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Microsoft Announces Strategies For Increasing Bing’s Market Share | DrivingSales News

Microsoft Announces Strategies For Increasing Bing’s Market Share

October 28, 2014 0 Comments

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Microsoft executives provided insight into the future of Bing and Bing Ads, which powers paid search advertising on both Bing and Yahoo. The discussion, at a Bing Ads Next event in Redmond, Washington last week, involved information about the evolution of Bing and the manner in which Microsoft is thinking about search.

Rik Van der Kooi, Corporate VP, Advertiser and Publisher Solutions Group, explained the concept of bringing search to where users are. “You will see us evolve Bing more and more as we understand people more completely, and it is not always going to be with a SERP, but it is going to be ubiquitous,” he said. Some examples of this ubiquity include integrations across several Microsoft products, including Office, Xbox and Microsoft’s digital assistant, Cortana.

On Cortana, van der Kooi said that search is moving away from being reactive and moving towards being proactive. Van der Kooi did acknowledge the other players in this realm, noting the integration of Gmail’s new Inbox app with Google Now. “We aren’t alone in that quest, but we think we have some tremendous assets,” he said. “Not just speech recognition, but touch points across work and private life. We think with Cortana we have a tremendous runway ahead of us.”

One of the questions in the industry is about the limitation of Cortana being tied to Windows phones, but Stefan Weitz, Director of Search for Bing, explained that Microsoft does not see it that way, but instead plans to continue to evolve Cortana’s capabilities into other products and platforms. “We think of Bing less and less as a destination portal,” explained Weitz. “All the places where people go today, we want to be. Bing is not a destination – we’re putting search where people are.” Weitz further explained that Bing integrations with iOS, Twitter, Facebook and Amazon are additional examples of the planned approach.

While these plans are of great interest to all types of digital marketers, the discussions were not limited to where search is headed. Â Bing Ads executives also announced the following new and upcoming features:

  • Universal Event Tracking – This is available now to all advertisers, and UET is powered by a new code snippet for tracking goals and conversion events. Due to the fact that the code is placed site-wide, it also gathers the gamut of site behavior metrics such as bounce rate, time on site, pages per visit, and more. UET is compatible with major tag managers.
  • Cross-Device Tracking – UET relies on the MSID, the ID assigned to users when they login to Microsoft accounts. This will allow Bing Ads to offer cross-device tracking.
  • Remarketing – This will build from the UET code snippet. To begin, remarketing capabilities will be limited to search, as a bid boost on the Yahoo Bing Network. The future goal is to extend remarketing out on third-party sites and enable targeting across a publisher network via first and third party data.
  • Display Network – Bing Ads made the announcement that a display ad network, similar to AdSense, is being developed.
  • App Extensions – App extensions will start to roll out next month, and will eventually encompass a suite of extensions including app-installs and measurement tools across devices and platforms.
  • Offline Conversion Tracking – One of the company’s long-term development plans is to enable advertisers to bring in CRM data as well as offline tracking, to allow the tracking of users across devices and in-store and attributing conversion events back to advertising.

 

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The DrivingSales News team is dedicated to breaking the relevant and the tough stories affecting car dealers. Have questions for DrivingSales News? Reach the team at news@drivingsales.com.

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