According to Vallez, one of the unique differentiators and key selling points for Bing Ads is that it reduces barriers through its compatibility with other marketplaces. “The Bing Network has a huge marketplace that taps into all of Microsoft’s other assets within its ecosystem,” says Vallez. “All these consumer touch points enable marketers to access different customers. You can reach the enterprise professional through Windows and millennials through Xbox.” The list goes on and on across the spectrum of customers.
From a big-picture perspective, every publisher has a standard set of features that work well with each other and between platforms. The secret sauce comes from the account teams and audience. According to Vallez, in terms of traffic, Bing scores high with intent, traffic quality and ROI. “We only work with the best publishing performers out there,” says Vallez. “Bing Ads costs per click and conversion rates provide a comparable, and at times, superior performance to other publishers.” The Bing Network also offers a high-value audience — an older, more mature and highly educated audience who likes to shop and has money to spend. Just as important, Vallez enjoys the Bing Ads team, which he finds knowledgeable and fun to work with on projects, forging a true partnership that serves to further benefit the customer.
As the publisher market continues to mature in the coming years, where does Vallez see publishers such as Bing heading? “The customer’s experience with paid search is really starting to connect to the entire customer journey,” says Vallez. “Search is no longer a stand-alone silo. Everything is starting to merge where we blur the lines between social, search and other marketing channels. It's exciting because the customer is getting the benefit of a connected experience. Going forward, marketers will be able to have an even more relevant and contextual conversation with consumers throughout the entire online journey.”
Vallez also sees search helping companies better understand what information they want and need. “Being able to flip the search model from consumers having to pull content from search, to search being able to push relevant content to the consumer,” says Vallez. “Instead of having a lean-in experience as they do today, they’ll be able to have a lean-back experience.”
Vallez sees the Bing Network as an integral part of that journey. “Bing is a true partner,” says Vallez. “They’re very open and innovative in terms of their thinking and what they’re looking at. They provide a ton of value for the customer and us.