Choose your words carefully: Education edition
How word choice can make or break pay-per-click search ads
Education is a multi-billion
dollar market.
Is your search
campaign working
as hard as it can to
capture some of that?
The researchers at Bing Ads recently tackled a couple of
big questions
about performance for PPC education ads.
What combinations of words in
the title and description get the
highest Ad Quality ranking?*
*Ad Quality is a calculation ...
We analyzed
100,000+ ads
running on the
Yahoo Bing Network.
These ads generated 15 millionimpressions.
1 ad on the Yahoo
Bing Network reaches
168 million
searchers
5.5 billion
monthly searches on
Yahoo Bing Network
We limited our study to
January 2013.
The phrases and/or
words we analyzed
had to appear in
ads from at least
10 advertisers
We analyzed more
than 20 of the mos...
Take note
Microsoft Confidential
There is no prescriptive set
of ad copy that will
generate the same results
across devices. People use
different devices f...
Across the board, in
every category, you’ll get
a significant lift
(54% or more!) in
clicks if you add Sitelinks
to your a...
Here’s how to read a heatmapAdTitle
Accredited
AtHome
Bachelors
Degree
Career
Certificatio
n
Classes
College
Courses
Degre...
Education Services ad performance heatmap ̶ All devicesAdTitle
Ad Description
Accredited
AtHome
Bachelors
Degree
Career
Ce...
Two significant things rapped our
knuckles right away:
1. People looking for education
information match their devices:
PC...
2. Some of the most clicks in
our study go to education ads
with “Film” in the title or
description – but relatively few
a...
Education: Top word combos
Mobile
TITLE DESCRIPTION
Bachelor’s degree Program
Bachelor’s degree University
Learn more Prog...
Ads with “school” in
the title and “career”
in the description do
well on both PC and
tablet, but are dunces
on the mobile...
Education Services ad performance heatmap ̶ PCAdTitle
Insufficient dataGreat Good Poor
Accredited
AtHome
Bachelors
Degree
...
Insights for ads served on PC
“Learn more” in the ad title
is a solid performer, regardless
of what words are in the ad
de...
Education Services ad performance heatmap ̶ MobileAdTitle
Insufficient dataGreat Good Poor
Accredited
AtHome
Bachelors
Deg...
Insights for ads served on mobile
Mobile users are responsive to
ads with “accredited” in the
ad title in combination with...
Ad Description
Education Services ad performance heatmap ̶ TabletAdTitle
Insufficient dataGreat Good Poor
Accredited
AtHom...
Insights for ads served on tablets
Once again, education ads that
use specific professions in the
ad title (“pharmacy”, “c...
Before you pour this
awesome info into your
search ads, consider
three important
things:
ONE Test. Then test again. Test some more.
Testing is critical to understanding your ad copy performance across
devices, c...
TWO Use sitelinks.
Understand the value of sitelink lift and the impact it could have on an
entire account. Implement and ...
THREE Scale your execution to all your ads.
Develop a framework for understanding the clickability of your ads and
executi...
Variable bucket definition
Unless specifically called out below, most buckets mirror the variation of the
keyword phrase. ...
#BingAds Choose Your Words Carefully
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#BingAds Choose Your Words Carefully

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The Bing Ads team is excited to present this must read for marketers of education services, continuing education programs and higher education institutions.

Insights: How word choice can make or break pay-per-click search ads for education advertisers. How keywords differ depending if the search takes place on a PC, tablet or mobile device.

In this series, the Bing Ads team breaks down how keywords are different across devices and scenarios for advertisers in the education vertical to better help inform your approach to a Pay-Per-Click ad campaign.

Want to learn more? Visit our blog http://blog.bingads.com or stay connected with us via the social channel of your choice:

Facebook: http://facebook.com/bingads
Twitter: http://twitter.com/bingads
LinkedIn: http://linkedin.com/company/bing-ads
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YouTube: http://youtube.com/bingads

Published in: Marketing, Education

#BingAds Choose Your Words Carefully

  1. 1. Choose your words carefully: Education edition How word choice can make or break pay-per-click search ads
  2. 2. Education is a multi-billion dollar market. Is your search campaign working as hard as it can to capture some of that?
  3. 3. The researchers at Bing Ads recently tackled a couple of big questions about performance for PPC education ads.
  4. 4. What combinations of words in the title and description get the highest Ad Quality ranking?* *Ad Quality is a calculation which factors in both the clickability (the likelihood ofanadbeing clicked, agnostic of position) ofthe adandother indicators ofadquality. Ads withbetter adquality not onlyhave abetter CTR, they get rewarded with better ad ranking and lower CPCs than other ads with lower ad quality. Does this change depending on what device the audience is using?
  5. 5. We analyzed 100,000+ ads running on the Yahoo Bing Network.
  6. 6. These ads generated 15 millionimpressions.
  7. 7. 1 ad on the Yahoo Bing Network reaches 168 million searchers 5.5 billion monthly searches on Yahoo Bing Network
  8. 8. We limited our study to January 2013.
  9. 9. The phrases and/or words we analyzed had to appear in ads from at least 10 advertisers We analyzed more than 20 of the most commonly used words/phrases We analyzed word choice and clickability across devices: PC, mobile and tablet
  10. 10. Take note Microsoft Confidential
  11. 11. There is no prescriptive set of ad copy that will generate the same results across devices. People use different devices for different things – they don’t look for the same info on their PC as they do on their phone.
  12. 12. Across the board, in every category, you’ll get a significant lift (54% or more!) in clicks if you add Sitelinks to your ad.
  13. 13. Here’s how to read a heatmapAdTitle Accredited AtHome Bachelors Degree Career Certificatio n Classes College Courses Degree Diploma Earn EnrollNow Financial Aid Geo LearnMore Master's Degree Online Profession Program Request Info Resource School Training University NoVar Accredited At Home Bachelors Degree Career Certification Classes College Degree Diploma DKI Earn Enroll Now Financial Aid Geo Learn More Master's Degree Online Profession Program School Training University NoVar Insufficient dataGreat Good Poor Our study results show that an education services ad with “at home” in the title and “profession” in the description has high ad quality. Ad Description Earn your degree at home KaplanUniversity.edu Nutrition science, child nutrition
  14. 14. Education Services ad performance heatmap ̶ All devicesAdTitle Ad Description Accredited AtHome Bachelors Degree Career Certificatio n Classes College Courses Degree Diploma Earn EnrollNow Financial Aid Geo LearnMore Master's Degree Online Profession Program Request Info Resource School Training University NoVar Accredited At Home Bachelors Degree Career Certification Classes College Degree Diploma DKI Earn Enroll Now Financial Aid Geo Learn More Master's Degree Online Profession Program School Training University NoVar Insufficient dataGreat Good Poor
  15. 15. Two significant things rapped our knuckles right away: 1. People looking for education information match their devices: PC users want “at home” opportunities. Mobile users respond to hurry-up words like “earn” and “learn more.”
  16. 16. 2. Some of the most clicks in our study go to education ads with “Film” in the title or description – but relatively few ads are serving on that keyword. There’s a great market opportunity for film schools!
  17. 17. Education: Top word combos Mobile TITLE DESCRIPTION Bachelor’s degree Program Bachelor’s degree University Learn more Program Accredited Learn more Bachelor’s degree Geo Tablet TITLE DESCRIPTION School Career Enroll now School Profession Career Earn Bachelor’s degree At home Learn more PC TITLE DESCRIPTION School Career At home At home At home Earn Profession Career At home Profession
  18. 18. Ads with “school” in the title and “career” in the description do well on both PC and tablet, but are dunces on the mobile users screen. Insights by device PC users appear very focused on education opportunities that can be accomplished online, “at home”. Mobile users seem very specific in their education search – they already know they’re interested in a Bachelor’s degree from a university. Tablet users appear open to possibility, responsive to a range of calls-to-action (“Learn more”, “Earn” and “Enroll now”).
  19. 19. Education Services ad performance heatmap ̶ PCAdTitle Insufficient dataGreat Good Poor Accredited AtHome Bachelors Degree Career Certification Classes College Courses Degree Diploma Earn EnrollNow FinancialAid Geo LearnMore Master's Degree Online Profession Program RequestInfo Resource School Training University NoVar Accredited At Home Bachelors Degree Career Certification Classes College Courses Degree Diploma DKI Earn Enroll Now Financial Aid Geo Learn More Master's Degree Online Profession Program School Training University NoVar Ad Description
  20. 20. Insights for ads served on PC “Learn more” in the ad title is a solid performer, regardless of what words are in the ad description. Being specific about the career and profession (“Culinary” or “dental assistant”) in either ad title or ad description (or both together) draws clicks. Surprisingly, “financial aid” is not a strong pull when used in any part of the search ad, and only attracts attention when used in the ad description, with “accredited” in the ad title.
  21. 21. Education Services ad performance heatmap ̶ MobileAdTitle Insufficient dataGreat Good Poor Accredited AtHome Bachelors Degree Career Certification Classes College Courses Degree Diploma Earn EnrollNow FinancialAid Geo LearnMore Master's Degree Online Profession Program RequestInfo Resource School Training University NoVar Accredited At Home Bachelors Degree Career Certification Classes College Courses Degree Diploma DKI Earn Enroll Now Geo Learn More Master's Degree Online Profession Program School Training University NoVar Ad Description
  22. 22. Insights for ads served on mobile Mobile users are responsive to ads with “accredited” in the ad title in combination with any of the relevant words in the ad description. Being specific with a profession (“film”, “fashion design”) in the ad title is a solid bet when used in combination with most of the relevant words in the ad description. “Enroll now” is a lackluster performer no matter where you put it in your ad. This is likely because the actual admissions process for education services tends to be complex, and would require more information from a providers website.
  23. 23. Ad Description Education Services ad performance heatmap ̶ TabletAdTitle Insufficient dataGreat Good Poor Accredited AtHome Bachelors Degree Career Certification Classes College Courses Degree Diploma Earn EnrollNow Financial Aid Geo LearnMore Master's Degree Online Profession Program Request Info Resource School Training University NoVar Accredited At Home Bachelors Degree Career Certification Classes College Courses Degree Diploma DKI Earn Enroll Now Geo Learn More Master's Degree Online Profession Program School Training University NoVar
  24. 24. Insights for ads served on tablets Once again, education ads that use specific professions in the ad title (“pharmacy”, “criminal justice”) fare well when used with most other relevant words in the ad description. Being specific with a profession (“film”, “fashion design”) in the ad title is a solid bet when used in combination with most of the relevant words in the ad description. Action-oriented words in either the ad title or the ad description, such as “earn”, “learn more” and “request info” can be solid performers for tablet users.
  25. 25. Before you pour this awesome info into your search ads, consider three important things:
  26. 26. ONE Test. Then test again. Test some more. Testing is critical to understanding your ad copy performance across devices, categories and time periods.
  27. 27. TWO Use sitelinks. Understand the value of sitelink lift and the impact it could have on an entire account. Implement and spread to all your ads.
  28. 28. THREE Scale your execution to all your ads. Develop a framework for understanding the clickability of your ads and executing top performers on a large scale.
  29. 29. Variable bucket definition Unless specifically called out below, most buckets mirror the variation of the keyword phrase. For example, “earn” bucket includes: “earn a”, “earn your”, “earn an”. Profession bucket includes: film, fashion design, RN, pharmacy, care, criminal justice, culinary arts, technician and other lines of professional jobs. Degree bucket includes: variations of degree terms, or a specific degree, such as nursing degree, design degree, and associate degree. DKI stands for Dynamic Keyword Insert, including medical bill, pharmacy, pharmacy tech, business, and Le Cordon.
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