In this webinar, Trada and Microsoft team up to give you information about key adCenter tools, insights, and best practices that will help you optimize your Bing and Yahoo! Search campaign and improve your paid search ROI. Whether you’re new to adCenter or would just like to improve your campaign’s performance, learn how to: • Reach more customers. • Raise conversion rates. • Increase your return on advertising spend. Check out Trada Reviews here: http://www.trada.com/trada-reviews/

1. Boost your Paid Search ROI
with Bing and Yahoo! Search
Reach a new audience.
Increase conversions.
Drive down your CPA.
#Trada4adCenter

2. #Trada4adCenter

3. Sara Fox
Marketing Manager
Lead Nurturing
Trada
John Gagnon Matt Hessler
Senior SEM Manager and Director of Marketplace
Bing Advertising Evangelist Operations
Microsoft Trada
#Trada4adCenter

4. Microsoft
Advertising
adCenter
and the
Search
Alliance
#Trada4adCenter

5. is for doing
Empowers  Shop Savvy
consumers to make  Be Entertained
smarter, faster,  Go Local
more informed  Travel Smarter
decisions.  Search Socially
#Trada4adCenter

6. #Trada4adCenter

7. The Help-You-Find-Exactly-What-
You’re-Looking-For Engine
 Product  Health & Beauty  Auto
 Shopping  Education  Finance
 Travel  Computer & Internet  Jobs
…and many more
#Trada4adCenter

8. Microsoft Advertising adCenter
Create and manage all campaigns on Bing and
Yahoo! Search from one efficient platform.
#Trada4adCenter

9.  Reach a new Why You
audience Want
 Increase to Use
conversion rate adCenter
 Improve ROI
#Trada4adCenter

10. Reach a New Audience
30% of the U.S. search market uses Yahoo!
Search and Bing (including Microsoft and
Yahoo! Core Search sites)
– that’s 162 million unique searchers!
#Trada4adCenter Source: comScore Core Search (custom) January 2012

11. Reach a New Audience
33% of those
162 million unique
searchers do not
use Google

54 million unique
searchers
in the U.S. who you
can only reach with
search ads through
Microsoft Advertising
adCenter
#Trada4adCenter Source: comScore Core Search (custom) January 2012

12. Increase Conversion Rate
Many advertisers experience higher
CTR & conversion rates with adCenter
#Trada4adCenter

13. Increase Conversion Rate
Trada – Ad Network Budget Adjustment
Campaigns start with 70% Google, 30%
Yahoo!/Bing budget allocation.
» 43% of campaigns had
greater budget allocated
to adCenter
» Increased adCenter
spend avg. = 8%
» Increased AdWords
spend avg. = 3.5%

14. Improve ROI
The unique searchers on Microsoft and
Yahoo! sites (including Yahoo! Search,
Bing, and partners) are likely to:
 Spend 6% more than Google
searchers in the U.S.
 Spend 23% more than
the average searcher.
#Trada4adCenter Source: comScore Core Search (custom) January 2012

15. Improve ROI
In 2011, Yahoo/Bing delivered more revenue
per click and better return on investment
14%
RPC
9%
ROI
Source: Efficient Frontier – Global Q4 2011
#Trada4adCenter Digital Marketing Performance Report January 2012

16. Improve ROI
Source: Efficient Frontier – Global Q4 2011
Digital Marketing Performance Report January 2012

17. adCenter Can Help You
Maximize Your Paid Search ROI
Expanded
audience
Higher
Conversion
Rate
#Trada4adCenter

18.  Develop Keyword Microsoft
Lists & Strategies
Advertising
 Optimize Keyword Intelligence
Campaigns
 Tailor Your Bidding
Strategy
 Evaluate Campaign
Performance
#Trada4adCenter

19. MAI:
Develop Keyword Lists and Strategies
Build out lists of suggested keywords and
develop informed keyword strategies based on
actual Bing and MSN query data, including:
» relevance
» volume
» cost history
» demographic
» geographic
#Trada4adCenter

20. MAI:
Optimize Keyword Campaigns
Leverage historic and forecasted monthly
query and content data to optimize your
keyword campaigns based on what potential
customers are actually doing.
#Trada4adCenter

21. MAI:
Tailor Your Bidding Strategy
Tailor your bidding strategy based on pricing
data for keyword-specific metrics such as
clicks, impressions, position, click-through rate
and cost per click.
#Trada4adCenter

22. Trada
for
adCenter
Trada helps
optimize your paid
search campaign.
#Trada4adCenter

23.  Is a solution for businesses running paid
search campaigns across multiple ad
networks.
 Provides access to a community of thousands
of certified paid search experts.
 Saves you time while maintaining complete
visibility into and control over your campaigns.
#Trada4adCenter

24. Run Campaigns Seamlessly Across
Multiple Ad Networks.
#Trada4adCenter

25. Easily Compare Ad Network
Campaign Performance.
#Trada4adCenter

26. Easily Compare Ad Network
Campaign Performance.
#Trada4adCenter

27. Easily Compare Ad Network
Campaign Performance.
#Trada4adCenter

28. Easily Compare Ad Network
Campaign Performance.
#Trada4adCenter

29. Ad Network Automatic
Budget Adjustment
Automatic Network Automatic Network
Budget Adjustment Budget Adjustment
» Maximize ad spend based on performance.
» Improve overall campaign conversions and
conversion rate.
#Trada4adCenter

30. Community of Paid Search Experts
Trada’s advertising specialists, called Optimizers
» Know how to run sophisticated, ROI-focused
campaigns on adCenter and AdWords.
» Use the side-by-side view of adCenter & AdWords
campaign performance to compare, adjust, etc.
» Are paid based on performance and therefore
directly incentivized to get high-quality clicks and
low-cost conversions for you.
#Trada4adCenter

31. Community of Paid Search Experts
#Trada4adCenter

32. Transparency and Control
#Trada4adCenter

33. Transparency and Control
#Trada4adCenter

34. adCenter
・Expand your audience
・Attract higher quality, higher performing traffic
・Enjoy advertiser-friendly features and
enhancements
#Trada4adCenter

35. Trada
Manage multiple network
campaigns from one platform
Automatic network Diversity and expertise of
budget adjustment online advertising experts
#Trada4adCenter

36. Questions?
John Gagnon Matt Hessler
Senior SEM Manager and Director of Marketplace
Bing Advertising Evangelist Operations
Microsoft Trada
@jmgagnon @fasterstill
For more information or to schedule a demo of the Trada Marketplace,
email sfox@trada.com or visit www.trada.com/learn-more.
Sara Fox
Marketing
Manager
Lead Nurturing
Trada
@Trada
@snowfox78
#Trada4adCenter