I never thought I would say this, but… Don't sleep on Bing Ads! Here's why!

Bing has always had a (small) pocket of viable traffic that is generally much cheaper and far less "clicky". However, many advertisers skipped Bing Ads because the headache of setting up and maintaining the campaigns wasn't always worth it due to the extremely limited volumes.

But with Bing's recent integration with ChatGPT, run ads on Bing! And not just to try and capitalize on the potential influx in traffic. You'll have a front-row seat to how AI-driven traffic impacts advertising campaigns. And, since Bing is quite a bit smaller than Google, I anticipate the changes being more obvious.

You can treat this as your "AI Ads Sandbox." I think this will be especially important since Google is rolling out its own AI-driven chat features, and (obviously) ads are going to be built right into the core of everything they do.

Listen to this episode to learn more about Bing Chat and how this could affect the future of advertising.

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0:00 The Future Of Advertising: BING?!

1:38 Bing offers citations!

8:49 What this could mean for advertising

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I want you to know that I'm saddened and disgusted by the

words that I'm about to speak.

You need to go download Microsoft Edge and start playing with Binging Chat.

mean, need is an absolute prerequisite.

So you're probably already familiar if we've been playing with

chat, g p t binging, integrated chat into search kind of.

So when you go to binging, ask me anything There you go.

How to run big ad campaigns.

We have search soch and then you have notice this little pop here chat.

So chat is tabbed but also just kind of exists as this ever present

floating entity above search.

Now here's what's interesting.

Because it's powered by chat G B T and not Microsoft.

It's really good.

I asked what's the best way to make money in real estate if

you don't have a ton of liquid?

Now, this question was asked by intention because I just wanted to

see how difficult the chat was going to make my use of colloquialisms and

it translated it instantly how to make money in real estate With little

money gave me pretty solid answers.

Actually.

I've been in the real estate business for a long time and this is exactly right.

House hacking, live and flip.

The B R R R R strategy, which I'm pretty sure was invented by my buddy

Brandon Turner, just to name drop.

Here's the thing that I really love by the way and am pleasantly surprised exists.

Citations here.

Binging is offering citations to the content networks that

are providing the content.

And I just am tickled pink that that's happening, and I hope that ends up being

a ubiquitous truth across all AI delivered content because otherwise We're gonna have

the atrophy of quality content on a long enough timeline because there's gonna be

no incentive to creating quality content.

And the citations are more or less prioritized.

But I want you to pay attention to something.

Check, oh, this is how they're doing the ads.

This is really interesting.

You'll notice that these are what appear to be organic results.

Here's some of the most common ones, but right here at the tip of the

top here's Bing delivering an ad, and then you can see Microsoft talking

about, this is about a month old.

This article, Microsoft talks about how it's experimenting.

Exploring additional advertising capabilities.

Here's why you have to pay attention to this.

Number one, this just became a viable ad network.

If you're not already running big ads, you absolutely should.

It doesn't appear that there's a specific opt-in in order to

be included in the chat results.

Incidentally, it feels like they're pulling directly from search results.

Number two.

I would expect Google maybe for the first time ever to start taking

cues from Microsoft because they're already cracking some of the codes.

And I think this is a really elegant way to do this, by the way.

you have the differentiation and delineation between

AD and the organic result.

You're not inserting the ad into the chat just yet.

So you're not repelling users, making 'em think that it's super ad heavy.

But you know, there's a healthy prioritization here with this

little, you can't not hover over this underline A couple of other notes

about the chat just while we're here.

I like the ability to iterate and it gives me options.

So I thought this was really interesting, by the way.

So here's a Grant Cardone video, it's a YouTube video that I just think

it's so funny how, I mean, look at these are all YouTube videos.

Microsoft is heavy, heavy, heavy, heavy, heavy.

And the YouTube Results delivery.

But it plays in this weird little binging player, it's just an interesting way

to do that to keep people out of YouTube.

that was interesting thing number one, here's why I'm bringing

this up, is because if you're not creating YouTube content, Google

prioritizes YouTube content.

Bang prioritizes YouTube content.

YouTube prioritizes YouTube content obviously.

this is missed, missed, missed opportunity.

The more granular, the better.

Then.

This additional prompt, this wasn't me typing, this was me

choosing one of Bing's prompts.

So I said, tell me more about house hacking.

And then it said gave me again citations which I, I really appreciate.

And again, I'm surprised by and then some of these are not ad driven.

They're all organic.

How interesting.

So in this three tier conversation, I have one ad and then I can go

on and be like what would I say?

I'd say

can you customize this advice for Phoenix, Arizona?

And we're gonna see what the chat says.

Oh, by the way, if you scroll down, it will I just bring you

to Bing Search and we're waiting.

House Hack in Phoenix, Arizona may be a viable option if you're looking

for a way to reduce your housing costs and invest in real estate.

However, you may face some challenges and considerations specific to this market.

I wanna see if I can figure an ad, stop it, least let me hover.

BiggerPockets, of course.

This content is stellar.

This is unbelievable to me.

I mean, some of this is just generic hoop da I mean, you could actually

really do a geographic analysis using this type of conversational search.

So now the question becomes, why can't I?

There we go, organic.

Wait, why?

According to local.

Oh, okay.

According to location results.

So still only one ad.

Start running big ads right now today.

Because you're gonna be able to see, you know, you're gonna be a big fish

in a little pond, and you're gonna start to see how the chat influences.

The ad placement and performance and then that's going to carry over into Google.

it's funny because I don't run big ads for my customers.

So like, this is something you'd have to do internally.

I wouldn't even wanna do it on behalf of clients 'cause there's, it's,

Bing is a harder system to manage.

the strategy would carry over as soon as Google begins integrating

this into its generative ai, which we know for a fact Google's going to do.

Okay.

I bet you this triggers an ad.

Real estate watch Zillow it kind of lives in really limited citations.

you would think with the internet as your oyster, you'd have many more than that

and I wonder why those limitations exist.

I'd want 50 source articles.

There we go.

Bam.

Yeah, it's home.

Ive, we buy ugly houses, It's such an elegant way to do that.

There's home investors again.

There's home investors again.

So it's the same ad.

And obviously the ad's not included in the citations, is it?

It's not included in the citations.

Yeah, but that ad placement is so interesting.

I have a very strong feeling they can get more aggressive with their ad placement.

Google in their generative aid, ai what they're calling s g e search,

generative experience, they have ad placements, at least in the UI ex or,

you know illustrations they provided.

They have ad placement in line, but just delineated.

And I think Bing's probably gonna end up doing that too.

But this is the future of ads.

Potentially.

If AI driven chat is the future of search, then this is the future of ads.

What can the new Bing Chat do?

That's not what I asked.

Whoa.

This is an organic result.

Where are the paid results?

It is an expensive click.

That's an ad.

Binging doesn't do as good a job as Google at delineating different.

Oh, that is an ad.

It is an ad.

Okay.

Cost me dummy.

These are all ads.

Look, that's all you get.

you know, as an advertiser, I love that, but as a user, I'm so mad.

Wow.

The organic result.

Look how many scrolls.

So, 1, 2, 3, 4.

And then you have snippets, and then you have local, and then you have, I don't

know what that is, local listings, I guess, and then you have organic results.

Anyway really cool.

Go play with Bing Chat if you haven't already.

It's open now.

You don't have to opt into a bait or anything.

Lemme know what you think.

I'd be really interested in your opinions on where they're gonna be sticking ads.

Incidentally, they, y'all, we need to pay so much attention to this.

Not only are they pushing this hard, but this really does feel

like it just feel like a more elegant, more engaged experience.

I also think it's gonna increase the number of searches that a user performs.

it'll turn into a real conversation.

Anyway, that's all I got.