Quick Walk-through To Bing Native Ads
We are less than 3 months into 2016 and Bing Ads has already rolled out several new features for advertisers, and in today’s article I’m going to discuss their latest offering: Bing Native Ads.
If you have been thinking about trying out native ads for the first time, here’s everything you need to know about Bing Native Ads.
What are native ads?
Native ads are sponsored content that blends in with a website giving it a more natural look. To learn more about native ads, check out my 4 Ways To Leverage Native Ads article.
Where are Bing Native Ads shown?
Bing Native Ads at this moment in time are shown only within the MSN network, content once clicked will take the user from MSN to the website of your choosing. You can serve native ads by:
Keywords- Serve content to audiences based on keywords they’ve typed while searching.
Retargeting – If you’ve implemented Bing Ads retargeting tags, you can serve native ad content to any number of your retargeted audiences.
(Source)
Page content – Allows you to serve ads on related pages to your industry. For example, if your business sells gadgets and electronics, you can choose to place your ads in the MSN Technology page category.
Bing runs a complex algorithm which extracts keywords from the title and page content of your advert, then references that against the user’s search query, this combined with the keywords you targeted will decide where and who see’s your native ads.
Features offered with Bing Native Ads
Bing Native Ads uses the same algorithm structure to bid and serve ads as their display network. When getting started with native ads, be sure to take advantage of the following:
Bid modifiers – allows you to increase or decrease your bid for certain audiences by 900 +/-%.
Remarketing – has shown to convert at a much higher rate than cold audiences.
Landing pages – just because native ads receive more clicks (discussed later), it doesn’t mean you should slack on your landing pages. Be sure to test and optimize just like any other campaign.
Keyword – as you would do with any other paid search campaign, research into what users are searching and find relevant keywords to include and negatives to exclude
Native ads do typically receive more clicks so you need to keep ensure your targeting options are optimized to avoid overspending.
Bing outperforms Yahoo and AOL
According to ComScore, the MSN audience is more likely to engage with content than searchers who use Yahoo or AOL. The study revealed that the average user time spent on MSN reading content was greater than Yahoo and AOL.
Another study found that Bing Ads in general perform 5-7 better than general display ads, making them a great way to drive traffic to your website.
Summary
Every week there is a new way to advertise your business and reach a wider audience. At this moment in time, Bing Native Ads is only live on selected US advertising accounts with plans for a full rollout later this year.
If you don’t have access to it yet, get in touch with your Bing rep to find out more.
Nick Bridges
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