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How To Start Advertising on Bing in Australia

By | PPC | No Comments

In 2013 Bing fully launched it’s ad platform in Australia, allowing Australians a new updated ad interface, and the ability to target their ads within Australia. This also meant the end of the Yahoo and Bing alliance, with Yahoo search inventory now being able to be purchased through Google (if you include search partners).

Advertisers used to be able to buy Bing Ads through the Microsoft Network from overseas or the Yahoo Australia search platform, and if you used either of those platforms, you would know how sub-optimal they were. Don’t worry, the new Bing Ads interface is a huge improvement, and completely easy to use. Read More

Paid & Organic Search Report – Google Adwords

By | Analytics, PPC, SEO | No Comments

Last week Google rolled out a brand new report to give users insights into how their paid and natural campaigns impact each other. The report combines information already available in Adwords with information from your Webmaster tools, to give you a holistic view of your performance on the search engine in one place.

Now you will be able to see performance divided into:

  1. when your paid ad was shown,
  2. when an organic listing displayed,
  3. and most interestingly, when organic and paid listings were shown at the same time.

To view this report, in your campaigns area go to

Dimensions >> View: Paid & Organic

Since this report is using WMT information, you need to link your webmaster tools account with your Adwords, to enable this functionality.

To do that, simply go to

My Account >> LinkedAccount >>Webmaster Tools

  • Note that the report will only show data from the point it was linked onwards, it will not show historical data.

  • Note also that if you link more than one domain, you will not be able to distinguish that traffic by domain in this report.

po_finalan example report

Increasing Volume

On the release of this report, Google heavily suggested that you use the information from your organic listings to add new keywords to your Adwords account. For example, you might see which organic keywords aren’t being shown with ads, and maybe add those to your Adwords campaigns to get even more volume. Certainly, if you are trying to improve reach and volume, this is something you could consider (as long as those terms are bringing valuable traffic in organic).

Controlling Cost

Having said that, not everyone wants to just keep increasing volumes. Many businesses have limited budgets, and when those budgets are exhausted, they might want to know where they can economise. They can use this report to see where their campaigns are overlapping, and consider removing ads where their organic listings are very strong.

Whether you use this report to add more volume, or reign in the costs, whenever you make changes you should monitor this report to check the impact of your paid ads on your organic listings.

Bing Ads Less Relevant Now

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By Tracy Mu Sung
 
Last week, Bing officially launched it’s Bing ad interface in Australia. Previously the ads on Bing in Australia were run by Yahoo and were not too bad, let’s have a look how the relevancy of ads is going today on Bing.

 

Bing Results for Running Shoes
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This was a particularly bad example – no ads selling me running shoes. Score: 0/6

 
Let’s try one of Australia’s most competitive terms: Credit Cards
 
Bing Ads for Credit Cards
 
This is a bit better, but I think it is a stretch to consider that StartLocal results would be what I’m looking for. Interesting to see that the two relevant results for Credit Cards are U.S. companies. Score: 2/4.
 
Bing Ads for Flight Deals
 
This flight deals example could be ok if I particularly wanted to go to just India. Score: 2/3.
 
I clicked through on the first ad, StartLocal, to see if they were actually going to give me something relevant, and they did! But not what I expected:
 
StartLocal in Bing Ads
 
At the top of the page I am given the results I was looking for all along – Cheap Flights from webjet.com.au, jetabroad.com.au and cheapflights.com.au. This would tell me, I should have gone to Google in the first place. A quick look at the Business Listings on this page show travel agents in Kiama and Western Australia – not exactly local to my Sydney office.
 
Conclusions
 
 – At the moment it seems that the Yahoo search ads which you could buy on Bing were more relevant.  It seems there are some teething problems with Bing ads, and maybe I should cut them some slack since they only ‘launched’ last week.
 
– It almost seems that they are allowing ‘content targeted’ text ads on their search results pages (slimming ads on running shoes searches), but content targeting doesn’t really address the needs of the searcher.
 
– A bit of a skew towards US advertisers, maybe because Australian businesses haven’t been caught up yet. Yahoo account managers must not be breaking down their clients doors to tell them to switch their ads to the Bing platform.
 
– Abundance of StartLocal ads – despite not matching the intent of the search query
 
– Ads for Facebook are sprinkled liberally and irrelevantly through search queries. Well, maybe if you saw those search results for running shoes, you’d give up and go and procrastinate on Facebook too.

multilingual SEO

Bing Ads Less Relevant Now

By | PPC | No Comments

By Tracy Mu Sung   Last week, Bing officially launched it’s Bing ad interface in Australia. Previously the ads on Bing in Australia were run by Yahoo and were not too bad, let’s have a look how the relevancy of ads is going today on Bing. Read More

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