Microsoft Bing

lorna's picture

Get More from Your Bing Campaigns

Posted by Lorna Casswell on May 10th, 2013
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It’s easy to concentrate solely on your AdWords PPC campaigns, and who can blame you when it’s Google that delivers the volumes and conversions? 
 
Bing is often forgotten about, and Bing PPC campaigns are frequently neglected, but with advertisers reporting increased volumes, lower CPCs and better ROIs, perhaps they deserve a bit more attention? Here are some new features you could utilise to get more from your Bing campaigns, and some shouldn’t take too long to implement either.
 
Sitelinks
These have been available in AdWords for what feels like forever now, but they have only recently been available for all advertisers on Bing. We all know the positive effect sitelinks have on CTRs so why not implement them in your Bing campaigns?
 
Remember sitelinks are ideal for taking people to deeper, more relevant parts of your site. They are also great for highlighting special offers or deals, and some advertisers use them as additional lines of ad text too. 
 
 
Rich Ads in Search (RIAS)
It is worth speaking to your account manager to see if you’re eligible to have Rich Ads within your Bing account. See the below example of a Rich Ad in Search (RIAS): 
 
 
Rich Ads like this one need to be in a campaign of their own, and are only eligible to show for keywords that include your brand term – for example “Churchill Car Insurance”. Advertisers tend to see higher CTRs for these Rich Ads. You will need to talk to your account manager to get started with this as you cannot create them yourself within your account.
 
 
Business Location
You can now include your business phone number and/or location as part of your Bing ad:
 
 
This will be available for everyone sometime soon. They work in a similar way to Google’s Call and Location ad extensions, and will undoubtedly help searchers find what they want.
 
 
Device Targeting Remains in Your Control
There has been uproar recently over Google’s Enhanced Campaigns, and the diminished ability to be able to target PCs/laptops, tablets and phones separately. Bing announced that despite Google’s changes, their advertisers will still be able to target devices separately. This will be good news to those who have a website that is functional on a tablet device, but less so on a mobile. 
 
If you want help getting more from your Bing spend then get in touch!
alan's picture

Not Impressed By Microsoft's New Bing Ad

Posted by Alan Perkins on Mar 11th, 2010
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Microsoft launched their new Bing ad on television last night.

My first impressions were that the ad is too negative. It doesn't show what Bing can do for you. It's at risk of associating Bing with information overload and distressed searchers. I'm also not convinced the phrase "decision engine" is a good one - too techie, too nebulous. Who's making the decisions - me, or Bing?

Compare it with Google's Superbowl ad:

This has its own potential problems - I'm not sure I would have been brave enough to use no voiceover whatsoever on a TV ad running in a £60,000 per second timeslot - but in general it's a much more upbeat ad showing someone achieving something - lots of things - using Google Search.

In Microsoft's position, I think I'd accept the fact that lots of people use Google and get good results lots of the time, and show that Bing is an alternative that often succeeds when Google fails. I'd challenge the notion that Google always delivers the right result, every time, and that if Google doesn't deliver it it can't be on the Web. I'd get people to try Bing - that's all you can ask of the ad. An idea would be to use something based on the famous "Pepsi Challenge", but bring it right up to date.

Having seen the interview with Ashley Highfield, I'm looking forward to more ads in the series. It would be great to see Bing achieve the double digit market share that he desires, but I think this was a bad start to the campaign.

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