Product Roadmap (Live Blogging From Bing Ads Next)

Speaker Paul Apodaca, Senior Director of Product Planning Big Ads

Paul Apodaca
Ensuring Bing meets advertiser needs

  1. Simplicity – Enabling advertiser success by providing efficiencies.
  2. Data – Insights & data that will lead to smarter business decisions
  3. Scale – Delivering experiences that consumers want

Web UI works at scale:

Multi-platform offering

Increase limits and caps

Mobile Experiences

Mobile management client

IOS and Android web UI client

Editor UI Refresh

Improved performance & stability

Improved upgrade experience

Account Summary

MSA migration

eIO US – Premium

Data

Universal Event Tracking

Inline campaign data – you shouldn’t have to go to a report and then go somewhere else to take an action.

Saved and distributed reports –

Proactive performance notifications

Remarketing

Optimization home tab

Campaign planner

Auction insights for the web

Near real time insights

Budget optimization – Attribution is critical. Optimization based on last click will lead to trouble. Need funnel reports. Don’t make it complex. Need to see “the journey” (the funnel) in aggregate.

Scale:

New ad extensions – should they keep adding them? Consensus “yes”, but give us more control.

Rich annotations – These can be rolled out much faster than ad extensions.

Action Links – the ability to, for example, buy a movie ticket straight form the ad/search result.

Reviews – Brad Geddes – if you’re going to do this, please have an approval process.

Idea for Bing – Twitter add-on which captures email address and adds to your CRM.

Images – In pilot; make this go beyond Brand. Ie: if I’m Expedia, I want to put images of where you’re searching to show you how beautiful “that place” is.

Local – More granular targeted controls; Areas of Interest, County level, Neighborhood

As marketing shifts to multi-channel, there are very few things that expose the audience data.

What is the future?

Reach the right people with the right message at the right time and in the right mix of mediums. – Mark

Speaker Lars Hirsh, Lead Program Manager – Demand Management and Analytics, Bing Ads

Lars Hirsh
Should you bid for “mybrand.com” – what is the value of brand keywords?

Do these add incremental clicks or cannibalizing free traffic? What about competitors?

Bing looked at 50,000,000 keywords in the tax vertical. They found interesting stuff.

How is this relevant to advertisers?

Brand Ads lead to more clicks (just the “brand” searched):

Brand Ad ML1 – 88 clicks out of 100 of the clicks

No Brand Ad – 56 clicks out of 100

How many organic clicks are just replaced by paid clicks?

Yes, there is some cannibalization

32% incremental

18% overlap

Competitors –

When brand owners are bidding, competitor’s share is 7%; when brand owner is not bidding, the competitor’s share is 18%. 1 out of 4 will go to the competitor when the brand owner is not bidding.

 

Depends on the brand term being searched as to what you may/may not lose.

****A search for Facebook, you’re not gaining much by advertising. AT&T Wireless searches – again, not losing much. A search for “AT&T” though is different…they’d lose 50% of their clicks if they don’t advertise on the brand. And finally, “Victoria’s Secret” would lose 2/3 of the clicks if they don’t advertise on the brand.****

Attribution Modeling –

Conversion Path Examples:

Conversion Path Examples
The small advertisers, this would be a tough sell (probably wouldn’t work for them). But, for large advertisers, it works. Once you have attribution weights, you can associate a given budget to each keywords that has a “certain weight”.

Bing has not done this modelling with Display data, only Search.