An executive-level look at exactly what the "Bing shift" in search trends means for ecommerce retailers, and what your team needs to know to navigate successfully through these changes. Discover new features and additions to Bing Ads that now allow advertisers to use more and more of their Google strategies in Bing. Learn the factors behind why many of ROI Revolution's Bing accounts are growing 2-3x year over year. Watch the replay here: http://www.roirevolution.com/promos/replay-webinar-raise-roi-with-bing.php

1. ©2015 ROI Revolution, Inc.

2. What You’ll Learn Today
©2015 ROI Revolution, Inc.
1. Executive summary of recent Bing and Yahoo changes
(and what they really mean to advertisers)
2. Formulas and tips for assessing and optimizing resource
allocation between Google and Bing
3. Step-by-step framework for quickly leading your team to catching
up on untapped features and maximizing new growth
opportunities

3. ©2015 ROI Revolution, Inc.
Get the recording:
tinyurl.com/raisingbing

4. The Biggest News in Paid Search
©2015 ROI Revolution, Inc.

5. The Biggest News in Paid Search
©2015 ROI Revolution, Inc.

6. ©2015 ROI Revolution, Inc.
Analyzing The Data

7. Source: http://searchengineland.com/yahoos-firefox-deal-tells-us-paid-search-2015-212151 (January 8, 2015)
Search Share
©2015 ROI Revolution, Inc.
How much traffic is affected?
• ~12.1% of US browser share is Firefox
• ~76% Share of Firefox users on “Firefox 34”
• ~35% of Firefox users default to Yahoo.com
(peaked at ~42% in mid December)
• ~3.21% of US Search Traffic (.121 x .76 x .35)
(~465 million monthly searches)
31%
41%
12%
15%
1%
Web Browser Share
(Dec 2014)
Chrome
Internet Explorer
Firefox
Safari
Android
Source: http://www.statista.com (Dec 2014)

8. 75.2%
12.5%
10.4%
1.9%
Search Share
©2015 ROI Revolution, Inc.
81.1%
11.5%
5.1% 2.2%
January 2014 December 2014

9. 81.1%
75.2%
16.6%
22.8%
11.5%
12.5%
5.1%
10.4%
0.0%
10.0%
20.0%
30.0%
40.0%
50.0%
60.0%
70.0%
80.0%
90.0%
Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec
Google Bing/Yahoo Bing Yahoo!
Search Share
©2015 ROI Revolution, Inc.

10. Search Share
-7.3%
37.2%
8.3%
102.1%
-12.2%-20.0%
0.0%
20.0%
40.0%
60.0%
80.0%
100.0%
Percent Change in US Search Share (January  December 2014)
81.1%  75.2% 11.5%  12.5% 5.1%  10.4%16.6%  22.8% 2.2%  1.9%
©2015 ROI Revolution, Inc.

11. ©2015 ROI Revolution, Inc.
1. Search share growth in Bing/Yahoo is old news
(It’s been trending this way for well over a year, and there are
several other factors at play)
2. The Firefox deal is only one reason to pay close attention to
Bing/Yahoo right now (but not the most important)
Takeaways:

12. ©2015 ROI Revolution, Inc.
The narrowing difference between Bing and Google
Executive Summary

13. ©2015 ROI Revolution, Inc.
1. “I don’t have enough time for both. Bing traffic is so small
that I have to focus on Google”
2. “The Bing interface and Bing Ads Editor are different and
less user-friendly than Google’s tools”
3. “It won’t work right with some of my automation and
software that I’ve set up in Google”
4. “It doesn’t have as many features as Google”
Why Bing is Often Overlooked

14. ©2015 ROI Revolution, Inc.
29%
58%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Bing "best practice" features
already utilized?
Google "best practice"
features already utilized?
26%
45%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
No Bing account? Google Campaigns
also in Bing?
Bing Accounts Neglected

15. 2012
2013
2014
4/4 Display Campaign Optimizer (DCO)
4/24 Account Labels
6/7 Zip Code Targeting
8/15 Shopping Deadline Announced
9/13 Enhanced Sitelinks
9/17 Shared Budgets
10/12 Sitelinks
10/18 Merchant Promotions
10/25 Dynamic Search Ads (DSAs)
5/1 Flexible Bid Strategies
5/20 Keyword Planner
7/1 Remarketing Lists for Search Ads
7/31 Enhanced Campaigns
8/1 Paid & Organic reports in AdWords
8/1 New mobile layout for SERPs
9/13 Enhanced Campaigns
9/19 Location Extensions
9/25 Ready Image Ads & Ready Ad Gallery
10/1 Call Extensions
10/7 Local Product Ads (PLAs) launched
10/7 API bulk service launched
10/22 Ad Extensions now factor into Ad Rank
10/23 PLAs to Shopping migration complete
11/12 Calls included in conversion column
11/15 In Market Targeting
2/18 Shopping Campaigns Rolled Out to All
2/20 Advanced Conversion Reporting
3/10 Consumer Ratings
3/12 Remarketing Using Google Analytics
3/20 Bid Landscape
3/31 Bing Product Ads
4/7 Search Network With Display Select
6/12 Auto-tagging for destination URLs
7/14 Upgraded Location Extensions
7/18 Custom location targeting
7/24 Dynamic sitelinks
8/14 Close Variant Matching (Exact & Phrase)
8/18 Website Call Conversions
8/20 App Promotions
8/21 Auction insights
9/3 Callout Ad Extensions
9/15 Tablet device targeting
9/16 Search Network with Display Select
9/17 Campaign Planner Launched
9/18 Dynamic sitelinks
9/20 Conversions for optimization
9/23 Shared Negative keyword lists
9/29 Enhanced sitelinks
9/30 Automatic Item Updates
10/1 Dynamic Remarketing for all verticals
10/7 Custom Affinity Audiences
10/24 Opportunities tab
11/13 Bulk edits enabled
11/19 Diagnostics tab in Merchant Center
12/1 Bing is Now Mozilla's Default Search Engine
12/9 Lightbox Ads
8
12
18
4
13
0
5
10
15
20
25
30
35
2012 2013 2014
Bing Google
Major Updates & New Features
©2015 ROI Revolution, Inc.

16. ©2015 ROI Revolution, Inc.
Enhanced Campaigns
Location Extensions
Product Ads
Auto-tagging for URLs
API bulk service
Custom location targeting
Auction insights
Sitelinks
Tablet custom bids
Shared Negative keyword lists
Enhanced sitelinks
Opportunities tab
Bulk edits enabled
Call Extensions
Callout Ad Extensions
Merchant Promotions
2012 2013 2014Features

17. ©2015 ROI Revolution, Inc.
$0.72
$2.88
$0.83
$3.51
$1.08
$1.98
$0.44
$1.98
$0.64
$2.07
$0.40
$0.91
0%
20%
40%
60%
80%
100%
120%
140%
160%
180%
$-
$0.50
$1.00
$1.50
$2.00
$2.50
$3.00
$3.50
$4.00
Shopping &
Classifieds
Financial
Services
Travel Education Computer
& Internet
Business
AdWords CPC Bing/Yahoo CPC
Cost Per Click Comparison
Source: AdGooroo, 2013

18. ©2015 ROI Revolution, Inc.
Case Studies

19. ©2015 ROI Revolution, Inc.
$0.00
$20.00
$40.00
$60.00
$80.00
$100.00
$120.00
$140.00
$160.00
0
20
40
60
80
100
120
7/29-8/4
8/12-8/18
8/26-9/1
9/9-9/15
9/23-9/29
10/7-10/13
10/21-10/27
11/4-11/10
11/18-11/24
12/2-12/8
12/16-12/22
12/30-1/5
1/13-1/19
1/27-2/2
2/10-2/16
2/24-3/2
3/10-3/16
3/24-3/30
4/7-4/13
4/21-4/27
5/5-5/11
5/19-5/25
6/2-6/8
6/16-6/22
6/30-7/6
7/14-7/20
7/28-8/3
8/11-8/17
8/25-8/31
9/8-9/14
9/22-9/28
10/6-10/12
10/20-10/26
11/3-11/9
11/17-11/23
12/1-12/7
12/15-12/21
12/29-1/4
Conversions Cost per Conversion
+34.1% Conversions +96.6%
-10.2% Cost per Conversion +11.6%
Client Case Study #1

20. ©2015 ROI Revolution, Inc.
85
47
19
134 134 132
144
132 139
97
189
292
208%
226%
202%
262%
385%
496%
393%
289% 302%
412%
670%
711%
0%
100%
200%
300%
400%
500%
600%
700%
800%
0
50
100
150
200
250
300
350
400
Dec-13 Jan-14 Feb-14 Mar-14 Apr-14 May-14 Jun-14 Jul-14 Aug-14 Sep-14 Oct-14 Nov-14 Dec-14
Conversions ROI
Client Case Study #2
+72.5% Conversions +244%
-49.9% Cost per Conversion -62.8%

21. ©2015 ROI Revolution, Inc.
285
159
139
180
126 132 122
178
417
284
187
276
431
$14
$21
$20
$16
$21 $21
$24
$21
$16
$18
$20
$16
$12
$0
$5
$10
$15
$20
$25
0
100
200
300
400
500
Dec-13 Jan-14 Feb-14 Mar-14 Apr-14 May-14 Jun-14 Jul-14 Aug-14 Sep-14 Oct-14 Nov-14 Dec-14
Transactions CPA
Client Case Study #3
+5.0% Conversions +51.2%
-21.4% Cost per Conversion -17.4%

22. ©2015 ROI Revolution, Inc.
447
310
381
608
457
556
813
896
736
840
811
783
501 509
624
1,177
$19.74
$8.68
$12.21
$8.61
$16.84
$20.22
$14.92
$16.30
$13.66
$10.06
$12.31
$14.22
$13.70
$17.25
$18.08
$12.39
$0.00
$4.00
$8.00
$12.00
$16.00
$20.00
$24.00
0
200
400
600
800
1000
1200
Aug Sep Oct Nov Dec Jan '14 Feb Mar Apr May Jun Jul Aug Sep Oct Nov
Conversions CPA
Client Case Study #4
-11.8% Conversions +93.5%
-21.0% Cost per Conversion +43.9%

23. ©2015 ROI Revolution, Inc.
Search Share Attention Share Budget Share
Formula for Success
Time Spent Managing
Bing/Yahoo
÷
Time Spent in Paid Search
Money Spent in
Bing/Yahoo
÷
Total Paid Search Budget

24. ©2015 ROI Revolution, Inc.
How to get your team up to speed and taking advantage of
Bing growth opportunities
Plan of Action

25. ©2015 ROI Revolution, Inc.
Campaign Migration

26. ©2015 ROI Revolution, Inc.
Product Ads

27. ©2015 ROI Revolution, Inc.
Enhanced Targeting
•Ad scheduling
•Demographic targeting
•Device Targeting

28. ©2015 ROI Revolution, Inc.
Ad Extensions
•Call extensions
•Enhanced sitelinks

29. ©2015 ROI Revolution, Inc.
Other Significant Changes
•Negative keyword lists
•Custom location targeting
•Bulk edits
•Much better reporting
•Opportunities

30. What You’ll Learn Today
©2015 ROI Revolution, Inc.
1. Executive summary of recent Bing and Yahoo changes
(and what they really mean to advertisers)
2. Formulas and tips for assessing and optimizing resource
allocation between Google and Bing
3. Step-by-step framework for quickly leading your team to catching
up on untapped features and maximizing new growth
opportunities

31. ©2015 ROI Revolution, Inc.
Get the recording:
tinyurl.com/raisingbing