Insights

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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Now live: Redesigned Bing Ads Market Sizing Dashboard

Last year, we announced the availability of the Market Sizing Dashboard, located on the Bing Ads Agency Hub. At the time, it was a simple Excel spreadsheet with some charts showing Bing Ads data delivered at the DMA (Designated Market Areas) level.

This year, we've redesigned everything and created a visual interface, allowing you to identify hotspots by any state or DMA. If you're the type of advertiser who's dependent on local targeting to quickly identify opportunities at a granular level, this tool will help you do exactly that. Navigation is very easy, but for anyone who wants to go deeper, all data -- which is available for the previous 6 months and will be refreshed on a monthly basis -- can be exported and customized.

To get started, follow this link. Once there, enter username "Admin" and for the password, use "Password@123" (no quotes on either, both are case-sensitive). This is what you’ll see:

bing ads market sizing

Let's say you work for a digital advertising agency that manages multiple car dealerships on the west coast. You want to know how click volume compares in California, Oregon and Washington and its specific DMAs. Once logged in to the Market Sizing Dashboard, you’ll follow the steps below to get the insights you need.

From the menu dropdowns located at the top of the page, simply select the vertical and sub-vertical you’re interested in, select a device type (PC/tablet, Mobile or All), then choose the month (or All) for the results you need. From the KPI menu, choose either impressions, clicks, CTR or CPC. Once those selections are completed, click on the “Get Heatmap” button.

bing ads market sizing 

The map now shows the states with the most clicks for the selected variables:

  • Vertical: Autos
  • Sub-Vertical: Dealerships
  • Device Type: All
  • Month: April 2015
  • KPI: Clicks

 

While the map reveals California and New York as the states with the most clicks, the table on the left additionally shows the top ten states in a data grid. The data set also includes population percentage resulting in an index number; the higher the index number, the more clicks proportionally are coming from this state. You’ll notice that searches for dealerships on Bing and Yahoo seem to perform very well in Arizona and Georgia.

When hovering over a state, you can also see the number of DMAs within and a quick data summary. This important feature can help with location and radius targeting.

bing ads market sizing

Once a state is selected, you will then see the details for each DMA within.

bing ads market sizing

By clicking on any given DMA you’ll get a chart showing the trend view for the past six months.

bing ads market sizing

Note: DMAs across all charts are based on Nielsen Net Ratings’ total population data, so some DMAs may include multiple cities, e.g. Dallas/Fort Worth or San Francisco/Oakland/San Jose. All other data are based on internal Bing Ads reporting based on geo-location of users.

You can change your menu settings at any time and refresh the map and data by clicking on the "Run" button located in the upper right corner.

The green button with the downward facing arrow allows you to export all data for the entire vertical as an Excel file. From here, it’s easy to build customized tables and pivots. Getting back to the example of auto dealerships, you can now compare click volume, CTR and CPC for each DMA in one simple view and align your budget and bids accordingly.

bing ads market sizing

If there are still questions, please refer to the Help section located in the lower left of the dashboard and watch the short video tutorial, or send us an email at bingconnect@microsoft.com. I hope that by sharing these local insights we are able to help you further optimize your campaigns at a more granular level.

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How Mobile is impacting Search across 7 top industries

Everyone knows that mobile rules the digital future, but how – exactly – is it playing out in your particular industry?

bing ads mobile industriesHere at Bing Ads, we decided to take a look at seven top industries and see how mobile phone use was impacting search in each of these verticals. Then we looked specifically at how we’re delivering clicks and value to advertisers.

These are the industries we explored:

 

With the increased screen size of popular phones, consumers search on their mobile phones at home and when they are on the go. Mobile users are more likely to take actions or complete a task using their mobile devices especially when they are out and about. Use these presentations to be ready to influence mobile customers throughout their search, decision, and purchase journey.

The immediacy of the mobile medium means that people searching for the products and services you offer can look up your business hours, get your address, and make a phone call to learn more or to schedule an appointment right then and there as a natural progression from having entered their search query. If you, as an advertiser, have put all the right pieces in place, your potential customer can access all the information needed and complete a task quickly.

Mobile is more than just another channel through which to advertise. It has its own nuances and opportunities that are changing the way we market our businesses. Be ready.

Each of these PowerPoint presentations include:  

  • Recent third-party research on mobile user behavior
  • Mobile performance on our network for the industry, plus for 4 or 5 sub-industries each
  • Best-performing ad copy recommendations: note how keywords searched are different on mobile than on PC and tablet
  • Tips to improve ad performance

 

If you or your management team are wondering if it’s worthwhile putting extra resources into mobile, these presentations can be a valuable tool to share with your company to help make the argument that consumers and your competitors are moving to mobile.

Being left behind will be costly.

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