Thomas Coppen

Benefits of Bing Ads for PPC

When most people think of an online search, they think of Google. It’s even become a verb and a pastime, with people googling themselves when they have nothing better to do. But in Online Marketing, there’s a good chance you’re overlooking a valuable source of revenue – Bing. The benefits of Bing Ads are growing and growing.

Year on year, Google’s share of the search market decreases, now dipping under 90% of the UK market share. This leaves 10% of the market that you could be missing out on, and with Bing’s recent partnerships with Yahoo and AOL, you can now market to all three within one search platform. In the US, Bing has almost 20% of the market, and the UK is fast approaching this level.

Who uses Bing Ads?

Bing is the default browser for all new Microsoft products, and all Apple Safari browsers on Mac, iPad and iPhone, which are set to use Yahoo. This means that if someone doesn’t switch to using Google themselves, they’ll be using Bing.

The Bing audience is generally over 35, and often have more money to spend. This results in higher cart values for eCommerce sites, and can result in much better returns from the amount you spend on your ads.

Benefits of Bing Ads

First of all, it’s the cost. As Google is so much more competitive in terms of users, this is reflected in higher click costs and therefore conversion costs. With Bing, rather than competing against 6-10 different companies, you might only be fighting against 2 or 3, giving you a lower cost per click and cost per conversion, and a higher chance that a user will click on your ad. Data shows that Bing cost per clicks are on average 33.5% cheaper than Google.

Another one of the benefits of Bing Ads is that it displays up to 4 ads at the top of the search results, as opposed to Google’s 3, meaning that you have a much better chance of showing in the valuable top spots. These positions have a much better chance of being clicked on, with many users only looking at these and not scrolling down any further.

Bing has recently added Bing Shopping to its service, and you can now market your products with the benefit of lower cost per conversions. Additionally, if you already have an AdWords campaign, it’s quick and easy to import your Google AdWords campaigns into Bing.

Finally, Yahoo is the biggest search engine in China, which has banned Google. If you want to market to China, Bing is your best bet in terms of selling your products and services, and can allow you to break into a market that you previously thought was closed.

Using Bing is a fantastic way to broaden your marketing strategy while keeping your costs down. Use it alongside your Google AdWords campaigns, and you’ll see that you can expand your reach and get ahead of your competition who haven’t yet cottoned on to using this fast growing platform.

Contact us now to find out how Keel Over can help you unlock the benefits of Bing Ads and help your ROI grow.

Thomas Coppen

Introducing AdWords Remarketing

Have you ever visited a website and then noticed their ads were following you? That’s remarketing. This article is briefly introducing AdWords remarketing.

Remarketing is a great AdWords tool that allows you to focus ads on people who have already visited your website or mobile app. This is very handy when you want to increase your brand awareness or reconnect with customers later on.

One of the main benefits of AdWords remarketing ads is that they are cheaper to run. Remarketing does not rely on customers actually clicking on your ads, so your click costs will be much lower than a standard PPC campaign.

This is because AdWords remarketing ads convert in two ways; normal conversions (which you would see in any kind of PPC campaign) and View-through Conversions. View-through conversions don’t need the customer to actually click on the ad, they just need them to see it and then return to your site later on to complete a conversion (e.g. a Purchase, Enquiry etc). They are worth just much as a normal conversion, but costs less as the customer never clicked on the ad.

Another Benefit of using AdWords remarketing is that It allows you to target a much more specific customer, focusing on interests, demographics or even the specific products they have looked at on your site. This results in remarketing ads converting more often due to increased exposure, and creates customer loyalty due to brand awareness.

There are three main types of remarketing, below are some descriptions introducing AdWords remarketing types:

Display or Standard remarketing allows you to display text and image ads to users who have already visited your website. Every business who uses AdWords can profit from this kind of remarketing, as these ads are more brand focused so are a good option when you want to your increase brand awareness. After all, the more a potential customer is aware of your brand, the more likely they are going to purchase from you or contact you about your services.

Dynamic remarketing works with your shopping campaigns to show potential customers specific products that they looked at on your site, but didn’t purchase. This allows you to show ads of products you know they are interested in, bringing the customer back to your site to purchase it at a different point in the buying cycle. This type of remarketing only works with shopping campaigns and focuses on making sales rather than brand awareness.

Text remarketing works on the search network and allows you to tailor text ads to customers who have already visited your page when they are searching for your product or service. Using this feature you can make sure you appear in a higher position. This makes it easier for those customers to find you again later on.

Every business can benefit from using AdWords remarketing. Whether it is just for increasing brand awareness, making sure people have not abandoned their on-site shopping basket or enabling potential customers to find your ads easily, remarketing works.

If you have any questions on this article introducing Adwords remarketing, please leave them in the comments.

Give us a call if you’re interested in any remarketing services.

Thomas Coppen

AdWords Conversion Tracking

If you have an AdWords account, chances are you are going to need AdWords Conversion Tracking. Clicks, Impressions and Click Through Rate can only tell you so much, and at the end of the day, you want people to be taking profitable actions on your site. Conversions tell you if your ad clicks are turning into profits. This blog will help the majority of AdWords users set up conversion tracking on their site.
A conversion is when a customer does what you’re hoping for after seeing your ad. This could be contacting you via an on-site form, website purchases, phone calls, app downloads, newsletter sign-ups and more. Here, we’ll focus on the most common one, AdWords Conversion Tracking for Websites.
You track conversions by placing a piece of code that is generated by Google on your website. This piece of HTML code is placed on the webpage of your site that customers are taken to immediately after completing a profitable action. For an onsite purchase, this would be the Confirmation page, and for a contact us form fill out, it would be a Thank You page. So where do you get this code?

How to create your HTML AdWords Conversion Tracking

  1. First, sign in to your AdWords account, click on the Tools tab, then select Conversions.
  2. Then, click the red +Conversion button.
  3. Here, you’ll see the four types of AdWords Conversion Tracking that are possible. Click on Website.
  4. In the “Name” section, enter something that you will easily recognise when looking at your account, such as “Contact Form Fill Out” or “Newsletter Sign Up”, then click on Done.
  5. Next, click on Value. Select how to track the value of each conversion:
  • Each time it happens, the conversion action has the same value. Choose what value one conversion gives your business.
  • The value of this conversion action may vary. Choose this if your products vary in price.
  • Don’t assign a value.

For the majority of sites, just choose Don’t assign a value. For more information on assigning values, check out this page.

  1. Next, click on Count. Here, you have two choices:
  • Every: This one is better for sales.
  • One: This one is best for leads, such as Contact Us forms.

Again, for the majority of sites, choose One, and click Done.

  1. For the Conversion Windows, you can choose how long or short the time is between a user clicking on your ad and converting on your page. We recommend using 30 days for both of the options.
  2. Almost there now. Click on Category, and select the type of conversion it is from a list of Other, Purchase/Sale, Sign up, Lead or View of a key page, then click Done.
  3. Finally, to make sure that you see your conversion data in the AdWords interface, select Yes for Include in “Conversions”. Click on Save and continue, and it’ll take you to a page with your saved settings, and your brand new conversion tracking HTML tag.

How to place your Conversion Coding on site

Now that you have your HTML conversion tag, you need to add it to your site. Remember, the coding needs to be placed of the page immediately after the one someone uses to complete a profitable action, such as a Submission page, or a Thank You page.

  1. Copy your HTML conversion tag from the Install your tag section by using Ctrl + C
  2. Open the HTML for the Submission or Thank You page.
  3. Between the body tags (<body></body) on the page, paste (Ctrl + V) your HTML conversion coding.
  4. Save the changes to your page, and you’re done!

Your conversion tracking should now be active! To check which keywords are resulting in conversions in future, make sure to enable the “Conversions” column on the Keywords tab.

Got any more questions about AdWords Conversion Tracking? Leave them in the comments and we’ll get back to you!