all right everyone welcome back to the Bing ads boot camp this week we are going to be talking about the seven profit activators in action I’m actually going to go more in depth talking about these strategies and then actually show you how to do them so the first lesson this week is a strategy I call separate and dominate and basically this is the number one suggestion that I make to clients who already have a Bing campaign running because very few people actually know how to do this and it’s very simple you know you might be like oh this is this is simple or maybe you’ll have your mind blown like I did when I discovered it I had already had a successful AdWords campaign and I kept trying Bing you know I heard rumors that it was good or whatever and I thought if that were words works maybe being will work and I kept trying and I would have a couple days of profit and then a couple days would just kind of drop off and and then the profit would go in I couldn’t figure out why and this was why because I didn’t realize that there are two different very different traffic sources being lumped into every being campaign unless you separate them out so what are we doing here we are creating two separate ad groups every single time you create an ad group and one is gonna be for the Bing and Yahoo network so that is anybody who literally goes to Bing calm or yahoo.com and searches for the thing then this this ad group is going to show up for those keywords in on those networks the other ad group is going to be for the syndicated partners Network so this is a lot like the Google AdWords Display Network where Bing has these I think it’s it’s either I actually I’m not really sure if it’s the if they’re like display placements on web pages or if they’re just search boxes on other websites so I’m not really pause of which one it is but it doesn’t really matter it works the same way as the Display Network works in that if you have any experience with the Google AdWords Display Network you know that the way that you optimize one of the the most common ways to optimize is by publisher or even if you have ever run any native ads on any other platforms like tabouleh you know that you optimize by publisher so you might be running your website on a hundred different are you running your ad on a hundred different websites and it shows up in the website and 99 of those might not be very profitable because they’re not very relevant to your ad but that one is perfect it’s just it shows up on a website where the people that come to that website are just exactly who’s looking for your product and mmm so I’ve actually you know run native ad campaigns and we we would let we would have you know as on tabouleh i was working for another company and we would spend you know about a hundred thousand dollars a month i think and our strategy was to you know just let it run to as many publishers as possible and see which ones would convert for less than a hundred dollars this was a sixty seven dollar product and it had some upsells so the average order was pretty pretty close to seventy eight or eighty dollars so we would let it run to each publisher would get a hundred dollars of you know grace period and if it hadn’t converted within a hundred dollars we would just cancel we would cut a block that publisher so that’s where I learned this strategy but I didn’t know and I and I obviously saw that strategy again when I was running AdWords campaigns to the Display Network but I didn’t know that it applied to Bing and once I discovered that I got really excited because instantly I thought wow all of these unprofitable campaigns are kind of like up and down campaigns there could be profit in there I’m just missing out on this whole publisher blocking thing so this is how you do it I’m gonna explain it way more in depth and and show you each piece but basically the syndicated partners network is all the other websites that are not bing.com or yahoo.com that being in Yahoo or oh I guess Microsoft has access to for their ads so you get access to hundreds and hundreds probably thousands of websites other than Bing and Yahoo and your ads can run on those sites as well so some I I remember reading a lot of guides in the beginning actually and so if you if you know about this you you might be thinking ah but I’ve heard that like junk traffic or something ha this is another this is another place where I have to laugh at anybody who says that because I’ve made so much money on syndicated partners my clients have made so much money there is really good traffic in there it’s not junk that was the first advice I ever got from syndicate traffic is just turn it off I don’t know where that came from maybe back in the day the syndicated partners were not so good quality but the thing is once you separate it out we’re gonna talk more about bidding strategy later but if you understand you know basic bidding strategy or even advanced you know that you could control for performance by just lowering the bid you could just lower the bid on the syndicated partners and until it’s profitable if they’re making any conversions at all you can just keep lowering it until you’re making a profit mmm so this just opens up so much so many options and a lot of people either just turn off syndicated partners or they just they don’t even know about it so if you’re one of those people this is gonna be really amazing all right so similar to the Search Partners in Adwords except that the Bing only lets you either enable or disable it per ad group or campaign oh no AdWords only lets you enable or disable it so AdWords doesn’t let you it doesn’t allow you this much granularity with your syndicated partners that were they have this too you might not even know if you have an AdWords account you might not even know there are there’s such a thing called search partners and you can search through your conversions and see which of the search which of your conversions came from google.com and which of them came from the Google’s version of this the search partners but in my experience number one they don’t really let you modify the bids or anything so you know there’s nothing you can do the only thing you can do is either if you find that Search Partners for some reason don’t convert for this for that particular group you can just turn them off but Bing on the other hand actually lets you control pretty much every aspect of your syndicated network they let you block publishers like I was explaining before like on native ad campaigns so if there’s a website that’s that your ads are showing on and sometimes it can be the one at the top that’s getting shown on the most that’s just not converting for whatever reason if you eliminate that a lot of times there will be profit so why are we doing this I’ve covered a few of the things but we’ll just go back over them one you may have a profitable campaign hiding under the losses like I did and many of my clients have if you’re running Bing and syndicated together the the bidding is just going all over the place and I’ll explain more later but you just don’t know exactly what’s going on as always you know throughout the program we’ve talked about always wanting control we want to know exactly where our traffic is coming from which of it is converting etc so the biggest that’s the biggest reason that you might have a profitable campaign hiding under the losses that was my big issue as soon as I fixed this I had a profitable a whole new profitable revenue stream to one of my businesses and it was just because I did not understand this concept another reason unlike AdWords yeah like I said Bing actually lets you control aka block your placements in the syndicated network so with enough time and spending enough money you will be able to block all the unprofitable and non converting publishers and only run your ads on the on the profitable ones that’s always just an amazing thing to to be able to optimize your campaigns even further many times when we look at campaigns we see it failing and we think that’s it but sometimes that isn’t the case at all you just haven’t let the profitable keywords or in this case the syndicated partner shine through and Bing and syndicated a groups or campaigns usually perform very differently I’ll actually show you some examples from one account here if you look at the the red and the green are the red is Bing and the green is syndicated in one particular campaign so you can see the CPA the cost per acquisition is seventy six dollars on Bing and fifty one dollars on the top example on syndicated that’s a difference of twenty dollars on average and this is you can see this you know each of these has you know one has ten thousand clicks seventeen thousand clicks so that’s a lot of data and the average that is shaken out is twenty dollars difference in cost per acquisition that’s huge and then in another campaign here we have you know the differences between AOL search which is included in the Bing in Yahoo it’s Bing Yahoo nao and AOL actually I forgot about that but those are about the same you know the being a AOL and Yahoo are about $56 and you can’t optimize between those they’re just all lumped together so that’s about $56 from 150 dollars for another mmm and then 36 dollars again it’s almost a twenty dollar difference in cost per acquisition that’s huge and actually you know if you if you’re following older advice that says to turn off syndicated search partners if you’re going for pure profit and you want the lowest cost per acquisition at least according to my experience it’s almost always the syndicated search partners they actually have the cheaper traffic and I’ll show you an example here in a different or maybe it’s one of those campaigns mm-hm the cost per click in a AOL Bing and Yahoo is about twenty eight twenty nine percent or twenty nine stands average on this campaign but it’s only 15 cents for syndicated so that just shows you these are very very big differences and that can happen even if you don’t go into optimizing the publishers and stuff because that is another step that some people you know maybe aren’t willing to take especially if your campaign is profitable or your ad group is profitable but even without that the difference in cost per click is so drastically different in and you can see these are conversions of a product that sells for $100 so you know these conversion rates are drastically different except I mean the conversion rate is lower on syndicated search partners but the cost per click is so low that the cost per acquisition is lower so it all works out if you’re going for profit then I’d go syndicated search partners all day long so another thing that I mentioned a little bit before is being tends to prioritize being traffic so if you’re lumping them all together you’re often going to be paying more than you need to for every single click because you’re gonna be it’s more often they’re going to send to the higher cost Bing traffic because you didn’t tell them not to and so you might be bummed out and think ah I can’t make this this campaign profitable you know the clicks are just too expensive but if you switched over to the the syndicated partners as long as they converted it at similar to at a similar rate or maybe even a lower rate you could still make profit because the cost is so much lower because nobody knows about it like nobody’s bidding on this syndicated traffic and so many people just we’re told years ago to turn it off so they think it’s like junk which is great for us and and like I said you know most competitors will never discover this or they have old bad information so you can step in and profit you might not be able to make a big Plus syndicated combined campaign work like I told you and one of my my businesses a few years ago I was not able to make it work and I kept trying and then I’d get really disappointed I get excited because the first day would be profitable the second day was profitable and I’m like wow I have a whole new income stream and then the next seven days would be unprofitable and I just turn it off and give up and I didn’t know why I did all the keywords there’s it wasn’t much I could do this was why so you might not be able to make that work you might not be able to make even just a big campaign work maybe except you can you know you can try to optimize or lower your bids or whatever but syndicated is almost always cheaper and usually there is one or a few greedy non converting placements in there as well so even if you let it run for a while and it’s not quite profitable you can go look at the placement list which I’ll show you how to do in another video below this one and you can actually find which placements are converting and which ones are not which you know at what cost per acquisition so you can start just picking off the ones you know blocking the ones that aren’t working especially the ones at the top that are really not working because for some reason being really like sending traffic there maybe it’s like a huge website right that happens a lot but it’s just not a good match this happened all the time when I was running traffic for that company in tabouleh is they would send us a publisher that they thought was really good for this particular offer but it wasn’t you know and it was a huge website that was really popular and we’d get like a thousand clicks or whatever but no conversions and so it was just a waste of money so we just block it and go back to the ones that do work and that’s what you can do with this as well so yeah even even different partners within the syndicated Network where both will perform very differently and obviously this is kind of like a long-term optimization strategy as you’re building out your campaign mmm just checking in you know I definitely don’t do it very often but because it’s a little laborious the way they have it set up now I’ll show you the process later but who cares if it’s making you a lot more profit doesn’t matter all right so how do we go about doing this first you need to know your target CPA if you already have existing campaigns you’re also going to want to segment your traffic just to see like if you didn’t know about this then one way to see if this would have much of an impact on your account if you have an existing campaign is to click segment and I’ll show you that in a second but let me talk about this a little more for a second if you don’t know your target CPA so that’s cost per acquisition if you’re not familiar you need to know what you’re aiming for for a particular conversion you know you need to know what your average ticket is your lifetime value of a customer or if you’re selling affiliate products you know how much the payout is if it’s a 50 dollar payout then obviously you need to make less than $50 cost per acquisition you need a cost per acquisition less than $50 like all across the board so you’re always going to be looking for that on your on your syndicated placements on your keywords on your ads on you know that’s that’s always going to be the the CPA that you’re aiming for if you’re selling a service and each client that you you book is worth you know ten thousand dollars then that’s your target app CPA so if you can get any conversions for less than ten thousand dollars you’re still in profits so that’s kind of basic but it’s really essential when it comes into the stuff like this like optimizing so here’s how you segment if you have an existing campaign you want to see if you’re curious would this have affected my campaign this whole time have I been losing out on profit or wasting money then you just click on that segment button in your bank account and then click on network and it’s going to split it out as you can see over on the left here it’s going to split it out into AOL Bing and Yahoo and these are all these are all lumped together in one and then syndicated is here so you’re gonna see the different statistics for all of those things so you can see what kind of impact it would have or would have had alright so once again it’s really important and I know it can be kind of annoying when you’ve created a lot of a lot of ad groups like I have it gets a little irritating but I’ll show you a way that makes it a lot less irritating and you know just takes a few seconds but you really really want to create separate ad groups every single time it can seem like maybe you’re just impatient you want to get going but really it’s not it’s really not worth it to run it without splitting them out it just makes so many things down the road so much easier just just do it in the fastest way that I found is to use the Bing ads editor this is a separate piece of software that you can download that’s free and they now have a Mac version it was just on PC but anyways it’s it’s like this powerhouse for duplicating optimizing your campaigns and keywords and ad groups I’ll show you more how to use it it’s actually one of the profit activators so I’m gonna do a full video just showing some of the features of that but also just below this video I’ll make a quick one showing you just how to duplicate your adwords or your ad groups in two separate Bing and syndicated ad groups and then you’re also going to want to just monitor to these different ad groups as time goes on as you as you spend more just just watch how they perform and see the difference see if you know if you start taking off with Bing which I have seen that with clients as well sometimes the syndicated doesn’t perform as well so you know if Bing is working better than and you’re getting profitable conversions there go with Bing you know or or start adjusting the bids on syndicated always yeah just check that segment data to see if things are different and when you start getting conversions you want to check a few different things one keywords within those different ad groups the ads and obviously the syndicated placements with enough this is going to take a while to be able to check the syndicated placements unless you look at it say you spend a hundred dollars your first hundred dollars and you look at the syndicated placements and ninety of that those dollars were spent on a website and maybe you already know maybe you’re like I don’t think that website would convert from me or it reaches your target CPA it passes it most most of the time people have a rule that’s like if it reaches you know my target CPA times two so if your target CPA is $50 then you wait until it reaches $100 on that particular placement hmm or keyword and then you’ll pause it or block block the placement you can set up your own role whatever you whatever your budget allows for maybe you have to cut it as soon as it reaches your target CPA you know if you’re trying to get $50 and it reaches $50 maybe you cut it there but you’ll want to be monitoring all three of these things as time goes on and then you can decide whether to keep either the Bing or syndicated like I said I’ve had clients where we just turn off syndicated because being is performing better and then I’m gonna make a separate video showing you the process for optimizing the placements basically just blocking the ones that don’t perform that’s pretty much the only bit of control that Bing gives you at this time is just blocking the ones that don’t perform it’s pretty pretty simple process but it’s kind of hard to fish out how to do it so I’ll just make a really easy video for you to see how to do it and so in conclusion if you don’t do this then even if you’re making a profit you’re probably wasting a lot of money and you’re going away from our main strategy of always maintaining as much control as possible and keeping you know keeping everything tightly controlled so that you always you never let being run away with anything and also if you do do this then you will be far above most of your competition because most people just don’t know about it or they were given bad information or they’re just too lazy to even be concerned with it so if you have this strategy in your hat then you are going to do quite well for yourself so check out the other videos below for some demonstrations on how to do some of the things that I mentioned in this video and thank you very much for watching can’t wait to see you on the next video