Bing makes up 30% of your pay-per-click portfolio. Learn to optimize Bing to within an inch of its life. Monitor budget split on Bing and Google: Drive volume and low-cost conversions across networks. Maximize yield: Is your campaign reaching its full potential? Share Voice Metrics can give you actionable insight at every level. Zero-effort optimization: Proactive Bid Recommendation tool identifies keywords "on the cusp of greatness". Get really advanced: Bing Ads Intelligence changes the way you understand your business and your buyers. In this deeply technical, hands-on webinar, Trada and Bing will show you how to maximize profitability on Bing Ads, while reaching 53 million unduplicated users.

1. Bing Ads:
Tips from the Source
TRADA WEBINAR SERIES

2. Meet Your Speakers
Paul Corkery
Sr. Operations Program Manager
SMB Search Platform & Tools
Microsoft
@c0rk

3. Meet Your Speakers
Matt Hessler
Director of Account Management, Trada
13 years of PPC and SEO
@fasterstill

4. Meet Your Speakers
Anna Sawyer
Head of Content, Trada
Digital Marketing Educator
@annafsawyer

5. We know PPC.
Trada is the world’s only performance-based
online advertising marketplace.
1You set CPA goals.
2We assign a team of PPC experts to your
campaign.
3 Your expert team collaborates to beat those
goals.

6. Optimizers and Trada partners are
supported by the Trada Marketplace.
Your
Company
Trada’s Marketplace is where our
global community of certified
PPC experts work.
Our automated Optimizer Matching™
algorithm makes sure your Optimizer
team is qualified based on experience,
historical performance and other factors.

7. Trada is performance-based PPC.
Trada is
performance
based: you set goals,
experts work to beat them.
Our unique method of goal alignment is not just
a feature - it is the driving force in our
marketplace. You set goals, your Trada team
works to beat them, and they are compensated
for their success.
It’s changing the way companies like
yours do marketing.
Featured in:

8. #TradaBing
Use the hashtag today
and win $25.
WEBINAR
DETAILS
Please enter your questions
throughout the call–we’ll get to them
at the end!
We will send out a recording and a
link to the slides after the webinar.

9. The best Google AdWords
optimization strategy is Bing Ads?
The
Googz
Think your AdWords campaign is
dialed?
Making Bing an important
element of your overall portfolio
allows you to optimize for volume
and conversions.

10. Why Bing?
Data like this shows
more than ever that
it’s imperative to
manage budget
across platforms to
get the best results.

11. You’re missing out if you’re not
optimizing Bing.
• Searchers on Bing are likely to
spend 20% more than the
average internet searcher
• Top verticals for Bing include
retail and business/finance
• Click prices are often much
cheaper... meaning you can
get conversions for less, and
backfill your needed volume
with AdWords spend
1
Source: comScore CoreSearch, March 2013
159
Million
51
Million
on the Yahoo!
Bing Network
Yahoo! Bing Network unique
searchers who don’t use Google
Already running an optimized Google AdWords campaign? The only way to
truly optimize a great AdWords campaign is to allocate budget to Bing.
SAMPLE SCENARIO Meg runs marketing for an eCommerce company, and to drive profitability, she
needs new customers and repeat customers. To attract new customers, a typical strategy might be to
run Google AdWords and Facebook ads. If she doesn’t include Bing Ads in her acquisition strategy:
she’s missing
2 out of every 10
searchers on
the Yahoo! Bing
Network...
...every month.
And, those 2
customers are
likely to spend
20% more than the
other 8 customers1
.
2 out of every 1
searchers on
the Yahoo! BingXX 23 $

12. Maximize your overall budget
Adjust your budget split against conversion price and volume a regular basis:
we recommend 2x/month.
Google Bing Ads
Take a look at your current spend for the networks you are
advertising on, then determine conversion costs and volume for
each network. Move more budget to the network that can get you
lower conversion costs, and make up volume with the other
network.
7K 3K

13. Trada does this automatically
Our Budget Split algorithm shifts
budget opportunistically.
Most campaigns start with a 70/30 Google –
Yahoo! Bing Network split, but as data is
generated, the budget allocation process
changes the network budget split every 15 days.
Budget is reallocated based on the Network
Conversion Rate, which equals the number of
conversions per clicks for each ad network; and
Network Conversion Volume, which is the total
number of conversions for a specific time frame
on an ad network.

14. Trada’s Performance-Based Marketplace Helps Mid-
Market Companies Reach Customers on Bing Ads
Mid-market companies have sophisticated needs, but they
tend to be short on resources and have smaller marketing
teams than their Fortune 500 competitors. to help this
or manage campaigns in-house. “traditional agencies don’t
trada makes it easy to advertise on the yahoo! Bing
Case Study
Partner: trada

15. How to maximize yield
Is your campaign reaching its full
potential?
Bing’s Quality Score (the basics)
Combine QS with Share of Voice Metrics for a
bidding recipe
Quality Impact Score shows the quantity of
impressions you could win back by making changes

16. Bing’s quality score
Aggregated at every level (keyword, match type,
ad group, campaign, account)
Shares actionable competitive data

17. Combine with Share of Voice
Why are you losing impressions?

18. A ‘bid recipe’

19. Finding Share of Voice

20. Learn the impact of changes before
you make them

22. Keyword distribution graphing

23. “Smart” keyword recommendation

24. On-demand estimation

25. See your changes over time

26. Competition-level reporting

27. Where does your company fit?
We think most of our webinar
guests are:
- marketing directors/leaders
- PPC pros
- CEOs/founders
at mid-market companies.
Mid-market companies are
somewhere between Fortune
500 and your local pizza shop.

28. Mid-market companies are cool!
Mid-market companies make
up around 40% of the US GDP.
There are 8Million US
businesses that make between
500K–500M in annual
revenue.

29. Mid-market companies are unique.
You need sophisticated
reporting and analysis
You tend to have small
marketing teams/limited
resources
Most mid-market companies run PPC in-house...
...or they work with an agency or consultant.
Your needs?
Your PPC solution?

30. Bing ads intelligence
Bing Ads Intelligence gives you
cool data including gender
demographics, location
demographics, etc.
It plugs into Excel, so you can get
really granular and understand
the marketplace as a whole.

37. Talk to your team51 Million American searchers use Bing only...
and aren’t using Google.
1
This means you’re missing 30%
of your potential customers if you’re not optimizing Bing.
Most mid-market companies with a PPC portfolio spend some of their budget on Bing. But they
tend to feel that they aren’t optimizing it fully. To get the best results, split your PPC budget between
Google and Bing, and allocate it according to conversion volume and price.
DID YOU KNOW?
• Searchers on Bing are likely to
spend 20% more than the
average internet searcher
• Top verticals for Bing include
retail and business/finance
• Click prices are often much
cheaper... meaning you can
get conversions for less, and
backfill your needed volume
with AdWords spend
159
Million
51
Million
Unique searchers
on the Yahoo!
Bing Network
Yahoo! Bing Network unique
searchers who don’t use Google
Help your team understand Bing
accounts for 30% of your search
traffic.

38. Super-easy import

39. Looking for more basic help?
www.trada.com/blog
www.trada.com/resources
www.youtube.com/tradainc
Trada has hundreds of FREE
resources available to instruct you
how to build and manage healthy,
profitable pay-per-click
campaigns.

40. Alone, do you have the time and diversity
of strategy to manage sophisticated
campaigns well?
You can build out a large in-house team:
but they’re expensive, complicated and
time-consuming to hire, make space for,
manage.
Traditional agency models are often
motivated to spend your budget.
Plus... who’s really doing the work?
Mid-market search solutions
In-house PPC team (doing it yourself) Working with an agency

41. The ideal scenario: a tool for your
agency or in-house team.
You could have a team of experts doing
the work of PPC on your behalf. They
would work with your in-house person,
who would manage strategy.
They would be paid based on
performance goals you set,
meaning they would fight to get
YOU results.
They would collaborate within an
application that would allow them
to see the performance data they
need to succeed.
Your in-house team would have
control over their strategy and
visibility into ALL the data.

42. You can have both.
Trada is the world’s only performance-based
online advertising marketplace.
When you join Trada, we assign a
highly specialized team of paid
search experts (Optimizers) to
work on your PPC campaigns.
We have a global community of
certified paid search experts.

43. Optimizers and Trada partners are
supported by the Trada Marketplace.
Your
Company
Trada’s Marketplace is where our
global community of certified
PPC experts work.
Our automated Optimizer Matching™
algorithm makes sure your Optimizer
team is qualified based on experience,
historical performance and other factors.

44. Optimizers do work, you maintain
control, Trada supports it all.
create and test
targeted ad copy
generate keyword
lists
manage bid prices
respond quickly to
campaign requests
!
!
!
!
Your dedicated
account manager acts
as strategic partner
and Optimizer liaison.
Your Optimizer team does the daily
work of campaign research, ad copy
and testing, and constant refinement.

45. Goals are finally aligned.
15%of marketers with
their PPC performance
Only
marketers are
satisfied with their
agency’s
The agency model for PPC is
outdated. It was designed for
Only 1 in 5marketers are
satisfied with their
agency’s performance
Traditional agencies charge
a percent of marketing
spend. They are motivated
to spend your budget.
1You set CPA goals.
2We assign a team of PPC
experts to your campaign.
3 Your expert team
collaborates to beat those
goals.

46. Trada’s customers
Seth from Dr Vita loved that his
Optimizer team would react
immediately to the need for ads for a
new product–within hours, ads would
be running live on the networks.

47. Learn more about how we can help.
We’d love to analyze your current PPC
and determine if Trada is a fit for a
partnership with you.
Type “I’d like a demo”
into the chat box.

48. ?@fasterstill
@annafsawyer
48
@c0rk