SMX Advanced 2014ELIZABETH MARSTEN

PORTENT, INC.

Bing Ads PLAs:Extended Edition

#smx#14B @ebkendo

Director’s

Cut

ELIZABETH MARSTEN (ME)

•VP of Search Marketing

•PPC, SEO, Social, Content

•@ebkendo

•http://bitly.com/bundles/ebkendo/5

•That’s what “kendo” is

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WELCOME TO SEATTLE! 3

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SO…BING ADS PLAS…

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2X4S AND PAINT 5

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CONFERENCE COMIC RELIEF ? 6

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CALLING UP REINFORCEMENTS 7

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Sam Owen

Hanapin Marketing

Heather Cooan

Clix Marketing

Logan Durant

Exclusive Concepts

THE SAME

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REQUIRED ATTRIBUTES

•Merchant Product ID

•Product Title & Brand

•Price

•Description

•Image URL & Destination URL

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FUNCTIONALITY 10

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•Export a feed

•Adjust the feed

•Test feed submission tool

•Promotional Text

•Webmaster Tools

ALREADY OUT OF DATE?

•Bing Ads Label

•Bing Ads Grouping

•Bing Ads Redirect

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BUT DIFFERENT

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MERCHANT CENTER

• Inside of Bing Ads!

• No auto-tagging,* UTM code fun

• Bingbot must be able to crawl your site

• Can take longer for feed approval

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DISAPPROVED ITEMS 14

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SWINGER? 15

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SIGN IN TRICKINESS 16

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• Have to use a Microsoft Account (MSA)

• Compatibility issues with Bing Editor

• Compatibility issues with 3rd party tools

UNDER YAHOO MANAGEMENT? 17

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You might want to be transferred to Bing management. Not required though.

Besides, we got an estimate of 3 weeks for one client.

Can I have some numbers… please?

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30 DAY NUMBERS 19

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Clicks Impr. CTR CPC Cost Conv. Cost/Conv.

CR

4,657 261,785 1.78% .43 $2,021 41 $49.31 0.88%

Clicks Impr. CTR CPC Cost Conv. Cost/Conv.

CR

394 51,260 0.77% $1.48 $581 6 $96.94 1.52%

AdWords PLAs

Bing Ads PLAs

ALL RIGHT, I’M SOLD. NOW WHAT?

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Negative KeywordsDon’t forget them.

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Average Position MetricDoesn’t really mean anything.

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Product Target Bid Go higher, not lower.

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All Products TargetUse it, lowest bid.

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Keep a General StructureNot worth expansion yet.

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Single SKU Product TargetsNeed a crazy high traffic space.

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Tech SupportThrough a form or rep.

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TRACKING

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TRACKING 29

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•UTM Codes

•Bing Ads Campaign Analytics

•SuperMetrics

•GA Dashboards/Annotations

•Destination URL

RICH CAPTIONS

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IT’S FREE! 31

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WHY NOT? 32

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•Submit feed through Bing Ads

•Same feed requirements

•Add UTM tracking (but…)

•Can’t separate out the traffic yet

•Make that GA annotation

SEOS WILL LOVE YOU 33

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SO, IS IT WORTH IT?

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Yes. Absolutely.But…

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SOME CAVEATS 36

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•Keep it simple

•Frame it as a “test” or experiment

•Expect lower volume

•Expect similar or lower CPC/CPAs to Google PLAs

NEW

It’s a simple channel with

good ROI.

#smx#14B @ebkendo NEW

Don’t expect a lot of support or features to roll

out in the near future.

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THE END ...

I”LL SEE YOU AT QUESTIONS TIME

@ebkendo

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