BingElizabethP

1. Forrester Survey, 2014; 2. Pew Internet May 2014; 3. Outbrain Content Discovery and Engagement Report, Q1, 2014; 4. The Search Agency, April 2015; 5. comScore January 2014

93% of online

activities begin with search.1

131.5 billion+ searches conducted worldwide each month.5

Searchis the #1 driver to content sites.3

Search as partof ad spend

increased 22% in 20144

#1Search engine useis the single most popular internet activity.2

92% of internet

users search.2

Query, Search term, Keywords

Sponsored results

(paid ads)

Organic results

(non-paid listing)

Local listing, free to

businesses that sign up

“free” “organic” “natural”

“paid” “PPC”

Don’t set and forget – always go back to PPC settings and make sure they’re still working for you

75% of users

never scroll past the first page of results.1

60% of all

organic clicks go to the top three organic search results.2

1. HubSpot May 2012; 2. Marketingsherpa, February 2013; 3. Slingshot SEO December 2011

SEM is firmly within your control.

You choose the key words and pay for the ads

Phrase Match

Allows your ad to show for searches that include the exact phrase and possibly includes

other words as well.

Broad Match

Your ad will show on similar phrases

and close variations of the keyword a user searches for.

Exact Match

The ad displays if

the searcher uses

only the exact words

bid on, in the exact

order you bid on

them.

Los Angeles #1 Florist

www.LAFlorist.com

Largest selection of flowers in Los Angeles!

Los Angeles Florist - $10 off special offer

www.LAFlorist.com/SpecialOffer

Huge selection of fresh flowers - $10 off with every order. Order now!

Discount Los Angeles Florist

www.LAFlorist.com/BestPrices

Best prices and largest selection in town – visit us now!

76%Get a location or

operating hours

61%“Click to call” the

business

54%Send email

53%Download

an app

48%Get to the

company’s social

networking page

41%Play a video clip

Source: YBN owned and Operated Properties, PC & Tablet; Jan – Aug 2014

0

10000

20000

30000

40000

50000

60000

70000

80000

Jan Feb Mar Apr May Jun Jul Aug

Start testing

your campaign

Eliminate and adjust

underperforming

keywords/ads

Continue to monitor

performance, run reports,

and adjust bids to remain

competitive.

1. Internal Microsoft study, 818 accounts, 2014

1. Bing.com data for all ads displayed in mainline position in response to local queries, Q1 2014

73%

19%

6%

2%

% of clicks per position

Optimize for Mobile - Due to the limited ad placements, bids for smartphones may need to be higher than PC bids to make it more likely that your ad will serve.

Because the CTR is potentially higher for these ads, your actual CPC is often less.

“Considering how emotionally attached pet owners can be,

the White Shark Media® team made sure to appeal to

both that emotion and reason through the text in the

ads. As a result, they created three campaigns—all with

the same elements, but varying in match types.”

“For example, by using inline bid suggestions, White

Shark Media® was able to find the perfect balance

between bids and performance within the campaign.

Previously, it would have required several bid adjustments

and weeks of testing to identify the most effective bid

strategy for the campaign. But with inline bid suggestions,

they found that bids can be lower and still appear in top

positions—helping improve performance and ROI

significantly.”

• Ads/Keywords

loaded into Bing

Ads or AdWords

An editorial review is

performed

• Eligible

• Pending Editorial

Review

• Disapproved

If disapproved,

advertiser can appeal • Manual review

performed

Ads will begin serving if

approved

If disapproved, ads are

not eligible to serve

Quality Score