Go global with Bing Ads Bing Ads helps you reach unique customers that are searching for your products and services online. You can grow your business by advertising online, allowing searchers to find you more easily. By using Bing Ads, you can make sure you reach the right customers by targeting your ideal audience, such as by their location, and by controlling your ad spend with pay per click advertising.
5 Tips to reach more customers around the globe 1
BE READY FOR THE AUDIENCE
Understand your target audience and catch up with the growth.
2 LOOK LIKE A LOCAL
In new markets where your brand is unknown, familiar looks build trust.
3 GO MOBILE
Mobile search plays a key role throughout the consumer decision journey.
4 USE THE FEATURES
Let the Bing Ads features do the work to meet your business goals.
5 WIN THE SEASON
Ride on with the seasonality factors correlated to sales success.
BE READY FOR THE AUDIENCE
Bing Network audience around the world
THE AMERICAS USA Canada Mexico Argentina Peru Colombia
36
countries available to target
Venezuela Chile Brazil
EUROPE
ASIA
UK Ireland France Germany Spain Italy Netherlands Norway
India Indonesia Malaysia Philippines Singapore Taiwan Hong Kong Japan
615M unique searchers worldwide
Belgium Finland Sweden Denmark Austria Switzerland
12
languages supported
Thailand Vietnam Australia* New Zealand* China*
16B
monthly searches worldwide
Source: comScore qSearch (custom), January 2016. The Bing Network includes Microsoft Search sites, Yahoo (Bing Powered) sites and AOL Search Network sites worldwide. *Bing Network includes Microsoft Search sites and AOL Search Network sites in Australia, New Zealand and China.
LOOK LIKE A LOCAL
Think local when connecting with an overseas audience Look for similarities
Offer local payment options
Understand your target audience, their interests, purchase behavior and habits.
Think beyond credit cards and learn the preferred methods in local markets.
Talk like a local Avoid straight translations and employ native speakers.
Create content relevant for local searches Multilingual, localized campaigns and landing pages will let your prospects shop with confidence.
www
Localize messages to your desired audience
Use local domains
List your business address on your website
Accept and give prices in the local currency
Use local symbols for payment methods
Consider local delivery logistics and costs
GO MOBILE
The growth of mobile 3B smartphone users in 2015 150 times a day people check their phones Doubled purchases made through mobile phones last year 50% of searches are mobile + tablet $18B mobile search ad spending in 2016
USE THE FEATURES
Use Ad Extensions to drive growth and performance Sitelink Extensions 25-35% increase in click-through rates
4567 Main Street, Seattle . Directions . (206) 555-0100 Auto repair Oil change
Transmissions All weather tires
Enhanced Sitelinks 10-15% increase in click-through rates
4567 Main Street, Seattle . Directions . (206) 555-0100 Auto repair
Transmissions
Oil change
All weather tires
Location Extensions 10-15% increase in click-through rates
4567 Main Street, Seattle . Directions . (206) 555-0100 Auto repair Oil change
Transmissions All weather tires
Call Extensions 10-15% increase in click-through rates
4567 Main Street, Seattle . Directions . (206) 555-0100 Auto repair Oil change
Transmissions All weather tires
Sources: Kleiner Perkins Caufield & Byers’s annual Internet Trends report eMarketer, Sept 2014; confirmed and republished, Dec 2014 Custora, E-Commerce Pulse Report, May 2015. Microsoft internal data, U.S., 2014.
WIN THE SEASON
Incorporating holidays into your marketing strategy Sample 2016 Holiday Calendar (primarily U.S.) JANUARY
FEBRUARY
MARCH
New Year’s Day (1)
Super Bowl 50 (7)
Martin Luther King, Jr. Day (18)
Chinese New Year (8)
International Women’s Day (8)
Australia Day (26)
Valentine’s Day (14)
Mardi Gras (9)
St. Patrick’s Day (17) First Day of Spring (20)
President’s Day (15)
Good Friday (25)
APRIL
MAY
JUNE
April Fool’s Day (1)
Cinco de Mayo (5)
Ramadan begins (6)
Earth Day (22)
Mother’s Day (8)
Father’s Day (19)
Memorial Day (30)
Summer Solstice (20) {longest day of the year}
JULY
AUGUST
SEPTEMBER
Canada Day (1)
National Ice Cream Sandwich Day (2)
Labor Day (5)
Independence Day U.S. (4)
First day of fall (22)
Eid-al-Fitr (4/5)
Summer Olympics begin (5)
OCTOBER
NOVEMBER
DECEMBER
Thanksgiving – Canada (10)
All Souls Day (2) Veterans Day (11) Thanksgiving (24) Black Friday (25) Small Business Saturday (26) Cyber Monday (28)
Christmas Eve (24)
Columbus Day (10) Halloween (31)
Back-to-School
Christmas Day (25) Boxing Day (26) New Year’s Eve (31) Winter Break
TIP: Use seasonality marketing to build a lasting relationship. This is a holiday checklist to get you started. Remember that you can capitalize on locally meaningful holidays, rare holidays or simply create your own. You can do so by adjusting your ad copy for seasonal relevance, as well as adjusting bids to be more competitive on your products that would be popular for the holiday or season.
