Bing Ads is expanding its partnership network with a focus on building relationships with additional third-party publishers. With Syndicated Partner Network, you can steadily increase advertiser reach through high quality partnerships.
After reading this information on Syndicated Partner Network, you will understand how to:
Search syndication and distribution come into play when a search engine provides its services (search box and search results pages) to a third-party in need of search capabilities for their digital properties (websites and apps).
When their users search on their digital properties, users are taken to a SERP (search engine results page) which can show both paid and organic results. Syndication partners then show the search results and ads on their sites. Search syndication can also display ads without the use of a search box. For example, through clicking keyword links on partner websites.
Syndicated search ads and syndicated organic search services are separate, and Bing Ads syndication partners may use one or both services, depending on the specific terms of the partnership. Bing Ads distributes ads to these third-party publishers and shares advertising revenue with the publisher when the ad is clicked.
Note: All partners and individual domains are vetted and approved through the Bing Ads SEAM (Supply Excellence and Management) process.
Syndication can significantly increase your reach across the Bing Network. Last year alone more than 107 billion searches generated from Bing syndication in the past year. In fact, 1 in 6 clicks on the Bing Network was from syndication.
Advertisers should consider opting into syndication for the following reasons:
With features like site exclusions and by enabling UET, you have control and flexibility when you choose to opt in to the syndication partner network with your Bing Ads campaigns.
Bing Ads works with individual publishers to offer features that are relevant their specific audiences so the features offered to each publisher will vary. For example, most current ad products will be enabled for AOL web search traffic such as Sitelink Extensions, Dynamic Sitelinks, Location Extensions and Call Extensions. Annotations like Merchant Ratings, Bolding and Long Ad Titles will be enabled as well.
Ad campaigns that have opted into syndicated search partners are available to show across all devices (PC, tablet and mobile, including apps).
Bing Ads has many third-party publishing partners:
All campaigns are automatically opted-in syndicated search traffic when you set your campaigns, unless you choose to opt out.
All search networks (Bing, AOL and Yahoo search and syndicated search partners):
Bing, AOL and Yahoo search (owned and operated) only:
Bing, AOL and Yahoo syndicated search partners only:
The best way to monitor performance is to 1) set up Universal Event Tracking and conversion goals and 2) actively check the publisher performance report or to view the publisher website report within the Dimensions tab.
Keeping tabs on syndicated partner performance will allow you to take advantage of the site exclusion feature to block domains that are not meeting your quality criteria or performance KPI’s.
Note: If you find you are experiencing fraudulent clicks, submit a ticket to the Traffic Quality team.
Note: Syndicated search ads are available on publisher properties in the U.S., UK, Canada and Australia.
Syndicated partnerships connect Bing Ads customers to the right publishers and audiences to deliver more ROI for their marketing campaigns. Syndicated search also helps expand query volume, increasing impressions, clicks and revenue for advertisers.
Remember these key points when considering your Syndicated Partner Network options:
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Please note all features in this training may not be available in your market.