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Welcome to advertising on Bing Webinar

Welcome to advertising on Bing Webinar. 1. Microsoft Advertising adCenter: Intro to Search Advertising Basics. 2. We look forward to helping you expand your online reach with Bing. Host : Cedric Chambaz , Marketing Lead, Microsoft

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Welcome to advertising on Bing Webinar

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  1. Welcome toadvertising on BingWebinar 1

  2. Microsoft Advertising adCenter: Intro to Search Advertising Basics. 2 • We look forward to helping you expandyour online reach with Bing. • Host: Cedric Chambaz,Marketing Lead, Microsoft • Expert presenter: Katrina Morris,Search Media Strategist, Microsoft

  3. Bing is where decisions are made. 3 • Bing – more organised, visual results • Unique UK experience: London-based team working to ensure a quality search experience • Bing Visual Search: A more visual search experience

  4. It’s simple to get up and running with Microsoft Advertising adCenter. 4 • Create your first campaign with these building blocks: • Budgeting, bidding, and targeting: Decide how much you want to spend and who you want to reach. • Ads and ad groups: Organiseyour ads into groups. • Keywords: Select the words that trigger the display of your ads.

  5. Select theright keywords. 5 • Carefully choose the words and phrases that are most relevant to your products and services. • Example: If your business only sells flights, don’t bid on keywords like ‘flight simulation’ • Choose among broad, phrase, and exact match to expand your keyword reach. • Example: if your keyword is "red toy boats" and you have selected match types exact match and broad match, then your ad could serve if a customer searches for “boats red toy” or “ red toy boats”. • View match types tutorial.

  6. Bid competitively. 6 • Achieve a more favourablead position on Bing results pages and drive more site traffic. • Increase your potential to receive more ad clicks and conversions. • Over time, build a solid history of relevant ads and high click-through rates, helping your ads to display in the top position more often. • For more tips and examples, view the video tutorial on bidding.

  7. Attract customers with compelling ad copy. 7 • Use popular keywords in your ad titlesand text. • Speak in your customers’ language,using tone and vocabulary that matchyour target audience. • Be specific, with a call to action and the product’s price, if applicable. • Use what works, and remove what doesn’t. Monitor your ads’ click-through and conversion rates. • For more tips and examples, view the video on ad copy best practices.

  8. Follow our Editorial Guidelines. 8 • Microsoft Advertising adCenter is committed to a safe, relevant search marketplace, the highest quality online experience, and helping you get your ads live quickly. • Our editorial review ensures that ads are following Editorial Guidelines, and that they’re well-written and relevant to users’ search queries. • If you feel strongly that your ads or keywords were disapproved incorrectly, you can appeal the decision. Simply contact adCenter Support .

  9. Looking for your ad? 9 • Microsoft Advertising adCenter offers an Ad Preview Tool, which lets you quickly confirm that your search ad is showing up correctly on Bing. • Check your settings if you suspect that your ads aren’t appearing as expected. • Make sure your account, campaign, ad group, ads, and keywords are all active. • Review your budget to ensure that you have budget dollars remaining. • Your targeting and language and marketing settings might be preventing you from seeing your ad.

  10. Measure your success. 10 • Use adCenter reporting tools to find out what is working, and then maximisethose opportunities. • You can request reports by time period within three categories: delivery, billing & budget, and targeting.

  11. Each of these elements of a campaign can be adjusted to help improve your campaign results: 11 • Keywords • Bids • Ad copy • Landing page

  12. Fine-tune your marketing strategy by focusing on these key performance indicators: For more tips and examples, visit our Support Center. 12 • Click-through rate • Traffic volume • Relevance • Cost per click

  13. We can helpyou get started. 13 • Our search experts can assist you with planning, creating, analysing, and optimisingyour first search advertising campaign with the QuickLaunch Program . • To be eligible for this program, we ask that you set a budget of £250 a month. • QuickLaunch is the smart way to jump-start your success.

  14. Get your information straight from the experts. Select your preferences by signing in to Microsoft Advertising adCenter. 14 • Subscribe to free Microsoft Advertising adCenter marketing communications: • Free expert advice • Inside scoop on special offers • Optimisation tips • Video tutorials • Highlights from Support Center • Notes from the Community

  15. Bing will soon help you reach more consumers with less effort. 15

  16. A new competitive choice. 1. comScore qSearch (custom), November 2010. 16 • Two search giants joining forces to offer advertisers a new choice in search: Your potential customers will soon be making a decision on Bing and Yahoo! Search. • Cost-efficient way to connect to a larger, highly converting audience: With the combined power of Bing and Yahoo! Search, you have access to an audience of 23 million searchers in the U.K. providing 435 million monthly searches.1 • Unique Bing and Yahoo! Search features create loyal users who want to make travel plans, find local restaurants, or compare prices on hot products. • Reach Yahoo! and Microsoft combined audiences through a single global platform, adCenter.

  17. Question and answer session. 17

  18. Now is the time to extend your reach with ads on Bing. 18 • Microsoft Advertising has plenty of resources to help you stay on top of your search efforts. • Microsoft Advertising adCenter newsletters and bulletins: Sign in to https://adcenter.microsoft.com/?mkt=en-gbto select your preferences • Microsoft Advertising adCenter Support: https://support.adcenter.microsoft.com/default.aspx?productkey=Adcenterss&mkt=en-gb&st=1&wfxredirect=1 • Microsoft Advertising Support Center: http://advertising.microsoft.com/uk/support-centre • Microsoft Advertising Community: https://community.microsoftadvertising.com/Communities/Advertisers/adCenter/Default.aspx • Microsoft adExcellence: http://advertising.microsoft.com/uk/support-centre/training-accreditation

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