Bing’s Unified Device Targeting: Everything You Need to Know to Prepare for Monday

Last October Bing Ads launched tablet-related device targeting changes, which unified tablet and PC as a single device target. That meant that all campaigns targeting PCs would also target tablets and vice-versa.
 
Now just as Google has announced the launch of Upgraded URLS, Bing has made their own announcement. This Monday Bing Ads will be further consolidating their targeting options by adding smartphones to PC and tablet targeting, creating unified device targeting. Once the migration is complete, campaigns will automatically target consumers across all devices.
 
The below images show how the targeting options panel will change after the Unified Device Targeting implementation:
 
Before

 
After

 
Benefits
 
This update is Bing’s acknowledgment to advertiser’s concerns. Bing claims that the new update is simple, efficient and offers advertisers more control.
 
Simplicity: This targeting approach streamlines the process and reduces time spent on managing campaigns.
 
Efficiency: This change means that Bing Ads will now be in full structural alignment with how ad campaigns are managed in Google AdWords. This will ultimately make integrating campaigns from Google AdWords to Bing Ads more efficient and easier than ever before.
 
Control: Familiar targeting options removes any unnecessary complexity for advertisers even with the addition of bid adjustments for tablets, which is not available in Google AdWords.
 
What you need to know
 
If you currently have campaigns running in Bing which are PC/Tablet only or smartphone only be aware that the campaigns will automatically upgrade to the new system on Monday. This means that all your current campaigns will be targeting across all three devices, whether originally setup that way or not.
 
Bid adjustment options will also change.
 

Desktop Not Available
Tablet -20% to +300%
Mobile -100% and -90% to +300%

 
Bing will not allowing advertisers to exclude tablets completely from their search campaigns stating that, “Bing Ads and industry sources report tablet conversions to be consistently within 15-20 percent of desktop/laptop (‘traditional’) conversions. Given that PC and tablet campaigns perform very similarly, allowing for bid adjustments to span from -20% to +300% should give advertisers the controls they need to maintain their campaign ROI.
 
As mentioned earlier, if importing a campaign from Google AdWords be aware that Google does not offer tablet bid adjustments. If you would like to implement these changes they will have to be manually adjusted through your Bing portal.
 
Like tablet bidding, PC bidding can no longer be excluded, nor is the bid price adjustable. Bing emphasises that, “Your PC bid is the baseline on which you will apply bid adjustments for tablet and mobile campaigns. Applying a modifier to baseline bid would be redundant.” This makes sense from a bid adjustment point of view, but what if you want to run a mobile only campaign?
 
You can no longer use targeting options to specify mobile device campaigns only. Instead this adjustment is made at ad level. Advertisers will have to select “mobile preferred” when they are creating their ads.
 
What does this mean? Well, it lets Bing know you prefer to show an ad on mobile devices. It is possible to have standard delivery ads and mobile preferred ads in the same campaign. If this is the case only mobile preferred will be shown on mobile devices and standard ads will show on desktop and tablet.
 

 
How to Prepare
 
Bing strongly recommends combining campaigns before the 23rd of March, and we completely agree. This will help to avoid any complication or surprised to your current campaign.
 
Make sure to remove duplicated keywords. This will reduce the risk of server double ads for campaigns with multiple bids for the same keyword.
 
It also isn’t a bad idea to test various combinations of bids and bid adjustments in order to be prepared for the change.
  
If you are running your bing ads with an agency we suggest you contact them if you have any questions about your campaigns. You can also review Bing’s full FAQ on Unified Device Target here: http://advertise.bingads.microsoft.com/en-uk/device-targeting-faq-answers

European Search Awards Recognises Net Media Planet for 2015 Shortlist

 
The European Search Awards have released their 2015 Shortlist, and we are excited to announce that our campaign on real-time demographic bidding has been shortlisted for the Campaign Innovation award.
 
This is our second year in a row being shortlisted for the European Search Awards, and we are honoured to be recognised by an international competition that celebrates the very best in SEO, PPC, Digital and Content Marketing across Europe.
 
Our shortlisted Paid Search campaign, “Boys and Girls, Watch It in Real-Time,” looks at how gender affects online watch purchases. We created a tool that could analyse the contents of completed basket transactions to determine whether a brand was selling more men’s or ladies’ watches. The tool would then increase or decrease demographic targeting bids according to data collected.
 
The awards will be held on the 22nd of April in Berlin Germany. To see the full shortlist visit Europeansearchawards.com.
 
If you wish to contact our team to see how we can help your company maximise their Paid Search and Display campaigns, reach us through our Contact Us page or call (0) 20 7186 2100.

What Will Google’s Upgraded URLs Mean for Advertisers?

Last week Google announced that they would be introducing improvements to AdWords’ URL management. The new feature is called Upgraded URLs, and is currently available for those who wish to manually upgrade, otherwise the full implementation will occur on the 1st of July this year.

What does it do?

Through AdWords, advertisers can currently use tracking codes to gather information on the specific keywords and devices that trigger conversions. This is done through the Destination URL field.

The new Upgraded URLs feature creates two fields, one for your Final URL, which redirects consumer clicks to the landing page, and a separate one for a tracking template, containing the campaign tracking information.

Shared tracking templates will give advertisers one central location to manage tracking information, allowing for quick adjustments that will be pushed to the entire account. Advertisers will still be able to make changes at an individual level through Keyword, Ad and Sitelink level templates.

Who will it effect?

If you are an advertiser who updates their tracking information manually in AdWords, this upgrade will affect your campaign.

Now, for advertisers that use a third-party tracking system, such as DoubleClick, which automatically syncs tracking details, most of these changes will not affect the way you manage your campaigns.

What are the benefits?

For advertisers that use a third-party tracking system which requires manual implementation into AdWords, there are several advantages. Firstly, there will be less time spent managing your URL tracking information with AdWords shared tracking templates. Furthermore, all of this is done at scale.

There are additional insights to be gained with the new ValueTrack and custom tracking parameters. For instance, you would now be able to see which user from your remarketing list converted and which territories have the most clicks.

When previously using Destination URLs, any time an advertiser had to make an update to their tracking information at Ad level the URL had to be re-reviewed. This caused the ad to pause during the review process which could potentially cause a loss in business. Furthermore, all of the ad stats would then be reset.

Advertisers will not have this problem with Upgraded URLs, as everything keeps running when adjustments are made through the shared tracking templates, removing the risk of losing business.

Changes to Advertising Policy

There are three changes to the advertising policy to be aware of:

    • The Final URLs within your Ads will now be required to match the domain of your Display URL, otherwise the ad may be disapproved. Your Final URL can still contain redirects with that domain.
    • Within AdWords reporting the “Destination URL” column will be renamed “Final URL.”
    • There will be no more support for the {copy} ValueTrack parameter in the near future.

If you are concerned with how Upgraded URLs will affect your campaigns, we would recommend getting in touch with your third-party provider. Google has also produced a URL migration guide which provides useful information on upgrading methods.

We’ve Been Shortlisted for the 2015 Performance Marketing Awards!

 
We are excited to announce that Net Media Planet has been shortlisted for 3 awards at the 2015 Performance Marketing Awards: Best Agency-Led Performance Marketing Campaign, Best Paid Search Campaign, and The Retail Award.
 
The Performance Marketing Awards celebrates the very best advertisers, publishers, agencies, networks and technology providers in performance marketing, and it is an honour to be recognised for our successful campaign strategies by a judging panel, featuring experts from Arcadia, Google, Hotels.com, the IAB, GroupM and many more.
 
Our campaign, “Bathe in Bathstore Success,” was nominated for Best Agency-Led Performance Marketing Campaign and Best Paid Search Campaign. We created a solution for online to in-store tracking that quantified the effect of Paid Search keywords on in-store purchases.
 
“Watch It, in Real-Time!” was nominated for The Retail Award. In this instance, we created a tool that would analyse the contents of our watch client’s completed basket transactions and increase or decrease demographic targeting based on whether a brand was selling more men’s or ladies’ watches, all in real-time.
 
The Performance Marketing Awards will be held on the 28th of April at the Grosvenor House Hotel.
 
If you wish to contact our team to see how we can help your company maximise their performance Paid Search and Display campaigns reach us through our Contact Us page.

Life Style Sports Increases Revenue by Improving Customer Mobile Experience

Life Style Sports Responsive Mobile Site

 

It cannot be denied that for many of us mobile phones have become an integral part of our everyday lives. They allow us to go shopping without leaving the house, pay bills without going to the bank, and it can even be an office on the go. In fact, according to Mobify, mobile traffic accounts for 37% of all internet traffic, globally.

 

With so many consumers searching the internet from their mobile phones it is imperative for retailers to have a fully optimised mobile website or application. Those who don’t are missing out on potential revenue, and more than they think. Mobify’s research shows that “30% of mobile shoppers will abandon a transaction if the experience is not optimised for mobile.”

 

Take Net Media Planet client Life Style Sports for example. Niamh McGarry, Ecommerce Performance Marketing Manager at Life Style Sports talks about their new responsive website. “Our new website, www.LifeStyleSports.com, went live at the beginning of October, giving users a completely responsive design across desktop, tablets and mobile devices.”

 

“Our new responsive design allows us more flexibility in terms of showcasing our brand, and generally makes it as easy as possible for our customers to find what they’re looking for so that they can easily shop online on any device.”

 

In just two weeks with the new site we saw exceptional results, with no change to the current Paid Search Strategy. The results below show the difference between October, pre-site change, and January MTD after moving to the responsive mobile site. We would expect an increase in conversion rate, however; the increase in mobile performance is massive!

 

• Throughout the UK and IE, the percentage of overall website revenue attributed to mobile has increased by 23% since October 2014.
• Mobile traffic conversion rate has increased by 91%.
• Tablet device’s conversion rate has also increased by 85%.

 

Niamh McGarry, Ecommerce Performance Marketing Manager at Life Style Sports, said, “Initial results are extremely positive with conversion on mobile increasing by 109% since launch and mobile now accounts for 26% of revenue to the site.”

 

This is just one example of how responsive websites can be beneficial to ROI. There is so much opportunity in mobile retail. In most situations it is worth your time and resources to have a mobile optimised site.