Dear Bing: 6 Improvements We’d Love to See

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This article was a collaboration between Baylee Williams, Ray Miller, and Anthony Tedesco. In addition to being Paid Search Analysts at Red Ventures, all three share a love of trivia, baked goods, and account audits.

As analysts at Red Ventures, we have a natural (yes, sometimes obnoxious) inclination to optimize everything. That – combined with the fact that we spend 90% of our time at work managing multiple paid media accounts – means we’ve thought of a few suggestions to improve the user experience for both marketers and users alike, across a number of search and social platforms.

Today, we’re looking at Bing.

Dear Bing: 6 Improvements We’d Love to See

1. Slim the Bulk Upload Process

The bulk upload process allows advertisers to manage changes to their accounts – both for small local businesses with a handful of campaigns and large corporations with thousands. For that reason, it’s essential that this process is easy and intuitive.

Right now, the bulk upload process can be a bit clunky at times, which means it might take longer for advertisers to make changes to their campaigns. Being able to quickly and directly make changes in the editor will help marketers utilize the platform most efficiently.

2. For Extensions, Sharing is Caring

Extensions allow marketers to cater unique experiences to specific groups of customers by making it easier to call in, providing additional information for researching a topic, and directly linking more specific landing pages to streamline the user’s path to their intended destination.

If Bing enhances their currently available extension capabilities, advertisers will be able to not only drive better ROI, but also improve the overall customer experience. One great way to go about this would be to add arguably the most popular extension – sitelink extensions – to the Shared Library.

Going one step forward, advertisers would also benefit from being able to have more than six sitelinks per ad group. Flash sales, holiday offers, and other short-term events could be quickly incorporated into a company’s ad extensions across any account within minutes. In turn, this would provide customers with the most recent, relevant information about what their favorite companies have to offer right now.

3. Unified Device Targeting < True Separation

With mobile surpassing 50% of all searches in the last quarter of 2016, there’s never been a more pressing time to be able to target users uniquely based on their device type. In this area, it will be vital for Bing to make it as easy as possible for paid media marketers to capitalize on the differences between mobile, desktop, and tablet users in order to offer better, cleaner experiences to potential customers.

The current strategy to utilize device multipliers is imperfect at preventing device leakage and far from intuitive for large and small advertisers alike.  By implementing true device separation, Bing will empower advertisers to create more consistent and unique experiences that guarantee users discover more of what they want, faster.

4. Encourage Innovation with an Experimentation Platform

Every digital marketer knows, “what got us here won’t get us there.” Or, in other words, the only way to grow is to innovate.

Bing has an opportunity to set a new industry standard in supporting paid media innovation simply by learning from what advertisers have said they like (and hate) most about Google’s Drafts and Experiments.

5. Ad Rotation Settings—Optimize for Conversions

In order to better understand the customer journey, digital marketers often utilize tracking pixels at various stages throughout the funnel. This information is used to not only identify the biggest breakage points in the funnel, but also to build custom audience lists that can be applied in remarketing strategies. In late 2015 Bing released Universal Event Tracking (UET), which simplifies this tracking pixel technology for Bing marketers. Remarketing from this can add significant value for many advertisers, but it’s currently being under-utilized.

One strategy to increase adoption of UET would be to add an “optimize for conversions” option in ad rotation settings. Currently, marketers only have two ad rotation options on Bing: rotate ads evenly or optimize for clicks. Though digital marketing priorities may vary across industries and companies, each business has an end goal to sell a product or service. Providing marketers with the opportunity to optimize for conversions has proven transformative on other platforms and has the ability to do the same on Bing.

6. Bing Scripts

Another way Bing can elevate a marketer’s experience is by adding script functionality to the current platform. On other platforms, scripts allow analysts to automate many of the routine tasks required to manage an account. Some examples of script-use include bidding based on set parameters, bulk name changes, and creating account-specific reports. However, we’re just beginning to scratch the surface. Scripts can utilize 3rd party APIs, Google Analytics, and many other extremely valuable tools. Fortunately for those without extensive coding experience, there are tons of sample scripts available which require only slight modifications before being used.

By adding scripts, Bing can enhance the marketer’s experience by allowing them to spend less time on routine account management tasks and more time on strategic initiatives to improve account performance and reach.

Do you agree with these ideas? Have you thought of something we didn’t include here? Let us know on Twitter @RedVentures!

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