There is a lot of innovation happening in the Search marketplace today – it’s an exciting time to be in this business, and especially gratifying to be at the epicenter of some strong momentum we’re seeing with Bing Ads and the Yahoo Bing Network.
Just last week, for example, MediaPost wrote about a report issued by IgnitionOne that contained the following insight:
· “Overall spending from brands rose 2% in Q1 2013 on paid-search ads compared with Q1 2012, falling 9% in January and bouncing back 9% in February and 11% in March. The Yahoo Bing Network showed the most gains, at 11%.
In contrast, brands decreased spending for paid search ads on Google by 1% in the same quarter.
We would like to think that the gains we are seeing have something to do with our approach to providing customers with ways that both help them reduce friction, while at the same time strengthen the ability to target and control their own campaigns.
To this point, we have received a lot of questions from our customers about whether we intend to follow the same path that Google has taken with their Enhanced Campaigns release, announced in February.
While enhanced campaigns can provide greater management efficiencies and improved mobile traffic performance for certain advertisers, our customers have expressed concern that this change may introduce inefficiencies for more sophisticated advertisers or those with specific targeting needs.
ADVERTISERS DESERVE CONTROL
At Bing Ads, we believe very strongly in giving advertisers the tools and flexibility to control their spending, target the most relevant audiences, and ensure they can get the best return on investment. We do not believe bundling mobile, desktop and tablet advertising together in an opaque manner is in the best interests of our customers.
Our own customers have been concerned whether we would sacrifice control for convenience, and our answer is no.
We are committed to reducing friction by providing advertisers with the transparency and controls needed to maximize campaign effectiveness. We strive to make it simple for small business advertisers to participate across devices and more sophisticated advertisers to have the fine grain targeting controls they require. Our stated goal of providing advertisers the ability to do in 15 minutes what it takes them 45 minutes to do on Google, should not – and does not – come with any caveats or loss of control.
Bing Ads believes in building long-term trust through consistency, expectancy and transparency.We know budgets and resources are limited – we want to enable our customers, not hinder them.
Find out more information on our unique approach to advertiser transparency and control here.