Ping Jen

Senior Program Manager, Bing Ads Planning
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Bing Ads and you: Building your brand through content

Every business has a name, but that name does not become a brand until consumers understand the unique offers behind that name and associate it with the promised products and services.  A brand takes time and resources to build, but it rewards handsomely after its establishment; having a brand will help generate more direct traffic to your website and give your search engine marketing campaign a leg up on these three fronts:

1.) Having a lower cost on high quality traffic

Set up correctly (i.e. backed by good landing page relevance and user experience), the brand term keywords generally have a higher Quality Score because when search users include your brand name in their search queries, search engines consider it a very strong intent to have information from your shop. This helps make your brand term keywords highly relevant, subsequently resulting in a lower cost per click (CPC).

2.) Making it cost-prohibitive for others to show ads on top of yours for your brand terms traffic

Search engines allow companies to bid on others’ brand terms as long as they are not mentioning others’ brand terms in the ads. However, search engines wil assign a lower Quality Score on those keywords due to their lack of high landing page relevancy.  Because of this, it could be cost-prohibitive for competitors to bid aggressively enough to overcome the Quality Score deficit that would show ads on top of the brand owners’.  

3.) Boosting the performance of non-brand keywords

Search engines factor the overall keywords’ performance within the same account when estimating the possibility of getting clicks for each individual keyword.  The brand term keywords’ higher performance in getting clicks will help generate additional credits for non-brand term keywords’ clickability, thereby lowering the overall campaign cost for your account.

So, how well is your brand doing?  Do people search for your brand?  When your brand term keywords generate ads, are they showing on the top of the page?  Is your direct traffic growing?  If “no” or “maybe” are your answers, you should spend more time getting potential customers to understand your unique offers and services, which will help lower your traffic acquisition cost and, hopefully, better convert visitors on your website. 

As consumers are getting numb to the usual sales calls and newly emerging online tools and platforms have introduced many creative ways to engage with potential customers, many are adopting Content Marketing to cultivate their targeted audience.  Before diving into this technique, let’s first highlight the definition of Content Marketing from the Content Marketing Institute (be sure to visit the "Social Media Marketing for Small Business" tag here on the blog for more on Content Marketing):

“Content marketing is a strategic marketing approach focused on creating and distributing valuable, relevant, and consistent content to attract and retain a clearly-defined audience and, ultimately, to drive profitable customer action.”

This technique can be applied to nurture your brand and sell your products.  For those who don’t yet have a strong brand, focusing on branding first will provide a more sustainable growth trajectory.  While working on MaternaLIFT’s case study we teamed up with content marketing expert Jessica Lee, owner of bizbuzzcontent, to leverage Content Marketing techniques that would help promote the MaternaLIFT brand. 

These are three steps we focused on:

1.  Create valuable, relevant and consistent content for targeted audience. While working with MaternaLIFT owners to consistently illustrate their value propositions/brand across website, ads and social media, Jessica reminded us that more is not necessary merrier when it comes to generating content; your audience could be overwhelmed by the amount of content and not get the intended message.

2.  Distribute quality content to engage with targeted audience. We first established a Facebook Page Likes campaign to identify potential buyers and establish a content distribution channel, then have the business owners publish posts to demonstrate their deeper knowledge in what causes pregnancy-related back/pelvic pain, and how their innovated design eases that pain.

 bing ads brand terms

3.  Drive conversions from targeted audience. Content Marketing is all about guiding potential buyers through their purchase journey with valuable, useful information. Jessica called out the fact that businesses should reference their potential customers’ purchase journey to design their website and arm each page with specific information to keep their visitors on track through that journey.  Once again, overwhelming content, especially pictures, could distract your visitors and have them stray.

bing ads brand terms

I hope you have a chance to apply some of these Content Marketing techniques to help polish your brand, enabling potential customers to embrace your business as a valuable resource in their own purchase journey.  

As you can see, every aspect of these tactics are anchored by understanding the target audience; this is the foundation of any successful marketing initiative. You can reference a previous post in this series to refresh how to identify your targeted audience.  In the next post, we will go over how to synergize your Content Marketing efforts and paid search campaigns to drive more conversions from targeted audience.

Happy Advertising!

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Bing Ads and you: How to plan a successful PPC campaign

In the last post in the Bing Ads and You series, we went over collecting audience insights to anchor your marketing plan. Today, we will again leverage MaternaLIFT’s case study to illustrate how to plan a successful search engine marketing (SEM) campaign. Bing Ads teamed up with Kelly Malm, Digital Marketing Strategist and owner of Digital Conflux to develop a campaign proposal for MaternaLIFT. 

The following insights summarize what we've learned from Kelly while crafting the plan.

1. The ultimate goal of any marketing campaign is converting prospects into lifetime customers. Keep this top of mind then next time you create an SEM campaign proposal for your clients.  

To create a campaign proposal for MaternaLIFT, we studied the business’s web analytics data to assess our paid search channel’s contribution to its total visitor volume, estimate the additional paid search traffic generated by the campaign and what the long-term impact on other visitor channels may be as a result.

bing ads plan successful campaign

We also leveraged MaternaLIFT’s web analytics data to assess how visitors react to different landing pages and focused on those with the highest visitor engagement (lower bounce rate, higher pages/session and session duration) to craft our proposal.

bing ads plan successful campaign

2.  SEM is all about having a measurable outcome.  Don’t rush the process of carefully defining your goals and success metrics, a critical feature of a promising campaign proposal.

For MaternaLIFT, we took the following steps to create performance metrics:

1.       Identify web events contributing to MaternaLIFT’s business objectives and list conversion trackers we will deploy.

2.       Assign value to each type of conversions based upon MaternaLIFT’s input - different activities contribute different values to your business (e.g. scheduling an appointment has higher value than signing up for newsletter), assign proper value for each type of conversions enable business to properly measure return on ads spend.

3.       Specify the process to validate whether conversion trackers are work correctly to avoid looking a compass not pointing north   


3.  Study your client’s business structure to recommend the optimal campaign structure for that business in your proposal.  

Mirroring your SEM campaign structure with your client’s business structure will enable you to apply business information unique to that merchant into the SEM campaign, making it easier to coordinate online and offline marketing down the road. We leveraged the following charts to help MaternaLIFT’s understand a traditional SEM campaign structure and best practices before brainstorming on how we will reflect its business structure on its new SEM campaign.

bing ads plan successful campaign 

bing ads plan successful campaign

bing ads plan successful campaign

With your search engine marketing plan’s relatively short shelf life (given the accelerated pace of new products and a constantly changing marketplace dynamic), it’s more important than ever to regularly review and update that plan.

Through this project we've learned that there's a steep learning curve on how to grow a business and how to develop a campaign; this blog post series aims to help busy merchants like you learn more about the foundation of digital advertising.

Until next time,


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