Kim Farmer


Bing Ads Insiders Podcast: Tight Budget Optimization Tips (Session 2)

Given its rainy reputation, it might be surprising to learn that Seattleites buy the largest amount of sunglasses per capita than any other city in the nation. It's true, and the jokes suggesting why endless. Outsiders seem to think we crawl out from under the rocks when the sun peeks through clouds and cringe and curse at the bright, ultraviolet rays – so we buy sunglasses…. a lot of them. A more realistic hypothesis would be that because we seldom need sunglasses, we're constantly losing them during the long stretches between uses.

What does any of this have to do with your Bing Ads campaigns?

Seattleites and their sunglasses are relevant because there's a lesson to be learned in knowing the landscape of where and to whom you're selling your goods and services to.

When the sun comes out in Seattle, you’ll see downtown vendors hurriedly rearranging their storefronts. They are pulling all their sunglasses to the front of the store because they know exactly what climate is necessary to make the most from their inventory. The same is absolutely true when it comes to search engine marketing (SEM).

I run a team of Search Specialists that help our advertisers optimize their campaigns to meet their ROI goals and we often hear, “I need to hit my goals. I have this set amount each month, but I’m running out of budget way too soon in the month. How do I fix it?” In this podcast, you'll hear me speak to Lisa Abdilova about how you can strategically think about your SEM campaigns when you’re limited in budget each month. We'll also discuss some of the different ways to think about your business and your budget.

Take a listen, and let me know if there is anything you’d like to hear more about in the comments!

Additional resources:

· Bing Ads Insiders Podcast: Tight Budget Optimization Tips (Session 1)

· Search Engine Lands’ BingAds v AdWords vertical performance comparisons

· Microsoft’s Excel Blog

· BingAds User Voiceforum

· @BingAds Twitter, and follow me @_kfarmer

· Email my team at for optimization help!

Thanks for reading and please don't hesitate to reach out with any questions either in the comments below or by pinging me on Twitter!

Kim Farmer

Check out the Bing Ads Insiders Podcast here on iTunes or with a search in the Zune and Xbox Music podcast sections.

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