This Bing Ads Webinar focuses on the aspects of entering new markets with your Bing Ads campaigns. Experts Kiran Moryani and Charles Chuang (Marketing Lead) break down their discussion into the four quintessential steps one should take when planning to go global. From knowing the audience to making your message locally relevant, from utilizing the growing platform of mobile to understanding the importance of seasonality. Here are some expert tips discussed in length for you to incorporate.
You can view the webinar here.
Here’s the transcript of the video:
Transcript:
Hello everyone. I see that we already have many attendees coming into this webinar. Thank you for that. We’ll be starting this webinar in a few minutes, waiting for more attendees to join us. Thank you and please wait… Thank you for all of you who have joined us so far. We will give another one to two minutes for the rest to join this webinar and we will get started very soon. Thank you very much.
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[0:07:23.0]
Charles: Okay, welcome. Welcome everyone and thanks for joining us for this Bing Ads webinar with the topic today of ‘Go Global with Bing Ads’. We hope everyone can hear us clearly. If you’re unable to hear us clearly, they could probably fix by running a quick refresh on the page and before we get started, we would firstly like to get you acquainted with the webinar platform that we’re using today. You are able to access this webinar both on desktop and on mobile and even tablet devices, so feel free to log in from whatever seems most comfortable to you.
Kiran: You can also expand the widgets on the screen as you like, especially if you want to see the slides in a larger format. You can click on the small green ‘Enlarge’ button on the top right corner of the slides section. This is an interactive session and we urge you to ask questions. You can do so through the Q & A widget that you see on the right of the screen. All the questions would come for confidentially and we will respond to it towards the end of the webinar, in our Q & A session. If you have very specific account related questions, please feel free to mention your [X IDs] or brand names and we will follow up with you post the webinar.
Charles: And you can also access a list of resources that’s relevant to today’s topic we’re talking about….by clicking on the links under ‘Key Resources’ widget and we will recommend you to bookmark those for ease of access for the future use. Most importantly, you can download the deck, today’s presentation deck, by clicking through the ‘Download Presentation’ button on the ‘Key Resources’ area. Finally, you can connect with us on social by clicking on the Facebook, Twitter or LinkedIn logos on the left hand side of the screen.
Now, I would like to introduce the two speakers of this webinar, including myself right here. My name is Charles and I’m handling Marketing for Bing Ads, Ravi Teja and India Markets for over 3 years now and I have spent my past 8 years in the online advertising industry. It’s my…very honored to have this opportunity to share some of my thoughts and experiences in this business as well as hearing any questions or feedbacks from you.
Kiran: My name is Kiran. I’m an Account Manager here at Bing Ads in Singapore, with over 5 years of experience in the digital space, most of it were spent in Bing Ads, managing the [inaudible 09:52] direct advertisers and agencies in India and South-East Asia. I’ll be happy to share some of my experiences with you today at this webinar.
Charles: So thanks for each one of you who is taking the time today to attend it. We know you’re very busy and we really appreciate you clearing some time in your schedule for this. We hope that you find it valuable and take some key go-tos for your Bing Ads accounts, to improve the campaign. So moving on to discuss on our topic today, Kiran, why would you, as a consumer, buy things online from other markets?
Kiran: Yeah. As a consumer myself, I would most probably browse some websites and compare prices of products that would interest me, and definitely the ones that would save me some money!
Charles: Makes sense!
Kiran: But also go through more variety, especially you know, a product that I cannot really find locally.
Charles: I believe consumers like you must have access everywhere in the world, and our customers and advertisers can reach out to them in the right way, right?
Kiran: That’s right, so we chose the topic today, keeping in mind the main themes we hear from our advertisers. For the most part, our clients have positive feedback on the Bing platform and normally around competitive cost-per-clicks, quality traffic which drives conversions at low cost-per-acquisition, basically making Bing comfortable for them. But frequently I find myself having conversation around how to scale their volumes, as most of the clients are particularly looking for ways to grow traffic. With that in mind, we have more sitelinks that we look at when optimizing our customers around the globe, and we are….When we think of a new market, the first thing we should think about is the audience.
Charles: And the second will be around localization tips – how do we prevent the brand in such a way that the audience can easily relate it to their own experience, locally relevant experience, which ultimately helps in building trust?
Kiran: Third would be going mobile – that cannot be missed, considering the growing importance of mobile in the consumer decisions.
Charles: And the fourth tip is around the importance of seasonality – how could you leverage in seasonality factor in your marketing strategy, that has, perhaps have the opportunity to hugely impact and contribute towards your performance in retailing….?
Kiran: And we also like to call out some features on Bing Ads that can help drive [inaudible 12:36] engagements and leave new markets. Let us take a look at each of these tips in detail.
Charles: Okay. Now, without further delay, let’s move into the first tip for today – ‘Be ready for the audience.’ So why would two of our customers be ready for the audience while it seems you’re probably already advertising on Bing? And the short answer is that we have a growing audience-base, no matter in quantity or in quality, which might help you to bring more value when you take the actions in your campaign. As Bing Ads is a global platform, there are search users searching for your keywords, not only from your own country, but probably from anywhere in the world, and you’ll have the full potential to connect with them, if you target in the right way.
Now, we would like to give you a quick overview of the Bing global marketplace which represents this potential audience on Bing Ads. As you can see in the slide here, Bing Ads covers 35 countries with more than 6 million users searching on Bing. So with this list right here, you may want to track at this list and consider targeting more audience overseas that aligns with your business goals and business strategies or the product or service that you are offering to the markets. For example, online shoppers will love to look for things they want to buy from multiple websites and compare and US or UK or what any markets in this list has a big user base for that.
Now, it’s time for a quick analysis, so let’s see how many of you can get this right. In Bing, which country has the highest marketshare? Now, I’m going to pop up our clicks widget right here, so you can just sort of answer and send it to us. And we’ll review the answer in probably 5 seconds. Alright, I can see most of you are giving the answer correctly, so yes, US. The correct answer is ‘US’ and this market will be the focus for this webinar, as we work at that bit more, because the [inaudible 15:12] presents the most potential for you to target and extend your reach to the audience. So in the US, Bing Ads is reaching out to roughly 30% of the total searches in that market and that means a 170 million searches, so 30% of the users, that means 1 in 3 …searches are powered by Bing.
So what’s really unique about this network, about Bing network is that 60 million searchers can only be found on the Bing network and roughly 25% of the click on the Bing network came from the queries, only search on Bing network in the US market. So that’s exclusivity. So what it means is that you are probably going to miss out a lot of opportunity to reach out to this 6 million user base if you are just using other search advertising platforms such as Google AdWords.
So what does that mean to you? You probably don’t want to miss out and probably want to reconsider your targeting as well as your bidding strategy to reach out to that customer base. So we would like to elaborate a little more on how did we reach to this point. As Google has always been seen as a dominant player in every market, now…so what was the driving force, what is the driving forces and how, what helped us to reach to this point of 30% of market share? so we would like to look at the growth trend of Bing over the past few years.
Bing started in March 2009 with only 8% market share, as you can see here, and now the Bing traffic itself, our own traffic from Bing.com and syndication networks, now it’s reaching at 28.6% and together with Yahoo, which form up the Bing network, the market share is now sending at 30.6% in total. In other words, the search of that Bing ad customers and queries grow from 8% to 30% over the past few years and we will love to have our customers like you to be aware of this growing trend as they also mean some more customer for you and a great [inaudible 17:37]. Now we would like to share a little more on what’s driving this force at the backend? As you may know, that Windows 10 was launched a year ago, about probably a year ago and adoption of Windows 10 so far has been great and it has been working really well for Bing.
As Bing is positioned and engineered as a fabric element, a part of all different kinds of devices using Windows 10, we’re already seeing Windows 10 becoming more, growing more than 200 million devices as a result. And with this result, 20% of the Bing clicks and searches now are [prompt] to Windows 10 operation systems. So Bing often generates 30% more queries compared to prior versions, which means Windows 7 or Windows 8 or even before that and our new browser, as you might be aware if you’re a Windows 10 user, Microsoft Edge, is the user there is clicking to Bing for the search activities, so 90% of the Bing Ads users now retain Bing Ads their default search engine and keep using that without changing the default.
So Windows 10 did help us to deliver more reach and more results for our customers. Another reason, main reason for this growth of the traffic could be the acceleration of syndication business. As you can see here, we just find a deal …to go with AoL and the popular websites in the US such as The Wall Street Journal, Infospace ought to bring us tremendous value in terms of the traffic, incremental traffic. Now, so these syndication partners deliver high quality volume for us over four to five times compared to the top marketer and we also expect 19% of the US clicks are from the syndication partners this year.
So while we are accelerating our syndication partnership level more than ever, we are setting this strict quality controls to ensure the premium volume for advertisers as well! Our audience is significant and we continue to look for new ways to trade more additional values, but with the momentum of Windows 10 and growth of syndication business, we add more searches and clicks to our network for advertisers to reach out to. Now I also want to briefly touch on the quality of who these customers are and how valuable these customers is for you as a reference point. So Bing advertisers spend more than average internet searchers.
This is the data we get from the console. It shows that the Bing searchers spend a 140% more than an average internet searcher and 4% more than the average Google searcher. So we have a highly sought-after and valuable audience right here and because of our partners, and the traffic that we have apart from the Windows, our own traffic source like Windows 10, comes with high quality elements like the syndication partners that we have with AoL or our partner companies like Apple, Amazon is also using Bing as a default search enabler. The audience tends to be more educated and affluent, so they spend more.
Now here, I would also like to provide you with a case study of a company called ‘MyTime’ based in the US. This is a recent study we just derived, which proves us some strong points and metrics for the advertisers to take reference to and it shows that Bing Ads deliver the lower cost-per-acquisition and also better metrics against our major competitors over there. 50% higher CTR, 51% lower Cost-Per-Acquisition and actually 4 times more on the Return-On-Adsense. So at first, this is just from a single case study; it might not apply to all verticals who are our business, but we would urge…you to experiment, just your campaign strategy because this is a great example of how you can reach great quality and a highest Return-On-Investor audience, you know, with your…the adjustment of your campaign strategy.
And Bing’s platform becomes more pervasive and with new developments, and the growth trends, we are all also indoors by some high-profile media and press – how Microsoft is committed to make things happen, to bring more value to our advertisers and growth in search, so the matter is verified by the new innovations coming in features or in the partner deals that Microsoft is driving or even like Wall street has changed it’s tone on the Microsoft search engine as they observe the value of great financial value in it, which, thankful to the Bing’s functionality as well as the advertiser’s adoption on our service. So with all these, Kiran will give the tips that you would recommend our advertisers to take, you know, to increase their traffic and improve their campaign.
Kiran: Right. So while we pursue and anticipate more high-quality partnerships that deliver high spending audience, the question is: How would you benefit from the traffic? You need to first ensure that you are at a prominent position when customers search for you and Charles mentioned it differs by verticals. Be aware that the auction differs for each market. For example, mainline in the US would differ from the UK market. As the market grows more mature and the auctions get more competitive, the tip would be to adjust or increase your budget accordingly to capture the growing traffic and most importantly, monitor the results firstly. Charles?
Charles: Alright. Thank you, Kiran. And I guess that now it’s time for another question. According to you, from the following options, what would you consider while creating ad function and landing pages for overseas customers? Now again, I’m pushing the selection, such as pick one and submit, or we’ll review the answers in a few seconds. Okay, now we will review the answers. Yet again, I think most of you have practiced really well. It’s all the above. This leads to our next topic of more tips around how we enable the customer that as to be seen as a local business and provide you tips around it. Let’s look at local. So I’ll pass over to Kiran and deliver a few tips around how to really be like local and really build a trust with your customers in each country.
Kiran: Alright. Thank you, Charles. So, as a consumer if I wouldn’t make a purchase, for example, on a US eCommerce website, from either Singapore or India, I would feel more confident to shop on a site that I could relate to from a local perspective. I would surely be a little apprehensive in purchasing foreign currencies and would very much prefer if it would look like… That just tells us the more familiar your ad and website look to the audience, the more success you can achieve in new markets. Trust is really vital in the [inaudible 26:37]. So let’s go over some of the strategies you could apply while connecting with the audience overseas. Before I jump into those, I would like to call out that these strategies were put together from customer feedback and industry best practices. The first one would be, look for similarity.
So think of a football fan as an example. No matter where they are geographically located, they speak the same language. They have more in common with their foreign peers in terms of jargon, icons, dances… This is the stretch that you should target an audience wherever they are, and not necessarily by country. I can’t stress enough how important it is to understand your target audience, how they behave, where they gather and what are their needs, and fine-tune your marketing to address those…
Second would be to offer a local payment method. Be flexible accepting a range of payment options as this need differs from country to country. Learn the preferred methods in local markets. So, for instance, in the US, US consumers prefer to use credit cards over PayPal whereas in Canada, the primary method of payment is debit cards. So offering a variety of payment methods can actually drive a conversion rate. Websites that provide four or more payment methods other than credit cards, studies have shown that the sale conversion rate has increased by 12% higher than those just offering one online payment option.
The third one would be to look like a local. It is indeed challenging to venture into new markets, where brands are unknown. We see that familiar look and feel helps in building trust. But small things such as the address terms, for instance, a zip code in the US, is a postcode in Canada can put road-blocks between you and the final..failure is not addressed. So ensure that your messaging resonate to local audience and that the user experience is set right at the very start.
And last, but not the least, talk like a local, allow consumers around the world, they broadly understand English, are living countries with multiple official languages, they prefer to buy in their mother tongue. When it comes to translating your sales message or advertising you offer, you must consider your options for getting this local language right because you don’t want to just translate. In addition, think about the culture cue. Even though we use English as a common language, the same word can mean very different things in different places. For example, what comes to your mind when you think of the word, ‘Quality’? Well, for me, ‘Quality’ means it’s worth. It’s well-built and it will last. But in Korea, for instance, ‘Quality’ means [inaudible 29:44]; in Japan, ‘Quality’ means as ‘Perfect’. That is the word’s effect. To avoid misinterpretation, it is fundamental to adopt the right translation. You may want to consider employing native speakers to do so, if necessary.
So moving on to create content relevant for local searches, here are some of the recommendations to consider while putting together content for local searches. First, localized message to the desired audience; second, to use local domain. Third, to list your business address on the website which helps building credibility. Accept and give prices in the local currency and use local symbols of payment methods. Lastly, consider local delivery logistics and cost. So adopting multi-lingual localized campaigns and customizing landing pages can help prospects shop with confidence. So before we jump into step three, hope you all are ready for the next quiz and here it comes.
Charles: Alright. For the next tip, we are going to talk about mobile, so this question is also about mobile. Just make a guess: what percentage of the search queries are from mobile and tablet devices globally as of the current stage? So let the answer that you think best is. Okay. Well, I’ll just review the answer. Okay, most of you chose 40%, so this answer might be, come a little surprisingly for you. The correct answer is actually 50%, as high as 60% and yes, we have all heard a story mobile is exploding and changing our customer behaviors and mobile devices are quickly becoming a primarily by advertisers to reach customers as well. So 50% is actually the number that we are looking at of how fast the growth really is.
Those are tips we’re going to provide here just to help you to get the knowledge and get the news about how fast the mobile has been growing for the past few years and as our advertisers are walking you to in your campaign settings, can cope up with this trends, is those kind of huge mobile growth of users. So the growth of mobile which is showing right here, there are some interesting facts that we can all look into. It is expected that we will see 3 billion smartphone users by next year; actually the last year, sorry, and we love our mobile phones as we averagely check them a 150% per day. And what’s surprising here is also impacting the user’s behavior when it comes to purchasing. The consumers are becoming more comfortable with mobile devices to do purchase online, so the amount of purchase and transaction has been doubled comparing with last year.
And again, we will touch by the quiz question, 50% of the searches are now coming from mobile and tablets surprisingly and 18 billion dollars is the mobile search ad spending projected by the end of this year. So the power of mobile search is influencing the industry and also influencing user’s decision in their search behavior, the more interesting fact that we can look at right now. Well, it might tied up with your own experience, like perhaps you can recall how many times you actually use a mobile phone to search for the product that you are going to buy in the next few hours? And this step shows that globally, 70% of the conversions happen within 5 hours of a mobile search, comparing with 7 days on desktop.
So mobile definitely becomes important factor in the customer decision journey when it comes to transactions, not just online, but also off other transaction platforms and other transaction behaviors. And for Bing, mobile [inaudible 34:47] now makes up 33% of the Bing search volume, and it also shows tremendous growth, year to year, as comparing with 2014 and between 2015 and 2014, we’ve already seen 10% of growth. So that’s how fast the mobile searchers are growing and also becomes important points for us to consider when we optimize our campaign. So now I would like to hand over to Kiran to share other tips about how we optimize for mobile.
Kiran: Sure, thank you Charles. So on the Bing platform, advertisers who were optimized for mobile ads saw a 97% increase in click-through rate, but yet only actually surprisingly only 11% of mobile ads are optimized in Bing ads. So we should take time to optimize for mobile and not just opt into it and what I mean by mobile optimization is to really leverage bid modifier to have a better positioning, use specific mobile related keywords and also customize your ads for your mobile audience. You may reach out, like I would urge you to reach out to your account managers for specific insights. On the other hand, you may also leverage the mobile insight piece on the Bing Ads Help Centre. So this can be found on the ‘Key Resources’ at the bottom part of the page as well.
So let’s take a look at tip one for mobile: To use device bid modifiers to get that positioning. We found that consumers rely on their mobile devices throughout from the initial stages all the way through the shopping, purchasing and sharing process. So how do we make ourselves visible to this audience? Well, a good way to start is to think of our positioning from the very get-go. To do so, you need to leverage device bid modifiers to make those adjustments. So if you look at, if we take a look at, you know, the average CPC by device, smartphones have lower CPCs than PCs, ranging between 40 cents to 60 cents for first two positions. To really adjust your bids accordingly and that can be done both at the campaign and ad group levels. I would also like to call out here about tablets that can be adjusted on Bing Ads platform like adwords. I strongly encourage you to pull a device report and analyse what percentage of your traffic is coming from smartphones and tablets and work on your bidding strategy accordingly.
Next would be combine extensions, so effectively drive deeper engagements and capture more [iballs] on mobile, leverage ad extensions. This should be a core part of your mobile strategy. With such a small screen, using multiple extensions can take up more real estate and drive higher click-through rate. When users search on mobile, as you can see from the image on the slide, ads with multiple extensions draw higher attention than ads without. So combining two or more extensions can increase click-through rate by 4 to 6 times than using single extension. For those who have a physical address cross border, leverage location extensions combined with sitelinks. This drives higher click-through rates followed by sitelinks and call extensions. That’s applicable, again, for those who have a local number or a tollfree number. So now it’s time for the next quiz and the question is as follows.
Charles: Alright. As tip four, we’re going to deliver some tips about seasonality and the question would go: Alright. In the US markets, how early you think do the Christmas holiday consumers begin their shopping behavior? As Christmas holiday precisely falls in December, so how early do you think the customers would start to shop? Alright, so I see again most of you selected September, which is close, but again, this might be a little bit surprising for you, as actually 12% of the consumers start their shopping behavior in August. Okay. But yeah, the point I want to bring up here is that every market has their own nuances and their own seasonality factors that might need your marketing strategy or your advertising strategy to be aligned with.
So for example, like in the US, although the Christmas season, Christmas holiday falls on December, you can see from this chart of the shopping behavior, you know, already started before September with 12% of the consumers and even in September and October, altogether, is…almost more than 40% of the consumers that already are preparing for their Christmas gifts. So the implication right here is that for different markets, that you prepare to enter into, so seasonality factor is something that you would definitely want to take reference to and design your marketing strategies and timelines against this.
The other importance of the seasonality factor that we want to share and bring up is that taking the US holiday, again as a example, you can see that from the circles right here, the revenue of the holiday season itself keeps growing year-on-year and this year actually accounts for a majority of their quarterly,[inaudible 41:42] quality sales or annual sales revenue, that almost 70% of the Q4 seasonality retail sales are related to, you know, the holiday, you know, retail process and behavior and almost 20% of the annual sales are tied with it. So the consumer expect holiday marketing from advertisers, like you, and by leveraging on the seasonality factor, design things around the holidays, might be a crucial method for you to optimize your sales and better utilize, cope with your other marketing strategies and your marketing campaign tools. So Kiran, will like to invite you to share the tips around how we use seasonality better to do a campaign.
Kiran: Great. So how would you incorporate holidays into your marketing strategy? while Halloween, Thanksgiving, Christmas and New Year have the largest peak in holiday sales, both online and in store, there is plenty of other holidays that you can create campaigns for around the year. First in small holidays such as National Ice-Cream Sandwich Day – may be considered for health and wealth in advertisers who want to offer health programs, weight loss tips during that period. So holidays you choose should feel relevant and fun too, with your cross-border audience and segment. This will impact the type of promotions or offer you create. Be as creative as possible.
First is, a discount offer would be right for this engaged customer, draw back attention whereas for a loyal customer, you may offer a holiday shopping list for a brand they already love. So carefully select your offer as they help you achieve your objective with very specific audience you are targeting. I also like to call out that under ‘Key Resources’ again at the bottom right, you can find the links to the Bing Ads insight page for the US markets particularly. Now, before we jump into our last segment, let’s move on to our very last quiz of the day. Over to you, Charles
.
Charles: Okay. Our last quiz is around features. So this question, please, if you haven’t tried feature before, use your hunch to answer it. So what Bing Ads feature would you use to re-engage customers? We have four selections right here. Okay. Most of you got it right, were sure it’s remarketing and that’s one of the features we will love to answer, introduce a little bit more today. So back to you Kiran. Would you, you know, go through some of the important features that needs to be enabled for doing the crolss-border business?
Kiran: Absolutely. Thank you, Charles. We will not be touching on all features today, but really highlighting the three major features that will help you improve your overall marketing strategy while venturing into new markets. The first one would be Universal Event Tracking. For those of you who don’ know, Universal Event Tracking was previously Campaign Analytics that has been replaced. Enabling UET can help you measure performance beyond impressions and clicks, so you can track a variety of conversion activity, you could do downloads, sales, sign-up etc. It gives the lead on how your customers interact across devices and across [inaudible 45:56], better insights and optimization. And what’s really cool is that it saves time and effort. You can use just one tag for multiple goals created.
Lastly, it enables audience-based buying proportionate to you such as remarketing in paid search, which brings me to the next feature I would like to call out. So as most of you got the answer right, it’s very important to have UET enabled so you actually leverage on remarketing feature on the Bing platform, and what does remarketing do is to help to re-engage with high value users who have previously visited your site. You can use the attributes performance by retargeting customers who visited your site, but did not perform any action or you may even use that to re-engage with existing customers by showcasing different products from what they have previously purchased. It is easy to get started and I’ll encourage you to reach out to your account managers to guide you.
Charles: Oh, I love the boomer you made here. I think it’s a perfect knowledge you have remarketing where always bringing the customers back.
Kiran: Right. Thank you. The next feature we recommend is Image Extension. This is a probably new feature. Image Extensions helps in drawing attention and increasing traffic to your site, as it visually promotes your product. So leveraging Image Extensions can help you stand out to your customers. And lastly, we touched upon that earlier, combined extensions helps drive 4% to 6% higher click-through rates, but here, I would also like to call out individually adopted extension can also increase click-through rate significantly. As you can see, sitelink extensions drive 23% to 35% increase in click-through rate and in addition, a 10% to 15% enhanced sitelinks is adopted. Location Extensions and Call Extensions drive 10% to 15% increase on click-through rate. Definitely urge you, encourage you to leverage the features. Alright, over to you, Charles.
Charles: Alright, thank you. Well, thank you for staying with us this long. I think now we are wrapping up four to five major tips we want to talk about today. Do you have any questions, just like what we said in the beginning, please keep submitting it in the Q & A widgets and if you have any questions, please go deep in certain questions, also feel free to contact either your account manager or our customer service on hotline and we will be very happy to answer and help you through those questions and queries as well.
And before we move into the Q & A session, we would invite you to click on the ‘Feedback’ button, in your console to provide us with your feedback, and you may also get opportunity to submit your comment about what kind of other topics you will like us to speak about in the future webinars. That’s when we will be launching the webinar regularly with the favorite topics and discussions with all our customers. Your feedback would be very very valuable for us. Thank you. Alright, so we still have many questions that came in through the…and what we will do is to show the questions on the screen, of what you have submitted, and then provide answer to that.
Kiran: Okay, so I see a question here: Should I set up different accounts for each of the countries that I am targeting? So the answer is, this is entirely based on your strategy and convenience. But in terms of features building, there is no need to set up different accounts for various regions that you are targeting. And that’s what [inaudible 50:27] in same account. We have another question.
Charles: Should my brand be trademark in the US,if I’m targeting at in the US? The answer would be ‘yes’. It is good to have your brands trademark in the US, if you are targeting in that region. I guess that is…applies to not just US, but also …around the world.
Kiran: Yeah. So any region you’re targeting you need to ensure that you are abiding to their policies as that might really differ. Any more questions?
Charles: Oh, we have another one here: Can we use app. scheduling when we have different campaign for each market? You want to take on that, Kiran?
Kiran: Yeah, sure. So yes, we can use app. scheduling even if your campaigns are targeting different regions. You just need to bear in mind that the time zone different and work accordingly, yeah.
Charles: Gathering more questions right here. Okay, we have another one here: We can pay in local currency, though we’re targeting different countries and will the taxes for different countries apply then? I guess the answer is definitely for sure, it will be different implications based on the local policy. So the answer is ‘yes’.
Kiran: Yeah.
Charles: Yes.
Kiran: Alright, we have the next question: So I am an agency based in India. Can I get [client] accounts targeting different regions? Yes, you can. An agency based in India can still get clients from any part of the world, so you will have to just target, like, you know, based on that specific region. It doesn’t matter where you’re located really.
Charles: Yeah. So Bing Ads is a global platform…
Kiran: Exactly.
Charles: Yeah. You get to set up your account in one country and get ability to advertise across the world.
Kiran: Alright, another one coming in: Can I target different regions such as US, Canada and UK and still pay in the same currencies? Yes, you could. You can target various countries, but still opt to pay in your preferred currency, for sure. Do we have more questions?
Charles: Alright. Another question coming in. This seems like we have advertisers interested particularly in Canada market. So my ads abide by Canadian policy, if I’m tracking ads for Canada, but they think India. Yes, this is because the ads will effectively be running for Canada market as it is targeted over there. So any…just like what we touched before, it’s abide with the policy, to local policy that you have in that country.
Kiran: That’s right.
Charles: Yeah.
Kiran: Alright, the next one, there is a question there: Can I get all the features available for US market, if I am targeting US, though based in India? Well, not yet, but we are working on this. We have received a couple of feedbacks from advertisers and we are working with engineers to push those features eventually, but we don’t have a timeline for it at present.
Charles: Okay. We have a question here about mobile ads, a simple one: How to access Bing mobile ads?
Kiran: So you can go on the campaign setting and, you know, you have the ‘Device’ setting there, where you can opt into ‘Mobile’, but you are by default opted into mobile already, so it’s a matter of increasing or decreasing your mobile bids now.
Charles: Okay, we are browsing through some questions that just came in. Will Bing Ads be providing more insights for each of the region that I am targeting for my campaigns? We do have our repository of those information in our website as well as in our sales materials and of course, the sales will help, will be able to provide a right education at that point.
Kiran: Yeah, so I would definitely urge you to reach out to your account managers that can help assist you further on that.
Charles: And also, you can check on our websites like the Bing Ads Help Centre, where you can find verticals specific insights for various regions. So please go to: advertise.bingads@microsoft.com or you can search, just go, type: Bing Ads into your browser or on Bing and you will be able to get the information, a lot of insights and seasonal and local information over there by selecting the right countries you would like to study in.
Kiran: Okay, I see a next question there: So how would we activate retargeting ads? In order to activate remarketing ads, you should definitely enable ‘UET’ first and then it’s just very simple, as simple as basically creating a remarketing list, different audience space and you can definitely reach out to your account managers for more details.
Charles: Okay. We have another question here: Bing Ads – Does Bing Ads have targeting audience option? Okay, so audience can be targeted in many ways – geographically, yes and demographic targeting is also available. However, you might need to try a different…try to functionality in order to check out they are effective of the results. As demographic targeting is based on the login details of the customer or user, in our browser, or in MSN service, though it might not cover the full spectrum of the audience. However, it will provide you the precise audience when you do that, to the audience we are unable to activate as this kind of mechanism. So audience option and also we have the other targeting method, working through dayparting as well. So you can select a date of the week or the time of the day as …to get that. So those are the audience targeting options that we offer in Bing Ads.
Okay. Alright, there might be some questions that are account-related. we will urge you to provide your [SIDs] and further contact us via our service hotline, where you…network and we will be able to pick it up and you know, serve you the best answer that we get and of course, align the support behind it.
Kiran: Yeah.
Charles: So this would actually wrap up this webinar. We hope that we have provided some of the valuable tips and insights for you in order to improve your campaign. And thank you very much for staying with us and we look forward to sharing more with you next time.
Kiran: Thank you very much for joining. Have a good day.
Charles: Have a good, rest of the day. Bye-bye.
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