By Helen Brown
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Photo Credit : Bing
PPC is such a vital and important aspect of internet marketing, and there are a number of platforms to choose from. We all know Google is a strong leader in the popularity and usage stakes. Bing are also becoming increasingly popular, with February’s search market share figures from ComScore revealing 25.9 percent of searches were powered by Bing (up 0.3 percentage points)*. Bing seem to have really stepped up their efforts in being a serious contender in PPC. I’ve personally observed over the past year various changes to the interface, exam, learning centre structure (thank goodness those dated tutorial video’s are gone!!) Bing are really not in any way shy to admit, they really are up for the challenge. Throughout their blog posts, learning material and interface they encourage users of the Google AdWords platform to try Bing. Bing have made it increasingly easy for users to “migrate” AdWords campaigns to Bing ads.
* figures from www.comscore.com
The New Updated Learning Centre
When I initially studied to pass my exam, all of the Microsoft adexcellence learning material was still in circulation and I sat through endless video tutorials, most of which I found rather annoying and outdated in many cases. It was difficult to follow even though I already had my background in AdWords and a lot of the logic could be applied to the Bing interface. I’m so pleased that the learning system has been thoroughly updated, the new learning centre consists of clearly categorised topics that candidates can read and apply to their accounts for further understanding. Much better!
Bing Webinars
As anyone working in PPC knows, it’s important to keep up with the changes. I’ve attended many a webinar during my time working in the world of PPC in an effort to stay up to date. I recently attended my first Bing ads webinar, the aim of the webinar was to give some tips and news about the Bing ads network. Right from the beginning, the presenters were keen to point that Bing have a significant share of search and that not advertising with Bing will close users off to potential qualified leads that are vital to business. Any readers who are new to Bing – I strongly encourage you to view the on demand version of this webinar as there is plenty to be learned from it. Don’t be put off by only the first few minutes of competitive speak about Bing and Google, there’s some real good information to be learned from this webinar.
New Interface Features
With the launch of ad extensions within Bing ads, location extensions, call extensions and more recently sitelink extensions have become the latest addition to the interface. Again, the focus here (besides getting extra information to appear with your ads of course) seems to be ensuring that Bing can be considered a key player in Search and demonstrate their interface is capable of more sophisticated features and functions in the same manner as ‘the competition’.
And Finally! Bing’s reaction To Google AdWords Launch Of Enhanced Campaigns
The focus here being the concern from some AdWords users who are not happy about upgrading to Enhanced Campaigns because of the loss of device targeting functionality. Please read “Enhanced Campaigns, Bing Ads and Advertiser Choice” for the official words from Bing about Google AdWords Enhanced campaigns and Bing ads intentions for development of their platform over the coming months. Also, how moving forward AdWords users with Enhanced campaigns can still migrate with a smooth transition process should they wish to do so. Image may be NSFW.
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What is your opinion of the Bing ads platform and learning material?
