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

Comparing Time Periods in Google Adwords

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Compare Time Periods in Google AdwordsIt used to be that if you wanted to compare time periods for your Google Adwords campaign you would have to either;

 

1. Export results for each of them then compare
2. Look at the limited information in Google Analytics
3. Look on Dimensions tab to compare a week to week or month to month.
 

These were all annoying and imperfect solutions, which is why I was so excited about the new date comparison in Google Adwords. No longer will the ‘compare dates’ button only allow you to change the graph, now you can see the comparative data as detailed as the keyword level!

 

You can look at comparative data on the campaign, adgroup, ads or keywords tabs.When choosing your time period, click on ‘Compare Dates’ at the bottom, then choose a time to compare it to.

 

 

Expand any column that has a ‘+’ at the top.

 

This will expand to show you two columns for the periods you are comparing, as well as an absolute change and a percentage change. You can sort by any of these four columns by clicking on the heading of it.
 

Google Adwords new date comparison

Examples of Ways to Use it

 

If a campaign is much more expensive than last week.

 

1. Expand on cost, then click on the latest date range to sort this column by most expensive to least expensive.
2. See which adgroups or keywords have seen the biggest cost changes
3. Look in the Conversions and CPA column – if there are no corresponding increases in conversions, there could be a problem.
4. Look in the CPC and impressions column – are there big changes there? Where is the increase in cost coming from?

 

If a campaign/adgroup is getting a lot less sales than last week

 

1. Expand the conversions column
2. Sort by clicking on the last weeks stats to see where the most sales were last week, and compare to this week.
3. Expand CTR, Average Position and Impression columns to see the changes for those keywords that lost a lot of sales.

 

If a campaign has a lot less traffic than last week

 

1. Expand on the Clicks column and sort by the ‘change’ column to see where the biggest fall was
2. Expand Impressions, CTR and Average Position to see which of these have changed the most
 
These are just a few examples, there are a lot of ways to use this reporting feature, especially to quickly check changes in your campaigns.

 

multilingual SEO

Comparing Time Periods in Google Adwords

By | PPC | No Comments

Compare Time Periods in Google AdwordsIt used to be that if you wanted to compare time periods for your Google Adwords campaign you would have to either;

 

1. Export results for each of them then compare
2. Look at the limited information in Google Analytics
3. Look on Dimensions tab to compare a week to week or month to month.
 

These were all annoying and imperfect solutions, which is why I was so excited about the new date comparison in Google Adwords. No longer will the ‘compare dates’ button only allow you to change the graph, now you can see the comparative data as detailed as the keyword level!

 

You can look at comparative data on the campaign, adgroup, ads or keywords tabs.When choosing your time period, click on ‘Compare Dates’ at the bottom, then choose a time to compare it to.

 

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