Bing Adwords and SEO for Bing, Microsoft’s search engine, are not very common online marketing channels in Israel. Still, the Bing Global Team invited some of the international digital marketing agencies in Israel to the Breakfast with Bing event, and introduced them to the Bing Network, the recent changes in Bing Adwords, future plans and its benefits comparing to the famous competitor.

As for November 2016, Google dominates 63.7% of the US search market (in desktop, home and work locations), about twice as Microsoft’s Bing share (31.9%). However, according to Bing, the search engine audience may be smaller, but bigger in spending: unique searchers on Bing Network spend 25% more than the average internet searcher. Bing’s global market share is estimated at 8.4%, and it is higher in countries such as Canada (15.7%), United Kingdom (23.3%), France (15.8%), Germany (12.3%), Australia (14.2%) and Taiwan (27.2%).

Additionally, the CPC (Cost Per Click) in most industries is lower comparing to Google.

bing adwords cpc vs google

Bing is also increasing its share in mobile search. In the US alone, 28% of the searches come from mobile devices across all operating systems: about 220 million searches come from Windows Phones every month, 300 million searches from Android devices and about 1 billion searches from iOS devices.

Bing mobile

Bing search advertising is also evolving to meet with the users’ behavior in the mobile era and shifting the focus from keywords to buyers’ intention and users’ experience and taking advantage of advanced technologies such as programmtatic and digital assistants.

Bing search marketing

Some of Bing’s Advertising Updates in 2016:

The updated Bing Adwords interface allows advertisers to get insights directly from the Campaign workplace, download the data in the Campaigns’ page grids and compare performance metrics to previous time period.

Bing adwords 2017

New automation tools allow users to choose autobidding strategy for various campaign goals (maximize clicks or conversion, set target CPA), and by that improve ROI in Bing advertising.

Bing adwords updates

The Multi-account management tool was designed for agencies and it allows them to manage several Bing Adwords accounts using one login, and offers several features to make it easier to share, manage billing, payments, budgets and users.

Shared Budgets is a new feature that allows advertisers to spend all of the assigned budgets. Meaning, you can set a daily budget that will apply to more than one campaign in the same account. If some of the daily budget was left unused, it will be reallocated between all the campaigns. By that, advertisers will have less unused budget, they will spend less time on dividing budget between different campaigns and improve performance for the most efficient campaigns.

Bing’s new and upgraded URL tracking method offers a simpler way to manage tracking by dividing the landing page URL to 2 fields: the final URL and the template parameters. Additionally, advertisers can set a unique URL for mobile users, so once an ad was clicked from a mobile device the users will be redirected to a mobile friendly page.

bing adwords new url

New Bing Ads Formats & Extensions:

Dynamic Search Ads: ads that draws information from the website’s content instead of using keywords. For example, instead of mentioning a sale in general, the dynamic ad would include detailed information about the specific products and discount.  Advertisers can set specific webpages and categories, and the headlines will be created dynamically using different matching keywords.

Bing dynamic search ads

Structured Snippet Extensions: ad extensions that allow advertisers to highlight up 10 specific products or services in the ad copy, and by that improve engagement and CTR.

Bing ad extensions

Action Extensions: Ad extensions that include a call to action button. Advertisers can choose between 17 action types (including Book Now, Browse, Download, Compare, Sign Up, Shop Now, Learn More and others), or create a custom call to action.

Dynamic Product Extension: a type of visual ad extension that allows advertisers to display products and services below the text ad.

Bing dynamic product ads

App Install Ads: Bing Ads that encourage mobile app installation using an automatic detection of the users’ mobile device type and sending them straight to the relevant app store without wasting clicks on website visits.

bing app install ads

Remarketing in Paid Search: Bing allows advertisers to create remarketing lists based on their website’s visits and associate those lists to the remarketing ad groups by customizing bids, ads and keywords.

In the future, Bing plans to add more shopping features to its advertising network, including product ads snapshots, merchant promotions, priced drop alerts and more.

Bing shopping ads 2017

If you have any questions about search engine advertising in Bing or Google, please contact us.

A summary of the posts published on our Hebrew internet marketing blog during November 2015:

Best of SMX Israel 2015

SMX-ISRAEL-2015

A roundup of the best sessions and discussions in SMX Israel 2015, including the best tips about mobile SEO, search marketing in Hebrew, Google penalties recovery, search advertising, Google analytics and future of Search. .

Full post: SMX Israel 2015 Summary

 

Facebook launches Tools for Local Business

facebook local features

Facebook announced launching two tools for local business marketing: Local Insights – a free analytics tool which shows businesses demographic data about the users around their store and Local Awareness Ads targeted at multi-location businesses.

Full post: New Facebook Tools for Local Marketing

 

Google’s First Open Code System

Google announced opening the code of TensorFlow, the company’s machine learning system, used to interpret search queries, voice recognition, image search, language translation and more. Who will be the first to track Google’s ranking algorithm?

Full post: Google Open Code TensorFlow

 

Apple updates Appstore Ranking Algorithm

App developers have recently noticed a significant change in the appstore search results, especially in the higher results. According to experts, Apple started to take in account variables such as keywords and titles, and some even suspect that Apple is working on its own version of Google PageRank algorithm.

Full post: Apple’s Appstore Ranking Update

 

SEO for Local Business

local SEO

image: MOZ

There are significant differences between local marketing strategy and standard online marketing, and there are also unique ranking factors and unique search results for local business. In this local SEO guide we review all the tactics to help rank your business on Google local search results.

Full post: Local SEO Guide

 

Getting Ready for Google Penguin

Google approved releasing a new Penguin update before the end of 2015. It means that many websites will be able to recover from the previous update, while other websites might be penalized. Even if you didn’t build spam links on purpose, it’s a good opportunity to clean the website before Penguin 4.0 arrival.

Full post: Penguin 4.0 Recovery Plan

 

Google released New Search Quality Guidelines

Google released its updated version of Search Quality Rating Guidelines. The 160-page PDF file explains the team of quality raters how to evaluate search results, and it also allows to track the mind of Google’s leaders and learn about the updated criteria for search engine rankings. SEMPost got hold of the unofficial guidelines and posted a summary of its main updates.

Full post: Google’s Search Quality Guidelines

 

Google redesigned Google Local for Businesses

Google redesigned its social network, Google Plus, including Google My Business pages, used for brands and local business. Following the new design many of the unique features for businesses were removed including users’ rating and reviews, categories, maps, directions, opening hours and integration with Google Analytics and other applications.

Full post: Google My Business New Design

 

nekuda Web Solutions provides high-level online marketing services and consulting for international and multilingual websites. Contact us for more details.

Everything that happened in the search marketing industry on October 2015 and was reviewed in our Hebrew internet marketing blog:

Facebook to compete with YouTube and Amazon

Facebook continues to expand to different areas in the virtual space, and it recently announced adding new ecommerce and video features: catalogue-style Canvas ads, a new shopping section and several video related features such as a “Save for later” button.

Facebook ecommerce features

Full post: Facebook’s New Ecommerce & Video Features

Wix Sites removed from Google Index

Many sites build by the popular web platform Wix were removed from Google search results recently. Google was working to find a solution.

Full post: Wix Sites on Google

Facebook to compete with Google Search

Facebook is planning to compete with Google in the area of real-time news search, and online search in general. Facebook announced showing all public posts in search results, instead of showing only friends’ and followed pages results as before.

Full post: Facebook’s New Search Engine

All about Google RankBrain

Google RankBrain algorithm

Google revealed using a machine learning artificial intelligence system known as RankBrain, which assists in ranking the search results. Search Engine Land posted an article with all the known information about Rankbrain and its influence on SEO.

Full post: Google’s RankBrain Algorithm

 

nekuda Web Solutions provides high-level online marketing services and consulting for international and multilingual websites. Contact us for more details.

A summary of the posts published on our Hebrew internet marketing blog on August and September 2015.

Facebook News for August 2015

On August 2015 Facebook announced 5 notable updates including opening its Messenger app to non-users; testing Lead Ads and the See First feature, which enable users to manually rank their newsfeed updates and redesigning Facebook Power Editor and Ads Manager.

facebook-lead-ads

Full post: 5 Facebook Updates

 

Google Ranking Factors for 2015

MOZ’s 2015 Search Engine Ranking Factors report was released right before the end of the Jewish year, containing data collected from more than 150 SEO professionals, a forecast for the next year and a correlation study. As in previous years, links, keywords and content are still correlated with high rankings while spam links, duplicate and thin content have negative effect on Google rankings.

Full post: Top SEO Factors for 2015

 

Guide to Search Experience Optimization (SXO)

You’ve probably heard that content is king, but how can you define a good content and measure its quality? An article on Search Engine Land suggests focusing on improving the searchers’ experience and providing answers to their questions. In other words, transitioning from SEO to SXO.

Full post: How to Optimize Site for Search Experience

 

Google’s New Logo

Only a month after announcing about a dramatic company reconstruction, Google announced changing its logo, making it softer, simpler and more visible on smartphones and small screens.

googles-new-logo-5078286822539264.2-hp

Full post: All about Google’s Logo Redesign

 

Media Consumption in Israel 2015 (Google Partners Conference)

A new study by Google about media consumption in Israel was presented at the annual Google Partners’ conference and showed the growth of content consumption on the internet and mobile devices.

google partners3

Full post: Google’s Study on Media Consumption in Israel

 

 

Advertising on Gmail opened on Google Adwords

Gmail advertising is no longer on beta, and is now opened to all Google Adwords advertisers. The Gmail ads will appear at the top of the Promotions tab and include two parts: the collapsed ad, which looks like a native email message, and the expanded ad that can be opened to a full landing page, with rich media, call to action and more.

Full post: How to Advertise on Gmail

 

 

Instagram Advertising opens on Israel

Facebook announced opening Instagram advertising in Israel on September 30, 2015 and provided tips and guidelines to businesses and brands that wish to integrate Instagram on their online marketing strategy.

Instagram advertising - goals

Full post: Advertising on Instagram

 

How Google indexes Deep Links on Apps

Since Google started indexing deep links in apps (both Android and iOS apps) a new challenge was added to app developers and internet marketers: how to improve app content on Google search? An article on Search Engine Land explains how Google indexes app screens and what you can do to get your app content indexed and ranked by Google.

Full post: App Indexing on Google Search

 

 

New on Google Adwords: Customers Match

Google announced a new advertising product – Customer Match, which allows advertisers to upload a list of emails and target their campaigns accordingly, similar to Facebook’s Custom Audiences tool.

Full post: Customers Match on Google Adwords

 

 

nekuda Web Solutions provides high-level online marketing services and consulting for international and multilingual websites. Contact us for more details.

 

A summary of the posts published on our Hebrew internet marketing blog on July 2015. This month we reviewed Facebook’s new carousel ads on mobile devices, Instagram’s marketing recommendations for brands, the ROI from content marketing platforms such as Taboola and Outbrain, Google’s new purchase buttons on paid search results and its policy regarding new TLDs, and offered guides on how to use Google autocomplete for SEO and microcopy for higher conversion rate and branding.

New on Facebook: Carousel Ads for Mobile

Facebook announced expanding the carousel ad format to mobile platforms. The carousel ad format, which allows advertisers to include several images and links on a single ad, was introduced last year and it was found to increase conversion rate by 30%–50% and decrease CPA by 20%–30% comparing to ads with one image.

facebook mobile carousel ad4

Full post: Carousel Ads on Facebook Mobile

 

Instagram Advertising and Marketing Strategy for Brands

Instagram announced adding several new features to its advertising system, and created a guide for a successful marketing for brands in countries where Instagram advertising is not available yet.

blog.business.instagram.com

blog.business.instagram.com

Full post: Advertising and Marketing on Instagram

 

How to improve ROI on Content Marketing Campaigns

Platforms such as Outbrain and Taboola are now an important content marketing tool, helping brands to distribute creative content, increase engagement and followers. But which content marketing platform is more effective? In a research published on MOZ, Seer Interactive tested the performance of several content marketing platforms on several clients from different niches and offered tips for improving ROI on content marketing campaigns.

Full post: Content Marketing and ROI (Outbrain vs. Taboola)

 

Google updates Guidelines for Representing Businesses

Google updated its guidelines for representing businesses on Google My Business and Google Maps, mainly focusing on how internet companies can represent their clients on Google services.

Full post: Google’s New Guidelines for Business Representations

 

Google introduces “Purchases on Google”

Google officially launched its talked about buy buttons on mobile ads. The new feature, “Purchases on Google”, is currently tested on selected branded ecommerce sites, and it will appear on paid search results in Product Listing Ads on both Android and iOS devices.

Google Inside Adwords

Google Inside Adwords

Full post: Google’s Buy Button on Mobile Search Results

 

Google answers Questions on Top Level Domains

Google answered some of the most common questions regarding top level domains, including new TLDs such as .guru and .how, old TLDs (.com, .org, etc.) and international top level domains. In short, Google has no preference to a certain type of TLD and all TLDs are treated equally on search results.

Full post: Google & TLDs FAQ

 

How to use Google Autocomplete for SEO

Google autocomplete is known as a keyword research tool, but it can only be used to generate content ideas, which increase organic traffic and gains links. Following MOZ case study, we tested the tool on medical cannabis content ideas.

Full post: Google Autocomplete as a Content Tool

 

Google closes Autocomplete API on Aug 10

Google announced shutting down the unofficial autocomplete API. This step might affect keyword research tools used for SEO and PPC which use the autocomplete API. According to Google, the API was used for unwanted purposes and it recommends websites using Google Custom Search Engine (CSE).

Full post: Google shuts down Autocomplete API

 

Google issues Warnings for Blocking JS & CSS

Google Search Console started sending alerts to websites that block CSS and JavaScript, warning that the blocking may result in “suboptimal ranking”. We offer a simple guide for removing the blocking on robots.txt.

Full post: How to Remove JS & CSS Blocking

 

Microcopy for Branding and CRO

Microcopy is the latest buzzword in internet marketing. Even though microcopy is not a new concept, only recently its importance in website content has been acknowledged. In short, microcopies are short pieces of texts that can be found on website’s error messages, usage guides, buttons and menus and security messages, and are designed to guide the user and remind him about the personal, unique voice behind the website.

micro copy example facebook

Full post: How to use Microcopy to improve Conversions

 

nekuda Web Solutions provides high-level online marketing services and consulting for international and multilingual websites. Contact us for more details.