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Ping Jen

Senior Program Manager, Microsoft Advertising Planning

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BLOG POSTS BY Ping Jen

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Bing Ads and You: Synergizing Content Marketing and Search Engine Marketing

In the last post of this Bing Ads and You series, we discussed how a strong brand could lower the cost of search engine marketing and how to adopt content marketing to promote your brand. Since then, I have read Anders Hjorth’s, “The Missing Link in Digital Marketing,” discussing the challenges to properly credit the efforts across Brand Marketing and Performance Marketing, Anders called out: “When you invest heavily in brand exposure it has an impact on the performance of your conversions. You...

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Bing Ads and you: Building your brand through content

Every business has a name, but that name does not become a brand until consumers understand the unique offers behind that name and associate it with the promised products and services. A brand takes time and resources to build, but it rewards handsomely after its establishment; having a brand will help generate more direct traffic to your website and give your search engine marketing campaign a leg up on these three fronts: 1.) Having a lower cost on high quality traffic Set up correctly (i.e....

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Bing Ads and you: How to plan a successful PPC campaign

In the last post in the Bing Ads and You series, we went over collecting audience insights to anchor your marketing plan. Today, we will again leverage MaternaLIFT’s case study to illustrate how to plan a successful search engine marketing (SEM) campaign. Bing Ads teamed up with Kelly Malm, Digital Marketing Strategist and owner of Digital Conflux to develop a campaign proposal for MaternaLIFT. The following insights summarize what we've learned from Kelly while crafting the plan. 1. The...

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Bing Ads and You: Using Facebook Audience Insights to improve your CTR

When was the last time you even made eye contact with the salesperson at your favorite retail outlet, who could only manage to say “Hello,” as you walked briskly past? What if that salesperson already knew what you were looking for and could bring you right to it? Would they have you at "Hello"? Having that audience intelligence before your customers even make eye contact with your ad on their screen is the first and most critical step to running a successful campaign. As illustrated in the...

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