In this presentation, Bing’s Purna Virji and Hanapin’s Diane Anselmo will give you a sneak peek into the brand new updates Bing has planned, and the best ways to use them for ultimate PPC success.

1. #thinkppc
New Bing Features
You Need in 2017 for
Optimal Performance
&HOSTED BY:

2. #thinkppc
Diane Anselmo
– Associate Director of Services at Hanapin Marketing
– PPC Hero Blogger
– @diane_anselmo
Purna Virji
– Senior PPC Training Manager at Bing Ads
– PPC Hero’s #1 Most Influential
– Hero Conf LA Keynote Speaker
@PurnaVirji
#thinkppc

3. #thinkppc
Join the conversation
• Include the hashtag #thinkppc in your
Twitter tweets.
Or use the webinar question box to send us
questions.

4. #thinkppc
Who is Hanapin?
– Run the world’s most popular PPC blog
and conference.
– We manage and optimize global paid
search, paid social, and display programs.
– Within 12 months, brands can expect a
250% increase in their growth trajectory.
#thinkppc

5. #thinkppc
Our Clients
#thinkppc

6. #thinkppc
Live Poll Question #1
How long have you been in PPC?
#thinkppc
A. Less than 1 year
B. 1-3 years
C. 3-5 years
D. 5+ years

7. #thinkppc
Let’s get started!
 Win in the Now
 Looking beyond 2017

8. Win in the Now:
The Bing 6

9. #thinkppc
1. Similar Audiences
Connect to audiences similar to your
remarketing lists.
Use across accounts
- Even with different
domains
- U.S. pilot, plans for
global roll-out.
411:
- Analyzes 30 days of
data
- Can use negative bid
mods and exclusions.
Need:
- UET set-up and performing
remarketing lists
- To participate, email
bingadspilots@microsoft.com

10. #thinkppc
2. In-Market Audiences
Curated lists of users determined to be in
market for a purchase category.
Easy targeting
- Associate with any ad
groups
- Target exclusively or
have unique bid mods.
Multiple categories:
- Includes retail, autos,
finance, travel etc.
- U.S. pilot, plans for
global roll-out.
Boost conversions
- More likely to convert in
the category
- Track performance via
the Audiences tab

11. #thinkppc
Hanapin’s Highlights
Similar Audiences for Search
● Opportunity to scale
● Improved targeting
In-Market Audiences
● Targeting those ready to buy
● Present right offer at right time
● Drive conversions
● Use with remarketing

12. #thinkppc
3. Merchant Promotions
Highlight special offers in Shopping Campaigns.

13. #thinkppc
3. Merchant Promotions
Highlight special offers in Shopping Campaigns.
Easy set-up
- Create feed via
Promotions tab in UI or
upload existing
- Review process
Note:
- Min. discount must be
at least $5 or 5% off
current price
- Need sep. promotions
feed
411:
- Site-wide or product-
specific
- Start and end dates
- U.S. pilot only

14. #thinkppc
● Furthers credibility for potential shoppers
● Makes ads stand out a bit more over
competitors
● No solid stats on these
Hanapin’s Highlights

15. #thinkppc
4. Dynamic Search Ads
Target relevant queries based on the content
on your site.
Exclude parts of site
that don’t drive a lot of
conversions
Add in negative
keywords in DSA
Use Bing recommended
categories

16. #thinkppc
● Allows text ad exposure for keywords not in your
account
● Great for ecomm accounts with 1000s of products
● Dynamically-generated headlines and landing pages
● Can eclipse the 25 character limit
● Can utilize other ad extensions
Hanapin’s Highlights

17. #thinkppc
5. App Install Ads
Drive more app installs.
Shows on mobile and
tablet for Android
and iOs
Track conversions via
our certified partners.
Enable “rotate ads
more evenly” option

18. #thinkppc
6. Automated Imports
Manage campaigns across platforms more
efficiently.

19. #thinkppc
6. Automated Imports

20. #thinkppc
6. Automated Imports
Manage campaigns across platforms more
efficiently.
Note:
- Check Import Summary
- Review import history
- Can edit scheduled imports.
411:
- Once, Daily, Weekly or Monthly
- New Campaigns or Changes to
Existing Campaigns

21. Beyond
2017

22. Will be able to
predict your needs
Pervasive in our
everyday lives
Personal and more
natural way to search
Future
of search
#thinkppc

23. #thinkppc
where’s the nearest Italian
restaurant?
what’s the traffic like on the way home?
what Italian restaurant should I eat at tonight?
#thinkppc

24. The future: Conversations
• Natural language between people
and technology
• Conversational canvas
• Bots and agents
2000s: Mobile
• Social
• User download apps
from App Stores
1990s: Internet
• Search
• User “visits” websites
1980s: PC
• Desktop

25. 5.9% Speech recognition error
rate - all time low
65% of smartphone owners use
voice assistants
Natural language
who won the seahawks game
#thinkppc

26. #thinkppc
The growth of
Voice Search
#thinkppc

27. 50% 55%
24%
20%
27% 26%
Under2425-3435+
AGE
CORTANA EMARKETER
Use of digital
assistants is more and
more common.
#thinkppc

28. Sometimes we
can’t use our
hands
#thinkppc

29. #thinkppc

30. The $600 million star, tried and tested
Okay Purna, what
do I need to do?
#thinkppc

31. 1. Add new keywords
#thinkppc

32. Microsoft internal data 2016
We know this
1 WORD 10+ WORDS
Text searches more
concentrated around 1-3
words
Voice searches longer
through the tail
#thinkppc
We know this

33. Search Engine Watch, Jason Tabeling, “How Will Voice
Search Impact A Search Marketer’s World?” December
2014
And this
#thinkppc
And this

34. Cortana’s
most common
question words.
HOW
41%
WHAT
34%
WHERE
14%
WHO
5%
WHY
4%
WHEN 2%
#thinkppc
Did you know?

35. Query data from AnswerThePublic.com (data shown is for U.S. market).

36. Do this
“How much does it cost to fly to the Bahamas?”
“Where can I find Bahamas vacation info?”
“What’s the best Bahamas vacation package?”
#thinkppc
Add new Q Phrase KWs

37. 2. Play up local-mobile
#thinkppc

38. #thinkppc

39. Mobile voice search is
more likely to
be local-
based than
text search.
3X
#thinkppc

40. Do this
Localize your keywords:
Opposite the port authority
Near Brighton pier
On Marine Drive
#thinkppc
Do this

41. Helpful extensions
Call Now
Directions
#thinkppc
Helpful extensions

42. 3. Intent-driven creative
#thinkppc

43. #thinkppc

44. Intent
Where
When
How
What/whoInterested
Ready to act
#thinkppc

45. Do this
Where can I find Bahamas vacation info?
What’s the best Bahamas vacation package?
Who lives in the Bahamas?
When is the best time to travel to the Bahamas?
#thinkppc
Sort based on Intent

46. Make your descriptions werk!Actions while shopping
90%of retail shoppers use
smartphones in stores.
77%of searches mentioning
“coupon” are initiated on a
smartphone or tablet.
Source: Hitwise Source: Marketing Land
Actions While Shopping
#thinkppc

47. Think visual
#thinkppc
Think visual

48. Pretty do-
able right?
#thinkppc

49. Where to next?
#thinkppc

53. Screen-less
advertising?
#thinkppc

54. #thinkppc
Would you like an offer?
A. Yes! I’d like a chance to win a free 1 hr training with Bing
B. Get an account analysis by the experts at Hanapin (For
accounts spending 15k+/month)
C. I’d like both
D. No Thanks!

55. #thinkppc
Live Q&A Time!

56. #thinkppc

57. #thinkppc

58. #thinkppc
Thank you for attending our webinar! #thinkppc
• Contact us Directly:
» Hanapin Feedback: marketing@hanapinmarketing.com
Bing Feedback: puvirji@microsoft.com