Post on 15-Apr-2017
#SMX #12B @PurnaVirji#SMX #12B @PurnaVirjiBy Purna Virji, Senior Training Manager, Microsoft
Bing Ads:Navigating the
New and Upcoming
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What do I need to
do?!
#SMX #12B @PurnaVirji
#SMX #12B @PurnaVirji
WRITER SPEAKER
All the jobsSENIOR PPC TRAINING MANAGER
ETAs Devices Most Wanted Ad Updates
Let’s explore:
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Expanded Text Ads
aka.ms/try_eta
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Open
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We know this.
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Do I need to migrate STAs?Nope.- New mobile-optimized
ad format. - Requires separate ad
creation- Works with all
extensions
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Are UURLs necessary? Yes, need final URLs for
ETAs UURL migration *not*
necessary for STAs Mixed mode is allowed
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#SMX #12B @PurnaVirji
So ETAs and STAs can run simultaneously?Yup! We recommend that, especially right now. - Helps avoid impression
loss- System chooses most
relevant ad
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Can I import from AdWords?Absolutely! - Use BAE v 11.3- Run get changes/full
account- Can also bulk manage
within BAE v 11.3
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How do we handle truncation?We do truncate. Exact guidelines are still TBD.
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Can I have capitalization in my URL?Certainly!
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Device and Demo
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Device Targeting
Now getting even better.Desktop 0% to +900%Tablet -100% to +900% Mobile -100% to +900%
Soon
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How does that compare to AdWords?
Soon
#SMX #12B @PurnaVirji
Device Targeting
Mobile is shifting behavior.
southwest airlinesexpediaunited airlinesamerican airlinesdelta air linesgroupontravelocityus airwaystripadvisorjetbluesouthwesthotels comdeltapricelineorbitzspirit airlinesallegiant airexpedia comalaska airlinessouthwest com
Top 20 PC searches
southwest airlinesexpediaunited airlinesdelta air linesamerican airlinestravelocitytripadvisorgrouponjetblueus airwayspricelinespirit airlinesorbitzallegiant aircheap flightsfrontier airlinesvrboalaska airlinesenterprise car rentalsouthwest
Top 20 Tablet searches
Bing internal data
southwest airlinesexpediaunited airlinesamerican airlinesdelta air lines
southwest airlinesexpediaunited airlinesdelta air linesamerican airlines
Virtually identical travel queries on PC/Tablet as people research, plan and book travel
PC vs. Tablet Travel Searches
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PC vs. Mobile Travel Searches
Bing internal data
southwest airlinesexpediaunited airlinesamerican airlinesdelta air linesgroupontravelocityus airwaystripadvisorjetbluesouthwesthotels comdeltapricelineorbitzspirit airlinesallegiant airexpedia comalaska airlinessouthwest com
Top 20 PC searches
southwest airlinesexpediaunited airlinesamerican airlinesdelta air lines
new york nysouthwest airlineslos angeles cagrouponunited airlinesexpediaamerican airlinesdelta air lineswashington dcenterprise car rentalorlando flsan diego casan antonio txlondon englandsan francisco cataxi servicestravelocityhotelsus airwaysjetblue
Top 20 Smartphone searches
new york nylos angeles ca
washington dcenterprise car rentalorlando flsan diego casan antonio txlondon englandsan francisco cataxi services
More likely to be
searching forin-
destination/ local
activities, transportation
options#SMX #12B @PurnaVirji
@PurnaVirji
Exploring Further(speed round!)
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#SMX #12B @PurnaVirji
Automated Workflows
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Auto-bidding (CPC & Conversions)
Auto adjust bids in real time -100% to +30%Can opt out of any ad group or KW
Live
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Live
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LiveThere is a new Bid strategy field in Campaign settings
Two bid strategies: Manual CPC and Enhanced CPC.
Simply select Enhanced CPC to enable your campaign
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Schedule Google Imports1. Schedule on demand,
weekly, monthly etc.2. View, edit, pause or
delete3. Get history
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#SMX #12B @PurnaVirji
Most Wanted
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Shared Budgets Open
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Labels Open
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Ad Extension Scheduling Soon
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Ad Group Remarketing Exclusions
Open
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PLAs:Upping the visual appeal
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Merchant Promotions Open
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Flyers Closed
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Product Ratings Open
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Price Drop Alerts Live
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#SMX #12B @PurnaVirji
Thank you!
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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 THEI NFORMATION IN THIS PRESENTATION.
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