Our Marketing Morsels series continues with a big twist from Ping Jen, a Product Manager in the Microsoft Bing Ads Product Team who has been known to slip big Bing announcements into casual blog posts (read to the end)! He has a passion for driving improvements into Bing Ads that help advertisers optimize their campaigns that increase relevancy and competitiveness in the marketplace. Prior to joining Microsoft in 2009, Ping worked as a Sr. Business Administrator at University of Cincinnati Department of Neurosurgery. Ping holds a MBA degree from the University of Notre Dame and he is a Microsoft Certified Solution Developer (MCSD).

Ping Jen HeadshotName: Ping Jen
Title: Program Manager
Company: Microsoft Bing Ads

What’s the first metric you check when you start work for the day?

I conduct case studies frequently and always start with aggregated Quality Score to understand the characteristics of the campaign or ad group it represents.

Campaign/Ad Group Quality Score Impressions Clicks Action

High (>6)

High

High

Keep it going, the quality of this campaign or ad group is better than others targeting the same traffic.  This unit has a good share of voice in its niche market and a lower serving cost vs. competitors.

High (>6)

High

Low

Check whether ads are showing on the top of the page where more than 85% of clicks take place. 
   -If yes, improve your ad copy to make them more appealing and add a call to action.
   -If no, consider increasing your bid.

High (>6)

Low

 

Keyword & match type expansion

Low (<6)

 

 

The majority of the impressions coming out of this campaign/ad group were generated by low Quality Score keywords which have a higher serving cost. Identify those keywords and optimize them accordingly. 

What’s one metric you rarely bother to check? 

I believe every metric has its purpose, but I do use “Avg. Position” with caution. This is because “Avg. Position” represents average order relative to other ads and not necessarily which ads show up on the top of the page. This is because search engines require a minimum ad rank (measured by quality and bid) for top page ads to ensure a quality search experience for their users.  To get a better picture of actual ad placement on the page, I always reference both “Avg. Position” and “Top vs. other.” I can optimize keywords and ad copies with the goal of showing them on the top of the page – where more than 85% of clicks take place.

 Avg. Position Top vs other Action

High (<3)

Top

Keep it going, the ranking of this keyword/ad copy is better than most of the others targeting the same traffic and qualified for the primary location.

High (<3)

Other

Improve its quality and bid competitively; the ranking of this keyword/ad copy is better than most of the others targeting the same traffic and it has a good chance to get on the top of the page.

 

If you had 10 million dollars to invest and you could invest in Google
or Facebook stock, which would you pick, and why?

Oops…I stopped giving investment tips after my last one cost my in-law a fortune.

What do you think will be the most important marketing platform in 10 years?

The one which understands its customers (i.e. searchers, advertisers and publishers) the best and can seamlessly connect them to fulfill their needs at the right time and right place via the right device with minimal interventions.

For example, I recently went through the consumer’s purchase journey to book a golf trip after reading an article comparing golf trips between Oregon and Ireland.  It took me over two weeks to gather the information I needed through different devices on different occasions and to complete this task.  In the future, the marketing platforms will confirm my search intents and permission, and then feed me the most relevant information, which will enable me to complete tasks effectively and with confidence.

Purchase Journey

What are the three most important qualities of a good account manager?

Integrity – A good account manager aims for long-term success and builds quality campaigns from the ground up.  I have been sharing a quote from President Lincoln with many account managers: “You can fool all the people some of the time, and some of the people all the time, but you cannot fool all the people all the time,” and reminding them that in the online world people can find the truth in just a few seconds.

Creativity – A good account manager makes his/her campaigns stand out to generate outstanding performance.

Analytics – A good account manager knows how to measure campaign performance and identify insights to stand out.

What’s the one marketing lesson you wish you had learned earlier?

Customers cheer for what they know, but don’t necessarily know what they need to win.  If a company develops its business and marketing plan based on popularity, it will play into the most popular company’s hand, reinforce “what customers already know”, and never have a chance to help them win – and win them over.  I learned this lesson from watching the movie: “Money Ball”.  I watched it three times on a flight to Taiwan and have its DVD and book at home to remind myself of this lesson from time to time.

What’s your favorite advertising campaign?

Bing Ads and You.” To help our customers be successful in their business, Bing Ads would like to know what their advertising needs are, but most of the input we receive focuses on what they can get from other venues.  To remove the barrier and boundary, we started a “Bing Ads and You” series on our blog to liberate customers’ minds from what’s familiar and encourage a direct discussion around what they personally want out of our platform and service.

If anything keeps me up at night worrying about my company, it’s…

…rarely anything.  Now, I did spend many late hours at work, not because I was worrying about Bing Ads but rather working on an exciting project to improve Bing Ads Editor from the inside out. This project involves three fronts:

And I am happy to announce the first wave of Bing Ads Editor enhancements with a new user interface and higher upload and download speed, both of which will arrive in early September. Following is an illustration of the Bing Ads Editor’s new user interface, including a redesigned menu to make doing common tasks easy and fast, and more screen space to display your data.

Bing Ads Editor Enhancement

If you could invest in one marketing technology company, which would it be and why?

Microsoft, and I’ve already invested in it. Because Microsoft puts customers first and is on track to deliver consumers relevant information through its rich products portfolio at the right time and right place with the right device when required.

In three words or fewer: the future of SEM is…?

“Bing Ads & You”

Leave a Comment