So Many Paid Search Wrongs to Right
AdWords covers every paid search need, right? Wrong, says John Gagnon. That might hurt to hear on Tax Day—especially for the big three tax preparers who will spend more than $24 million on 3,819 search terms related to the event, according to the AdGooroo Blog.
"Did you know that when you think you are 'Googling,' you might actually be 'Binging,' " asks Gagnon in his post yesterday in Search Engine Watch. "In addition to bing.com, yahoo.com and msn.com, Bing powers Web search on Apple's Siri, Kindle Fire, Amazon Fire Phone, Xbox and many others. This also explains how Bing has quietly reached 31 percent search market share on desktop in the U.S., according to comScore."
Granted, Gagnon's from Microsoft. But his post, "6 Sins You're Committing on Bing Ads," provides some interesting pointers for marketers—including TurboTax, H&R Block and TaxACT, the tax preparers who spent all that money on Google since March 1.
Here's Gagnon's advice, based on mistakes he's seeing marketers make on Bing. Marketers, please:
1. Don't Assume Bing Searchers Are on Google. Yahoo and Bing see 40 million searchers Google never sees, he says. (Bing breaks down these results in the chart at right. Click on the image to enlarge it.)
2. Change UTM Tags From Google to Bing. Metrics will be wrong otherwise. Importing Google campaigns is now easier with Bing auto-tagging, the Microsoft representative says.
3. Change Targeting Options on Bing, Because They're Not the Same as Google. Bing Ads employ user time zones, rather than those of the businesses. Settings in Bing are on ad group level, instead of campaign.
4. Use the Latest Conversion Tracking. Bing's not supporting its old campaign analytics tags any more, so marketers need to switch to "Universal Event Tracking" to obtain conversion tracking.
5. Bing's 'Search Partner' Targeting Is Different From Google's. "With Bing, you can target just Bing and Yahoo, just search partners, or both, at the ad group level," he writes. "You can also run a report on Bing to see which search partners are sending traffic to your site. If you see something you don't like, you can exclude the search partner without opting out of all the other search partner sites."
6. Use Tablet Modifiers. Paid search marketers aren't using Bing's "Unified Device Targeting" as completely as they could, he says. "Bing's tablet targeting can be modified—from minus-20 percent to plus-300 percent," Gagnon writes.
What are some other paid search assumptions marketers make?
Please respond in the comments section below.