[WEBINAR] Boost Your Paid Search ROI with Bing and Yahoo! Search
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Transcript of [WEBINAR] Boost Your Paid Search ROI with Bing and Yahoo! Search
![Page 1: [WEBINAR] Boost Your Paid Search ROI with Bing and Yahoo! Search](https://reader033.fdocuments.net/reader033/viewer/2022060107/5549e929b4c90518488b4d44/html5/thumbnails/1.jpg)
#Trada4adCenter
Boost your Paid Search ROIwith Bing and Yahoo! Search
Reach a new audience.Increase conversions. Drive down your CPA.
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#Trada4adCenter
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#Trada4adCenter
Matt HesslerDirector of Marketplace
OperationsTrada
John GagnonSenior SEM Manager and Bing Advertising EvangelistMicrosoft
Sara FoxMarketing Manager
Lead NurturingTrada
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#Trada4adCenter
Microsoft Advertising
adCenter and the Search Alliance
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#Trada4adCenter
Shop Savvy Be Entertained Go Local Travel Smarter Search Socially
Empowers consumers to make smarter, faster, more informed decisions.
is for doing
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#Trada4adCenter
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#Trada4adCenter
The Help-You-Find-Exactly-What-You’re-Looking-For Engine
Product
Shopping
Travel
Health & Beauty
Education
Computer & Internet
Auto
Finance
Jobs
…and many more
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#Trada4adCenter
Create and manage all campaigns on Bing and Yahoo! Search from one efficient platform.
Microsoft Advertising adCenter
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Why You Want to Use adCenter
#Trada4adCenter
Reach a new audience
Increase conversion rate
Improve ROI
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Reach a New Audience
30% of the U.S. search market uses Yahoo! Search and Bing (including Microsoft and Yahoo! Core Search sites) – that’s 162 million unique searchers!
#Trada4adCenter Source: comScore Core Search (custom) January 2012
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33% of those 162 million unique
searchers do not use Google
54 million unique
searchers in the U.S. who you can only reach with search ads through Microsoft Advertising adCenter
#Trada4adCenter Source: comScore Core Search (custom) January 2012
Reach a New Audience
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Increase Conversion Rate
#Trada4adCenter
Many advertisers experience higher CTR & conversion rates with adCenter
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Increase Conversion RateTrada – Ad Network Budget Adjustment
»43% of campaigns had greater budget allocated to adCenter
»Increased adCenter spend avg. = 8%
»Increased AdWords spend avg. = 3.5%
Campaigns start with 70% Google, 30% Yahoo!/Bing budget allocation.
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Improve ROI
The unique searchers on Microsoft and Yahoo! sites (including Yahoo! Search, Bing, and partners) are likely to: Spend 6% more than Google
searchers in the U.S. Spend 23% more than
the average searcher.
#Trada4adCenter Source: comScore Core Search (custom) January 2012
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Improve ROI
#Trada4adCenterSource: Efficient Frontier – Global Q4 2011
Digital Marketing Performance Report January 2012
In 2011, Yahoo/Bing delivered more revenue per click and better return on investment
14% RPC
9% ROI
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Improve ROI
Source: Efficient Frontier – Global Q4 2011 Digital Marketing Performance Report January 2012
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#Trada4adCenter
adC
ente r
Can
H
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You
Max
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You
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Sea
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Expanded audience
Higher Conversion
Rate
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MicrosoftAdvertisingIntelligence
#Trada4adCenter
Develop Keyword Lists & Strategies
Optimize Keyword Campaigns
Tailor Your Bidding Strategy
Evaluate Campaign Performance
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#Trada4adCenter
MAI: Develop Keyword Lists and Strategies
Build out lists of suggested keywords and develop informed keyword strategies based on actual Bing and MSN query data, including:
»relevance»volume»cost history»demographic»geographic
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#Trada4adCenter
MAI:Optimize Keyword Campaigns
Leverage historic and forecasted monthly query and content data to optimize your keyword campaigns based on what potential customers are actually doing.
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#Trada4adCenter
Tailor your bidding strategy based on pricing data for keyword-specific metrics such as clicks, impressions, position, click-through rate and cost per click.
MAI:Tailor Your Bidding Strategy
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#Trada4adCenter
Trada for adCenter
Trada helps optimize your paid search campaign.
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#Trada4adCenter
Is a solution for businesses running paid search campaigns across multiple ad networks.
Provides access to a community of thousands of certified paid search experts.
Saves you time while maintaining complete visibility into and control over your campaigns.
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#Trada4adCenter
Run Campaigns Seamlessly Across Multiple Ad Networks.
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#Trada4adCenter
Easily Compare Ad Network Campaign Performance.
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#Trada4adCenter
Easily Compare Ad Network Campaign Performance.
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#Trada4adCenter
Easily Compare Ad Network Campaign Performance.
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#Trada4adCenter
Easily Compare Ad Network Campaign Performance.
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#Trada4adCenter
Ad Network Automatic Budget Adjustment
» Maximize ad spend based on performance.» Improve overall campaign conversions and
conversion rate.
Automatic Network Budget
Adjustment
Automatic Network Budget
Adjustment
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#Trada4adCenter
Community of Paid Search Experts
» Know how to run sophisticated, ROI-focused campaigns on adCenter and AdWords.
» Use the side-by-side view of adCenter & AdWords campaign performance to compare, adjust, etc.
» Are paid based on performance and therefore directly incentivized to get high-quality clicks and low-cost conversions for you.
Trada’s advertising specialists, called Optimizers
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#Trada4adCenter
Community of Paid Search Experts
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#Trada4adCenter
Transparency and Control
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#Trada4adCenter
Transparency and Control
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#Trada4adCenter
adCenter
・Expand your audience・Attract higher quality, higher performing traffic・Enjoy advertiser-friendly features and
enhancements
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Trada
#Trada4adCenter
Diversity and expertise of online advertising experts
Manage multiple network campaigns from one platform
Automatic network budget adjustment
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#Trada4adCenter
Matt HesslerDirector of Marketplace
OperationsTrada
John GagnonSenior SEM Manager and Bing Advertising EvangelistMicrosoft
Sara FoxMarketing Manager
Lead NurturingTrada
Questions?
For more information or to schedule a demo of the Trada Marketplace,email [email protected] or visit www.trada.com/learn-more.
@fasterstill
@snowfox78
@Trada
@jmgagnon