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TripAdvisor Partnering with Microsoft to Provide a Better Experience for Travelers

Let’s Travel…To Another Engine!

It’s no secret that I spent a number of years working at Google and still spend my days working with clients who manage search and social campaigns. In 2005, the basics of search were simple and succinct:  focus on the user. While the user is still (and always will be) front and center, the means by which we get to that user have become more complex, costly, and sometimes confusing.

Over the last few months, I’ve been reconnecting with all search engines regardless of which one I’ve always searched on and have been exploring the behind-the-scenes of each. How does each engine look at quality? What does quality mean? What about my dollars? How far can I stretch this budget and for how long?

This week Trip Advisor announced an “experience” with Microsoft to help provide a better experience for travelers. If you’re on the prowl for holiday hotel booking, you’ll soon see TripAdvisor price comparisons embedded in your Bing results. As a consumer, it is an easier process for me to search for the right hotel, but this presents new opportunities for marketers working in the travel vertical.

In addition to showing up via TripAdvisor on Bing results, travel advertisers will be able to view community reviews and ratings without leaving the page. This creates a more integrated customer experience and a layer of customer feedback that may have been missing in the past when someone didn’t check reviews before booking. Now I can look at hotels, read reviews, and click to book without navigating away from the engine.

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Marketer Profile: Dan London, Senior Marketing Manager at Citrix/ShareFile

How long at ShareFile?  

I’ve been at ShareFile for almost 3 years.

 

Career accomplishment you’re most proud of:

Being a major part of a company that was acquired by Citrix.

 

Decision I wish I could do over:

Career-wise, it was not sticking with Computer Science as a major. I ended up switching to English after transferring to UNC-Chapel Hill from a small college in Pennsylvania. Life-wise it has to be not spending more time in the gym lifting weights and taking a shot at playing in the ECHL.

 


Size of team:

I have 3 direct reports, but I rely upon the design team as well as the content team and the support team quite a bit. We are actually growing pretty fast and I’ll be adding a few more reports by the end of the year.

 

Top initiative:

Hit our aggressive revenue goals.

 

What is a typical day like for you?

I don’t think I have a typical day. My mornings start out the same though. I get my kids ready for the day and then head off to Starbucks. My wife and I grab a quick drink then head off to our respective offices. I get in around 8 AM and usually start looking at the marketing numbers. We have an awesome data analyst who has created a dashboard that lets me easily track our goals. I usually check on my team and then dive into my DART account and look at the health of our display initiatives. I’ve done a decent job at avoiding meetings, but if I have one during the day, I usually spend some time preparing for it. I spend quite a bit of time working with our design and IT teams and often interact with them a few times a day about landing pages, creatives or trade show materials. I often skip lunch and just eat a bag of chips from the break-room, but if I can get out for a bit, I head over to the Jimmy John’s drive-thru, grab a Slim 1 and eat it as I drive back to the office. I try to leave the office around 5 to get home to spend time with my kids before they go to bed at 7pm. I always jump back on my computer and finish-up any lingering work for a couple of hours. I’m always checking my email on my phone, so I never have a problem of an overflowing inbox. Even on vacation I check my mail so I know what is going on and even jump into a conversation when needed.

 

How do you measure success:

Happiness. All the money in the world doesn’t matter if you are miserable at work.

 

One thing you’d like to do better:

Eat healthier at lunch.

 

Business professional you’d most like to have lunch with:

Gary Bettman, Commissioner of the NHL

 

Emerging trend you are most interested in:

Workshifting.

 

Pet peeve:

People who are self-proclaimed SEO or social media experts.

 

If I weren’t a marketer, I would be…

Hockey coach.

 

How to Export Your Campaigns from Google AdWords to Bing Ads

Over the past year, I have begun to notice a significant increase in traffic coming to our websites from Bing and Yahoo.  Although I am personally not a fan of either search engine, it is obvious that there is an increasing number of those who are.  Below are some charts pulled from Google Analytics showing the dramatic increase in Bing and Yahoo search traffic to our website.

The chart above shows over a 212% increase in Bing search traffic from last year to this year.

The chart above shows over a 114% increase in Yahoo search traffic from last year to this year.

I have been dabbling with Bing Ads for the past year, running a few paid ads on Bing and Yahoo, but this data shows that I would be missing significant opportunities if I continued to virtually ignore this demographic.  After realizing Bing Ads were going to be a necessary evil, I begrudgingly transferred several of my campaigns and a percentage of my PPC budget over to Bing Ads.

Being Google AdWords certified, and spending a good bit of my time in AdWords, I am extremely comfortable working in the AdWords interface as well as in AdWords Editor. So naturally, I drug my feet a bit when it came to learning Bing Ads and transferring content back and forth between the two. Google does a great job of providing a plethora of resources on using AdWords including the Learning Center, their YouTube channel and more, but there just isn’t the same amount of information out there for Bing Ads just yet.  I’m going to make your life a little easier, and give you step-by-step instructions on the easiest way to transfer campaigns from AdWords to Bing Ads and the tools you’ll need to do so.

If you aren’t already using them, you’ll need to download the latest versions of Google AdWords Editor (the current version is 9.7.1) and Microsoft adCenter Desktop (the current version is 8.1). The most recent update to adCenter Desktop has made the tool much more user friendly and easy to learn. They are both free downloads which can be found at the following links:

Google AdWords Editor
Microsoft adCenter Desktop

If you’re launching AdWords Editor for the first time, all you have to do is log in with your AdWords Username and Password and it will automatically download all your campaigns, settings and associated data.

To export a campaign from AdWords Editor to adCenter Desktop follow the instructions below.

    1. In Editor: File > Export Spreadsheet (CSV) > Export Selected Campaigns and AdGroups…

      If you don’t have a ton of inactive campaigns, and want to transfer all your AdWords Campaigns into Microsoft adCenter, choose “Export Whole Account…” However, our company has been using AdWords since 2006 and there is no reason for me to transfer the hundreds of old and inactive campaigns to adCenter, so I prefer to individually select which campaigns and AdGroups to export.  You might also want to test a few select campaigns before transferring all your active campaigns to adCenter.

 

    1. Toggle the Campaigns and adGroups you would like to transfer to adCenter and select OK.

      You’ll then receive a dialogue box asking where you would like to save the spreadsheet. Choose an easy to find and memorable location, save it, and you’re ready to move onto adCenter.

 

  1. Open Microsoft adCenter Desktop and on the Home tab select Import  > Import from Google

    When the Import Wizard opens, toggle “Import from a file”, choose browse, find where you saved the spreadsheet you exported from AdWords Editor select Open, and then in the Import Wizard select Next.
  2. You’ll then be taken to a dialogue box in the Import Wizard that allows you to map each column in your spreadsheet to the appropriate label in adCenter. It does a pretty good job of matching the correct labels, but you’ll want to double check everything is mapped correctly. Once you’re finished checking all your columns, select Next.

    After the Import is complete, close the dialogue box and you’re up and running.

Now you’re ready to start advertising on Bing and Yahoo. Although Bing Ads has not been my favorite advertising tool by any means, they’ve made some great improvements lately to the usability and ease of both the interface and the Desktop Editor, so you should be a pro in no time. Good luck!

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