August 20, 2019
Leveraging CRM Data to Dictate SEM Investment
It’s pretty common knowledge that advertising on Bing is a no-brainer. After all, Bing owns approximately 30% of the U.S. search engine market, and advertising there allows you to access nearly 5.6 billion annual searches. But an often overlooked aspect of Bing advertising is the cool (and useful!) features that you can’t find anywhere else (we’re looking at you AdWords). These features can help you improve performance and better target your core customers, while also helping you better understand your core audiences and draw conclusions across platforms.
With any Search Partner network, there is always room to doubt the quality of the individual Search Partners. In some platforms, you can’t adjust your bids for unique Search Partners, let alone opt out of specific partners. With Bing, you can make data-driven decisions on whether to advertise on an individual Search Partner. Bing Ads Website URL report will show you the performance of each individual Search Partner. You can even run this report at the account or campaign level.
You can use this report to exclude your ads from showing on poor performing Search Partners, allowing you to pursue growth avenues while maintaining traffic quality. To exclude a site, go to a campaign’s settings tab, scroll down to the Advanced settings, choose Website exclusions and type in the site in the ad group-level or campaign-level window.
Looking at individual Search Partners is a huge advantage for advertisers on Bing Ads. It allows you to show for high-quality partner sites, while excluding the lower-quality or poorer performing partners, thereby directing your spend into the best-performing channels.
In addition, you can set separate bids for Search Partners as a group. If after you exclude some of the worst performing Search Partners, you see the remaining partners performing stronger than Bing Search, you can bid them up.
You typically consolidate similar ad groups into campaigns so that you can manage campaign settings based on performance. But what if one ad group is an outlier, with performance differing from others in the campaign? In AdWords, unless you want to move that ad group into its own campaign, you could be out of luck.
Bing Ads takes this into consideration by allowing you to maintain additional settings at the ad group level. Day parting, geo bid modifiers, ad distribution, and ad rotation settings all can be set at the ad group level, allowing you to adjust each ad group’s settings to maximize performance. You can use these settings to make sure you’re getting the most out of your ad groups.
They say “a picture says a thousand words”. Bing Ads allows you to add up to six images to their text ads. This is particularly useful to B2C companies that want to show off their visually appealing products.
Similar to sitelinks, image extensions allow advertisers to link each picture to a unique URL, and are eligible on both desktop and tablet ads. You can see more details on image size and aspect ratio requirements, as well as examples of image extensions, here.
Bing Ads has many unique features that allow you to get the most from your marketing spend, and Microsoft is continually beta testing applications to preserve or enhance its competitiveness with Google. See Bing’s social extensions beta for an example. Simply put, if you’re not advertising on Bing, you’re missing opportunities.