By @SimonCocking interesting interview with Louise James Kingdom girl living in Dublin, working in Search Advertising – Account Director at
@BingAds @Microsoft. Louse will be will be speaking at the upcoming 3XE event on Thursday, October 19th. See more and get tickets here.
1 min pitch for what you are doing now?
As an Account Director for Bing Ireland, I work with a wide range of advertisers across several industries (Tech, Travel, Retail, Auto & Gambling), where I provide search advertising strategy, support and guidance. My mission is to empower Irish advertisers with the tools & resources they need to reach their search advertising KPI’s, on the Bing platform.
Additionally, my passion lies in the future of search advertising and the importance of future proofing your advertising strategy based on mature technology advancements, which will continue to evolve.
The obvious ones being Digital Assistants, Voice Search & AI.
— Bing Ads (@BingAds) July 31, 2017
How was the last year, what worked well, what didn’t move as quickly as you would have liked?
This past year has been a strong year for Bing. Our market share across Europe has continued to grow steadily, currently 1 in 4 searches in the UK are done with Bing, and 1 in 10 searches in Ireland.
Additionally, we have released several new features, updated ads and made some targeting modifications (like Custom & In-Market audiences) and this is only the start – significant releases to come this year! A key goal of ours is to strive for parity with other search engines which we continuously work on, along with innovating and creating new features, like Multi-Image Extensions.
What are your plans for the future?
A prominent focus for us is to strengthen our relationship with Irish advertisers, allowing them to further build their search strategy on our platform. Our strapline, “Bing Network. Intelligent Search.” is exactly what it says – Intelligent Search, and my goal is to expose this intelligence within Ireland.
We want to continue to demonstrate our commitment to servicing and delivering first class customer service to our Irish customers, along with giving clients an opportunity to learn more about our unique audience, key insights, and thought leadership on the future of search. Search advertising is not what it used to be – the information we get, the way we access it, the way we consume it and the way we search for it has changed, and it’s imperative that our customers are prepared and ready for what’s ahead in this ever-evolving environment, and we’ll be here to guide and support them.
What will you be talking about at this event?
The future of Search is a hot topic, with many perceptions and views on what’s ahead, and I’m hoping my presentation will paint a clear picture on the future vision of search advertising. I will demonstrate the three new heroes of search; the user, digital assistants and bots, and why advertisers should be future proofing their search strategy.
What inspired you to attend it?
We had the opportunity to sponsor and attend 3XE last October – the agenda and stories were educational & inspiring, and we’re delighted to be a part of it again this year.
Which influencers and websites do you follow to keep up to date with the latest developments?
IMG and yourselves are great Irish lead media platforms for Irish industry news and updates, and I’m a huge fan of Search Engine Land and Tech Crunch for international news. As an online influencer, I do love to follow Ryan Holiday (author, marketer and entrepreneur), who I’ve followed since seeing him perform at a conference a few years ago.
How can people find out more about what you are working on?