Bing

Updated: Microsoft Advertising Select Channel Partner Program

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Adtaxi is pleased to announce becoming a Microsoft Advertising Select Channel Partner!

What is the Microsoft Advertising Select Channel Partner Program?

This new Microsoft Advertising Select Channel Partner Program is for partners who have proven and trusted expertise in driving growth to small- and medium-sized businesses through a deep understanding of the search advertising landscape, specifically through the Microsoft Advertising platform. These partners are committed to providing high-quality support and service and have the requisite technology, innovation and skilled workforce to help businesses see success using Microsoft Advertising products.

What are the benefits of working with a Microsoft Advertising Select Channel Partner?

  • Expertise that maximizes ROI through custom-fit digital marketing campaigns, the latest technology, performance tracking and tailored reporting.

  • Dedicated support that lets customers focus on their business while the Microsoft Advertising Select Channel Partners take care of their marketing needs.

  • Deep industry and Microsoft Advertising platform knowledge gained through exclusive access to customized training and industry insights.

AdTaxi is excited to continue to help clients change the marketing conversation with this Microsoft Advertising Select Channel Partnership.

8 Ways Bing is Important for Search

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Google may be the dominant search engine, but for advertisers looking to reach diverse audiences, there's more to search than Google alone. Microsoft's Bing search engine offers advertisers alternative options that might be right for them. In this article, we'll discuss some key differences between Bing and Google and outline the importance of these differences.

Growth for Bing

In Microsoft's fourth quarter, the company reported Bing's revenue rose 17 percent over the past year. Even though it's still dwarfed by Google, which owns nearly 75 percent of the search engine market, Bing holds a respectable third slot (after Baidu) with nearly 8 percent of search engine market share, according to NetMarketShare.

But Bing makes up for its smaller size in different ways. These are the kinds of things marketers should keep in mind when drawing up a well-rounded search strategy:

  1. Demographic differences: According to 2016 research from GML Consulting, Bing users tend to be older, wealthier, and well educated. For marketers looking for an affluent audience, likely connected to the Microsoft online universe already, Bing can be an effective tool.

  2. Search results: According to Search Engine Land, Bing uses an enriched basic search that goes further than typical search results. When you search for "movies," for example, Bing shows users movie options for streaming outlets such as Amazon and Netflix, as well as what movies are playing in cinemas near you. This asset shows increased thinking in Bing's search makeup.

  3. Easier purchase links: Bing tends to display "real-world context" results that allow consumers to buy goods and services more easily, while Google tends to offer results for consumers to learn more before making a purchase.

  4. Unique query searches: Unique query searches are high on Bing, meaning they're only displayed and found on Bing and users searching for them have a high intent to buy.

  5. Most relevant entity: Advertisers can use Bing Entity Search API to identify the entity with the most relevance based on the search terms used. This can be used to see the multiple entity types while searching for favorite local businesses, video games, books, and movies.

  6. Working with Bing Ads: Bing Ads is less costly on cost-per-clicks than Google's AdWords. There's also less competition on popular keywords, which can lead to better ad positioning and improved click-through rates.

  7. Bing for Business: By increasing its deep discovery tools in a more robust knowledge graph, Bing's Places for Business allows businesses to place more emphasis on its website's published content and data. This is another alternative to promoting a company's brand for online and offline consumers.

  8. Negative keywords: In Bing Ads, negative keywords don't negate targeted keywords. This is an important feature for advertisers who don't want their ads being shown when a search query contains a bid-on keyword but is irrelevant to the advertiser's business content and landing page copy.

The recent uptick in Bing's business shows its product improvements are working well for brands that use it. It keeps the competitive search engine market companies in deep discovery mode for adding new search methods, and means Bing's improvements are helping to optimize campaigns for business marketers.

See How Bing's Shopping Campaigns Are Changing

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In April 2018, Bing unveiled some new features for its Bing Shopping campaigns that could make them more effective. These new features don’t just bring extra value for advertisers; some experts suggest they are poised to give competitors a run for their money. Let’s look at some of the changes and how you could benefit. 

Why It Matters

Shopping ads are big news in 2018. Experts estimate they account for around 60 percent of the clicks on Google and about 33 percent of the clicks on Bing – stats that clearly demonstrate the domination of Shopping campaigns in retailers’ paid search click volume arena.  But it’s even more interesting when you factor in a little background on Bing’s reach.

An estimated one in five people rely on Bing for their online searches. Not only that, Bing's audience spends an average of 32 percent more time shopping online from their desktop computers than other internet searchers and their average click-through rate is roughly 50 percent higher than AdWords. Factor in some positive new changes and we’re talking about a golden opportunity for brands and advertisers to reach more people and even potentially see a boost in conversions.

New Feature 1: Multiple Images

Now you can spice things up with up to 10 images in the product feed. This gives you a great opportunity to show products from different angles, giving shoppers a comprehensive view. This is important because we all know that great photos are at the heart of successful shopping campaigns.

New Feature 2: Product Status Reporting

Bing added four new columns to its Product Groups reporting grid to help advertisers better understand exactly what’s happening in their campaigns. You can easily see the data across multiple accounts or shopping campaigns using the Product Match Count Report. This gives you a detailed overview of the matched products at several levels: campaign, ad group and product group – information you can use to optimize your campaigns. These new additions include:

●      Products Submitted: Displays the number of products you upload to the Merchant Center.

●      Products Ready to Serve: Displays the number of products free from processing errors and ready for people to bid on

●      Products Targeted: Displays the number of products people are bidding on

●      % Products Targeted: Displays the percentage of products you've submitted that are being bid on in the group

Universal Event Tracking

Universal Event Tracking (UET) is a convenient tool available through Bing Ads. It allows businesses to verify their domains as they set up their merchant center account and create their online store. This speeds up the process so sellers can get down to business faster while buyers still have peace of mind. Bing rejects merchants who lack a privacy policy on their website, try to claim unverified domains or lack valid SSL certificates.

Product Rejection Notifications

No product left behind! That might as well be the rallying cry behind this new feature. Bing's targeted product insights are all designed to help you keep all your products active in your shopping campaigns. Product status is important. Now, marketers can sign up for product rejection statuses that allow them to stay on top of any issues and fix them quickly.

In the end, successful marketing campaigns – whether they’re for Bing Shopping or not – are all about having the right insight, innovation and optimization tools at the ready. Adtaxi partners with the best in the industry, including Bing, to deliver the performance our clients need to succeed. Visit Adtaxi.com to learn more.