6 Kick Butt Bing Ads Features You Should Be Using

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6 Kick-butt Bing Ads features you should be using John Gagnon Bing Ads Evangelist @BingAds | @JmGagnon

Transcript of 6 Kick Butt Bing Ads Features You Should Be Using

6 Kick-butt Bing Ads features you should be using

John Gagnon

Bing Ads Evangelist

@BingAds | @JmGagnon

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UTM Auto-tagging

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Automatically Tag URLs for Google Analytics

utm_source=bing

utm_medium=cpc

utm_term={KeyWord}

utm_campaign={CampaignName}

Doesn’t change URLs in the web UI – only at delivery

Can fully override, or replace missing utm parameters

What does it add to the URL?

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Bing Ads Intelligence

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Hidden Gem of Search Marketing: Bing Ads Intelligence

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Clic

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Position

Why Position Matters: Click Volume

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Cool Tip: Age and Gender by Keyword

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Optimize the Partner Network

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Calculate your break-even CPC

How much money you make per action

Conversions per click

The most you can responsibly pay for a click – and still make money

CPA CVR x = Break-even CPC

#HeroConf | @jmgagnon | @bingads

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Optimize the Search

Partner Network

Break-out separately

like content campaign

Exclude poor performing

partner sites

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Get that data!

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Share of Voice:

Why you’re not showing

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The Share of Voice report – not as scary as it looks

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What share of impressions for the total marketplace

are you missing out on – and why?

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Keyword: Flowers

Share of Voice reporting

% Lost due to landing relevance .04%

% Lost due to rank 41% Bids + CTR

% Lost due to keyword relevance 8% CTR

% Lost due to budget 8% Budget

% Lost due to bid 6% Bid

IMPRESSION SHARE 36% WHAT YOU NEED TO CHANGE

Landing page and negative kws

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3 Quick wins from the Share of Voice report

Increase budget or change settings to accelerated.

1 BUDGET

Bid more. Your bid doesn’t meet the minimum we require.

2 BID

For quality scores of 8, 9 or 10 bid more, especially if ad position is >3.

3 RANK

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Deep dive on rank

1. An ad blocked by rank has passed ALL other filters

2. Rank is made up of 2 components:

MAX BID CTR RANK = x PREDICTED CTR

OF QUALITY SCORE CVR X CPA

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3. Is bid or CTR the problem?

Deep dive on rank (continued)

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Deep dive on rank (continued)

5. If CTR isn’t the problem, then move on to bid

#CZLSF | @jmgagnon | @bingads

MAX BID CTR RANK = x PREDICTED CTR

OF QUALITY SCORE CVR X CPA

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Bulk Edit to save time

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Use Bulk Edit

Find and replace

“Google” in the URL

Location, Time of Day,

and other targeting

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Top Mover

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Top Mover

Highest percent

change up or down

Possible causes:

• Account Changes

• Total Searches

• Competitive

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