'Net Features : bing ads

Session-Based Keyword Research

Pete Prestipino — Mon, 13 May 2013 19:15:00 GMT

Bing suggested a rather unique approach to keyword research that search engine optimizaiton professionals may seriously want to consider.

Keyword research is clearly important to the success of an SEO campaign as you need to know what content will attract users. But users aren't static (they don't search the same things over and over) - they're dynamic and your approach to keyword research, as well as content development strategies, should match.

Bing's suggestion is to supplement the keyword research you're currently engaged in and enhance with what it's calling session-based keyword research (instead of pure query-based model). While Bing throughout its post kept repeatedly and aggressively suggesting that no keyword tool exists (from any search engine) that would enable you to do this, it's doesn't take a visionary to see that Bing is obviously working on something for this implicit purpose.

The gist of the Bing keyword research approach is this - consider how your users search over an entire potential "session" with your brand. Bing provided a good example; a user that on one day searches for "adopt a dog" and the next day might search for "puppy training." There's a distinct progression in user behavior. When content marketers (and marketers in general) can expand their vision about the broader and longer experience of a user, they'll be better able to position their products, content and services to users when and how they might want them.

The suggestion also has ramifications for advertising. Brands that fit quite neatly in a particular category - a pet store for example - might soon see a tool (a Bing Ads keyword tool perhaps) which suggests a more comprehensive keyword flow and be able to opt directly into it for retargeting.

Ad Keyword Distribution Visualized

Pete Prestipino — Tue, 30 Apr 2013 19:15:00 GMT

Last week Bing announced the upcoming introduction of a feature which will enable Bing Ads users to visualize key performance indicators across thousands of keywords and better explore optimization opportunities.

Bing's Keyword Visualization Graph is really a "big picture" kind of tool to understand performance, but the value really comes with its ability to provide marketers with insights on their most high-impact keywords.

The Keyword Distribution Graph places keywords into a set of performance buckets which are represented as a bar in the screenshot below. The length of the bar equals the number of keywords falling in the bucket of a particular range.

Advertisers can choose from eight different metrics including Clicks (seen below), impressions, spend, average position, conversions and more. Users can even interact with the graph (by using the slider and side bracket features) to examine the data at different performance levels.

Adcenter Rebrands as Bing Ads

Pete Prestipino — Mon, 10 Sep 2012 18:25:00 GMT

Bing announced a name change for its Microsoft adCenter, the tool advertisers use to manage their search-based ads on the Yahoo!/Bing Network. But if you've been following adCenter changes the past six months, you know that it's much more than a name change alone.

In the official announcement, Bing touted several new features which should indicate that not only is it ready for prime time, but that it has its sights set clearly on Google and is singularly focused on providing a better experience for those managing ad campaigns on the network.

In the past few months, Bing’s list of improvements is impressive and include a new Web interface, improved ad rotation controls, and agency enablement tools for those managing multiple accounts.
The Yahoo! Bing Network is comprised of 151 million unique searchers in the U.S. who are likely to spend 24% more than the average searcher, and likely to spend 5% more than Google searchers in the U.S.*.

* Source: US, comScore Core Search (custom), June 2012