ClickZ Live New York - Broad Match, Share of Voice and Ad Copy Strategy

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Paid Search strategies from ClickZ Live New York. Diving into Broad Match, Share of Voice and Ad Copy Strategy

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  • nature
  • By the end of this session, you’ll have a personal training plan for your ad copy testing, you’ll see broad match from many different angles and you’ll be tweeting out about the Bing Ads Share of Voice report.
  • What it is and what it means.
  • Device-specific ads are a must for better results
  • Talking points:We are constantly improving and refining our matching technology with monthly releases that strengthen our broad match performance. A few examples of our investment in matching technology include…Click prediction modeling. We use all the data at our disposal to predict which keyword/ad combinations will best match consumer intent and drive engagement with your ads. With our click prediction modeling, predicted and actual CTR for both exact and broad match closely align, demonstrating the high relevance realized through our broad match technology. As part of this, we lean toward over predicting click-through-rate on broad match to ensure advertisers realize cost efficiency with broad match on Bing Ads. Matching technology fine-tuning.Bing Ads engineers fine-tune and refine our matching technology with monthly releases to ensure matchings are driving high CTR and dwell time.Past, present, custom algorithms. Our algos take in historical and real-time data to predict consumer engagement. A universal block list is also used to help ensure that ads don’t render from questionable, offensive or adult queries. Quality / relevance protection. Quality plays a big role in whether or not your ads get served. There are several filtration mechanisms in place that prevent ads from serving if they aren’t deemed relevant to our marketplace of consumers. Conversion and click quality metrics. Our engineering teams are continuously tracking and measuring broad match performance metrics to help you tap into additional volume, with added controls to deliver quality clicks that perform
  • Talking points:Ensuring ad relevance and quality is of the utmost importance and our engineering teams dedicate time and resources to carefully review, test and enhance our matching technology, and it’s paying off. As a result of this ongoing process we’ve gained confidence in the results we’re seeing and are excited to share these improvements with you to help you unlock even more clicks and conversions for your business. For instance, last May we rolled out matching enhancements based upon historical evaluation which resulted in vigorous improvements that are continuing to yield strong broad match conversion rates and lower conversion costs month over month.
  • 27% MORE CONVERSIONS with PHRASE MATCH
  • ClickZ Live New York - Broad Match, Share of Voice and Ad Copy Strategy

    1. 1. Mastering the PPC Challenge: Enhanced campaigns, Adwords and PLAs John Gagnon | Bing Ads Evangelist
    2. 2. #CZLNY @jmgagnon @bingads JOHN GAGNON, BING ADS EVANGELIST BLOGGER FORMER GOOGLE GUY, SEARCH CAMPAIGN MANAGER, DATA ANALYST SPEAKER #CZLNY @jmgagnon @bingads
    3. 3. #CZLNY @jmgagnon @bingads#CZLNY @jmgagnon @bingads Today you’ll learn How freakin’ awesome the Share of Voice report actually is Why you need a personal trainer for stronger ad copy testing How broad match is optimization magic #CZLNY @jmgagnon @bingads
    4. 4. #CZLNY @jmgagnon @bingads Why is the Share of Voice report so freakin’ awesome? #CZLNY @jmgagnon @bingads
    5. 5. #CZLNY @jmgagnon @bingads The Share of Voice report – not as scary as it looks WHY IS THE SHARE OF VOICE REPORT SO FREAKIN’ AWESOME?
    6. 6. #CZLNY @jmgagnon @bingads WHY IS THE SHARE OF VOICE REPORT SO FREAKIN’ AWESOME?WHY IS THE SHARE OF VOICE REPORT SO FREAKIN’ AWESOME? #CZLNY @jmgagnon @bingads What share of impressions for the total marketplace are you missing out on – and why?
    7. 7. #CZLNY @jmgagnon @bingads Keyword: Flowers Share of Voice reporting % Lost due to landing relevance .04% % Lost due to rank 41% Bids + CTR % Lost due to keyword relevance 8% CTR % Lost due to budget 8% Budget % Lost due to bid 6% Bid IMPRESSION SHARE 36% WHAT YOU NEED TO CHANGE WHY IS THE SHARE OF VOICE REPORT SO FREAKIN’ AWESOME?
    8. 8. #CZLNY @jmgagnon @bingads 3 Quick wins from the Share of Voice report #CZLNY @jmgagnon @bingads Increase budget or change settings to accelerated. 1 BUDGET Bid more. Your bid doesn’t meet the minimum we require. 2 BID For quality scores of 8, 9 or 10 bid more, especially if ad position is >3. 3 RANK WHY IS THE SHARE OF VOICE REPORT SO FREAKIN’ AWESOME?
    9. 9. #CZLNY @jmgagnon @bingads Deep dive on rank 1. An ad blocked by rank has passed ALL other filters 2. Rank is made up of 2 components: MAX BID CTRRANK = x PREDICTED CTR OF QUALITY SCORE CVR X CPA #CZLNY @jmgagnon @bingads WHY IS THE SHARE OF VOICE REPORT SO FREAKIN’ AWESOME?
    10. 10. #CZLNY @jmgagnon @bingads Deep dive on rank (continued) 4. 3. Is bid or CTR the problem? #CZLNY @jmgagnon @bingads WHY IS THE SHARE OF VOICE REPORT SO FREAKIN’ AWESOME? John – should 3 and 4 be reversed? So first you look at the whole report, the n you drill into Quality Score? - J
    11. 11. #CZLNY @jmgagnon @bingads Deep dive on rank (continued) #CZLNY @jmgagnon @bingads WHY IS THE SHARE OF VOICE REPORT SO FREAKIN’ AWESOME? 5. If CTR isn’t the problem, then move onto bid… MAX BID CTRRANK = x PREDICTED CTR OF QUALITY SCORE CVR X CPA
    12. 12. #CZLNY @jmgagnon @bingads A personal trainer for testing ad copy #CZLNY @jmgagnon @bingads
    13. 13. #CZLNY @jmgagnon @bingads You need a strategy for ad copy testing like you need a personal trainer for getting fit  Tells you what to do  Tells you why it’ll work  Gives a structure for accomplishing your goals A PERSONAL TRAINER FOR TESTING AD COPY
    14. 14. #CZLNY @jmgagnon @bingads How do we break down an online program to drive sales? #CZLNY @jmgagnon @bingads A PERSONAL TRAINER FOR TESTING AD COPY
    15. 15. #CZLNY @jmgagnon @bingads The personal trainer for ad copy testing ® Probability of conversion Clarity of the value proposition (why) Friction of elements of process Motivation of the user (when) Incentive to take action Anxiety about entering information C = 4m + 3v + 2(i-f)-2a A PERSONAL TRAINER FOR TESTING AD COPY
    16. 16. #CZLNY @jmgagnon @bingads The personal trainer in action FOCUS VALUE PROP ANXIETY FRICTION INCENTIVE MESSAGING High Quality, Durable, Best Selling Low Price Guarantee, Starting at $10, Bargain, Wholesale Pricing Over 5,000 items, Huge Selection Since 1984, As Seen on TV, NY Times No Booking Fees, One-time, No Minimum Ends by Date, Limited Time Missing Out, Don’t, Why Ships Within 1 Day, Inventory Available Free returns, 30 day returns, no hassle Within Minutes, Quick & Easy, 3 Steps Up to 50% off, Save Extra 25% Free Whitepaper, Buy One Get One Free Shipping, Free Overnight TACTICS Quality Low Price Selection Credibility No Hidden Fees Time Limit Highlight Loss vs. Gain Quick Turnaround Return Policy Ease of Use Discount Freebie Free Shipping A PERSONAL TRAINER FOR TESTING AD COPY
    17. 17. #CZLNY @jmgagnon @bingads Put your ad copy through the paces Test #1 Bing Search Advertising®Reach Millions of New Customers w/ Targeted Ads Bing® & Yahoo®. Advertising.Microsoft.com 6.07% $300 Of Free Ads on Bing®Avoid Missing Another New Customer Free Ads on Bing® & Yahoo! Search Advertising.Microsoft.com 6.75% $300 Of Free Ads on Bing® Reach Millions of New Customers w/ Targeted Ads Bing® & Yahoo®. Advertising.Microsoft.com 6.17% A PERSONAL TRAINER FOR TESTING AD COPY #CZLNY @jmgagnon @bingads
    18. 18. #CZLNY @jmgagnon @bingads Keep testing for ad copy strength Test #2 2.68% 6.75% 6.17% Online Advertising Reach Millions of New Customers w/ $50 of Free Ads on Bing® & Yahoo! Get Noticed Online With Ads on Bing® & Yahoo®. Get Started Now. Advertising.Microsoft.com $50 Of Free Ads on Bing® Bing® Online AdvertisingReach Millions of New Customers w/ Targeted Ads Bing® & Yahoo®. Advertising.Microsoft.com Advertising.Microsoft.com Online Advertising Get Noticed Online With Ads on Bing® & Yahoo®. Get Started Now. Advertising.Microsoft.com 2.63% A PERSONAL TRAINER FOR TESTING AD COPY
    19. 19. #CZLNY @jmgagnon @bingads Does channel affect response to incentive? A PERSONAL TRAINER FOR TESTING AD COPY Bing Search Advertising®Reach Millions of New Customers w/ Targeted Ads Bing® & Yahoo®. Advertising.Microsoft.com $50 Of Free Ads On Bing®Reach Millions of New Customers w/ Targeted Ads Bing® & Yahoo®. Advertising.Microsoft.com $300 Of Free Ads on Bing®Reach Millions of New Customers w/ Targeted Ads Bing® & Yahoo®. Advertising.Microsoft.com CTR +15% CVR +40% Fraud CM CTR +105%! CVR +80% Fraud CM
    20. 20. #CZLNY @jmgagnon @bingads MOBILE DELIVERED Mobile Mobile + Tablet Mobile + PC + Tablet Mobile + PC 3.57% 3.3% 2.86% 1.53% TABLET DELIVERED Tablet PC + Tablet Mobile + Tablet Mobile + PC + Tablet 2.96% 2.48% 1.83% 1.11% PC DELIVERED PC PC + Tablet Mobile + PC + Tablet Mobile + PC 1.54% 1.50% 1.01% 0.34% Does device type (m=when) affect response? Our research on device-specific ads say it’s highly likely. A PERSONAL TRAINER FOR TESTING AD COPY
    21. 21. #CZLNY @jmgagnon @bingads Device targeting capabilities Targeting devices and operating systems allows optimization of ad creative, landing experience and bids for different devices.  Serve ads to users based on device or OS  Utilize device optimized campaigns and drive higher ROI #CZLNY @jmgagnon @bingads A PERSONAL TRAINER FOR TESTING AD COPY
    22. 22. #CZLNY @jmgagnon @bingads The magic of broad match #CZLNY @jmgagnon @bingads
    23. 23. #CZLNY @jmgagnon @bingads Bing ads continuously strengthens broad match performance Investment in matching technology includes: MATCHING TECHNOLOGY FINE-TUNING CLICK PREDICTION MODELING QUALITY / RELEVANCE PROTECTION CONVERSION AND CLICK QUALITY METRICS PAST, PRESENT, CUSTOMIZED ALGORITHMS THE MAGIC OF BROAD MATCH #CZLNY @jmgagnon @bingads
    24. 24. #CZLNY @jmgagnon @bingads THE MAGIC OF BROAD MATCH 30%of searches on Bing are unique. It’s impossible for an exact match campaign to reach these searchers. #CZLNY @jmgagnon @bingads
    25. 25. #CZLNY @jmgagnon @bingads#CZLNY @jmgagnon @bingads Broad match = lower CPC, higher conversion rate Microsoft internal data, 2012 – 2013 $16.39 $16.09 $15.75 $17.00 $18.33 $17.99 $14.65 $14.97 $12.48 $11.45 4.34% 4.49% 4.73% 4.60% 3.91% 4.62% 5.44% 5.50% 6.28% 6.60% 0% 1% 2% 3% 4% 5% 6% 7% 0 20 40 60 80 100 120 Jan-13 Feb-13 Mar-13 Apr-13 May-13 Jun-13 Jul-13 Aug-13 Sep-13 Oct-13 broad match clicks cost-per-conversion conversion rate THE MAGIC OF BROAD MATCH
    26. 26. #CZLNY @jmgagnon @bingads Using broad match gives you THE MAGIC OF BROAD MATCH #CZLNY @jmgagnon @bingads MORE CLICKS 70% MORE CONVERSIONS 56%
    27. 27. #CZLNY @jmgagnon @bingads Broad match delivers up to 79% more conversions, depending on vertical #SMX, #jmgagnon, #bingads 79% 72% 65% 49% 47% 47% 42% 41% 34% 34% THE MAGIC OF BROAD MATCH
    28. 28. #CZLNY @jmgagnon @bingads Get to know your Bing Ads match types Broad match modified Broad matchPhrase matchExact match Words in your keyword, in any order, as well as words closely related to your keyword. Words in your keyword, in any order, as well as synonyms of all your words and alternate spellings Words in your keyword in the same order as a customer's search query or other input—even if other words are present in that query Words in your keyword match a customer's search query or other input exactly. NO NEGATIVES NO NEGATIVES MOST RESTRICTIVE LEAST RESTRICTIVE THE MAGIC OF BROAD MATCH
    29. 29. #CZLNY @jmgagnon @bingads Know the differences behind Bing and Google match types Bing does not have negative broad match keywords. They’re imported from Google as negative phrase matches Add more negative phrase keywords to get the same effect THE MAGIC OF BROAD MATCH #CZLNY @jmgagnon @bingads
    30. 30. #CZLNY @jmgagnon @bingads Know the differences behind Bing and Google match types [Stemming includes the core query but returns any other form of the word also.] Bing has stemming for broad, but not modified. Google has stemming in both To get the same coverage in Bing from broad match modified that you’re using on Google, you need to add variations on your words THE MAGIC OF BROAD MATCH #CZLNY @jmgagnon @bingads
    31. 31. #CZLNY @jmgagnon @bingads POTENTIAL MATCHES BLOCKED SEARCHES POTENTIAL MATCHES BLOCKED SEARCHES Differences between Bing and Google broad match modified matches you to moreis more selective THE MAGIC OF BROAD MATCH
    32. 32. #CZLNY @jmgagnon @bingads Search term report now tells you what nothing means. Use it to create your negative keyword list. THE MAGIC OF BROAD MATCH NEW! 0 CLICK QUERIES What queries did you show for, but didn’t get clicks for?
    33. 33. #CZLNY @jmgagnon @bingads Key takeaways for mastering the PPC challenge: Share of Voice reporting is freakin’ awesome because it tells you how to fix your ads – and why Use a personal trainer to test ad copy – it tells you to think bigger than just words, and dives into incentive, friction and anxiety Broad match magically delivers more clicks and conversions #CZLNY @jmgagnon @bingads

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