Looking for extra ways to grab consumer attention and showcase your company with your Bing ads? In April of this year Bing released two new extensions: Review Extensions and Callout Extensions. If these extensions sound familiar to you it is because you may already be using them in your AdWords account.
Review Extensions allow you to highlight positive reviews your company has received from trusted 3rd party sources. These are a great way to show potential customers how your company outshines the competition. This extension allows one of your positive reviews to show at a time alongside your other extensions. This extension source can be clicked but it will link to the 3rd party website at no charge to you.
Add an extra line of text to your ads using Callout Extensions. Callout Extensions allow you to showcase even more details about the products or services that your company offers. These will also run in conjunction with your already existing extensions but are not clickable. A maximum of 4 callouts can show at one time.
Coming sometime this summer is another exciting Bing addition is the ability to create labels. If you have ever used labels in AdWords you already know how incredibly useful they can be. You can label converting keywords, automate certain items to turn on or off at a specific date or time, filter results based on labels and even easily differentiate holiday ads you’ve created just to name a few of their uses.
These extensions are just some of what Bing offers to enhance Bing Ads, and that JumpFly uses for their clients.
Even though Google dominates the US search market, advertisers shouldn’t overlook the almost 30% that Bing/Yahoo controls. With most of a PPC professional’s time focused on Google AdWords, it’s easy to miss out on the different features Bing Ads has to offer.
Unlike Google AdWords, in Bing Ads you are able to monitor the performance of the search partner network with their Publisher Performance report. This can be found in the reports area of the Bing Ads UI. Then you can easily exclude the search partner sites that have performed poorly by simply pasting them into Bing Ads Editor. Just select the campaign you want, click on “Exclude Websites” and paste.
Bing has also been retooling the User Interface in order to increase efficiency and productivity. Like Google AdWords, Bing now has added a navigation pane so advertisers can easily navigate their accounts. From the left side of your screen you can switch between your campaigns, ad groups, keywords and even ads. If you are looking for a specific keyword and want it fast, simply type in the search box and the term will appear in the results. On the navigation pane, you can also create a campaign, import campaigns or change your account settings.
If your screen is getting a little cramped and you need more room, just collapse the pane by clicking on the arrow located on the top right side. The new navigation pane definitely makes campaign management much easier and saves you time!
Some other Bing Features you might not be aware of include:
- Reports for negative keyword conflicts
- Device Targeting
- Quality Score Reporting
- Geographic and ad rotation settings at the ad group level
There are always features being added to Bing, so make sure you stay on top of them by checking out the Bing Ads Support website.
On June 12, 2012 JumpFly was invited to participate in Chicago’s first Yahoo! Search & Bing Advertiser Forum and I was lucky enough to be able to venture downtown to participate.
This was an amazing event that allowed attendees to not only get a sneak peek into planned enhancements, but to also provide valuable feedback to the development teams about how the products are used daily in our paid search centered lives.
Since the Search Alliance was formed between Yahoo! and Microsoft in early 2010, we have seen tremendous growth and success for our clients advertising on these platforms. However, when the systems and support staff of two major companies merge, there are bound to be some hiccups and growing pains. Thankfully both Yahoo! and Microsoft are fully committed to providing the best experience for agencies, direct advertisers and people doing the searching. This commitment was solidified by the extremely in-depth, Yahoo and Microsoft moderated, roundtable discussion period. During this time, three of the eight people at our table were representatives of the Search Alliance, with one being a dedicated note-taker for the group.
Within the roundtable discussion, we were encouraged to provide as much positive and negative feedback as possible. It was extremely refreshing to have the captive ear of people who could actually do something with our gripes and suggestions. Our table definitely gave our moderators what they were looking for, and then some. There was some great feedback provided to the Search Alliance that I am confident will be taken back to their Product Managers, Engineers and Directors.
Not only did we provide valuable product input, we were also informed about enhancements that will be coming with future updates to the AdCenter platform and the programming that takes place behind the scenes. These enhancements will help JumpFly manage paid search accounts in Yahoo! and Bing more efficiently and effectively. **Spoiler Alert: There will be an MCC-type management platform coming soon and they are diligently working on increased data transparency and improved API functionality. We also learned about the MAI (Microsoft Advertising Intelligence) Tool. This is a powerful Excel extension for effective keyword research using Yahoo! and Bing data as opposed to Google’s Keyword Tool. If you are advertising on the Search Alliance network and haven’t used this little gem, I strongly suggest giving it a whirl. I know you will be happy with the quality of keywords it provides.
Another new feature we were given a sneak peek of is Yahoo Axis – the new search-oriented browser add-on and iOS app. With the browser version of Axis, when a user types in a search query they aren’t taken to a traditional SERP page, but rather a social portal that shows them whether their Twitter followers and/or Facebook friends are talking about what they need to know about. If you have an iOS device, the experience is even cooler. You can browse on your desktop, save your results and pick up right where you left off on your iPhone and/or iPad. Very cool social search smashup that doesn’t have ads yet, but has the potential to be a great enhancement for paid search opportunities in the not so distant future. Take a look at Axis, give it a whirl and see if your friends are talking about what interests you.
In conclusion, the Yahoo! and Bing Search Alliance is bringing us some pretty amazing innovations in the next few quarters. I am truly excited to see how they implement the changes that were suggested at the Advertiser Forum.