Desirea Calvillo, Sr. Product Marketing Manager, Search @ Kenshoo
Last week Kenshoo and Bing joined forces to host a live webcast about the 5 Signs You’re Underutilizing Bing Ads. If you missed the live webcast, you can still watch the recording on-demand, or simply keep reading to find out some of the juicy tips we shared.
On-demand webcast experience has downloadable content, helpful links, and clickable chapters:
Now, some of these tips may sound incredibly simple, and you’re thinking “well duh, of course you should be doing that” but you’d be surprised how often we see accounts missing some of the basics. So consider this a friendly reminder, and double check your own accounts. It’s easy to get lost in the weeds of optimization, particularly when you’re managing a large account.
Without further ado, let’s begin our countdown…
You aren’t utilizing all supported Ad Types & Ad Extensions
Opting into strong performing ad types and extensions is so very important to maximizing your overall performance on Bing. We know that Ad Types are always evolving, so we’ll concentrate on where you can get the most bang for your buck: Sitelink Extensions, Dynamic Search Ads, and if you’re in retail, Shopping campaigns. Maximizing sitelink extensions to improve CTR can lower CPC and increase ROI, which is a foundational must in not underutilizing Bing. Now, when I say “maximize” I really mean MAXIMIZE! See the figure below from Microsoft’s internal data 2018 — You may double your CTR by adding 1 or 2 sitelink extensions, but when you have 6 or more, we’re seeing 18x improvements in CTR! These statistics cannot be ignored. The proof is in the pudding.
Microsoft Internal Data, 2018
Dynamic Search Ads are equally as impressive with these performance results:
And if you are in retail you want to be sure you are leveraging Shopping on Bing Ads. These performance numbers cannot be overlooked:
For more on Ad Types & Extensions and best practices from our Kenshoo & Bing experts, check out the recorded Webcast.
You aren’t using automated bidding
If you’re still living in the world of spreadsheets and weekly (or dare I say monthly) optimizations, then you’re really missing out. We are in the era of real-time bidding and optimization. If you haven’t caught up yet then you’re saying “Please, help yourself to my Customers and Revenue” to every single one of your competitors between each of those infrequent optimizations. It’s time to use the power of machine learning and AI to make better decisions faster.
You haven’t opted into the Syndication Network
Are you afraid you won’t have control over where your brand appears? Do you think your ads will appear on a bunch of low traffic mommy blogs or foreign clickbait sites? Well, have no fear! The Bing Syndication Network is here, and it’s awesome. Seriously, this isn’t a broad network of questionable sites. The Bing Syndication Network is like the VIP Galla of networks, and this party is Black Tie & invitation only. So if you’re looking for expanded reach with quality traffic, lower CPCs, and higher ROI — you really need to make sure you’ve opted in. It’s also an opportunity to gain further reach for your mobile strategy, as much of Bing’s mobile expansion is placed within the Syndication Network.
You aren’t using audience targeting
If you’re still saying “audiences are for Display” then you’re really behind the times. Open your eyes Search Marketers — Audiences in search are here to stay, and they are crucial to your future success. Search has evolved into a chasm of personalization and if you’re not paying attention to the uniqueness of your various audience segments, then your competitors will — and they will win. Search is no longer one size fits most, and Bing has really upped their game in the Audiences department. We’ve seen amazing results with our clients on Bing’s In-Market Audiences and Remarketing Audiences. Do you really want to miss out on a 17% increase in Conversion Rate or 34% Increase in Conversion Rate? I didn’t think so.
* Source: Microsoft internal data; U.S. pilot performance data using “bid only” targeting on Bing owned and operated traffic, April 2018.
*Source: Microsoft internal data, performance on U.S. traffic on the Bing Network using bid-only targeting, October 2017.
You have more campaigns on Google than you do on Bing
This is definitely the “well duh” tip on the list, and that’s why it’s #1. You’d be surprised how often we see this. The most common instance of this actually occurs with Shopping Campaigns. Time and time again I’ve seen retailers with fully built out and optimized Google Shopping Campaigns, with little to nothing running on Bing Shopping. This is a huge miss! If anything, because of the low CPCs and high return, you should be starting with Bing Shopping and once that’s fully maximized, spend the rest of your budget on Google. But, since this often isn’t the order of operations, Kenshoo built Campaign Mirroring to help you realize your shopping campaign (or keyword campaign) potential. So, if your Google campaigns are already detailed and awesome, you can expand that awesomeness over to Bing effortlessly with just a few clicks of your mouse and even keep it in sync over time with every change. Campaign Mirroring really takes the “paign” out of building campaigns.
For more tips and an in-depth look at Bing Ads best practices from our Kenshoo and Bing experts, check out the Webcast recording, which also has links to a plethora of helpful content so you can start maximizing your opportunities with Bing Ads.
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