In this webinar, Trada and Microsoft team up to give you information about key adCenter tools, insights, and best practices that will help you optimize your Bing and Yahoo! Search campaign and improve your paid search ROI.
Whether you’re new to adCenter or would just like to improve your campaign’s performance, learn how to:
• Reach more customers.
• Raise conversion rates.
• Increase your return on advertising spend.
Check out Trada Reviews here: http://www.trada.com/trada-reviews/
3. Sara Fox
Marketing Manager
Lead Nurturing
Trada
John Gagnon Matt Hessler
Senior SEM Manager and Director of Marketplace
Bing Advertising Evangelist Operations
Microsoft Trada
#Trada4adCenter
4. Microsoft
Advertising
adCenter
and the
Search
Alliance
#Trada4adCenter
5. is for doing
Empowers Shop Savvy
consumers to make Be Entertained
smarter, faster, Go Local
more informed Travel Smarter
decisions. Search Socially
#Trada4adCenter
7. The Help-You-Find-Exactly-What-
You’re-Looking-For Engine
Product Health & Beauty Auto
Shopping Education Finance
Travel Computer & Internet Jobs
…and many more
#Trada4adCenter
9. Reach a new Why You
audience Want
Increase to Use
conversion rate adCenter
Improve ROI
#Trada4adCenter
10. Reach a New Audience
30% of the U.S. search market uses Yahoo!
Search and Bing (including Microsoft and
Yahoo! Core Search sites)
– that’s 162 million unique searchers!
#Trada4adCenter Source: comScore Core Search (custom) January 2012
11. Reach a New Audience
33% of those
162 million unique
searchers do not
use Google
54 million unique
searchers
in the U.S. who you
can only reach with
search ads through
Microsoft Advertising
adCenter
#Trada4adCenter Source: comScore Core Search (custom) January 2012
13. Increase Conversion Rate
Trada – Ad Network Budget Adjustment
Campaigns start with 70% Google, 30%
Yahoo!/Bing budget allocation.
» 43% of campaigns had
greater budget allocated
to adCenter
» Increased adCenter
spend avg. = 8%
» Increased AdWords
spend avg. = 3.5%
14. Improve ROI
The unique searchers on Microsoft and
Yahoo! sites (including Yahoo! Search,
Bing, and partners) are likely to:
Spend 6% more than Google
searchers in the U.S.
Spend 23% more than
the average searcher.
#Trada4adCenter Source: comScore Core Search (custom) January 2012
15. Improve ROI
In 2011, Yahoo/Bing delivered more revenue
per click and better return on investment
14%
RPC
9%
ROI
Source: Efficient Frontier – Global Q4 2011
#Trada4adCenter Digital Marketing Performance Report January 2012
16. Improve ROI
Source: Efficient Frontier – Global Q4 2011
Digital Marketing Performance Report January 2012
17. adCenter Can Help You
Maximize Your Paid Search ROI
Expanded
audience
Higher
Conversion
Rate
#Trada4adCenter
19. MAI:
Develop Keyword Lists and Strategies
Build out lists of suggested keywords and
develop informed keyword strategies based on
actual Bing and MSN query data, including:
» relevance
» volume
» cost history
» demographic
» geographic
#Trada4adCenter
20. MAI:
Optimize Keyword Campaigns
Leverage historic and forecasted monthly
query and content data to optimize your
keyword campaigns based on what potential
customers are actually doing.
#Trada4adCenter
21. MAI:
Tailor Your Bidding Strategy
Tailor your bidding strategy based on pricing
data for keyword-specific metrics such as
clicks, impressions, position, click-through rate
and cost per click.
#Trada4adCenter
22. Trada
for
adCenter
Trada helps
optimize your paid
search campaign.
#Trada4adCenter
23. Is a solution for businesses running paid
search campaigns across multiple ad
networks.
Provides access to a community of thousands
of certified paid search experts.
Saves you time while maintaining complete
visibility into and control over your campaigns.
#Trada4adCenter
29. Ad Network Automatic
Budget Adjustment
Automatic Network Automatic Network
Budget Adjustment Budget Adjustment
» Maximize ad spend based on performance.
» Improve overall campaign conversions and
conversion rate.
#Trada4adCenter
30. Community of Paid Search Experts
Trada’s advertising specialists, called Optimizers
» Know how to run sophisticated, ROI-focused
campaigns on adCenter and AdWords.
» Use the side-by-side view of adCenter & AdWords
campaign performance to compare, adjust, etc.
» Are paid based on performance and therefore
directly incentivized to get high-quality clicks and
low-cost conversions for you.
#Trada4adCenter
34. adCenter
・Expand your audience
・Attract higher quality, higher performing traffic
・Enjoy advertiser-friendly features and
enhancements
#Trada4adCenter
35. Trada
Manage multiple network
campaigns from one platform
Automatic network Diversity and expertise of
budget adjustment online advertising experts
#Trada4adCenter
36. Questions?
John Gagnon Matt Hessler
Senior SEM Manager and Director of Marketplace
Bing Advertising Evangelist Operations
Microsoft Trada
@jmgagnon @fasterstill
For more information or to schedule a demo of the Trada Marketplace,
email sfox@trada.com or visit www.trada.com/learn-more.
Sara Fox
Marketing
Manager
Lead Nurturing
Trada
@Trada
@snowfox78
#Trada4adCenter
Notas del editor
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Sara will moderate the Q&A, but John & Matt will be answering the questions.