John Gagnon wrote an article on Search Engine Watch, “6 Sins You’re Committing on Bing Ads.” There’s plenty to learn from this article, including what these “sins” tell us about optimizing Bing ad copy.
If you’re like most search marketers, you conduct ad copy testing on Google AdWords and then deploy your best AdWords ads to Bing Ads without much further thought. Gagnon’s sins tell us there’s more to gain by optimizing Bing Ads separately.
Thinking you are “Googling” when you might actually be “Binging”
Siri, Xbox, and Kindle Fire search are powered by Bing. The intention and use cases of when and why people search on Bing are derived from a different context than on Google in these cases.
What it means for Bing ad copy: What works in one context won’t necessarily work in another context. It’s important to conduct separate ad testing within Google and Bing ads. Begin testing ad creative with different devices in mind, and consider how voice search will impact ad creative.
“Assuming You Can Get Bing Searchers on Google”
“In retail alone, there are 40 million searchers found on Yahoo and Bing, but not found on Google.” Of course this number is now lower due to changes in the Yahoo-Bing partnership, but the point is well taken.
What it means for Bing ad copy: Bing Ads represent incremental volume to scale whatever success you’re seeing in AdWords, in addition to reaching individuals who respond differently to your messaging. If you’re simply copy-pasting identical ads from AdWords to Bing Ads, you’re missing an opportunity to grow revenue by testing Bing ad copy on this unique subset of customers.
“Not Using Tablet Modifiers”
Bing ads offers separate tablet targeting where AdWords does not. This means search marketers can employ different ad creative by device type.
What it means for Bing ad copy: Take a look at your device reporting. You will likely find that clicks from tablets are worth a different amount than clicks from desktop and mobile. Not only should this dictate using different bid modifiers, this data can also be used to determine whether or not it’s worth your time to test separate ads for tablet devices.
While there are no tablet-specific ad copy best practices such as using “/Tablet” in your display URL, tablets are used by a different segment of customers operating in a different context. The ad that wins on desktops might not be the ad that wins on tablets. As a general rule, we recommend conducting separate tablet ad testing if tablet traffic from Bing Ads makes up at least 10-15% of your total paid search traffic.
Bing ad copy: Where to go from here
Taking winning tests from AdWords and deploying them on Bing is one way to start optimizing Bing ad copy. But to maximize performance, you should also start new tests directly on Bing. Don’t expect the same copy to perform the same when serving it to different customers in different contexts.
Headline image credit to the Creative Commons.
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