Innovating Our Way to Simple with Bing Ads

Thomas Edison, The Wright Brothers, Bill Gates – all recognizable names who changed the face of history through passionate and persistent innovation.  They were the leaders in their field, and each of them ran head-on into problems to solve or complexities to simplify without wavering. Not only did they solve and simplify, but they were also the first to do so.

Being first to market with a solution is part of Kenshoo’s make up. We pride ourselves on our ability to deliver quickly. But, more importantly, we recognize that innovation is born out of necessity. For a marketer, that necessity is reaching a large audience at the right time.

With over 135MM unique searchers, including 65MM that are exclusively searching on Bing and not Google, we identified a clear opportunity worthy of our innovation and investment.   

Through a deep partnership with Microsoft, we took on the challenge of simplifying the process of reaching Bing’s vast and valuable audience, while driving success and providing enhancements that solve for time, resource and performance issues that face marketers and advertisers today. These cutting edge and often first-to-market solutions are driving strong CTR and ROI with Agencies, Automotive, Retail and Travel clients.  See for yourself!

Shopping Mirroring  *Kenshoo exclusive

Replicate campaigns across multiple media platforms and manage from one dashboard

In early 2016, Kenshoo released Campaign Mirroring to Bing Keyword Campaigns. Campaign Mirroring allows you to easily copy campaigns that live on one media platform and quickly replicate them across multiple media platforms in just a few clicks. Since it’s release, adoption and usage of Campaign Mirroring has taken off at a rapid pace. As a result advertisers have experienced both time savings and an increase in quality of Bing campaigns. In fact, Pierce AB, a Swedish e-commerce company with online retail brands within the motorcycle and snowmobile industry, even declared that Campaign Mirroring “not only paid for itself – but generated a significant uplift in revenue.”

In light of the success advertisers were experiencing with this enhancement, we released Campaign Mirroring for Shopping Campaigns in February 2017. With this capability, you can create attention-getting shopping campaigns to reach your audience on Bing with almost no additional effort on your part. You can maintain your product structures in Google and then copy and sync them to Bing with just a few clicks. After mirroring, you can manage bids and shift budgets across search publishers, only investing where you get the best results. Plus, if you were already using Structure Optimization to automatically break out products into new product groups based on their click performance, this feature will carry over to Bing as well.

Intraday Optimization *Extended to Bing

Optimize campaigns to automatically respond to market fluctuations on an hourly basis

In order to remain competitive in the rapid-paced, dynamic online world we live in, responsive optimization is imperative. New product launches, hot products, product sales, or highly competitive situations in general can require that you optimize more frequently. As of March 2017, you can use Kenshoo to optimize your Bing campaigns on an hourly basis to respond to fluctuations in price, discounts, and inventory that occur throughout the day. Kenshoo’s automatic intraday optimization saves you manual intervention, enabling you to more efficiently and effectively meet your campaign objectives.

Bing Sitelinks 2.0  *Kenshoo first to market

Sync, manage and track performance on ads containing links to specific website pages

With every innovation made to improve the efficiency and speed of the online search experience comes an increase in the expectations of consumers: they want what they want and they want it now! Bing Ads Sitelink Extensions delivers on this expectation, making it easier for them to find exactly what they’re looking for. Ads with sitelinks take searchers directly to specific pages on your website, creating a streamlined search experience. In fact, Bing testing shows that Sitelink Extensions can increase click-through rates by up to 30%.

With Bing Sitelinks 2.0, Kenshoo delivers on your expectations as an advertiser, simplifying the management and performance measurement on these ads. Since January 2017, we’ve been offering Sitelinks 2.0 support, allowing you to manage and report on sitelinks to understand how they’re impacting your ad performance. We’ve also integrated this enhancement with our Campaign Mirroring, so you can copy and synchronize Sitelinks, too.

Bing Upgraded URL Migration Tool  *Kenshoo exclusive

Upgrade all elements of your Bing URLs at once, with the click of a button

Kenshoo’s Upgraded URL Migration Tool, in open beta as of July 2017, allows you to select your Bing campaigns and the elements that you’d like to upgrade (e.g. keywords, ads, sitelinks, or all) and upgrade them all at once with a click of a button. We’ve reverse engineered the complex structure of the URLs so that you don’t need to understand it.  Kenshoo developed a similar capability for Google and saved our clients loads of time and reduced errors significantly!

Dynamic Search Ads  *Kenshoo first to market

Automated customization of your ads, in real time, based on searcher’s keywords

Bing’s Dynamic Search Ads (DSA) personalize ads based on the keywords a user enters during their search. This makes your ad more relevant to the searcher, therefore increasing your clicks and conversions, as well as improving your quality score and ad placement.   

Dynamic Search Ads use dynamic text that can be automatically inserted into your ad title, ad text, display, or destination URL. For instance, if the user searches for “peonies”, you could replace a more generic “flowers” with “peonies” and direct the user to the landing page for “peonies”.  

Kenshoo began support for Bing DSAs in February 2017. Using our solution, inserting dynamic keywords into your campaigns is simple with default syntax to guide you. We’ve also streamlined your ability to track conversions and report on your campaigns holistically along with your other search campaigns. And, as for overall management of your DSA campaigns, you can either do so through our UI or you can create them and make mass updates via our bulksheets.

Innovation + Simplification = Success

Innovation is part of our overall evolution.  At Kenshoo, our goal is to innovate our way to simplifying your path to success. With Bing Ads, we’ve simplified advertising by delivering scalable, cutting-edge precision allowing us to help you reach Bing’s 135MM unique searchers in the exact moment they are looking. From saving you time by replicating your ads across search publishers to grabbing the attention of shoppers with Dynamic Search Ads, Kenshoo is simplifying your life as a marketer, one innovation at a time.

Want to Learn More?

Contact your Client Success team to learn more about any of the above features. Or, contact Kenshoo Sales if you’d like to learn more about Kenshoo.