Insights

Catching the early birds with insights from Bing Ads

When we first published our Back to School (BTS) insights back in April, we caught some flack on Twitter for addressing this particular topic before the kids were even out of school (we saw it coming, hence the intro of that blog post). Now, with August just around the corner, we're right in the middle of the peak period for online shoppers looking for BTS supplies. If you're among those BTS retailers who leveraged the tips we shared back in April to get your campaigns built, launched and optimized before that seasonal lift started, then you're probably seeing some pretty decent traction on your campaigns right about now.

If, on the other hand, you put off getting your BTS campaigns up and running until now, you'll still capture what remains of the traffic between now and when school starts, but you're jumping into the game right at the peak of competition, which means bid prices are at a premium. The earlier you're able to get your seasonal campaigns up and running, the better your chances are of logging some sales from the early birds, which can sometimes mean lower costs-per-click and therefore, better return on investment.

To that end, you might consider bookmarking our Industry Insights page and checking in on your primary vertical once you spot a seasonal opportunity approaching on the horizon. Because we want to help set you up for success, we typically publish actionable insights several weeks to several months in advance of when the anticipated traffic spike will occur in order to give you ample time to build and launch your campaigns.

bing ads insights

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Expand your reach to Latin America with Bing Ads

As I stated in my recent post on the advertising opportunity in Brazil, international shopping is on the rise. If you ship internationally, then there is no time like the present to expand your PPC campaigns beyond the US to reach new audiences in Latin America.

Here's a quick summary of why you should consider advertising internationally with Bing Ads, visit the full infographic for more tips and links to resources:

bing ads advertising in latin america

Questions, comments? Feel free to ping us on Twitter.

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Advertising internationally with Bing Ads

The world is no longer restricted to buying locally; today's discerning consumer is travelling the world via the web from the comfort of their sofa to find unique products at the best price. Borders don’t apply online and international shopping is on the rise.

To provide an example, here's a quick snippet from a full infographic on international advertising that highlights the opportunity for advertisers who are considering tapping into the market in Brazil:

bing ads advertising internationally

With numbers like this, there's a good chance you'll see better results, more sales and more traffic with Bing Ads in Brazil -- if you ship internationally, then it certainly could be worth running a test campaign to see what your return on investment would be.

In addition to information on the Brazilian market, the full version of the infographic that this info on Brazil was pulled from will also provide you with 3 easy steps to set up a international campaign, as well as some tips for how to build a successful campaign in markets outside of your own.

Questions, comments? Feel free to ping us on Twitter.

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Summer travelers are mobile and local

bing ads mobile2015 is set to become a watershed year for the travel industry. According to eMarketer, travel advertisers are expected to spend almost exactly as much (49%) on mobile ads this year as they will spend on other digital platforms. 1

Furthermore, 50% of all spending on digital travel ads is expected to go to paid search this year. 1

But mobile is having an even bigger impact on the way travelers spend their time and money. When travelers are visiting your town, they’re local, and they’re going to use their smartphones to search for local activities. The good news for you: the majority of the money they will spend on their vacation will be spent during their trip on local businesses.

Reach them before and during the trip

Your local business’ efforts to capture vacationers’ dollars used to be limited to brochures in hotel lobbies, print ads, or the concierge’s memory. Now you can offer your unique, local experience directly to travelers both before and during their trip.

Pre-trip planning: Target by location + keyword intent

bing ads mobile localIntent or interest targeting, when combined with location targeting, allows you to focus on specific audiences you most want to reach during the planning phase of their trip. Zeroing in on searchers by both their current location and trip-planning keywords, your ads will display to the right audience with the right intent.

For example, if your market research has found that travelers from San Francisco spend the most when visiting Seattle, you may want to serve ads to San Francisco searchers who are looking for “Seattle hotels.” This has the potential to significantly improve CTR.

If you think this may limit your overall reach, you can try a different approach. To bump up your potential volume of impressions, see Lucy Wang’s recent article about improvements to our matching technology for geography and product intent (among other parameters): Broad Match: The ultimate volume player.

During the trip: Use location targeting

bing ads mobile localWherever you are, you’re local. At least that’s how it looks from a smartphone’s perspective, and local searches are growing: use of terms like “nearby” or “closest” or “near me” are on the rise.

These days, no traveler arrives in your town without their mobile phone and their thumbs ready to click on the search icon. Local businesses can capitalize on these “temporary locals” as they search for restaurants, concerts, sightseeing tours, outdoor activities, and other local attractions.

bing ads mobile local

For more details, see the three minute video on Location Targeting.

Who will win in 2015?

The big winners this year will be those who move the traveler closer to the conversion action at the very moment they show intent. Savvy ad copy, targeting, and using call extensions and location extensions in your ads can significantly increase your conversion potential.

Get all the Yahoo Bing Network travel tips in our mobile insights presentation and infographic.


[1] eMarketer. The US Travel Industry 2015: Digital Ad Spending Forecast, May 2015. Includes both leisure and business travel.

[2] Skift. Megatrends Defining Travel in 2015: Yearbook / Issue: 01

[3] Bing Ads internal data for summer 2014. Local attractions include aquariums, museums, national parks and monuments, theme parks. Events and tickets include dinner theaters, music concerts, theater and fine arts, ticket agencies.

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