2015 MnSearch Summit - John Gagnon - How to Win with the Unexpected in PPC
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At the 2015 MnSearch Summit, John Gagnon delivered a great presentation titled "How to Win with the Unexpected in PPC"
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2015 MnSearch Summit - John Gagnon - How to Win with the Unexpected in PPC
- 1. Bing Powerpoint template August 2013 Winning with the unexpected John Gagnon Bing Ads Evangelist Hero Conf 2015
- 2. #HeroConf | @jmgagnon | @bingads#HeroConf | @jmgagnon | @bingads
- 3. #HeroConf | @jmgagnon | @bingadsThe New York Times, March 12 2015
- 4. #HeroConf | @jmgagnon | @bingadsThe New York Times, March 12 2015
- 5. #HeroConf | @jmgagnon | @bingads#HeroConf | @jmgagnon | @bingads
- 6. #HeroConf | @jmgagnon | @bingads Curtain of the Unexpected Sports-reference.com, The New York Times, Feb 14 2015
- 7. #HeroConf | @jmgagnon | @bingads What will it be today? #HeroConf | @jmgagnon | @bingads
- 8. #HeroConf | @jmgagnon | @bingads#HeroConf | @jmgagnon | @bingads
- 9. #HeroConf | @jmgagnon | @bingads Agenda Chegg: A case study Voice search Research: Brand-term bidding Conversion path Remarketing theory
- 10. #HeroConf | @jmgagnon | @bingads John Gagnon Bing Ads Evangelist Blogger Former Google guy, Search Campaign Manager, Data Analyst Speaker
- 11. #HeroConf | @jmgagnon | @bingads Chegg: Unexpected success
- 12. When does the 1st day of school really start? September 4th, 2014 New York City, the largest school district in the US, will have 1,000,000 students back in school August 25th, 2014 All 5,000,000 of Texas’s K-12 Public School students go back August 1st, 2014 All 180,000 of Hawaii’s K-12 Public School students go back #HeroConf | @jmgagnon | @bingads
- 13. #HeroConf | @jmgagnon | @bingads When parents will shop for back-to-school Use staggered start dates to hit the 1 week to 1 month sweet spot. Two months for New York means, July 9, whereas it means June 5 for Hawaii. 22.4% will shop as early as June. <6% will shop the ‘week of’ or ‘after’ school starts. Keep budgets low during this time. 2 Months prior 1 Months prior 1-2 Weeks prior Week of After 22.3% 47.8% 24.0% 2.7% 3.2%
- 14. #HeroConf | @jmgagnon | @bingads What does this look like in Excel?
- 15. #HeroConf | @jmgagnon | @bingads What does this look like in Excel?
- 16. #HeroConf | @jmgagnon | @bingads What does this look like in Excel? Number of students going back to school by 1st day
- 17. #HeroConf | @jmgagnon | @bingads Back-to-school visualization Texas Great Lakes New York Arkansas
- 18. #HeroConf | @jmgagnon | @bingads
- 19. @JmGagnon | @BingAds Bing maps + Excel charting on steroids
- 20. #HeroConf | @jmgagnon | @bingads Chegg goes back to school
- 21. #HeroConf | @jmgagnon | @bingads Chegg’s bid-up strategy 15% 20% 10% 8/11 – 8/17 8/25 – 8/318/18– 8/24 School starts
- 22. #HeroConf | @jmgagnon | @bingads Chegg’s bid-up strategy by week 8/11 – 8/17 9/8 – 9/149/1 – 9/78/25 – 8/318/18– 8/24 Group A (8/18 start) Group B (8/25 start) Group C (9/1 start) 15% 20% 15% 10% 20% 15% 10% 20% 10% Chegg April 2015
- 23. #HeroConf | @jmgagnon | @bingads Chegg makes the grade Cost per order decreased 30% $325K saved YoY 30% 325k Chegg April 2015
- 24. #HeroConf | @jmgagnon | @bingads Agenda Chegg: A case study Voice search Research: Brand-term bidding Conversion path Remarketing theory
- 25. #HeroConf | @jmgagnon | @bingads Siri Cortana Google Now Let’s make Voice search is part of the PPC conversation
- 26. #HeroConf | @jmgagnon | @bingads Voice search is now part of the PPC conversation US smartphone users who use mobile personal assistants 38% 39% 59% 71%18-29 30-43 44-53 54+ Thrive Analytics, “Is the Personal Assistant the Successor to Search?” October 2014
- 27. #HeroConf | @jmgagnon | @bingads How is voice search being used? 43% 38% 31% Call someone Ask for directions Help with homework Teens 40% 39% 31% Ask for directions Dictate texts Call someone Adults Northstar Mobile Voice Study for Google October 2014
- 28. #HeroConf | @jmgagnon | @bingads Are we all confused? What does the fox say? Weather What time is it? Where am I? Cortana natural language conversational queries, voice Microsoft internal data April 2015
- 29. #HeroConf | @jmgagnon | @bingads Voice search is already adding to text search 24% 76% Text Voice Microsoft internal data April 2015
- 30. #HeroConf | @jmgagnon | @bingads#HeroConf | @jmgagnon | @bingads How is voice search different from text search? More Mobile More Local More Conversational
- 31. #HeroConf | @jmgagnon | @bingads Question phrases are more likely to be voice search Who What When Where Why How Total Growth in Question Phrases Year over Year Search Engine Watch, Jason Tabeling, “How Will Voice Search Impact A Search Marketer’s World?” December 2014
- 32. #HeroConf | @jmgagnon | @bingads Question phrases = voice search degree of intent Where When How What/whoInterested Ready to act
- 33. #HeroConf | @jmgagnon | @bingads Does successful query length differ for voice search? Microsoft internal data April 2015 1 Words 2 Words 3 Words 4 Words 5 Words 6 Words 7 Words 8 Words 9 Words 10+ Words Text Longer searches: More words!
- 34. #HeroConf | @jmgagnon | @bingads Search queries from Speech have more words than from text Microsoft internal data April 2015 1 Words 2 Words 3 Words 4 Words 5 Words 6 Words 7 Words 8 Words 9 Words 10+ Words Speech Text Text searches more concentrated around 1-3 words Speech searches longer through the tail
- 35. #HeroConf | @jmgagnon | @bingads#HeroConf | @jmgagnon | @bingads More clicks via personal assistant go to brand names 30 30 of the top clicks went to brand names Microsoft internal data April 2015
- 36. #HeroConf | @jmgagnon | @bingads Take action: Adapt PPC campaigns for voice search 1. Use question words in your keywords to drive to intent, and negative them if they don’t apply to your offering 2. Hit the sweet spot of 3 words in your keyword sets to capture more voice searches 3. Bid on your own brand terms
- 37. #HeroConf | @jmgagnon | @bingads Agenda Chegg: A case study Voice search Research: Brand-term bidding Conversion path Remarketing theory
- 38. #HeroConf | @jmgagnon | @bingads Study: Brand term bidding research from Bing Ads Should SEM campaigns bid on their own brand terms?
- 39. #HeroConf | @jmgagnon | @bingads Methodology of the study January – March 2014 impressions 50M Financial services vertical #HeroConf | @jmgagnon | @bingads
- 40. #HeroConf | @jmgagnon | @bingads Brand term bidding + SEO delivers more clicks 56% Organic only Microsoft internal data April 2015
- 41. #HeroConf | @jmgagnon | @bingads 32% more clicks with paid + organic 56% Organic onlyPaid in ML1 + organic 88% Microsoft internal data April 2015
- 42. #HeroConf | @jmgagnon | @bingads 32% more clicks with paid + organic 56% Organic onlyPaid in ML1 + organic 88% Microsoft internal data April 2015
- 43. #HeroConf | @jmgagnon | @bingads 32% more clicks with paid + organic 56% Organic onlyPaid in ML1 + organic 88% 32% gain Microsoft internal data April 2015
- 44. #HeroConf | @jmgagnon | @bingads But do we cannibalize SEO? 56% Organic onlyPaid in ML1 + organic 38% Microsoft internal data April 2015
- 45. #HeroConf | @jmgagnon | @bingads Some paid clicks you may have received organically 56% Organic onlyPaid in ML1 + organic 38% 18% overlap Microsoft internal data April 2015
- 46. #HeroConf | @jmgagnon | @bingads But in general, many more clicks 56% Organic onlyPaid in ML1 + organic 38% 50% 18% overlap 32% gain Microsoft internal data April 2015
- 47. #HeroConf | @jmgagnon | @bingads Bidding on your own brand terms = fewer clicks to competitors Organic onlyPaid in ML1 + organic Competitor’s share: 7% Competitor’s share: 18% Microsoft internal data April 2015
- 48. #HeroConf | @jmgagnon | @bingads Navigational brand terms vs. search intent brand terms Facebook No Brand Ad AT&T Wireless No Brand Ad AT&T No Brand Ad Victoria’s Secret No Brand Ad80% 60% 40% 20% 0% 100% Brand Organic Brand Ad Competitor Organic Competitor Ad Microsoft internal data April 2015
- 49. #HeroConf | @jmgagnon | @bingads Brand term bidding has huge benefits Keep competition under control – keep 2x the clicks instead of letting your competitor get them More traffic – 36% more Test offers and landing pages. No control over organic landing page means no way to test meaningfully. #HeroConf | @jmgagnon | @bingads
- 50. #HeroConf | @jmgagnon | @bingads Does a PC search stay on a PC? No click query Clicked query Engaged clicked query Converted query Microsoft internal data April 2015 handyman little elm tx
- 51. #HeroConf | @jmgagnon | @bingads The conversion path is long and winding A Nikon digital camera search nikon d3200 bundle nikon d3200 bundle nikon d3200 bundle deals nikon d5000 nikon d5100 black friday deals nikon d5100 black friday deals nikon d5100 dslr camera nikon d5100 dslr camera nn2 lens bundle nikon d5100 dslr camera nn2 lens bundle deals nikon d5300 deals usa nikon d7100 nikon d5100 body only deals 11-21-14 18:29 10:58 11:17 11:18 14:26 14:27 10:11 10:13 10:1820:5612:07 10:18 11-27-14 11-28-14 No click query Clicked query Good clicked query Converted query Microsoft internal data April 2015 BLACK FRIDAYTHANKSGIVING
- 52. #HeroConf | @jmgagnon | @bingads
- 53. #HeroConf | @jmgagnon | @bingads
- 54. #HeroConf | @jmgagnon | @bingads Remarketing partnerships: Offsite Tagging Narrow, highly-qualified audience worth bidding a lot for=
- 55. #HeroConf | @jmgagnon | @bingads
- 56. #HeroConf | @jmgagnon | @bingads#HeroConf | @jmgagnon | @bingads
- 57. #HeroConf | @jmgagnon | @bingads Key Takeaways: Chegg: Data hiding in plain sight. Use it to your advantage across channels. Voice: As Voice search grows use clues from voice search for smarter targeting Research: Entering a more complex world full of data. Creative solutions like offsite tagging are ripe.
- 58. Thank you
Editor's Notes
- Read this article: http://www.nytimes.com/2015/03/13/upshot/free-throw-distraction-the-best-fans-in-the-ncaa.html?_r=0&abt=0002&abg=0 Anybody here get into March Madness last month? Do we have basketball fans here? Well, I love watching the games and because I’m a total nerd I was watching the free-throw distraction thing and I started wondering if it was effective. I like stats like that. I want data. So I went looking and it turns out I’m not the only one who wants to know things like this. The New York Times did a fantastic article about the free-throw distractions and whether or not they’re effective. Could also make a gif out of the first bit of this video: http://www.bing.com/videos/search?q=free+throw+distraction+gif&FORM=VIRE11#view=detail&mid=B5E746DDD9BAA9427CEAB5E746DDD9BAA9427CEA
- The success of all those waving arms and big faces on sticks is nominal – the average team changes the opposing team’s free-throw percent by only a few percentage points. Unless you’re Arizona State. They win close to 2 points in every game as a result of their distraction shenanigans. You see that asterisk next to their name?
- If you can’t read that from where you’re sitting, I’ll tell you what it says. “Since implementing the Curtain of Distraction.” This story just got more interesting. The Curtain of Distraction? How can a curtain be responsible for such a big difference in success?
- This is what I found. This is the Curtain of Distraction. You’ll note that you can’t see what’s behind it. And that is the whole point. http://www.nytimes.com/2015/02/14/upshot/how-arizona-state-reinvented-free-throw-distraction.html?_r=1&abt=0002&abg=1
- The Curtain of Distraction works! But I started thinking – the success can’t possibly be because of the distractions. The distractions are not what catches the shooters off guard – everybody knows the distraction is there! Visiting teams know exactly what to expect. They could certainly prepare themselves for the coming distraction – and these players are pros. They know how to ignore a distraction. I’d have to suggest that the reason for the Curtain’s success isn’t the distraction itself – it’s the unexpected.
- Nobody knows what’s going to pop out of the curtain, and that element of the unexpected is intriguing. One time it might be Elvis signing a song. Another time it’s a shark. This unexpectedness draws the shooter to glance at what’s going on. And usually, it makes him smile. Arizona State holds the keys to the unexpected, and that’s how they win.
- If you hold the keys to the unexpected, you can make it work for you. As marketers, we get to dig into context and take advantage of the unexpected as in the case of the contact lenses or the dental care. The teams that play against Arizona State don’t get a chance to hold the keys to the unexpected, and that is how Arizona State gets the advantage.
- Today we’re going to talk about how one advertiser, Chegg, saved 30% on their search budget by using an unexpected strategy – one that I talked about here a year ago. We’ll talk about how voice search is going to (and may already be) impact your paid search campaigns, and we’ll touch on some recent research we’ve done at Bing, the results of which may surprise you.
- I’m John Gagnon, a true search nerd from Bing. I’m happy to be here today talking to you about the future as we know it, or, put another way, winning with the unexpected.
- A year ago, a couple of digital marketing guys from Chegg sat in this audience and listened to me talk about a strategic way to plan your campaigns, using PowerMap to visualize timing as it rolls out across the country. Chegg is, so far, completely unique in that it’s working to capture the entire student lifecycle. They have programs that provide scholarship and college information to high school seniors, they do text-book rentals for colleges, and tutoring, and then they connect graduates with internship opportunities. They even offer classes for continuing education, for people who already have a degree or want to keep learning.
- You might remember the PowerMap demo from last year. We looked at the question of school start dates – because they’re different everywhere. And if you’re running a search campaign for back-to-school, you can save a lot of money by targeting by geography and date.
- We combined the school start dates with what we know about when folks will start shopping for back-to-school.
- We tried to visualize this with a basic Excel chart.
- We tried to visualize this with a basic Excel chart.
- And we even combined schools and dates and school district population into one chart.
- But until we were able to visualize it with PowerMap, we couldn’t make sense of the data in order to make a plan.
- We pulled all the data into Excel….
- And used PowerMap to visualize the first day of school across the country.
- The guys from Chegg had the same reaction you’re having: “How can I use this awesomeness?” They went back to their office and this is what they did: First they pulled the top 2000 schools who drive the most revenue in text-book rentals. Then they put those schools into 3 buckets by start-date. <click> August 18, August 25 and September 1.
- This is an easy way of looking at the bid schedule. The week before school starts, bids increase by 15% because students already know what their classes are and want to get ahead of the game. The week that school starts, bids increase by 20% - now things are on fire. The week after, bids stay up by 10% because students are still getting their books as the semester continues.
- They created a bid shift schedule that would give their text-book ads more visibility at critical times across the calendar. Chegg repeated this rolling bid-up strategy for their second big rush of the year, when winter term starts around the first of January.
- Chegg says, “I wish we could do this again!” And that’s one of the sad things about winning this way – an unexpected victory doesn’t come along every day. Otherwise it wouldn’t be unexpected!
- Now we’re going to talk about voice search, and the impact this will or won’t have on our work as paid search marketers.
- First let’s get a good view of the voice search landscape. Who’s using it? As expected, the younger generations have embraced voice search more than others, but isn’t it a little surprising that voice search is actually being used by a pretty large percentage across demographics. I would’ve expected it to be much less than this. http://www.emarketer.com/Article/Personal-Assistants-Mobile-Users-Service/1011449/1
- Apparently, we’re lost at all times, no matter our age. Asking for directions is one of the top uses for voice search. This is supported, hilariously, by our data from Cortana queries….
- …The top voice query for Cortana is “Where am I?”
- Now that we understand a bit about the voice search landscape, let’s talk about how voice search differs from text search. Voice search is more mobile, which is a strong signal right there. We already know that our mobile audience is in a very different mid-set than our desktop searchers. Voice search is more local and more conversational. What does it mean to be more conversational? Here’s one idea…
- The use of question words – who, what, when, where, why and how make a search more conversational. If you’re typing in a query, you might type, “Trevor Noah”, but if you were speaking, you’d certainly say, “Who is Trevor Noah?” (He’s the guy who’s going to replace Jon Stewart on The Daily Show.) Jason Tabeling, at Rosetta, published a small study in Search Engine Watch in December that gives us a great view into how to think about voice search. He looked at the increase in these question words in queries year over year, and it maps with the growth in voice search. Why do you think “what” isn’t seeing as big of an increase? [get audience to participate?] This is because “what” is about a noun – and we generally already know “what” things are around us. http://searchenginewatch.com/sew/how-to/2383498/how-will-voice-search-impact-a-search-marketers-world
- As search marketers, we look at this and we want to understand how can this impact our digital campaigns? How can we use this to get ahead? What if we broke down the question words by their degree of intent? If someone is asking what or who, how likely are they to be buying something, or close to buying something? Not very. It’s only as we get to the words “when” and “where” that we really drill into action. Someone who searches for “Home Depot” is in a very different place than someone who queries“Where is Home Depot.” One might be looking for price comparisons or a phone number – but “where is Home Depot” is pretty clear in its intent – and would be worth a higher bid.
- The second way that voice search differs from text search is in query length. Because Bing is a data powerhouse, we pulled data for query length for Cortana searches and compared that with query length for general text searches. What you can see is that the successful voice searches, the ones that get the most volume, impressions and clicks, are the ones with 3 words in the keyword or query. For text-based searches, the successful query length is just two words long. This was a little unexpected – I thought the query length for voice searches would be significantly longer than for text-based searches.
- The second way that voice search differs from text search is in query length. Because Bing is a data powerhouse, we pulled data for query length for Cortana searches and compared that with query length for general text searches. What you can see is that the successful voice searches, the ones that get the most volume, impressions and clicks, are the ones with 3 words in the keyword or query. For text-based searches, the successful query length is just two words long. This was a little unexpected – I thought the query length for voice searches would be significantly longer than for text-based searches.
- Finally, another way that voice searches differ from text searches: searchers using personal assistants click on brand names. This adds to an already-compelling argument that we have for encouraging brand-term bidding in paid search.
- Let’s talk about remarketing in paid search. Many of you know that Bing is rolling out remarketing right now, and this is a great time to explore some remarketing theory, some strategy that can help you think a little differently about remarketing in paid search.
- All Brand Terms Are Not Created Equal We know that advertisers benefit when they invest in their own brand terms, but how much they benefit varies by type of search query. We can think about search terms on a scale from the most "navigational" (for example "facebook.com," "ebay.com"), where users are looking for a specific destination, to more general "search intent" searches, where a specific brand is top of mind (for example "Xerox," "Victoria’s Secret"), but a user may really be looking for a product type or category. In the former case, competitors get few clicks no matter if the brand owner advertises or not. In the latter case, competitors can potentially capture a huge proportion of another advertiser’s brand clicks. But for most advertisers, even navigational searches can send some potential customers to your competitors, and many brands should consider investing in these brand terms as well, especially if the lifetime value of a customer is high. In the above chart (showing normalized click rates), a navigational query like "Facebook" generates few clicks for competitors regardless of a brand owners ads. The brand term "AT&T Wireless" leans more toward the "navigational" side of the spectrum than "AT&T," meaning that most people searching for the former are looking to log into their wireless account, while many people searching for the latter are looking to sign up for a service or make a purchase. And if the brand owner is not advertising in this case, they lose more than half the total clicks, and competitors capture more than one-third of total clicks. The more extreme example is "Victoria’s Secret," where the brand owner loses almost two-thirds of their clicks if they do not advertise, and competitors capture more than half the total clicks on the page.
- Imagine a home improvement store with owned pixels [not sure what the right language is for this] across other sites like a do-it-yourself idea center and a paint store. Suddenly, the combinations for action have exploded. If you’re that home improvement store, you’re putting these qualified visitors into a list that adjusts the copy for painting tips and paint colors. You could also EXCLUDE those visitors for an ad that focuses on kitchen appliances, saving money by not showing ads that your audience isn’t interested in.
- This kind of remarketing strategy is just an idea right now – but somebody who has the means to develop these relationships with other companies is going to significantly shift the way remarketing in paid search works.
- Nobody knows what’s going to pop out of the curtain, and that element of the unexpected is intriguing. One time it might be Elvis signing a song. Another time it’s a shark. This unexpectedness draws the shooter to glance at what’s going on. And usually, it makes him smile. Arizona State holds the keys to the unexpected, and that’s how they win.