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Heroic PPC Trends and Techniques
for Marketers and Data Geeks
John Gagnon
Bing Ads Evangelist
@jmgagnon
@jmgagnon | @binga...
@jmgagnon | @bingads
Step back. Look up.
@jmgagnon | @bingads
@jmgagnon | @bingads
+
@jmgagnon | @bingads
@jmgagnon | @bingads
@jmgagnon | @bingads
@jmgagnon | @bingads
@jmgagnon | @bingads
Context.
@jmgagnon | @bingads
Lesson from last HeroConf
@jmgagnon @bingads
Profitability and Timing
@jmgagnon @bingads
$500
Nov 16th, 2012 | in Austin TX
@jmgagnon @bingads
@jmgagnon @bingads
117,429
Nov 16th, 2012 | in Austin TX
@jmgagnon @bingads
More demand + fixed supply = higher price
@jmgagnon @bingads
Profit: $50 vs. $450
@jmgagnon @bingads
Nov 15th, 2013 | in Austin TX
113,162
@jmgagnon @bingads
@jmgagnon @bingads
$505.74
Going once, going twice…
@jmgagnon @bingads
Formula 1 is the driver
@jmgagnon @bingads
Example Campaign Plan
Landing Pages Highlight event offers
Ad titles and
descriptions:
Discounts, special packages
Importa...
@jmgagnon @bingads
MiniBlack
Fridays
Multiple Predictable
@jmgagnon @bingads
$450 not $50
@jmgagnon @bingads
Max CPC
@jmgagnon | @bingads
CPA CVRx=
Max CPC
@jmgagnon | @bingads
CPA CVRx=
Should you not be advertising somewhere?
@jmgagnon @bingads
317M
Population of the US
@jmgagnon @bingads
Not your customers
52M
@jmgagnon @bingads
94%
of teachers believe their students are
very likely to use a search engine
during a typical assignment.
@jmgagnon @bing...
Ad-Free Searching SafeSearch filtering
to block adult
content
Bing Rewards to
earn Surface RTs for
school
Program includes...
7 Students searching ad-free
by the end of the school yearmillion
@jmgagnon @bingads
IP exclusions are at
the campaign level:
• Bing Ads 100 IPs
• Google 500 IPs
@jmgagnon @bingads
Should you not be advertising somewhere?
@jmgagnon @bingads
Example Action Plan
IP Exclusions: Hospitals, Prisons, Work
Targeting: Exclude Time of Day, Day of Week, Geographies
Keywo...
Max CPC
@jmgagnon | @bingads
CPA CVRx=
@jmgagnon | @bingads
116%
Year-over-Year growth in Mobile ad clicks
@jmgagnon @bingads
Mobile first: Next gen mobile search experiences
@jmgagnon | @bingads
70% of mobile queries on Bing Ads are from iOS platf...
Richer mobile ads drive consumer engagement
@jmgagnon | @bingads
0.01 Seconds - the “Length of a Fingernail”
Nathan Adrian, Gold Medalist in 100m freestyle [swimming] @jmgagnon @bingads
“Microsoft is a mobile-first,
cloud-first company.”
~Satya Nadella, Microsoft CEO
@jmgagnon | @bingads
Collaborate. Share. Interact.
New tools like Power BI’s Q&A
Keyword Performance Data.
@jmgagnon | @bingads
Power BI: Q&A and Bing Ads Data
@JmGagnon | @BingAds
Bing Product Ads
Product Ads put the searcher closer to a purchase decision.
Products Ads include custom
images from an ad...
Exclamation point in ad title now allowed!
@jmgagnon | @bingads
Search term report now tells you what “nothing” means. Use it to
create your negative keyword list.
@jmgagnon | @bingads
N...
Keyword limit increase in the UI
@jmgagnon | @bingads
Coming soon…
@jmgagnon | @bingads
@jmgagnon @bingads
MiniBlack
Fridays
Multiple Predictable
@jmgagnon @bingads
There’s a reason this is the most wonderful time of the year.
Top 10 highest spend days for online shopping in 2012 all ha...
Black Friday 11/29/13
Black Friday shopping starts
before the sun comes up.
24%
of shoppers visited
a retail site via mobi...
@jmgagnon | @bingads
$72.5B
2nd Most, Only behind Winter Holidays
@jmgagnon | @bingads
September 9th, 2013
1,000,000+ NYC K-12
Students
@jmgagnon | @bingads
August 13th, 2013
600,000+ Los Angeles K-12 Students
@jmgagnon | @bingads
School start dates
vary by district. This is
publicly available data.
@jmgagnon | @bingads
Predictive Marketing
@jmgagnon | @bingads
1. When is the 1st day really?
2. How long before school starts
do parents start buying?
@jmgagnon | @bingads
August 5th, 2013
180,000 in Hawaii
August 13th, 2013
600,000 in Los Angeles
August 26th, 2013
5,000,000 in Texas
When does...
When Parents Will Shop for Back-to-School
72%: 1 week to 1 month
22.4% Starting Earlier
Less Effective Ad Spend
after scho...
856k Wisconsin
What does this look like with current tools?
@jmgagnon | @bingads
7.2M California Students
What does this look like with current tools?
@jmgagnon | @bingads
This is the “best” we can do. It’s not enough.
Number of Students Going Back to School by 1st Day
@jmgagnon | @bingads
Back-to-school visualization
Texas
Great Lakes
New York
Arkansas
@jmgagnon | @bingads
@jmgagnon | @bingads
Example Action Plan
Tools Power Map, Power BI, Tableau
Ad Copy Back to School
Bids Incremental bids by geo during peaks
St...
@jmgagnon | @bingads
Putting it all together
Context unlocks
Strive to be #1
New tools unlock data
@jmgagnon | @bingads
@JmGagnon | @BingAds
www.bingads.com/agency
Heatmaps on Slideshare.net/bingads
#clzny#jmgagnon #bingads
1 ad on the Yahoo
Bing Network reaches
163 million searchers
5.6 billion
monthly searches on
Yaho...
#clzny#jmgagnon #bingads
What combinations
of words in the title and description
get the highest Ad Quality ranking?
Does ...
We analyzed
96,000 ads
running on the
Yahoo Bing Network
A STRATEGY FOR TESTING AD COPY
#clzny#jmgagnon #bingads
#clzny#jmgagnon #bingads
These ads generated 254 million impressions.
A STRATEGY FOR TESTING AD COPY
A STRATEGY FOR TESTING AD COPY
#clzny#jmgagnon #bingads
We limited our study
to November, 2012
to have the richest
data to...
#clzny#jmgagnon #bingads
The phrases and/or
words we analyzed had
to appear in ads from at
least 5 advertisers
We analyzed...
Microsoft Confidential
We analyzed more than 20 of the most commonly used words/phrases.
A STRATEGY FOR TESTING AD COPY
BlackFriday
Brand
Celebrity
Clothing
Cyber
Monday
{KeyWord}
Domain
Food
Free
FreeShipping
Furniture
Gift(s)
New
Number
Off...
BlackFriday
Brand
Celebrity
Clothing
Cyber
Monday
DKI
Domain
Food
Free
Free
Shipping
Furniture
Gift(s)
New
Number
Official...
BlackFriday
Brand
Celebrity
Clothing
Cyber
Monday
{KeyWord}
Domain
Food
Free
FreeShipping
Furniture
Gift(s)
New
Number
Off...
#clzny#jmgagnon #bingads
PC
TITLE DESCRIPTION
Brand Call to action
Size New
Price/pricing Now
Size Brand
Size Official sit...
#clzny#jmgagnon #bingads
Mobile
TITLE DESCRIPTION
Brand Call to action
Official site Online
% off Size
% off Now
Brand Onl...
BlackFriday
Brand
Celebrity
Clothing
Cyber
Monday
{KeyWord}
Domain
Food
Free
FreeShipping
Furniture
Gift(s)
New
Number
Off...
@JmGagnon | @BingAds
@jmgagnon | @bingads
Sometimes. Every. Detail. Matters.
Customization makes a difference
@jmgagnon | @bingads
Video placeholder
@jmgagnon | @bingads
How are you focusing on your
most valuable audience segment?
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Heroic PPC Trends and Techniques for Marketers and Data Geeks

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Find out why: #1 Context can be key to unlock big data for advertisers to make smarter decisions. #2) Being #1 has never been more important in advertising, and finally #3) marketers can move from being reactive to predictive.

Published in: Marketing, Technology, Business

Transcript of "Heroic PPC Trends and Techniques for Marketers and Data Geeks"

  1. 1. Heroic PPC Trends and Techniques for Marketers and Data Geeks John Gagnon Bing Ads Evangelist @jmgagnon @jmgagnon | @bingads
  2. 2. @jmgagnon | @bingads
  3. 3. Step back. Look up. @jmgagnon | @bingads
  4. 4. @jmgagnon | @bingads
  5. 5. + @jmgagnon | @bingads
  6. 6. @jmgagnon | @bingads
  7. 7. @jmgagnon | @bingads
  8. 8. @jmgagnon | @bingads
  9. 9. @jmgagnon | @bingads Context.
  10. 10. @jmgagnon | @bingads Lesson from last HeroConf
  11. 11. @jmgagnon @bingads Profitability and Timing
  12. 12. @jmgagnon @bingads $500 Nov 16th, 2012 | in Austin TX @jmgagnon @bingads
  13. 13. @jmgagnon @bingads 117,429 Nov 16th, 2012 | in Austin TX @jmgagnon @bingads
  14. 14. More demand + fixed supply = higher price @jmgagnon @bingads
  15. 15. Profit: $50 vs. $450 @jmgagnon @bingads
  16. 16. Nov 15th, 2013 | in Austin TX 113,162 @jmgagnon @bingads
  17. 17. @jmgagnon @bingads $505.74 Going once, going twice… @jmgagnon @bingads
  18. 18. Formula 1 is the driver @jmgagnon @bingads
  19. 19. Example Campaign Plan Landing Pages Highlight event offers Ad titles and descriptions: Discounts, special packages Important keywords Event specific keywords Inventory: Hold onto inventory, create special packages Cross-Channel: Align timing of demand generating media retargeting, social Bids/budget: Make sure your budget is robust @jmgagnon @bingads
  20. 20. @jmgagnon @bingads MiniBlack Fridays Multiple Predictable @jmgagnon @bingads
  21. 21. $450 not $50 @jmgagnon @bingads
  22. 22. Max CPC @jmgagnon | @bingads CPA CVRx=
  23. 23. Max CPC @jmgagnon | @bingads CPA CVRx=
  24. 24. Should you not be advertising somewhere? @jmgagnon @bingads
  25. 25. 317M Population of the US @jmgagnon @bingads
  26. 26. Not your customers 52M @jmgagnon @bingads
  27. 27. 94% of teachers believe their students are very likely to use a search engine during a typical assignment. @jmgagnon @bingads
  28. 28. Ad-Free Searching SafeSearch filtering to block adult content Bing Rewards to earn Surface RTs for school Program includes: @jmgagnon @bingads
  29. 29. 7 Students searching ad-free by the end of the school yearmillion @jmgagnon @bingads
  30. 30. IP exclusions are at the campaign level: • Bing Ads 100 IPs • Google 500 IPs @jmgagnon @bingads
  31. 31. Should you not be advertising somewhere? @jmgagnon @bingads
  32. 32. Example Action Plan IP Exclusions: Hospitals, Prisons, Work Targeting: Exclude Time of Day, Day of Week, Geographies Keywords: Negative Keywords Devices OS, Device Type Partner Network Search Partners, Content @jmgagnon @bingads
  33. 33. Max CPC @jmgagnon | @bingads CPA CVRx=
  34. 34. @jmgagnon | @bingads
  35. 35. 116% Year-over-Year growth in Mobile ad clicks @jmgagnon @bingads
  36. 36. Mobile first: Next gen mobile search experiences @jmgagnon | @bingads 70% of mobile queries on Bing Ads are from iOS platform
  37. 37. Richer mobile ads drive consumer engagement @jmgagnon | @bingads
  38. 38. 0.01 Seconds - the “Length of a Fingernail” Nathan Adrian, Gold Medalist in 100m freestyle [swimming] @jmgagnon @bingads
  39. 39. “Microsoft is a mobile-first, cloud-first company.” ~Satya Nadella, Microsoft CEO
  40. 40. @jmgagnon | @bingads Collaborate. Share. Interact. New tools like Power BI’s Q&A Keyword Performance Data.
  41. 41. @jmgagnon | @bingads Power BI: Q&A and Bing Ads Data
  42. 42. @JmGagnon | @BingAds
  43. 43. Bing Product Ads Product Ads put the searcher closer to a purchase decision. Products Ads include custom images from an advertiser’s own product catalog, plus promotional text, pricing and your company name. @jmgagnon | @bingads
  44. 44. Exclamation point in ad title now allowed! @jmgagnon | @bingads
  45. 45. Search term report now tells you what “nothing” means. Use it to create your negative keyword list. @jmgagnon | @bingads NEW! 0 CLICK QUERIES What queries did you show for, but didn’t get clicks for?
  46. 46. Keyword limit increase in the UI @jmgagnon | @bingads
  47. 47. Coming soon… @jmgagnon | @bingads
  48. 48. @jmgagnon @bingads MiniBlack Fridays Multiple Predictable @jmgagnon @bingads
  49. 49. There’s a reason this is the most wonderful time of the year. Top 10 highest spend days for online shopping in 2012 all happened during the winter holiday period. eMarketer: Holiday Shopping Preview, 9/4/2013 11/28 Thanksgiving 12/17 Last ship date 11/29 Black Friday 12/02 Cyber Monday 12/27 Post-holiday sales 12/09 Green Monday @jmgagnon @bingads
  50. 50. Black Friday 11/29/13 Black Friday shopping starts before the sun comes up. 24% of shoppers visited a retail site via mobile device on Black Friday 2012 Ad titles and descriptions should include: discounts, Black Friday, brand name, free shipping in the title Important keywords: store hours, locations Bids/budget: Make sure your budget is robust Time zone is PST. IBM Core Metrics, 2012 201220112010 @jmgagnon @bingads
  51. 51. @jmgagnon | @bingads
  52. 52. $72.5B 2nd Most, Only behind Winter Holidays @jmgagnon | @bingads
  53. 53. September 9th, 2013 1,000,000+ NYC K-12 Students @jmgagnon | @bingads
  54. 54. August 13th, 2013 600,000+ Los Angeles K-12 Students @jmgagnon | @bingads
  55. 55. School start dates vary by district. This is publicly available data. @jmgagnon | @bingads
  56. 56. Predictive Marketing @jmgagnon | @bingads
  57. 57. 1. When is the 1st day really? 2. How long before school starts do parents start buying? @jmgagnon | @bingads
  58. 58. August 5th, 2013 180,000 in Hawaii August 13th, 2013 600,000 in Los Angeles August 26th, 2013 5,000,000 in Texas When does the 1st Day of School really start? @jmgagnon | @bingads
  59. 59. When Parents Will Shop for Back-to-School 72%: 1 week to 1 month 22.4% Starting Earlier Less Effective Ad Spend after school starts? @jmgagnon | @bingads
  60. 60. 856k Wisconsin What does this look like with current tools? @jmgagnon | @bingads
  61. 61. 7.2M California Students What does this look like with current tools? @jmgagnon | @bingads
  62. 62. This is the “best” we can do. It’s not enough. Number of Students Going Back to School by 1st Day @jmgagnon | @bingads
  63. 63. Back-to-school visualization Texas Great Lakes New York Arkansas @jmgagnon | @bingads
  64. 64. @jmgagnon | @bingads
  65. 65. Example Action Plan Tools Power Map, Power BI, Tableau Ad Copy Back to School Bids Incremental bids by geo during peaks Structure Separate for major school districts: TX, NYC, LA @jmgagnon @bingads
  66. 66. @jmgagnon | @bingads
  67. 67. Putting it all together Context unlocks Strive to be #1 New tools unlock data @jmgagnon | @bingads
  68. 68. @JmGagnon | @BingAds www.bingads.com/agency
  69. 69. Heatmaps on Slideshare.net/bingads
  70. 70. #clzny#jmgagnon #bingads 1 ad on the Yahoo Bing Network reaches 163 million searchers 5.6 billion monthly searches on Yahoo Bing Network A STRATEGY FOR TESTING AD COPY
  71. 71. #clzny#jmgagnon #bingads What combinations of words in the title and description get the highest Ad Quality ranking? Does this change depending on what device the audience is using? A STRATEGY FOR TESTING AD COPY
  72. 72. We analyzed 96,000 ads running on the Yahoo Bing Network A STRATEGY FOR TESTING AD COPY #clzny#jmgagnon #bingads
  73. 73. #clzny#jmgagnon #bingads These ads generated 254 million impressions. A STRATEGY FOR TESTING AD COPY
  74. 74. A STRATEGY FOR TESTING AD COPY #clzny#jmgagnon #bingads We limited our study to November, 2012 to have the richest data to work with.
  75. 75. #clzny#jmgagnon #bingads The phrases and/or words we analyzed had to appear in ads from at least 5 advertisers We analyzed word choice and clickability across devices: PC, mobile and tablet A STRATEGY FOR TESTING AD COPY
  76. 76. Microsoft Confidential We analyzed more than 20 of the most commonly used words/phrases. A STRATEGY FOR TESTING AD COPY
  77. 77. BlackFriday Brand Celebrity Clothing Cyber Monday {KeyWord} Domain Food Free FreeShipping Furniture Gift(s) New Number OfficialSite Product Promotion Purchase Quality Resource Service Style/Kind Value Venue Web OtherWords Black Friday Brand Celebrity Clothing Cyber Monday {KeyWord} Domain Food Free Free Shipping Furniture Gift(s) New Number Official Site Product Promotion Purchase Quality Resource Service Style/Kind Value Venue Web Other Words Apparel and accessories Great Poor Insufficient dataGood Ad Description AdTitle Our study results show that a retail ad with a celebrity in the title and a product name in the description has high Ad Quality. Michael Jordan Basketball shoes and sneakers Footlocker.com A STRATEGY FOR TESTING AD COPY
  78. 78. BlackFriday Brand Celebrity Clothing Cyber Monday DKI Domain Food Free Free Shipping Furniture Gift(s) New Number OfficialSite Product Promotion Purchase Quality Resource Service Style/Kind Value Venue Web OtherWords Black Friday Brand Celebrity Clothing Cyber Monday DKI Domain Food Free Free Shipping Furniture Gift(s) New Number Official Site Product Promotion Purchase Quality Resource Service Style/Kind Value Venue Web Other Words Green means go Ad Description A STRATEGY FOR TESTING AD COPY AdTitle
  79. 79. BlackFriday Brand Celebrity Clothing Cyber Monday {KeyWord} Domain Food Free FreeShipping Furniture Gift(s) New Number OfficialSite Product Promotion Purchase Quality Resource Service Style/Kind Value Venue Web OtherWords Black Friday Brand Celebrity Clothing Cyber Monday {KeyWord} Domain Food Free Free Shipping Furniture Gift(s) New Number Official Site Product Promotion Purchase Quality Resource Service Style/Kind Value Venue Web Other Words Apparel and accessories Great Poor Insufficient dataGood Ad Description AdTitle A STRATEGY FOR TESTING AD COPY
  80. 80. #clzny#jmgagnon #bingads PC TITLE DESCRIPTION Brand Call to action Size New Price/pricing Now Size Brand Size Official site Size Fashion Free shipping Official site Free Official site Official site Official site Brand [Huge/wide/great] selection Top word combos for Apparel and accessories Insights for Apparel and Accessories A STRATEGY FOR TESTING AD COPY
  81. 81. #clzny#jmgagnon #bingads Mobile TITLE DESCRIPTION Brand Call to action Official site Online % off Size % off Now Brand Online Promotion Gifts Fashion Promotion No variable [Huge/wide/great] selection New Purchase New Product Top word combos for Apparel and accessories Tablet TITLE DESCRIPTION Official site Call to action Official site Online Brand Call to action Brand Online Style/kind Online Style/kind Call to action Free shipping Official site Gifts Style/kind Style/kind New Gifts % off A STRATEGY FOR TESTING AD COPY
  82. 82. BlackFriday Brand Celebrity Clothing Cyber Monday {KeyWord} Domain Food Free FreeShipping Furniture Gift(s) New Number OfficialSite Product Promotion Purchase Quality Resource Service Style/Kind Value Venue Web OtherWords Black Friday Brand Celebrity Clothing Cyber Monday {KeyWord} Domain Food Free Free Shipping Furniture Gift(s) New Number Official Site Product Promotion Purchase Quality Resource Service Style/Kind Value Venue Web Other Words Somewhere in here there are winning word combos for retail search ads. (There are also losers.)
  83. 83. @JmGagnon | @BingAds
  84. 84. @jmgagnon | @bingads Sometimes. Every. Detail. Matters.
  85. 85. Customization makes a difference
  86. 86. @jmgagnon | @bingads
  87. 87. Video placeholder @jmgagnon | @bingads
  88. 88. How are you focusing on your most valuable audience segment?
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