Speaker Paul Apodaca, Senior Director of Product Planning Big Ads
Ensuring Bing meets advertiser needs
- Simplicity – Enabling advertiser success by providing efficiencies.
- Data – Insights & data that will lead to smarter business decisions
- Scale – Delivering experiences that consumers want
Web UI works at scale:
Increase limits and caps
Mobile management client
IOS and Android web UI client
Editor UI Refresh
Improved performance & stability
Improved upgrade experience
eIO US – Premium
Universal Event Tracking
Inline campaign data – you shouldn’t have to go to a report and then go somewhere else to take an action.
Saved and distributed reports –
Proactive performance notifications
Optimization home tab
Auction insights for the web
Near real time insights
Budget optimization – Attribution is critical. Optimization based on last click will lead to trouble. Need funnel reports. Don’t make it complex. Need to see “the journey” (the funnel) in aggregate.
New ad extensions – should they keep adding them? Consensus “yes”, but give us more control.
Rich annotations – These can be rolled out much faster than ad extensions.
Action Links – the ability to, for example, buy a movie ticket straight form the ad/search result.
Reviews – Brad Geddes – if you’re going to do this, please have an approval process.
Idea for Bing – Twitter add-on which captures email address and adds to your CRM.
Images – In pilot; make this go beyond Brand. Ie: if I’m Expedia, I want to put images of where you’re searching to show you how beautiful “that place” is.
Local – More granular targeted controls; Areas of Interest, County level, Neighborhood
As marketing shifts to multi-channel, there are very few things that expose the audience data.
What is the future?
Reach the right people with the right message at the right time and in the right mix of mediums. – Mark
Speaker Lars Hirsh, Lead Program Manager – Demand Management and Analytics, Bing Ads
Should you bid for “mybrand.com” – what is the value of brand keywords?
Do these add incremental clicks or cannibalizing free traffic? What about competitors?
Bing looked at 50,000,000 keywords in the tax vertical. They found interesting stuff.
How is this relevant to advertisers?
Brand Ads lead to more clicks (just the “brand” searched):
Brand Ad ML1 – 88 clicks out of 100 of the clicks
No Brand Ad – 56 clicks out of 100
How many organic clicks are just replaced by paid clicks?
Yes, there is some cannibalization
When brand owners are bidding, competitor’s share is 7%; when brand owner is not bidding, the competitor’s share is 18%. 1 out of 4 will go to the competitor when the brand owner is not bidding.
Depends on the brand term being searched as to what you may/may not lose.
****A search for Facebook, you’re not gaining much by advertising. AT&T Wireless searches – again, not losing much. A search for “AT&T” though is different…they’d lose 50% of their clicks if they don’t advertise on the brand. And finally, “Victoria’s Secret” would lose 2/3 of the clicks if they don’t advertise on the brand.****
Attribution Modeling –
Conversion Path Examples:
The small advertisers, this would be a tough sell (probably wouldn’t work for them). But, for large advertisers, it works. Once you have attribution weights, you can associate a given budget to each keywords that has a “certain weight”.
Bing has not done this modelling with Display data, only Search.