Bing at Search Marketing Expo

I was at SMX 2012 today and it was well attended by Bing who were out to make sure online marketers consider them in their digital strategies.

Bing’s selling point is access to the Yahoo! & Bing audience. With this, Bing takes 30% of the US search market share. For an advertiser, this means we should expect them to deliver 30% of the clicks. To do so, they have included many of the same features we take for granted in AdWords such as longer headlines and sitelinks. For advertisers, search engine performance is about clicks. So it is in the search engines’ interest to help us boost our CTRs.

Bing is trailing and acknowledged the friction & barriers with the platform and has been working to make it easier for advertisers to use.

The problem is that while in NZ & Australia we can still only use the Yahoo! Search Marketing platform which has been outdated over and over. In the US they had the recent Microsoft AdCenter platform which has just transitioned to Bing Ads. So the US always has the latest but the rest of us on the old platforms are not getting any updates or iterations; making it a very difficult platform to use in comparison to AdWords, not to mention the 92% share Google has in most countries outside the US (ex China, Korea & Russia – read Baidu, Naver & Yandex).

Search Marketing

There are some unique things in Bing Ads that AdWords does not have yet if we can look forward for the new platform making it to NZ/Australia:

  • Negative conflict report. – This report shows you what searches are being missed due to negative keywords and if they are conflicting with your keyword lists.
  • Historical quality score report. – Lets you see how quality score has changed over time. This is great to visualise if your QS has improved or not for a particular keyword or group of keywords.

Bing Ads also released an automatic sync feature; pulling your AdWords account or campaign changes into Bing automatically, so you don’t have to make the changes on both platforms. Although, with the subtle differences in platforms, you are always best to work within the platform. This feature is simply for time efficiency and to lower the barriers to using Bing Ads. “You still need to engage with the platform for success” Director of Paid Search Monetization at Microsoft, Mike McMeekin says. The platforms iterate often. Users of AdWords know this very well. So accounts need more and more attention to make use of the features, experiment and maintain.