Bing_AdsBing 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.

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