Programmatic Marketing Solutions: How Diversifying Ad Spend with Bing Improves Performance
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Sensis faced challenges reaching the entire Australian search market through Google alone. They diversified their ad spend by setting up campaigns on Bing Ads using Acquisio's Ad Cloner to automatically port over 8,000 existing Google campaigns. This saved significant manual labor. After launching the cloned campaigns on Bing, Sensis used Acquisio's bid optimization tool to regulate spend and improve performance. Since adding Bing, Sensis has seen an 18% increase in clicks and a 16% reduction in average cost-per-click, demonstrating the benefits of diversifying ad spend across multiple search engines.
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Programmatic Marketing Solutions: How Diversifying Ad Spend with Bing Improves Performance
- 1. PROGRAMMATIC MARKETING SOLUTIONS Get More Leads: How Diversifying Ad Spend is Better for Business
- 2. Our Speakers David MchInich, Chief Revenue Officer at Acquisio Diana Finster Global Channel Development Leads, Tool Providers at Microsoft Cam Pegg Media Products at Sensis
- 3. Housekeeping • The webinar is recorded and will be made available by email • The slides will also be available by email • Q&A session at the end of the webinar • Use the Chat box to submit your questions at any time
- 4. Agenda 1. The problem that Sensis faced 2. Bing Ads audience appeal 3. Setting up Bing Ads with Ad Cloner 4. Bid Optimization
- 5. Poll Question How many publishers do you advertise with? a) 1 b) 2 c) 3 d) 4+
- 6. About Sensis Sensis is Australia’s #1 marketing services company. Our purpose is to engage Australian consumers with businesses and we deliver on that promise through our leading digital consumer businesses, search engine marketing and optimization services, website products, social, data and mapping solutions.
- 7. The Problem Google Bing So we decided to try Bing. Bing has a smaller market share here, but by expanding to target targeting both publishers allows us to access the entire search market, which improved performance. But with 8,000+ campaigns, this would be challenging. We’re always looking to improve the reach and performance of our clients’ search campaigns, but the scope to do so is limited.
- 9. Reaching users across the right devices for making things happen 1 Billion Windows 10 Device by 2018
- 13. Source: AdGooroo, Google Adwords vs. Yahoo Bing Network – Average Cost per Click by Industry, Q1 2015
- 14. Poll Question Do you see value in cloning AdWords campaigns to Bing? a) Yes b) No
- 15. The Solution We’ve worked with Acquisio to roll out a two-pronged solution: • We took advantage of Acquisio’s Campaign Cloner to recreate all of our customer campaigns with Bing – this saved us weeks of manual labor and enabled us to get up and running relatively quickly. • After sending the campaigns live, we’ve used Bid & Budget Management (BBM) to optimize the campaigns and regulate spend – pacing and over- and under-spend was a real issue for us on our legacy search platform.
- 16. The Outcome We’re seeing significant improvements in campaign performance, especially in a couple of areas where Bing outperforms here in Australia. We can now target essentially the entire Australian search market and in Bing can access an additional channel that offers great value for our customers. Since starting to advertise with Bing Ads, we’ve seen an overall increase in clicks of 18% with the average CPC reduced by 16%!
- 17. Poll Question Are you interested in learning more about: a) Bid optimization for Bing b) Ad Cloner for Bing c) I’m ok for now
Hinweis der Redaktion
- At Bing, we’ve done quite a bit to grow our market share. Today, you’ll find Bing powers search experiences from Yahoo to AOL, Apple to Amazon, and new experiences including Cortana, the truly personal assistant. What’s unique about us is that we are committed to an open approach of partnering across the web to bring value to our users. We have strong partners which have helped us greatly to innovate and introduce Bing to more users than ever before. You’ll find us across platforms on iOS and Android. We’re on a mission to grow Bing’s presence everywhere. It’s our partner-centric approach that helps us grow Bing everywhere. This year, we’ve reached a big milestone of 20% market share.
- And we expect this market share to continue to grow as deeply integrate Bing into Windows 10. Bing and Search is a key strategic investment in Windows 10. You’ll find search and Cortana directly on the Windows 10 desktop, giving a consumers a quick and easy entry point to find what they need. You’ve may have also heard about our new browser, Microsoft Edge, a new modern web browser, that will be available in Windows 10. We’ve integrated Cortana directly into this new browser. Windows 10 provides a huge opportunity to continue to grow our user base and expose users to Bing and Cortana. 1.5 billion users use Windows everyday.
- We’ve done a lot to grow Bing and when we look at the percentage of queries powered by Bing, it’s roughly 33%. According to comScore, when we combine Bing share with Yahoo share, we reach 168M searchers or roughly 33% market share in the US.
- And despite the fact we have a great audience. It’s not just how many searchers we reach or how cost effective they are but who they are. Bing searchers spend more than the average internet searcher and on par with the average Google searcher in the US. Bing searchers spend 145% more than the average internet searcher and 44% more than the average Google searcher. Additionally, our searchers are affluent (HH>75K) and well educated. We have a highly sought after and valuable audience So, how do we capture our fair share and ensure advertisers are investing in the right channel or publisher. So, we commissioned Kenshoo to take a deeper look into how their clients can properly allocate spend for the search campaigns…using Marginal ROI. So, let me turn it over to Chris who’ll take you through how to think about where to invest your next marketing dollar. We’ve used Bing and search as an example but this can certainly be applied across whatever marketing channels you invest it.
- We also reach a substantial number of searchers across categories that cannot be reached on other search engines. Business to Business = 7M Career Services & Development = 14M Directories/Resources = 38M Entertainment = 35M Gambling = 3M Games = 16M Government = 20M Health = 18M ISP = 5M Lifestyles = 24M News/Information = 35M Portals = 9M Real Estate = 14M Regional/Local = 19M Services = 46M Social Media = 26M Sports = 16M Technology = 21M XXX Adult = 18M Family & Youth = 11M
- And that gap exists despite the fact we have lower CPCs than adwords.