to users based on
device or OS
 Utilize device optimized
campaigns and
drive higher ROI

40. 9. How can I be most successful on Bing?
Invest some time with us.
Focus on fundamentals: negative keywords, ad
copy testing, and use extensions.

41. 10. Where is Bing going in 2014, and beyond?
Slow, steady climb in market share. Bing is
at 18.2%
Smart Search in Windows 8.1 is an example
of how search is changing – and Bing is on
the front lines.

42. Windows 8.1 Smart Search Ads
Visually Impactful
Ad Experience is
useful for Consumers

44. Thank you for attending
WordStream and Bing’s webinar!
Sign up for a free trial of PPC Advisor today:
http://www.wordstream.com/ppc-free-trial
Or contact us directly:
Larry Kim
lkim@wordstream.com
http://twitter.com/larrykim