In this presentation, Bing’s Purna Virji and Hanapin’s Dani Gonzales are going to dive into these new updates for you, analyze them, and provide action steps for you to take when they come out.

1. 1
www.dublindesign.com
You Asked, Bing Listened:
The Most Wanted Updates
for 2018
HOSTED BY:

2. Presenters
• Purna Virji
– Senior Manager of Global Engagement at Bing
– @purnavirji
• Danielle Gonzales
– Account Manager at Hanapin Marketing
– PPC Hero Blogger
– @DGonzoPPC

3. – 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.
Who is Hanapin?

4. Our Clients

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

6. Live Poll Question #1
How long have you been in PPC?
#thinkppc
A. 0-1 year
B. 1-3 years
C. 3-5 years
D. 5+ years

7. #thinkppc
We’ll chat:
- The Most Wanted
- Spotlight on Purna’s Fav
- Q & A

8. Most Wanted List:
You Asked, Bing Listened

9. 1. Automated Bidding
Maximize Conversions automated bidding strategy
Let Bing Ads automatically set your bids to get you as
many conversions as possible.
Open beta:
Available in US, UK, CA, AU,
FR and DE
Target Cost Per Acquisition (CPA) automated
bidding strategy
Let Bing Ads automatically set your bids to help you
attain your average target CPA.
Controlled beta
Available in US, UK, CA, AU,
FR and DE (Help)
User notification preferences
Control notification settings at a more granular level with an
improved notification experience in Bing Ads settings.
Open beta
Global pilot to start in mid-January

10. 1. Automated Bidding
Maximize Conversions automated bidding strategy
Let Bing Ads automatically set your bids to get you as
many conversions as possible.
Open beta:
Available in US, UK, CA, AU,
FR and DE
Target Cost Per Acquisition (CPA) automated
bidding strategy
Let Bing Ads automatically set your bids to help you
attain your average target CPA.
Controlled beta
Available in US, UK, CA, AU,
FR and DE (Help)
User notification preferences
Control notification settings at a more granular level with an
improved notification experience in Bing Ads settings.
Open beta
Global pilot to start in mid-January

11. Hanapin’s Highlights

12. Hanapin’s Highlights

13. Hanapin’s Highlights

14. 2. Google Merchant Center Import
Easily import your approved product offers
into Bing Merchant Center.
•Open beta
•Available in US, UK, CA, AU, IN, FR and DE

15. Hanapin’s Highlights
•Quick Scaling into Bing
•Can help ease your client’s workload by
managing via a single feed

16. 3. Custom Audiences
Leverage your current, rich customer data
(open beta)
Custom Audiences segmentation examples
Purchase history Tenure
Renewal period Status tier
Lifetime value Subscriber type
Time since last purchase Customer referrals

17. 3. Custom Audiences

18. 3. Custom Audiences
Scale your online advertising
efforts
Enhance your existing audience
lists with your First Party Data
No UET required

24. Hanapin’s Highlights
•Great way to provide additional value from PPC:
• Bring folks back into the funnel
• share promotions
• reward lifetime value customers
• turn marketing qualified leads into sales qualified leads…
•We know consumers want hyper-targeted messaging.
•Note: You cannot use 3rd party data lists.

25. 4. Multi-Image Extensions
Make your text ad visually stand out!
• Open beta. Available in US and UK.
Image
Name/Display Text

26. 4. Multi-Image Extensions
Image
Name/Display Text
Make your ads
richer to increase
traffic to your
site.
Take advantage of this
unique opportunity,
available only on Bing
Ads.
Combine with
other ad extensions
to increase
engagement.*
*Excludes Sitelink and
Enhanced Sitelink Extensions

27. 4. Multi-Image Extensions
Click Create ad extension to either:
1. Choose an existing image or
2. Upload a new image
Choose Image Extensions and the
Campaign or Ad group.
Click the Ad Extensions tab.

28. 4. Multi-Image Extensions
Multi-Image Extension
Min #Images 5
Image Ratio 4:3
Name/Display Text Mandatory (display below
image)
Recommended Max. Characters –
Name/Display Text
14
Description Optional
Recommended Max. Characters –
Description
n/a
Destination URL Mandatory

29. Hanapin’s Highlights
•Excellent way to increase CTRs for e-comm– Show
‘em your goods!
•Choose high-quality product images and make sure
they speak to each other
•Choose best sellers/top-performing images
•Use as visual sitelinks to different parts of your
website!

30. Purna’s Fav
Kick off the year with
a bang!

31. Source: “2017: More Than Ever, Marketers Need Brand Safe Environments,” Trusted Media Brands, March 2017.
Half of digital advertisers plan to
increase their spend on audience
targeting this year.

32. 5. In-Market Audiences
Predictive intelligence delivers lists of users who
are ready to buy
Bing Ads predictive intelligence identifies
users who have shown purchase intent
signals within a particular category, including
searches and clicks on Bing and page views
on Microsoft services.

33. 5. In-Market Audiences

34. 5. In-Market Audiences

35. 5. In-Market Audiences
*Source: Microsoft internal data; pilot performance data from verticals including Travel, Autos and Financial Services using
“Bid Only” targeting on Bing Owned & Operated traffic, July 2017. CTR is click-through rate, and CVR is conversion ratio.
28%
CTR*
48%
CVR*
Ads shown to In-market Audiences
saw up to a 28% greater CTR than
the same ads without In-market
Audiences.
Ads shown to In-market Audiences
saw up to a 48% greater CVR than
the same ads without In-market
Audiences.

36. The Client:
Vegas.com is an online travel agency located in Las Vegas,
NV and specializes in hotels, show tickets, air+hotel
packages, and tours.
The Objective:
To incrementally boost their conversion and revenue
numbers while maintaining relative efficiency.
The Implementation
Initially rolled out as Bid Only & saw a significant lift in
performance so we then broke these out into dedicated
Target & Bid campaigns.
Vegas.com
65%Click Through
Rate
30%Conversion Rate
27%ROAS
20%Cost per
Conversion
The Results:

37. 5. In-Market Audiences
“I’m new to remarketing — help me layer in audience targeting solutions
quickly and easily.”
Easy to get up and running in 5 minutes or less.
No need for you to build your own remarketing list.
No prerequisites to get started, like website tagging.
Easy to report on performance and compare with campaigns not using In-
market Audiences.

38. 5. In-Market Audiences
Get creative with layering

39. Hanapin’s Highlights
•In-Market Audiences for Search is really exciting,
we don’t even have this feature in Google.
•Get creative with layering In-Market audiences:
• Make assumptions.
• If someone is In-Market for a home mortgage, it may be wise to
reach out to them if you’re a Home Goods Retailer, a landscaper,
sell homeowners insurance…

40. Bonus: Cross-Channel Audience Lists
What are they?
Audience lists from other marketing channels such as social,
SEO, loyalty programs, video or chat experiences, etc.
Why are they important?
You know how much your visitors are worth to you – why not
get another opportunity to convert, upsell, or bid more
aggressively on.

41. Bonus: Cross-Channel Audience Lists
5 Examples of additional marketing channel lists:
1. Facebook
2. AdWords
3. Affiliate
4. Organic or direct
5. Mailers – mail with a URL (offline to online)

42. Bonus: Cross-Channel Audience Lists

43. Bonus: Cross-Channel Audience Lists

44. Bonus: Cross-Channel Audience Lists

45. Bonus: Membership Duration-Based Lists
What are they?
We can create multiple lists targeting the same action but
staggering the membership duration for highest impact.
Why are they important?
Maximize the CTA at the appropriate time. Depending on when
the user completed the action the advertiser will want to serve
unique ad copy, landing pages, and adjust bids accordingly.

46. Bonus: Cross-Channel Audience Lists
4 Examples of additional marketing channel lists:
1. Free Trial engagement/Expiring promotion
2. Higher value item, longer membership duration
3. Avoid ad fatigue
4. Curate your lists based on your booking funnel

47. Bonus: Cross-Channel Audience Lists
Key Qs to ask:
 What is the length of your typical purchase journey?
 Is there a specific timing window you need to reach
consumers?
 How long do consumers spend researching before
purchasing?
 How frequently do visitors return to your website during
the purchase journey?

48. Bonus: Cross-Channel Audience Lists
How do I create this type of list?
Determine
which action
would benefit
from a more
dynamic
membership
duration
Create multiple
versions of the
audience with
variable
membership
duration
Ad
groups/campai
gns with the
same words but
different
audience
associations
Layer multiple
versions on and
control
engagement
with bid
modifiers or
exclusions
1 2 3 4

49. Hanapin’s Highlights
•Really exciting and have so much use potential
• Brilliant way to re-engage clients from other platforms
and solidify your brand awareness.
•Provide additional value from marketing dollars your
client is already spending.
• Another opportunity for hyper-relevant, customized
messaging.

50. Search + AI
Creating new
opportunities

51. “AI will augment our
humanity—it will give
each of us
“superpowers” to meet
challenges of all kinds”
Dr. Harry Shum
EVP Microsoft AI & Research

55. Tip:
Plan Qs for every step of the
consumer decision journey.

56. Offers!
A. I’d like a chance to win exclusive Bing swag
B. I’d like to stay up-to-date on Hanapin’s all-PPC
conference, Hero Conf.
C. I’d like both!
D. No, thanks.

57. Live Q&A Time!

58. #thinkppc
Thank you for attending our webinar!
#thinkppc
Contact Hanapin Directly: marketing@hanapinmarketing.com
Contact Bing Directly: Tweet @BingAdsSupport
Hanapin Marketing | The PPC Agency of Experts Behind PPC Hero and Hero Conf