Digital Marketing - Bing

nostrilshumorousInternet and Web Development

Nov 18, 2013 (3 years and 11 months ago)

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Digital Marketing
-

Bing


Notes from Training


August/2013

Pedro A. Romero


2

Digital Marketing
-

Bing

Agenda




Bing
Ads


Platform and Tools


Paid Search Advertising
Advantages


Algorithmic / Organic
Search


Display Advertising


How
is Digital Marketing Used
?


Branding


Performance


Industry Trends in Digital
Marketing


Bing Ads API and Platform
Integration


Online Advertising Market




3

Bing Ads

Bing Ads
Platform:

Where
the Paid Search Advertising Campaigns are created.


Bing
Ads Platform Tools
:



Bing Ads User Interface (Bing Ads UI)


Bing Ads Desktop Tool


Bing Ads API





The search paid campaign appears throughout the Yahoo Bing Network.


4

Bing Ads

Paid Search Advertising Advantages:


It’s affordable (for Customer and Partner):


With Paid Per Click advertising, the amount you spend is based on the
monthly search campaign budget and the established maximum bid


The base bid is predefined, which is the maximum amount that will be
paid when someone click in the ads.


It builds brand awareness:


Search adverting puts the ads in front of a qualified audience of
proven buyers


Access to millions of potential customers.


It’s measurable:


Bings ads offers a variety of tools to help manage the search campaign
success.


Research keywords and effectively plan keyword strategy to optimize
the campaign and reach the right audience.



5

Bing Ads

Algorithmic / Organic Search
:




Digital Marketing includes the world of optimizing
Algorithmic/Organic Search Results, commonly referred to as
SEO (Search Engine Optimization
).



Bing is focusing to ensure the user/searcher is able to
complete the task they needed to accomplish when using
Bing.


6

Bing Ads

Display Advertising
:


Basics:


Engaging the audience across the network:

Also referred as “Banner Advertising”, display advertising refers to
the type of advertising that appears on non
-
Search Engine sites
.




Trusted network of sites:

This are trusted network sites to deliver the brand story to high
-
quality audiences.



7

Bing Ads

Display
Advertising
:


Supply:


Inventory: Is the web spaces or websites where a display ad serves. The
“owners” of these sites are referred as “publishers”.


Impression: An impression is the act of display the creative (an ad) on a
particular page, one time within the publisher’s site.



8

Bing Ads

Display
Advertising:

There
are two primary models that form the basis for how
Display Advertising is sold & purchased
:



Cost Per Thousand (CPM):

The
buyer of the advertising pays a rate based on demand, for 1000 impressions
to potential customers/businesses. These impressions can be delivered either
across a network of sites or in specific positions on specific sites of the advertiser’s
choosing. The network of sites will typically cost less than the specific
site/position combination
.



Real Time Bidding



Microsoft Advertising Exchange
:

Via
a software platform the buyer is presented with an impression that has certain
attributes (ex. Geography, recent site visited,
etc.)
and the buyer can bid on that
impression to win it. If the buyer wins the impression, they are charged the
amount of the bid.



9

Bing Ads

Microsoft
Advertising Exchange:

Is a real time
bid
market place where you can reach audiences
through high quality, brand safe inventory more efficiently.

Features:



Premium Scale: Microsoft Advertising Exchange is a premium exchange
with high quality inventory to help reach audiences across Microsoft
properties.


Choice: Create infinite target segments with your own data or third party
data. Choose your partner and ad formats with PC display and mobile
options.


Efficiency: Increase efficiency by buying across multiple inventory sources
through one marketplace. Cut down manual processes and save effort
with automated real
-
time bidding.



10

How is Digital Marketing Used?

Branding:

The name of the game is your name. Branding is about getting
your name out to your prospective customers
.


Products as Bing Ads and the Microsoft Advertising Exchange
offer globally scalable solutions.


Do it yourself or let us help through partners.



11

How is Digital Marketing Used?

Performance

Cost
per Lead (CPL) vs. Cost Per Acquisition (CPA
)


CPL
Campaigns:

The
goal of CPL campaign is to drive interaction with a brand or business, on a
high volume light
-
weight basis. Typically, CPL campaigns will require the
visitor/user to provide only an email address as the lead. These are designed to
marketers looking to engage consumers or business at multiple touch points using
vehicles such as newsletters or rewards programs.

Search Advertising on the Bing Ads platform can be an effective CPL medium
because of its relative lower cost and distinct audience
.



CPA Campaigns:

There
is a more complex or deeper engagement required to achieve the goal of an
acquisition, there is a transaction (something is bought or sold) that is measured
as a direct result of the campaign.

Search advertising and Advertising Exchange offer an attractive mix of audience
and price point to achieve your CPA campaign needs.



12

Industry Trends in Digital
Marketing



There
are several key trends in Digital Marketing that are
influencing products, customers and partner behaviours.

For
2012:


Mobility /
Connectedness


Content and advertising continue to
blur


Social continues to grow, but not at the same pace


Programmatic Buying of Display
Advertising


Outsourcing of Search Advertising
efforts


Privacy
compliance


13

Industry Trends in Digital
Marketing



Mobility
/ Connectedness:


People are adopting mobile and personal technology faster than ever.


Connectedness is increasingly “always on” with consumers /users.





14

Industry Trends in Digital
Marketing



Content
and advertising continue to blur:


Where the content ends and the brand promotion or the advertisement
begins is blurring more and more thanks to Digital Marketing advancement.


The Branded APP is a great example of influencing a customer decision (what
to buy/where) within a brand environment. It is digital marketing, but this
advertising provides a customer a service or content.





15

Industry Trends in Digital
Marketing



Social
continues to grow, but not at the same pace


Social as a percentage of overall internet users is definitely still growing in the
US, but it is starting to flatten.


Social Ads revenue is growing, but also slowing from CAGR (
Compound Annual
Growth Rate
-

The year
-
over
-
year growth rate)

45% rate to 24% rate over
2012
-
2013



16

Industry Trends in Digital
Marketing


Programmatic
Buying of Display Advertising:

Programmatic
Buying in Display driving the business margins.
Higher sell
-
through and ability to tap bigger budgets key for Real
-
Time Bidding/Ad Exchanges



17

Industry Trends in Digital
Marketing


Outsourcing
of Search Advertising efforts: Programmatic


Buying/Management
in Search Advertising is driving the need for partners to help
(Source: State of Search Marketing Report


2012 SEMPO
)



48% of companies use a partner to do Paid Search Marketing on their behalf:
Technically very challenging to do profitably without automation at
-
scale;
hence the highest area for partner involvement


44% of companies use a partner to manage Search Engine Optimization (SEO)
for organic listings


37% of companies use a partner to manage Social Media efforts.



18

Industry Trends in Digital
Marketing




Privacy compliance: Privacy concerns among customers/users is growing


Consumers are conflicted about privacy: Tired of seeing irrelevant ads and
suspicious of ads to be tailored to them


Most want to know what’s collected and some control



19

Bing Ads API and Platform Integration

Platform
Integration
:



Via API: Is a web service that enables partners to use their
own applications to communicate and exchange data directly
with Bing Ads without going through the Bing Ads user
interface. It’s the “back door” that partners and applications
can use to interact with Bing Ads at scale, processing
thousands of campaign changes in real time.



Via UI: Is the “front door” that partners and customers to
maintain their campaigns via the Bing Ads website.



20

Online Advertising Market

Partner
Opportunities

The market opportunity is huge and growing.

Global online advertising spend > $100 B in 2013

Annual Growth Rate by Region (2012


2015)


US: 16 %


Europe: 16 %


Asia Pacific Region: 20 %


Latin America 26 %



21

Online Advertising Market

Industry Trends


Business: Outsourcing Digital Marketing to
Partners

Digital Marketing partners like Agencies, Tool Providers, reduce
the complexity of digital marketing. From 2010 through 2012,
companies outsourced a significant amount of their work in
three key areas
:



50% of search optimization (SEO)


53% of Paid Search optimization (SEM)


40% of Social Media optimization



22

Online Advertising Market

Partner Value to a Digital Media Customer
:



Serve as a trusted advisor, who maximize customers use of digital media
to grow, retain and manage customers.


As expert and outsourcing partner in building digital media solutions that
are best suited to customer’s needs (based on Customers business, target
market,
etc
). Specially in SMB segment


Providing Cost
-
efficient support to customers, allowing them to maximize
their advertising spend and giving them time to run their business
efficiently. Specially in SMB segment.