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Bringing Bing Back

On July 8, was pleased to welcome Andrew Yang, Microsoft’s Canadian Search Evangelist, for an in-house training exercise.

Several of our staff attended a Bing training event hosted by Andrew in downtown Toronto on June 4.  We felt the whole team could benefit from his insights and invited him to join us in our office.

Andrew’s training included information on the user demographics for Bing Ads, new functions Bing has recently rolled out, and Bing Places.

Bing is responding to marketer feedback with efforts to make it easier to use, faster, and offering more data.

One of the most significant changes for Marketers working primarily with AdWords is Bing’s move to make transferring campaigns and ad groups from AdWords to Bing easier and faster.  Perhaps in recognition of Google’s greater market share, Microsoft wants to make it easy for you to migrate campaigns to Bing.  Using the Bing Importer Tool, Marketers can now easily transfer their AdWords campaigns over to Bing Ads.

Perhaps the Bing feature that grabbed our attention the most was Bing Ads Intelligence. This tool provides extremely useful features, including keyword analysis for specific pages and for your site as a whole.  Bing’s ability to scrape a page and pull out all the potential keywords it could rank for is a significant asset.  Combined with the fact that Bing Ads Intelligence is an easily downloadable add-on for excel, and you have a product you can be sure to see RankHigher using more of in the future.

Microsoft has also expanded its paid search program to include a variety of marketing opportunities, including Xbox Live, Windows 8, Skype and MSN.  For example, search queries through Windows 8’s Search function provides results for what’s on your computer, but also internet search results and the Satori results (similar to the Google Knowledge Graph) on your search subject.  You can place Bing ads in these results.

One of Bing’s most useful updates, from our perspective, is its new and improved Bing Places account.  We have consistently recommended that many of our clients embrace local search.  Every year, our entire team travels to Oleans New York to study under local search expert, Mike Blumenthals.  Microsoft is working to streamline Bing Places, making it easier to claim listings and transfer listings from Google My Business.

As an additional bonus, Andrew provided us with valuable training on Excel.  One of Bing’s significant benefits is its interoperability in with other Microsoft products.  For example, Andrew demonstrated how to modify and adjust Bing ad campaigns through Excel pivot tables. This interoperability is one of Bing’s defining selling features, and is one not to be discounted lightly.

A few other takeaways:

Rich ads

  • Ads resulting from branded searches can now include videos embedded into the ad result.
  • Andrew noted a 40-45% increase in click-through-rates


  • Allows you to import data from Bing to Google Analytics, streamlining your data collection efforts.


  • Official sites can now have favicons served in search results, helping to increase brand reach and CTRs.