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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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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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Broad Match: The ultimate volume player

You know broad match brings you additional traffic.  However, you at times question the relevance of broad match, particularly when compared to other popular match types.

Just like beauty, ad relevance is in the eye of the beholder.  In search advertising, our searcher’s interpretation of relevance can vary drastically based on their unique personas, preferences and trends. 

In the past 12 months, we’ve worked hard to improve our broad match technology to give you quality and control, in addition to more volume.

Better relevance

Just recently, we have improved our matching technology of brand, people, geography and product intent. In addition, we continue to invest heavily in click prediction, quality protection and conversion quality so you can relax and let us do the heavy lifting.

If you still have doubt about broad match, you have several choices to control the matching. Use it in combination with exact negative match, phrase negative match and/or broad match modifier. You’re in control.  

Not leveraging broach match could be costly

Do you know that broad match could bring you 72%1 more clicks and 45%2 more conversions than exact match? Now, that’s a sweet proposition! Don’t take our words for it, see for yourself.

bing ads broad match

Some of you may simply use broad match modifier alone for two reasons. One, it gives you slightly more traffic than exact match. Secondly, it has a better conversation rate than that of broad match. Is that a good strategy?  Let’s find out.

Broad match modifier or broad match - it depends!

Our study shows that, depending on your goal and the nature of your industry, you could benefit from the higher conversion rate of broad match modifier, like in the Retail industry.  However, you do leave additional clicks and conversions on the table when using it alone. Broad match brings 87%3 more clicks and 85%4more conversions to most industries! Now that is something you do not want to miss.

As an added bonus, broad match converts better than broad match modifier in certain industries, such as Financial Services and Travel.

bing ads broad match

For more information about the performance by top industries between broad match modifier and broad match, check out our research by industry here.

At the end of the day, we want you to weigh in on all the options available to you and make an informed decision based on performance data. We’re here to help!

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1,2,3 and 4: Microsoft Bing Ads internal analytics, 2015

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Account review optimization tips for peak performance

bing ads account reviewWhen it comes to account optimizations, there’s no ‘one size fits all’ solution. You often need to use your search experience, knowledge of your business and the advertising objectives to refine your campaign. Here are a couple of methods you can apply to an account review:

  • Account Health Check:
    This approach focuses on ensuring the core settings and contents of the account are correctly assigned. A health check confirms integrity of targeting, search intent, network distribution, missing keywords, missing ads and editorial disapprovals. Regular health checks will minimise risk of major account issues.

 

  • Account Optimzation:
    Focus on optimising with an aim to reach a specific KPI. Depending on business objectives you could aim to optimise for traffic, CTR, conversions or ROI etc. Deep-dive optimisations are more time-intensive than Health Checks but are also essential to ensure your account is tailored towards the goals of the business. 

 

Review and refine your campaign by combining Bing user interface (UI) Intelligence with your own expertise. The system suggestions are a good starting point, however, we also recommend that you apply manual work to ensure that they match your campaigns' goals and objectives. Here are a few tips on how: 

  • When using any keyword expansion tool, it’s advised that you manually check these before implementing them. The UI suggestions do not take into consideration bid hierarchy, campaign and ad group naming (if they are separated by match type), CPC and CPA targets, etc.
  • We also recommend that you manually review the keyword suggestions from the UI 'Opportunities Tab’ as there may be some low-relevance keywords on the list.
  • You can use Bing Ads Intelligence to review the bid suggestions from the UI. The Bing Ads Intelligence Excel plug-in can be downloaded here.

 

Finally, you’re not alone! There is a support team awaiting your questions and keen to help. If you run into any roadblocks, just reach out to your Bing Ads Account Manager, or if you don't have one, then Bing Ads Support for help whenever you need it.

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