Bing Ads is not only a new name, but an improved experience with new features to help you better manage your campaigns and complete tasks faster. If you’ve been following along here on the blog, you know that we’ve been listening to your feedback and have been hard at work making a number of enhancements to the platform over the past few months. Recent improvements include: a new web interface, improved ad rotation controls, and agency enablement tools that make it easier for agencies to manage multiple accounts.
With these updates and others that are planned, we think it will be easier than ever before for customers to create, manage, and optimize search ads on The Yahoo! Bing Network.
Introducing the Yahoo! Bing Network
In addition to Bing Ads, we’d like to take a moment to introduce to you the Yahoo! Bing Network, the new name for the unique audience that uses Yahoo! Search, and Bing, and our partner sites. Delivering a high-quality audience, the Yahoo! Bing Network is comprised of 151 million unique searchers in the U.S. who are likely to spend 24% more than the average searcher, and likely to spend 5% more than Google searchers in the U.S.*.
Bing Ads helps you efficiently reach new customers, providing you with the support you need to get started, optimize your campaign and measure your results – all within your budget.
Check out bingads.com and be sure to follow Bing Ads on Facebook and Twitter.
*Source: US, comScore Core Search (custom), June 2012
An impression describes the instance when an advert is downloaded by a user while viewing a web page. A single web page may contain multiple adverts and in such cases a single pageview would result in one impression for each advert displayed to that user. In order to count the impressions served as accurately as possible and prevent fraud, an ad server may exclude certain non-qualifying activities such as page-refreshes or other user actions from counting as impressions. When advertising rates are described as CPM or CPI, this is the amount paid for every thousand qualifying impressions served.
Cost per mille is one of the most common marketing practice used on the internet along with Cost per click (CPC/PPC) and Cost per action (CPA) (including CPL and CPS). CPM advertising is often preferred by publishers because they can be more certain about the revenue they will generate from their website traffic, but CPM can be compared with different marketing strategies by examining their Effective cost per mille (eCPM). eCPM informs the publisher what they would have received if they sold the advertising inventory on a CPM basis by taking into account the Clickthrough rate (CTR) and/or Conversion rate (CVR) of the campaigns.
- Why is this not considered a good lead?
- What information do you need from the visitor to consider them qualified.
- What other information can you give me from past clients?
- Often get a better response rate
- Provide a sense of interaction and engagement that a general form does not.
Advertisers that see phone calls as a valuable source for leads will now have an option to bid for phone calls alongside clicks when targeting paid-search ads to searchers across computers and tablets. Google plans to roll out the feature in the United States and United Kingdom during the next few weeks.
The bid for phone calls will directly factor into the ranking of ads that return with search results. Higher-ranked ads are more likely to be seen and read by searchers, and can generate more phone calls and clicks. Today, only maximum cost-per-click bids are calculated in Ad Rank, which determines the ad’s position.
Marketers that want to use bid-per-call need to select the option to use forwarding numbers from Google when setting up Call Extensions, so that Google’s system can measure when a call to the business occurs. This also provides advertisers with summaries of completed calls, phone-through rates, duration of the call, and other metrics directly in AdWords reports.
Equipped with the option, marketers should decide when to consider a call to a click metric. Insurance agents, for example, might find it advantageous to speak with someone on the phone and walk them through the process, rather than ask consumers to fill out a form online.
Havas Digital EVP Rob Griffin said it’s more useful to have a lead from a call, compared with a click, when the paid-search ad focuses on local and expects an immediate response, often found in mobile paid search ads.
George Michie, CEO at Rimm Kaufman Group, believes the preference on when to use click vs. call metrics depends on the expected conversion rate, and the conversion rate difference between a caller and a paid-search visitor to a company’s Web site. “The call center can lose money unless the conversion rate of a call to the call center is above a threshold. That threshold depends on the industry and the value of a conversion.”
Michie also suggests that marketers determine the keyword searches the call center reps can most likely close for that ratio of conversations. For example, marketers might determine the call center reps need to close 25% of their calls to become cost-effective. Marketers might measure or surmise that the call center reps can become twice as effective as the passive Web site at closing calls. For it to make sense to send visitors to the call center, rather than the Web site, the Web conversion rate for those keywords would need to be more than or equal to 12.5% to translate to a 25% conversion rate on the phones, he explains.
“It may be the case that only brand keywords convert at that rate, or it may be that a number of other non-brand keywords convert at that rate as well,” Michie said. “Whatever the case, those are the keywords to test pushing toward the call center.”
1. Great CTR
2. Helps Quality Score
3. Additional Space for Ad Text
4. Alternate Conversion Paths
5. Can Send to Multiple Landing Pages for Relevancy
6. Gives Better Sense of Legitimacy
7. Allows for More Targeted URLs to Deeper Content
8. Competitive Advantage
9. Ability to Optimize for “in-ad” Text/Links
10. Brand Awareness
11. Good for Every Type of PPC Campaign
In the example above, you can see that I’ve already got a list in place of 127 keywords applied to four campaigns. You can create multiple lists and apply them to different combinations of campaigns.
Using this feature, it feels like Google designed it without thinking through the workflow involved for existing campaigns (i.e., most of their customers).
- Click All online campaigns on the menu on the left of your screen
- Click the campaign to apply the list to
- Click the Keywords tab
- Scroll to the bottom of this screen
- Click Negative Keywords
- On the right of the inflated lists that appear, click Keyword Lists
- Click Add
- Click Add next to the negative keyword list you want to apply
- Repeat across multiple lists
- Click Save
Unfortunately, you need to repeat these steps for every campaign — there’s no way at the time of writing to select multiple campaigns and apply the same list(s) to them all at once — which would have been a real time saver. There’s no way to apply them to multiple accounts within the same My Client Center (MCC) either, something that would help with enterprise level accounts like national retailers.
Negative Keyword List Deployment Steps
Interface gripes aside, negative keyword lists are a worthwhile addition to any AdWords campaign. Here are some steps to follow to get the most out of them:
- Download your account via AdWords Editor
- Sort the columns in Excel and delete all of the rows and columns with anything other that negative keywords and the keyword type in them
- Use these to plan the lists you need — I’d suggest a Whole Account list of terms you’d never, ever want your ads to appear for, and then any more specific lists you need around those you have in AdGroups or only in some campaigns in the download
- Rearrange the negatives in the download to populate these lists and save them
- Add any additional terms that spring to mind, or you can find via search query reports or keyword tools
- Save the master list(s) and then start adding them via the procedure above
- Update your campaign build out process to include applying these lists to any new campaigns in future