Last week, I had the extreme privilege of attending the third annual Bing Ads Next event. Bing shared their vision for the future of search, along with some big announcements. Here are some of my favorite takeaways from the event.
Bing Ads Editor for Mac
This is by far the top feature request on the Bing Ads User Voice forum, and has been since at least 2012. I had honestly thought it was never going to happen. But it is, and we even got to see a live demo to prove it! More on this huge announcement at Search Engine Land.
Extensions Are King
We saw previews of two new extensions. With Image Extensions, you can add an image to your ads:
We also saw the new ActionLink extensions:
Bing User Preference
This isn’t a feature, but it’s super important. One of the biggest comments the folks at Bing hear is, “We get great results from Bing – there just isn’t enough traffic.” That’s definitely true for my clients. Bing is making strides, though:
Bing Predicts Is Growing
I talked about Bing Predicts last year, when it was new. Now, it’s become almost ubiquitous:
Cool Data on User Intent by Hour
We’ve all made assumptions about when people use different devices, and what times of day the “serious” searches are taking place. Well, Bing has real data on this:
This is a fascinating chart, especially the shopping portion. Great data to use for dayparting when launching a campaign, or when you don’t have enough of your own data to segment.
The Winding Conversion Path
The journey from initial search to purchase is a circuitous one, for sure:
It moves from device to device, and across multiple different search queries. The takeaway for me here was that you need to be present on all devices, and use a variety of keywords to stay in front of your prospects. Remarketing and RLSA don’t hurt, either.
It was a great conference in an intimate setting, and as usual, I learned a lot. To read more about the event, check out this post by Erin Sagin at WordStream.