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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:

  • Use Syndicated Partners to drive quality traffic at scale.
  • Increase advertiser reach for new products and features. 
  • Increase click volume through a combination of search volume and CTR increase.

What is Search syndication?

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.

Benefits of syndication 

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:

  • More reach – You can expand your reach and get more clicks with a new, high-quality audience.
  • Volume and growth – You can reach more customers through a growing network. When you opt in to syndication, you give your ads a chance to capture a portion of the billions of searches worldwide per year from customers on Bing’s syndication network.  
  • Quality controls – Bing Ads controls help safeguard quality. With Publisher Traffic Quality Scores (PTQS), Bing Ads has controls in place to help keep the quality you expect.
  • Lower CPCs – CPCs on the Bind Ads syndication partner network are generally lower, which helps you boost ROI.

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.

Features and coverage

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).

Third-party publishers

Bing Ads has many third-party publishing partners:

  • Yahoo (including syndicated partners)
  • AOL (including syndicated partners)
  • Amazon 
  • Wall Street Journal
  • CBS Interactive
  • adMarketplace
  • Gumtree
  • Ecosia
  • Infospace

Opting in to syndicated search

All campaigns are automatically opted-in syndicated search traffic when you set your campaigns, unless you choose to opt out.

Opting in to syndicated search

Ad distribution options

All search networks (Bing, AOL and Yahoo search and syndicated search partners):

  • Campaigns available to serve ads on all websites within the Bing Network

Bing, AOL and Yahoo search (owned and operated) only:

  • Campaigns available to serve ads on owned and operated websites, such as Bing.com, AOL.com, Yahoo.com, and ads will not show on third-party syndicated partner sites 

Bing, AOL and Yahoo syndicated search partners only:

  • Campaigns available to serve ads on non-owned and operated websites, such as Wall Street Journal, CBS Interactive, MapQuest.com, Autoblog and others.
Monitoring Performance

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.

Syndication tips
  • Find out if your ads are working well by evaluating your impressions, clicks and conversions.
  • Boost results by adjusting your ad copy, bids, keywords and targeting.
  • Make sure your budget allows you to take advantage of growing volume availability.  
  • Contact support teams with questions about syndicated search or help with tasks, like site exclusions. 
  • If you are just getting started with syndicated search, try setting up a campaign using only syndicated search. You can set specific keywords, check CPCs and see how syndication is performing for you. 
  • Site exclusions – Advertisers have the ability to exclude lower performing syndication sites and also opt-out in extreme cases.

Note: Syndicated search ads are available on publisher properties in the U.S., UK, Canada and Australia.

Summary

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:

  • Bing Ads distributes ads to these third-party publishers and shares advertising revenue with the publisher when the ad is clicked.
  • Consistently monitoring performance by checking the publisher performance report.
  • Enable UET to analyze your personalized data and ads work harder for you.

Thanks for reading this training on Syndicated Partner Network. Continue your training or take the Bing Ads Accredited Professional exam to become accredited.

Please note all features in this training may not be available in your market.