#BingAdsStories: Motoroso revs up with help from Bing Ads

bing ads storiesBing Ads brings results for small businesses, digital marketing agencies and now: car-lovers.

It’s true; the latest Bing Ads Customer Success Story features Motoroso.com CEO and lifelong car enthusiast Alex Littlewood, who has seen “more targeted, more refined, better traffic for a better price” with Bing Ads. The team at Motoroso – a market network where automotive enthusiasts can find ideas, get inspiration and plan their restoration projects and creations – uses tools like Bing Ads Editor to plan, manage and optimize its campaigns.

Want to put the pedal to the metal with your Bing Ads campaigns? Read the full story to find out how Motoroso uses Bing Ads to find its highest return on investment.

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Rik van der Kooi on the value of search at #IP2016

Today at the AdExchanger Industry Preview in New York, Rik van der Kooi, CVP of Microsoft Search Advertising, took to the stage with John Ebbert, Executive Editor at AdExchanger, to discuss some of the key factors influencing the evolution of advertising and Microsoft’s own strategy.

bing ads rik van der kooi

Some of the key takeaways were:

  • Search is an increasingly valued marketing vehicle which offers truly integrated marketing intelligence. When search goes beyond web search to permeate services, devices and platforms, as it does with Bing, the depth of consumer understanding is far richer and the intelligence provides powerful insights for marketing success.
  • Every click matters to a marketer, but some clicks matter more than others. As an industry, marketers need to come together to develop experiences that delight consumers. We need to focus on making commercial interactions more valuable, by connecting data that is currently siloed on behalf of the consumer. Search plays a key part in this, as marketers want to continue to understand the direct relationship between the click, the conversion and purchase decision. We have an opportunity to deliver for consumers and marketers through the integration of CRM Online, Azure, Power BI and search data for marketing effectiveness. 
  • Search Advertising continues to grow significantly as an industry and at Microsoft (as reported by AdAge last week). The growth is organic, supported by integration across Windows 10 services (now running on over 200 million devices!) as well as being driven through syndication partnerships (most recently with AOL). Combined, Bing powers nearly one third of US searches today.
  • Search innovation in the next 5 years will outperform that of the last 10. In the near future, Rik sees search marketing growing from keywords to audience to actions, empowering consumers to take action inside of their search experience and on other services. He's also fascinated with natural language, the evolution of communication between people and technology which will open up a massive playground for advertisers in formats well beyond those of today. This starts with personal assistants such as Cortana and Siri, but also includes opportunities within chat services and more.

 

If you were not able to be in NYC, please note that the fireside discussion will be available for viewing the week of 25th January. 

For a more search focused 2016 industry preview, please visit the recent blog post that summarizes the top marketing buzzwords of 2015 and offers 7 predictions for 2016 for search from David Pann, GM, Search Advertising Microsoft.

Questions? Comments?

Feel free to ping us on Twitter, visit us to ask questions at the Bing Ads Answers forum, submit and vote on your top-priority features at the Bing Ads Feature Suggestion forum, or send us your feedback directly at BingAds-Feedback@microsoft.com.

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Competitive insights and more in Keyword Planner v2

We are thrilled to announce that we have enhanced the Keyword Planner tool, giving you even more insights that can help you make smarter connections to achieve more with Bing Ads. We’ve taken your feedback and have enhanced an already powerful tool with four new capabilities: new competitive insights and benchmarking, customizable ad group and keyword bids, a new source for keyword suggestions and time range customization up to 24 months for keyword search volume.

NOTE: Currently, Keyword Planner v2 is only available for US customers, but we are working to add other markets over time. Stay tuned here to the Bing Ads Blog for updates as they become available.

Competitive insights and benchmark

Together with the search trends, competition and suggested bid provided before, now you can review your relative ad impression share for keyword suggestions. Furthermore, you can even compare your ad impression share to…

  • Competitor domains: This can help you identify missed opportunities with existing products, enabling you to focus on the keywords where your ad impression share is low compared to advertisers like you and add those keywords with high average monthly search volume and low ad impression share. You can also refer to the marketplace competition intensity and suggested bid to help you decide which keywords to use. 

bing ads keyword planner

  • Market leader domains: This feature compares your ad impression share to the average ad impression share of the top five market leader domains for your keyword suggestions to help you understand keyword opportunities within your industry when planning keywords for new products.

 bing ads keyword planner

Customizable ad group and keyword bid for traffic estimates and scaled bid landscape

In the traffic estimates page, you can change the bids (in the “Max. CPC” column) for individual ad groups and keywords and then see the traffic estimates based on them. If your keywords have different bid amounts, the bid landscape graph will show the estimated performance and spend for each bid percentage change. To adjust all your bids by the same percentage, just hover and click on the desired percentage directly in the graph.

bing ads keyword planner

Landing pages added as keyword suggestion sources

In addition to the seed keywords you can input for searching for new keywords, now you can input the URL of a specific page on your website or your entire website. More keyword sources mean more opportunities for optimization, as well as a means of gaining a competitive edge by analyzing your competitors' web sites.

bing ads keyword planner

Flexible time range customization up to 24 months

We got a lot of asks about customizing the result by date range instead of the default last 12 months after Keyword Planner was released in September....now it’s available! You can now set the time period up to last 24 months to get a more holistic view of the keywords trending year over year. Thus, you can allocate your budget for the coming period by referencing performance history. This should be especially helpful when running a seasonal campaign and need to look for trending keywords; you can get suggestions that are particularly relevant during certain period of the seasonal event.

Can’t wait to try all these new features? Sign in now to get excited or learn more in our Help Center:  “How to use Keyword Planner” and “Understanding your Keyword Planner statistics and traffic estimates.”

Questions? Comments?

Feel free to ping us on Twitter, visit us to ask questions at the Bing Ads Answers forum, submit and vote on your top-priority features at the Bing Ads Feature Suggestion forum, or send us your feedback directly at BingAds-Feedback@microsoft.com.

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Make smarter connections to achieve more this tax season

bing ads tax season ebookTax season is here, and many U.S. residents want to file their 2015 tax returns as soon as possible to get their refunds to help pay off holiday bills, make home improvements and start planning vacations. Searches peak in early February when people get their W2s and again in April as the filing deadline approaches.1

This may be a niche segment of your client portfolio, but it’s one that can yield huge returns on PPC ads given the audience’s strong reliance on search. Here at Bing Ads, we want to help you make smarter connections to achieve more. With that in mind, we’ve put together the 2016 Bing Ads Tax eBook to give you the latest insights and tips you need to help your tax related clients’ search advertising campaigns make an impact on their customers.

bing ads tax season ebook

Did you know that tax services is a $9.3 billion industry in the U.S.?2 Did you also know that the IRS does not advertise? It’s true, so tax season offers a wealth of opportunities for tax related businesses. Last year nearly 90% of invidual tax returns were filed electronically, which means filers are most likely searching online for products and services.3

The numbers are your best asset:

  • Electronic filing has increased 30% since 20093
  • 120.6M people filed their taxes electronically in 2015.4
  • Less than 6% of Americans are unemployed, so filing volume will be high in 2016.5

 

The Bing Network’s tax season net worth:6

  • 5.3M total tax searchers
  • 12M total tax searches
  • 53% of all tax-paid clicks
  • 48% of tax searchers not reached on Google

 

Use this information and focus on streamlined targeting with Location Extensions and Call Extensions, keyword and content improvement, and take advantage of new tools and features that enhance your search advertising campaigns to optimize your tax season efforts.

In addition to the Tax eBook, you can find even more marketing research and resources on the Agency Hub.

Questions? Comments?

Feel free to get in touch with me via Twitter (you can also ping us @BingAds), visit us to ask questions at the Bing Ads Answers forum, submit and vote on your top-priority features at the Bing Ads Feature Suggestion forum, or send us your feedback directly at BingAds-feedback@microsoft.com.

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1. Microsoft internal analytics – Bing Ads (Bing and Yahoo), Owned & operated, daily data, January 1 to April 20, 2015.

2. IBISWorld Industry Report 54121d, Tax Preparation Services in the U.S., Gavan Blau, April 2015.

3. Data analysis on IRS Weekly Filing Season Statistics, 2010-2014 and May 2015.

4. National unemployment rate, IBISWorld Business Environment Report, June 2015; IRS, IRS Filing Season Statistics for week ending May 15, 2015.

5.  National unemployment rate, IBISWorld Business Environment Report, June 2015; IRS, IRS Filing Season Statistics for week ending May 15, 2015.

6.  comScore qSearch (custom), U.S., March 2015; industry categories based on comScore classifications.

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