Bing Ads Launches New Features

September 26th, 2016 by Steve Butler

BLOG-new-features-bingExpanded Text Ads
Bing Ads will soon support the Expanded Text Ads as now available in Google AdWords accounts. This new ad format allows PPC advertising customers to provide more detailed information to prospective customers, translating into more clicks, higher click-through rates and more traffic to your website.

Expanded text ads allow for better visibility on the search result pages and give you more control over your ads and allow you to create more compelling calls to action. This new ad format is always mobile optimized, and works seamlessly on mobile, desktop and tablet.

Expanded Text Ads will allow for a 60 character headline (two 30-character ad titles separated by a hyphen), 80 characters of ad text, and a Display URL that is automatically-generated from the Final URL and customizable URL path.

Shared Budgets
Bing Ads will soon introduce Shared Budgets as a way to more effectively manage your overall daily budget across campaigns. A Shared Budget will automatically distribute a single daily budget across all campaigns or selected campaigns within your account.

Shared Budgets will be available for all Bing Ads applications, including the Web User Interface (in the Shared Library), API, Editor, and mobile apps. Using a single Shared Budget will help you optimize under-utilized spend from one or more campaigns by automatically redistributing it across other campaigns that are performing well. Additionally, it will help minimize the amount of time you’ll need to spend calculating how to allocate a set budget among a large number of campaigns.

Segmentation
The ability to segment your performance data is now available in Bing Ads. Now you no longer need to run a report to see how your campaign is performing in various venues. You can now segment campaigns, ad groups, ads, keywords, and even ad extensions into rows based on Time (Day, Month, Quarter, Year or Day of the Week), Network, Device, or Top vs. Other. You can download the data directly from the table into a .csv or Excel report to share with clients or colleagues.

Segmenting your data can give you valuable information regarding how your campaigns perform at certain times, on particular devices, or on particular networks, helping you make well informed adjustments to ad schedules, device targeting, and keyword bids.

Google AdWords RLSA (Remarketing Lists for Search Ads)

October 12th, 2015 by Steve Butler

BLOG-Google-RLSABy now most all digital advertisers know of the power of Remarketing (a.k.a. Retargeting). Remarketing works because it creates a constant digital reminder to people who had previously expressed interest in the product or service that you provide. If you’re doing Remarketing already, Google AdWords RLSA builds onto the Remarketing backbone that you already have in place.

It’s not a secret that most shoppers don’t purchase a product the first time that they visit your site. Many shoppers will visit your site and your competitors as they progress from research and eventually into the purchase mode. The fact that they’ve visited your site before and are looking again for your product is typically a strong indication that the shopper is closer to the moment of purchase. RLSA allows you to identify these past visitors, and then bid more aggressively for them when they do a search.

Implementation Steps:
Adding RLSA is only possible after you’ve made the Remarketing audience(s) available to your Search campaign(s). This can be done directly in the AdWords interface, but is more easily accomplished via AdWords Editor. The following steps should allow you to quickly add the audiences into the Campaigns and Ad Groups that you feel most likely to see value from this process:

  1. Open up AdWords Editor and Enter CID or search by account name.
  2. Filter campaigns for Search Network Only.
  3. Go to Keywords and targeting under MANAGE, and select Audiences.
  4. Click on +Audiences.
  5. Select all campaigns that you want to add RLSA to, click OK.
  6. Remarketing Lists > Select the lists you want to add, click OK.
  7. Click on Edit ad group flexible reach; Highlight all ad groups (Command+ A).
  8. Under Interest and Remarketing, select Bid Only (instead of target and bid). This is VERY important. Do NOT select Target & Bid as you will get far different results.
  9. Check that Bid Only is applied to all audiences by going back to ‘Audiences’ and seeing that each list has Bid Only under targeting.
  10. Post changes.
  11. Check in the account again, under Audiences that the lists were applied to all campaigns with Bid Only.
  12. Set bid adjustments (positive or negative).

Once the audiences are in place, you’ll be able to review the performance of these past visitors at any time by clicking on the Audiences Tab. Here you’ll see how these past visitors have performed and then compare their results to the performance of those who had not been to your site before. If you find that past visitors do perform well, increase the bid multiplier. If you find that they perform more poorly, decrease the bid multiplier.

It is also possible to use RLSA as a way to filter out people who are unlikely to buy from you. Assume that your product is one that is generally purchased only once and never again. RLSA would allow you to exclude an audience of past buyers so that even if they were looking again, your ads would not show.

The use of RLSA can fit many situations. Some examples might include:

  • A typical campaign that is restricted to Phrase and Exact match keywords only can be modified to include Broad match keywords as long as the shopper has already shown interest in your products/services by visiting your site previously.
  • Visitors to a site’s golf shoes page(s) might be targeted again with more aggressive bids should those same customers now be looking for golf clubs. Look for cross selling opportunities like this to enhance the reach with shoppers who have a known relevancy to your business.

Implementing RLSA is quick and easy, but using it wisely requires some thought. Reach out to a reputable PPC management agency today to discuss how RLSA can help improve your results.

Goodbye Google AdWords PLAs, Hello Shopping

August 25th, 2014 by Steve Butler

BLOG-byePLAsIf you haven’t already heard, Google Product Listing Ad campaigns are being retired in late August and are being replaced by Google Shopping campaigns. Advertisers will be required to do some PPC management in order to transition to the new platform. Google Shopping offers a variety of new features that improve upon the performance of the old PLAs.

Before you transition your current PLA campaigns to Google Shopping, you’ll want to optimize your data feed. Use the attribute values in your feed to create product groups within your campaign. When reviewing your data feed, consider the best way to subdivide your products into product groups using any attributes you choose (category, product type, brand, item ID, custom labels, etc.). You can make these subcategories as granular as you like. Any ungrouped products will remain in an “Everything Else” product group. You can then use the Products tab to view your inventory, filter by attribute, and place bids.

How Google Shopping Campaigns are Different from PLAs

  • Ability to see your product inventory, group your products, and set your bids directly through AdWords.
  • Enhanced reporting capabilities allow you to see how a particular product or group of products is performing, down to any level of granularity rather than just at ad group level.
  • Access to competitive benchmark data that you can use to optimize your campaign and adjust bids to remain competitive.
  • Ability to organize your campaigns by Product Groups rather than Product Targets. Now that you can see your inventory directly through AdWords, organizing into Product Groups is much more seamless. Then you can bid on each product group according to your particular goals.
  • Custom Labels rather than “adwords labels” or “adwords grouping” allow you to group products that are on sale, are seasonal, or have other attributes (high price, high margin) that you want to easily monitor and report on.
  • Inventory Filters (vs. Product Filters) allow you to limit your advertising on certain products based on certain attributes you identify.
  • Optional Campaign Priority setting allows you to prioritize which campaign will be used when you advertise the same products across multiple campaigns.

Once your Google Shopping campaigns are up and running, you can easily monitor and optimize them. You can view ad performance in the Products Groups tab, and further optimize your campaign based on benchmark data to see how your ads compare to those for similar products, Impression Share (IS) data to identify opportunities for more impressions and clicks, and using the Bid Simulator tool to help estimate the bid that is most likely to provide the desired level of performance.