Tag Archives: Bing

How To Use The 80/20 Rule For AdWords?

The 80/20 rule

The 80/20 rule or the Pareto Principle, is commonly used to manage businesses, however, it can be used to take critical online marketing decisions. The 80/20 Rule has always been important, not just because it has been named after an economist from Italy, however, because it seems like the most effective way to achieve goals. This rule is also valid for campaign optimization or management. Below, we have listed several ways one can use to apply the 80/20 rule. Following are five ways; anybody can apply immediately and have a quick impact on AdWords campaign performance.

Identify – 20% of locations That Make 80% Conversions

The rate business conversions differ as per the performance of different geographic locations. Hence, this is a great opportunity to encourage the effectiveness of your campaigns, cut off the budget on what does not work and augment you budget for what is working well. In relation to monetize the performance of the locations in your campaigns, you have to log in to Google Analytics and click on Location, Geo and Audiences.

Identify – 20% of the hours of the day that generate 80% of the conversions

Each service or product alters differently at different times of the day. You must focus on your performance by the hour and find the hours which are working the best to maximize your effectiveness. In the dimension tab of AdWords, you can find the performance by hour of the day.

You can also save the same information through Google Analytics in case you want to distribute the traffic by source. This is easy, especially if you wish to know whether people from various sources work differently. Once, you find out your top 20% hours of the day, you can enhance performance in one of two ways:

  • Use bid modifiers to increase your top hours and/or reduce costs in the hours, which don’t work
  • Run a campaign for your best hours and one for the rest of the hours. This will give you both budget and bids flexibility.

This second solution is a bit tricky, taking into consideration that each location might work differently. If you have already built campaigns per location, you would need to create duplicates to run at different hours of the day.

Identify – 20% services or products that generate 80% of conversions

Majority of businesses serve more than one product or service, and each of them funds differently to the monthly turnover. You can optimize campaigns based on the performance reports and look up to what earns the most profit.

Once you have found the 20% of the items, which generate 80% of the sales, you can –

–          Build custom ad groups for the best items and modify the promotional text

–          Run a search campaign on Bing and Google

–          Create Remarketing campaigns both on social media and Google AdWords

 Identify – 20% keywords, which generate 80% of conversions

Everybody is endeavoring to recognize the top performing terms of a campaign to be capable to enhance results. However, just recognizing the terms won’t be sufficient. What makes you different is your way to use these terms.

Start by recognizing two forms of terms –

The 20% of keywords, which produce 80% of the traffic

The 20% of the keywords, which boost 80% of the traffic

Identify – 20% of the time of year, which do 80% of conversions

Majority of businesses do well in particular span of time in every year, which they consider as a high season. Finding out what months make the most conversions is important, especially when it comes to assigning marketing budgets. Assign more budgets during high season and lower the budget for none or low performing days.

New Bing Maps Bring Improved Search, Discovery And Travel Planning

Bing Maps New Feature

Bing launched a completely reformed version of Bing Maps, which is available from today in preview mode for people who chose to use it. Bing claims its redesign was motivated from user feedback.

This new Maps product has improved search functionality with the capacity to view, search and share it on several places at one time. A valuable new feature unique of Bing Maps is its skill to let you search for varied locations, around numerous categories, and arrange your searched for places in card format. This is beneficial for comparing locations based on review score and distance, or for organizing an outing, which contains various stops.

The new search feature of Bing Map allows you to discover whatever is around you, from restaurants, to business places, to tourists. This is a development over Google’s bulky restrictions of just showing locations on a map, one category at a time.

‘Along the Route’ this is another new feature that is developed to alert travellers of stops, which may be of interest along their strategic route. ‘Along the Route’ is different from Google’s search nearby feature, here; this feature will alert you about the locations, which suit to numerous categories.

Today, some additional features were announced, which are familiar to Google Maps users. Let’s have a quick look –

  • Review photos and scores added in search results
  • ‘Streetside’ views, close to Google’s street view
  • Get expected travel times as per traffic conditions
  • Capacity to save favorite destinations
  • Capacity to share travel plans with others

Bing Places For Business Connect Customers With Local Businesses

Bing Places For Business

The latest add on to Bing Ads, “Bing Places for Business” wishes to connect business and the local customers. The offering serves options for their businesses with chains, storefronts, numerous services and locations that conduct their business at customer locations. In those search results, marketers can rank their listings or add them, if Bing doesn’t have it already. From there, they hold the option to put extra information, like pictures, services offered, hours of operation and contact details.

The thought behind introducing Bing Places for Business is that search engines have such a vast number of listings that offering any additional information can help businesses to close the sale. This new feature is just a day old, therefore, as of now the results don’t have additional information.

Microsoft Joins Hand With Getty Images For New Image-Based Services To Bing

Microsoft Collaborates With Getty Images

Getty Images, the digital media company has declared its collaboration with Microsoft to get new image based services and products to Bing and Cortana. In the coming years, both the companies are going to work together to serve immediate access to the Getty images library to improve the Microsoft user experience.

Craig Peters, Getty Images Senior Vice President Of Business Development, explains –

“With our new partnership, Microsoft will use Getty Images’ latest API innovations and our award-winning visual content to take search experiences to a new level.

Our technology teams will work together to create beautiful, engaging applications and services for Microsoft users with licensed content and attribution for photographers and other content creators”

As a leading name in digital media world, Getty Images’ library comprises over 180 million creative, sport, entertainment, news and archival videos and images. Last year, Getty images suspected that Bing overstepped on Getty images’ copyrights. More precisely, Getty was concerned about the Bing Image Widget that allows anybody to embed a panel on their website that shows images dragged from Bing’s image search.

Getty did not like that the Bing Image Widget would show the content of Getty without giving any royalties or credit. Microsoft stopped providing widget soon after the lawsuit was filed.

How To Do PPC Call Tracking?

PPC Call Tracking

It’s difficult to imagine a business that do not want to receive phone calls from customers. Big e-commerce brands like Amazon do not like getting calls, however, they are the exception rather than the rule. As a business, even though you don’t sell products over the phone, still you would be happy to receive calls from people who are interested in your product and business. These calls are not ordinary calls, but a direct approach of potential customers who want to buy products from you.

The success of PPC campaign usually measured on the basis of online conversions like lead form fills, sales, email sign ups, and also video views. However, for some of the businesses, their majority of conversion actions take place on the phone only. In the world of B2B, specifically, phone calls are the bread and butter of online advertisers. As nobody would prefer to buy a seven figure business system on the web. Customers usually won’t buy it on the phone, however, they would definitely make calls to ask their queries related to the product and start the purchasing process. People who first call are usually further down the sales funnel, those who fill up the online form are likely in the early stages of finding a suitable purchase and not ready to talk to a sales executive.

Earlier, it was impossible to do call tracking in PPC. Businesses could track it either by creating a special landing pages or entirely new website, with varied phone numbers, or rely on call center executives for the details of callers. Both the tracking techniques are error-prone and unreliable.

In the past few years, the call tracking has developed to a precise science and now, businesses can track the phone calls down to the keyword level. Want to know, how? Check out following call tracking options exclusively for PPC advertisers.

Call Extensions –

Google as well as Bing, both the search engines offer call extension option to advertisers. They are easy and free to set up. Just visit, call extensions in Google AdWord control panel, go to Ad Extensions and choose Call Extensions. Click on the +Extension button and follow the prompts. Google permits you to use your own number or use Google forwarding number.

Experts recommend to use Google forwarding numbers, as you will receive reporting data within AdWords informing you which ad groups and campaigns collected calls. With regards to Bing, the call extension set up process is similar to Google. Go to AdExtensions tab, select “Call Extensions”, and decide on which form of extension you want, Bing provides an option the to display a local number or toll-free number., which Google provides too. For local business, utilizing a local number might develop your response rate.

The limitation of call extensions is, they only track calls coming through ad text. Once a user reaches to your website, you can’t track them through call extensions.

Third Party Call Tracking Providers –

This is a gold standard call tracking technique, which you can use with the help of a call tracking provider only. Call tracking providers serve you all the website features such as call conversions with the additional bonus of tracking not just all of your calls coming through PPC, but calls generated from various other marketing mediums as well.

Majority of call tracking providers give dynamic phone numbers. Advertisers are allotted with a lot of numbers, which correspond to a marketing campaign. By using a snippet of JavaScript code & URL parameters, the call tracking solution seeks for a phone number on the landing page, and exchange it with a dynamically created number from the number bank. Then the service can either report on the ad group, source and keyword driving calls. They will also track the originating phone number, call duration, time of call – essential data for advertisers.

Website Call Conversions –

Just recently, Google introduced Website Call conversions that allows the dynamic insertion of a phone number on the website that too for free. Earlier, dynamic phone number insertion was available just through call tracking providers, so Google providing this feature for free is a huge deal for advertisers. Website call conversions work bit advance than call extensions by tracking calls through the landing pages, down to the keyword level.

The limitation with website, call conversions is, it can only track PPC traffic through Google AdWords. If you want to get details on calls through other sources, you will have to use a call tracking provider.

Bing Ads Releasing Updates To Quality Score Reporting

Bing Ads Update Quality Score

In upcoming days, Bing Ads will be releasing a few changes to its quality score reporting. This new update will only affect to how quality score gets reported, keywords and ad performance fundamentals won’t be affected.

Following are some of the new changes you will notice in your accounts –

Previous quality scores –

If an ad starts and it doesn’t have sufficient data on it yet, Bing Ads will display a quality score “based on marketplace data” in spite of just showing it just blank “-“ in the column of quality score. This new update will first roll out in the U.S and then worldwide.

Updated terminology –

Quality score aspects will reflect those found in Google AdWords to make them easier to evaluate and decrease friction for users of both the platforms. The below listed sub-components will be stated as Average, above average or below average.

–         Now on, Keyword relevance is renamed as ‘Expected click-through rate

–         Landing page user experience is ‘Landing page experience’

–         Landing page relevance is ‘Ad relevance ‘

Reporting based over exact matching –

Quality score will be reported based on “search queries & many other inputs that exactly match your keywords” to be much insightful of the key factors, which settle on ad visibility in the auction. Actually, the quality scores you see should clearly indicate how effectual your keywords and ads are.

Usually, Bing Ads suggests examining keywords with quality scores lower than 6 and making required adjustments to enhance the performance.  It’s essential to make a note that old quality scores won’t be overwritten through this update.

The modifications are not going to have any impact on the way your ads work. They are developed to make the quality score easy to use as a guide to where to concentrate in making developments.