28. More volume with less effort
United States
3.3B Monthly 5.9B Monthly
Searches2
2.6B Monthly
Searches1
Searches1
122M Unique Searchers1
167M Unique Searchers2
30.6% Share2
103M Unique Searchers1
17.2% Share1
13.4% Share1
1. comScore Core Search, September 2011.
2. comScore Core Search (custom), September 2011.
28
29. Likely to spend more
United States
Audience Buying Power Index
140
⢠Our audience is significant in 126.1
119.2
size, and in online purchase 120
activity. The unique searchers
on Microsoft and Yahoo! sites 100
100
(including Yahoo! Search, Bing,
and partners) are:
80
⢠likely to spend 26% more than
the average searcher, 60
⢠and likely to spend 5.8% more 40
than Google searchers in the
U.S. 20
0
Microsoft and Google Average
Yahoo! sites Internet
Source: comScore Core Search (custom), September 2011.
29
30. Connect with searchers you canât
reach elsewhere
United States
⢠34.4% of the unique searchers
using Microsoft and Yahoo! sites
(including Yahoo! Search, Bing, Microsoft and Yahoo! unique 167
and partners) do not use Google in searchers1 Million
the U.S.1
Microsoft and Yahoo!
⢠Thatâs 58 million unique searchers unique searchers that
in the U.S. that you can only reach donât use Google1 58
Million
with search ads through Microsoft
Advertising adCenter.1
⢠Thatâs ~20% of U.S. population,
unduplicated.
1. comScore Core Search (custom), September 2011.
30
31. Market Performance Updates
Performance metrics for the marketplace continue to strengthen.
Performance Volume
We continue to see strong ROI and We continuously monitor the market
improving CTR and CPC metrics. and traffic quality, to help maximize
clicks and optimize ROI.
â˘
âWe saw a 43% higher click volume at a An ongoing, rich pipeline of experiments
10% lower CPC. Click through rates did from adCenter engineering, including new
show a 9% improvement on a QoQ basis, matching and optimization technologies,
implying improved ad matching and/or will help incrementally improve the
traffic characteristics. .â marketplace.
- Marin Software1
1Source: Marin Software Q3 2011 study
31 31
35. ď 30% of queries in the US, over 20% of paid search clicks
ď Higher quality traffic, consistently higher
conversion rates
ď Competitive pressure is lower, leading to higher ROI
ď If you are not on Bing, youâre leaving $$$ on the table
ď Drive it differently
36. When you bid on broad, DO NOT
Best Practice
leave phrase and exact blank
⢠Bid explicitly for each match type
⢠Track click performance via URL parameter {matchtype}
⢠Use delivered match type KW performance report
Ad Group Keyword Exact Bid Phrase Bid Broad Bid
Bad AdGroup 1 Car $4.00
Ad Group Keyword Exact Bid Phrase Bid Broad Bid
Good AdGroup 1 Car $5.00 $3.65 $4.00
37. Best Practice Start high, tweak lower
⢠New terms should start off bidding higher than normal
⢠Phrase bids at 75% of Exact bids
⢠Broad bids at 85% of Exact bids
*Tip: minimum bid at least $0.40 to pass avg. min bid threshold
Best Practice Bid boost your target audience
⢠Use adCenterâs unique incremental bidding feature to
boost your bid for a specific age & gender
38. A keyword research and optimization tool to forecast &
zero in on your target audience (Excel plug-in).
41. For Mac Users:
ďź Partition the Mac drive to run both Mac & Windows
ďź Or, install Parallels 7, a virtualization software for Mac OS
X. Allows user to run both Mac & Windows
42. Position CTR Click Share
Main Line 5.45% - 19.22% 93.97%
Side Bar 0.32% - 0.95% 6.03%
43. What is it?
Become a Microsoft adCenter expert through
free training and accreditation.
Why become accredited?
Build your resume, train your employees
Get started:
1. Train with 32 free videos.
2. Take exam, free now for a limited time.
3. Free Exam Code: K5E2PSPX18
Benefits:
Free training, inclusion in Find a Pro directory,
Membership Directory, Member Spotlight,
badge use, and more.
Get started at:
www.microsoftadvertisingpros.com
47. How It Works
Your Sites
Algo Results Algo Results
SEARCH USERS SEARCH USERS
48. Bing Webmaster Tools
http://www.bing.com/webmaster
Yahoo! Site Explorer Bing Webmaster Tools
siteexplorer.search.yahoo.com www.bing.com/webmaster
Top Features:
Start using Bing Webmaster ⢠Index Explorer: URL level link tracking
Tools today to optimize for ⢠Crawl Delay: Configure when we crawl
both Bing and Yahoo. ⢠Deep Link Control: Remove, or re-
prioritize organic deep links
When worldwide transition is ⢠In-depth traffic stats: Insights on
impressions, clicks, query terms,
complete Site Explorer will
keywords that drive traffic to your site.
shut down.
49. Crawl Delay: Configurable by the Hour
User in control
⢠Ask us to crawl slower
during peak business hours
⢠Crawl faster during off-peak
Simple
⢠Create crawl graph by
dragging your mouse
pointer across the graph
⢠Fine tune by clicking
individual columns, too.
56. Social Media Doâs
⢠Fresh & Relevant
⢠Authoritative
⢠Popular
⢠Timely
⢠Links
⢠Quality
57. Social Media Do-notâs
⢠Spam
⢠Think you can âset it and forget itâ
⢠Pay a service for false âfollowersâ
or âlike farmsâ
*FYI: The patterns & volume of ALL
sharing is tracked