Bing Ads is pulling out the stops to win over agencies.
This week was the launch of Bing Ads Connect, a new event series educating agencies how to optimize Bing Ads campaigns for the holidays.
From talking to others at the event, Bing Ads (and its preceding names) hasn’t had the best relationship with agencies. I’m not sure that’s just agencies though. They do have a hard battle stealing share from Google. Especially when they also lack the features of Google AdWords.
However from what I saw on Tuesday, they’ve accepted the challenge. Last week’s report on Bing Ads’ efficiencies over Google AdWords opened me to looking at Bing Ads for some niche campaigns. The event definitely helped. It looked like ALL the team were in the room, and lots of notes were taken and questions asked – of us. They are listening.
But what did I learn?
There are 31 million computer users who are only paid search accessible via Bing Ads
On average, Bing Ads users spend 38% more
Bing Ads segments using user persona with less emphasis on keywords
Gift cards are the top Christmas gift, so extend your holiday campaigns to catch this delayed spend – or make a new, focused campaign
They are still Google AdWord’s little brother, tagging along behind
The Microsoft Partner program gives great perks, but at too great a cost
Bing Ads has the BEST swag bags: $100 ad spend, pretty note pad and pen, holiday campaign planning guide, pre-stamped (and branded) holiday cards for clients, another pen, and a copy of Office 2013 Professional
I’m excited to test Bing Ads for a client. I’m curious to see if it’ll work with a tightly targeted, small campaign for a local tech startup. After Tuesday’s event, I’m sure it’ll be a success.
If you’re in one of the other cities the Bing Ads team is visiting, I recommend checking it out and sharing your thoughts in the comments.
Have you seen the latest videos to go viral? Chipotle and Volvo have both released videos in this week that have, deservingly, taken off. They both tell strong product stories, are entertaining, and are well-made. Chipotle’s scarecrow video is also educational. My favorite aspect is that neither make it about their products, but products benefits shine through. Volvo tells the story of Charlie the hamster that can steer a (Volvo) truck up a narrow ravine. Chipotle’s scarecrow educates us about fresh food and clean eating (just like Chipotle use).
Unless you play in the search engine marketing arena, you may not be aware of Google’s KeyWord Finder tool and the extent of its awesomeness.
In SEM, it’s used for finding the low cost, high traffic keywords to target. It is based on actual searches – spelling errors and weirdness and all.
As well as SEM, it’s great to work out how to position your copy. What are the words your audience are using? You may use jargon, but if your audience doesn’t use the same terms you won’t be found via search engines. And we all want to be found.
Looking at the related keywords can also give you topic ideas to write about. Or, you can do what I used to get distracted by when keywording SEM campaigns: see what people actually search. Be warned though, it’s often NSFW and will have you thinking WTF?!?
My plan for this post was to look at the best and worst three ads from Super Bowl 2013. Then four minutes into the power outage, Oreo tweeted this:
Oreo Dunk in the Dark
At that point I, along with thousands of others, were distracted. In only four minutes the Oreo team had produced a classy, on-brand, topical piece. ONLY FOUR MINUTES. Naturally, it was retweeted instantly. Actually, more than 10,000 times in the first hour. The next morning I discovered that it was the work of agency, 360i. They had a team of 15 and the right people for approvals in the same room ready to act on any opportunity, and that they did.
So, that killed my post idea and proved that maybe a $3.5 million TVC spot isn’t always the best way to get people talking about you. Wired has a complete report of how they did it.
If you’re curious, I still haven’t watched all this year’s ads, but Bud Light’s Journey was the first to make me smile.