Microsoft Confidential
What You Need To Know About Bing Ads
Optimization
Lars Hirsch, Group Program Manager
Advertiser Ana...
Microsoft Confidential
Microsoft Confidential
Optimization: Query Trends
Due to the variation in user intent, query volume varies across differen...
Microsoft ConfidentialMicrosoft Confidential
Query Trend Across Devices on Weekdays vs. Weekends
0
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Microsoft ConfidentialMicrosoft Confidential
T1 (Early Morning): 6AM – 8AM
T2 (Morning Commute): 8AM – 9AM
T3 (Morning Wor...
Microsoft ConfidentialMicrosoft Confidential
$0
$5
$10
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$25
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CPAin$
CPA by Hour buckets by Devic...
Microsoft ConfidentialMicrosoft Confidential
Retail: PC volume, CTR spikes at lunch, Tablet at night
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Click...
Microsoft ConfidentialMicrosoft Confidential
Retail CPA decreases throughout the day
$0
$10
$20
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$40
$50
$60
$70
CPAin$...
Microsoft ConfidentialMicrosoft Confidential
Morning tablet clicks may be undervalued
0%
1%
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Conversion Rate by...
Microsoft ConfidentialMicrosoft Confidential
0%
1%
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6% Conversion Rate by Device
PC Mobile Tablet
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0%
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Conversion Rate by Device
PC Mobile Tablet
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Microsoft Confidential
Verticals Morning Commute Work Lunch Work Commute Evening Night Sleep
Financial Services PC PC PC T...
Microsoft ConfidentialMicrosoft Confidential
Attribution Modeling
-Anonymous Data Scientist
”
He who owns your attribution...
Microsoft ConfidentialMicrosoft Confidential
Traditional approaches
Record ad impressions,
search clicks. Attribute
value ...
Microsoft Confidential
Attribution: Keyword Assist
Methodology
1. Establish the converted term to trace back prior
search ...
Microsoft Confidential
Attribution: Keyword Assist
cheap flights
hotels
hawaiian airlines
kauai vacations
vacations
travel...
Microsoft Confidential
Optimization: Pathfinder - Goal Based Optimization
Enabling advertisers to easily optimize campaign...
Microsoft Confidential
Optimization: Pathfinder - Goal Based Optimization
Methodology
Simulate every possible campaign cha...
Microsoft Confidential
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What You Need To Know About Bing Ads Optimization By Lars Hirsch

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SMX Advanced 2014 Session #SMX #11B - The Mad Scientists Of Paid Search - What You Need To Know About Bing Ads Optimization By Lars Hirsch @LarsHirsch Of Microsoft

Read more on search marketing at http://searchengineland.com

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What You Need To Know About Bing Ads Optimization By Lars Hirsch

  1. 1. Microsoft Confidential What You Need To Know About Bing Ads Optimization Lars Hirsch, Group Program Manager Advertiser Analytics
  2. 2. Microsoft Confidential
  3. 3. Microsoft Confidential Optimization: Query Trends Due to the variation in user intent, query volume varies across different times of the day, day of week and across different devices Objectives: Provide advertisers a better understanding of search behavior and ROI Advertiser Benefit: Advertisers will learn the optimal actions to take based on device and time of day
  4. 4. Microsoft ConfidentialMicrosoft Confidential Query Trend Across Devices on Weekdays vs. Weekends 0 20000 40000 60000 80000 100000 120000 140000 160000 0 100000 200000 300000 400000 500000 600000 700000 12 AM 3 AM 6 AM 9 AM 12 PM 3 PM 6 PM 9 PM Weekends PC Mobile Tablet 0 100000 200000 300000 400000 500000 600000 0 500000 1000000 1500000 2000000 2500000 3000000 12 AM 3 AM 6 AM 9 AM 12 PM 3 PM 6 PM 9 PM Weekdays PC Mobile Tablet
  5. 5. Microsoft ConfidentialMicrosoft Confidential T1 (Early Morning): 6AM – 8AM T2 (Morning Commute): 8AM – 9AM T3 (Morning Work Hours): 9AM – 12PM T4 (Lunch): 12PM – 1PM T5 (Afternoon Work Hours): 1PM – 5PM T6 (Evening Commute): 5PM – 6PM T7 (Evening): 6PM – 9PM T8 (Night): 9PM – 12AM T9 (Late Night): 12AM – 6AM Bucketing Hours by Activities
  6. 6. Microsoft ConfidentialMicrosoft Confidential $0 $5 $10 $15 $20 $25 $30 $35 $40 $45 $50 CPAin$ CPA by Hour buckets by Device PC Mobile Tablet CPA decreases throughout the day
  7. 7. Microsoft ConfidentialMicrosoft Confidential Retail: PC volume, CTR spikes at lunch, Tablet at night 0 5 10 15 20 25 Clicks(Thousands) Clicks by Device PC Mobile Tablet 0% 1% 2% 3% 4% 5% 6% 7% CTRin% CTR by Device PC Mobile Tablet Morning Commute Work Lunch Work Commute Evening Night Sleep Morning Commute Work Lunch Work Commute Evening Night Sleep
  8. 8. Microsoft ConfidentialMicrosoft Confidential Retail CPA decreases throughout the day $0 $10 $20 $30 $40 $50 $60 $70 CPAin$ CPA by Hour buckets by Device PC Mobile Tablet
  9. 9. Microsoft ConfidentialMicrosoft Confidential Morning tablet clicks may be undervalued 0% 1% 1% 2% 2% 3% Conversion Rate by Device PC Mobile Tablet 0 20 40 60 80 100 120 Good Clicks per Conversion by Device PC Mobile Tablet
  10. 10. Microsoft ConfidentialMicrosoft Confidential 0% 1% 2% 3% 4% 5% 6% Conversion Rate by Device PC Mobile Tablet 0 10 20 30 40 50 60 Good Clicks per Conversion by Device PC Mobile Tablet Finance: High quality tablet clicks throughout the day
  11. 11. Microsoft ConfidentialMicrosoft Confidential 0% 5% 10% 15% 20% 25% Conversion Rate by Device PC Mobile Tablet 0 2 4 6 8 10 12 Good Clicks per Conversion by Device PC Mobile Tablet Travel: High quality mobile clicks afternoon and evening
  12. 12. Microsoft Confidential Verticals Morning Commute Work Lunch Work Commute Evening Night Sleep Financial Services PC PC PC Tablet PC PC PC PC Tablet Health PC PC PC PC Tablet Tablet Tablet Tablet Tablet Computers & Computing Tablet Tablet PC PC Tablet Tablet PC PC Tablet Vehicles & Transportation PC PC PC PC Tablet PC Tablet Tablet PC Jewelry & Watches PC PC Tablet Tablet Tablet Tablet PC Tablet PC Kitchen & Housewares Tablet PC PC Tablet PC PC Mobile Mobile PC Electronics PC Tablet Mobile Mobile PC Mobile PC PC Tablet Apparel PC Tablet PC Mobile Tablet PC PC PC PC Beauty PC PC PC PC PC PC PC PC Tablet Travel PC PC Tablet Tablet PC Tablet Tablet PC PC Microsoft Confidential Device type giving highest ROI changes by time of day Example : • Travel has highest volume (represented in dark green) during Evening • Tablet has the best ROI for this vertical and weekday bucket low - search volume - high Device type with highest ROI
  13. 13. Microsoft ConfidentialMicrosoft Confidential Attribution Modeling -Anonymous Data Scientist ” He who owns your attribution model, owns your budget.“
  14. 14. Microsoft ConfidentialMicrosoft Confidential Traditional approaches Record ad impressions, search clicks. Attribute value using pre-defined function.
  15. 15. Microsoft Confidential Attribution: Keyword Assist Methodology 1. Establish the converted term to trace back prior search queries. 2. Calculate relative probability of appearing in conversion path. 3. Calculate degree of “relatedness” 4. Calculate the user diversity 5. Calculate the frequency of the pattern and pair of converted term and prior search queries Kauai Vacation hawaiian airlines hyatt resort avis Inpilotwithselectadvertisers
  16. 16. Microsoft Confidential Attribution: Keyword Assist cheap flights hotels hawaiian airlines kauai vacations vacations travel tips travel blogs travel insurance travel deals best luggage paris france travel guide trip advisor paris hotel offers summer vacationStart Query Intermediate Query Intermediate Query Intermediate Query Converted Query Funnel 1 Funnel 2 Funnel 3Search Funnel
  17. 17. Microsoft Confidential Optimization: Pathfinder - Goal Based Optimization Enabling advertisers to easily optimize campaigns based upon goal Objectives: Provide advertisers goal based recommendations. Advertiser Benefit: Advertisers will learn the optimal actions to take based upon their goal (e.g. higher CTR with same CPC)
  18. 18. Microsoft Confidential Optimization: Pathfinder - Goal Based Optimization Methodology Simulate every possible campaign change for every advertiser on our massive parallel computing cluster Record each change and associated KPIs. Filter and prioritize based upon advertiser goals Availableacross retail,education, finance, travel,auto verticalsand sub verticals
  19. 19. Microsoft Confidential
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