The Bing Ads team travelled to Philadelphia two weeks ago to meet and connect with local search advertising experts. We gathered the group together to collaborate, learn, gain insights into the technology available today and to think about the future of search. Our team got a chance to share how Microsoft thinks about search, the latest and greatest on the Bing Ads platform and to listen to feedback from our customers. Together we know we can help define the success of the industry.
As part of the day’s activities, three leading search specialists took to the stage in a panel discussion on ‘Audience engagement and re-engagement,’ where they discussed the importance of caring about the customer, remarketing, understanding intent and targeting.
Wil Reynolds, Founder and Director of Digital Strategy at SEER spoke at the event, shared his experience on what he views as key to building client relationships – “out caring the competition” - to care more about the well-being of clients, beyond the growth of his own business. “Out caring the competition means to truly put doing great work above getting the next deal or making growth happen. SEER has grown with little to no sales effort, which I attribute to the fact that our clients have become our sales force. They are out there telling their friends and colleagues what we have done.”
Caring for your customers, understanding their goals and addressing their priorities is key to re-engaging your audience. “Sometimes you are working on a million-dollar problem, wondering why you are not getting calls back. Maybe it’s because your client is addressing a 10-million-dollar problem.” Wil also talked a lot about trust, the basis for every long lasting relationship. When you start off on a foundation built upon trust, there’s no limit to how successful you can be. “But trust is also like a piece of paper, it’s fragile and once you crumple it up, it’s never perfectly smooth again.”
In the same vein, trust is critical in the personalized advertising offers shown to consumers online. “We look to provide the right message at the right time without being too overt or upsetting the customer.” Says Blake Harrison, Senior Director, Digital Marketing at NutriSystem. Search has always been a critical piece of NutriSystem’s marketing strategy and provides insight that enables the offering of customized messaging for an individual’s unique position in their online journey. Harrison values the Bing Ads approach and says ‘While at a smaller scale, Bing offers higher quality traffic and users.”
Aaron Levy, Manager of Client Strategy at Elite SEM shares his view on how Bing has continued to be a driving resource for his clients. “As a manager, the Bing Ads team provides frequent and valuable coaching to help my team grow, while helping Elite grow our engagements with our valued clients.” Aaron identifies that staying one step ahead of consumer trends can be an integral part of their success saying, “Our customers are most interested in getting ahead of consumer trends. The Bing Ads team helps us get ahead by looking at trends they can see emerging in the wealth of data available. They are also following trends on voice search that has allowed us to better tailor our copy and query trends to prepare for changing customer demands.”
We welcome these open conversations around trust and partnering for success as it lies at the foundation of how we operate. As the Bing Network grows, now powering nearly one third of all US searches, we want to get real time input from our partners and leaders in the industry. We are investing in growing our list of syndication partners, providing search on different operating platforms and devices. It’s these new partnerships and the relationships we’re building with agencies and customers that will collectively help shape a new approach to the paid search industry.
The Bing Ads Connect series, across the US, Canada, Europe and Asia, is a perfect example of this approach. These forums allow us to have genuine conversations with our customers and provide us with an opportunity to help customers and partners learn more about the growing opportunities on Bing. They’re also a brilliant way to gain more one-on-one access to the Bing team and contribute to the evolution of our industry. We are all about empowering our customers and partners to be successful, because our clients’ success is our success.