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.
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?!?
I’m always surprised how many experienced marketers and communicators just don’t get search engine optimization (SEO) and social media.
Last week I was asked how to get to the top of Google. My response to generate more optimized content didn’t go down very well. They were wanting a quick ‘fix’ that wouldn’t involve any work.
Also last week, I read a blog post by Julien Smith, titled ‘How to Survive the Social Crash’. Smith warns of the pending implosion of the social media industry. While I agree that social media is over-rated, Smith has exaggerated the situation and he, himself, fails to understand that social media is just another marketing and communications tool. Just like public relations and advertising.
What’s the solution for these two situations? It’s easy – go back to your marketing basics. Identify the target audience. Ask what is the objective. What will be the best tactics to achieve this? How do we measure the outcomes? Focussing on these will give you success. Unlike wanting an easy ride to the top of Google or putting all your eggs in the social media basket.