Reporting and Analyzing PPC Campaigns
 

Reporting and Analyzing PPC Campaigns

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Reporting and analyzing PPC campaigns by Ping Jen. This presentation was given at SES New York 2013.

Reporting and analyzing PPC campaigns by Ping Jen. This presentation was given at SES New York 2013.

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    Reporting and Analyzing PPC Campaigns Reporting and Analyzing PPC Campaigns Presentation Transcript

    • New York | March 25–28 Reporting and Analyzing PPC Campaigns Ping Jen Microsoft Bing Ads Product Manager #SESNY
    • New York| March 25–28, 2013 | #SESNY What’s for dinner? www.pmart.com Find premium steaks, chops, seafood + more at P Mart with free shipping! Meat Store “Beef ribs” [Turkey sausage] “T bone” Bacon ….. Build your optimum campaign from the ground up @PingFromBing Landing Page - Deliver your unique business value via a good user experience Ad Copy - Present value proposition to set the right expectation Keyword – Find audience
    • New York| March 25–28, 2013 | #SESNY Bounce Rate: % of searchers left the landing page without visiting other pages  Details are available on Bing Webmaster Tool and Google Analytics  Feedback is available on Bing Ads Landing Page Relevance score  According to a recent industry study: organic search results’ bounce rate on  PC traffic: ~40%  Mobile traffic: 5-10% higher than PC’s Landing Page Report and Analysis
    • New York| March 25–28, 2013 | #SESNY  Exit Rate: % of searchers left the page without continuously visiting other pages within the site  There is no dependency between bounce rate and exit rate  Bounce rate could affect ranking  Bounce and exit rate could affect conversion  Optimization Tips:  Clearly translate your business value on the landing pages  Set the right expectation on ad copy to avoid unintentional clicks  Mobile and tablet users friendly web sites  Use negatives and broad match modifier to better control search traffic and reduce bounce rate Landing Page Report and Analysis Bounce Exit
    • New York| March 25–28, 2013 | #SESNY Ad Copy Report and Analysis  Activate Ad Rotation Function  This function rotates ads evenly into auction. The different combination of keyword and ad copy could generate different ad rank and affect their eligibility to be shown on search result pages. Clicks Impr. CTR Avg. Pos. Ad 1 28 609 5% 5.71 Ad 2 24 600 4% 5.95 Ad 3 15 588 3% 6.04 From Web UI Ads Tab Excel T-Test Date 1 ……. Date X T-Test Ad 1 4% ……. 8% Ad 1 vs Ad 2 Ad 2 5% ……. 2% Ad 2 vs Ad 3 Ad 3 0% ……. 3% Ad 3 vs Ad1  Analysis Process  Validate Avg. Position  Conduct T-Test to confirm the findings are statistically significant  Connect keyword and ad to identify unique performance
    • New York| March 25–28, 2013 | #SESNY Ad Copy Report and Analysis  Analysis Process  Validate Avg. Position  Conduct T-Test to confirm the findings are statistically significant  Connect keyword and ad to identify unique performance KW 1 KW 2 KW 3 Ad 1 5% 7% 2% Ad 2 5% 6% 1% Ad 3 0% 0% 8% Use Keyword Performance Report to associate ad copy’s performance with different keywords  Optimization tips  There is an interdependency between keyword and ad copy’s performances.  Associate your ad copy’s performance with each individual keyword to identify whether a specific combination is generating exceptional performance. If one emerges, capitalize this finding by creating a new ad group to host that particular combination of ad copy and keywords. @PingFromBing
    • New York| March 25–28, 2013 | #SESNY Keyword Report and Analysis Industry Insight:  Each week ~20% of search queries have never surfaced before  ~18% of new search queries only surfaced once  Mobile search contributes ~20% of total search volume and is raising rapidly  Mobile search queries have a higher ratio of stop words and characters than PC’s Example of stop words: “where is SES”, “How to cook turkey” Case Study: Match Type Distribution and Average Quality Score High Performing Acct. Average Performing Acct. Exact 43% with an avg. QS of 7 38% with an avg. QS of 7 Phrase 41% with an avg. QS of 6 50% with an avg. QS of 6 Broad 16% with an avg. QS of 6 12% with an avg. QS of 5  Exact match keywords are more competitive than other match types  Skilled advertisers are  Actively identifying exact match keywords to help their clients compete  Actively managing broad match keywords with modifier and negative keywords
    • New York| March 25–28, 2013 | #SESNY Keyword Report and Analysis Search Query Report  Show search queries triggered clicks for your campaigns  Analyze broad and phrase matching queries to  identify low-value traffic and use negatives or broad match modifier to stop them  identify high-value traffic and add them as exact match keywords with a higher bid to collect more clicks Quality Impact Analysis  Analyzing impressions gain by improving Quality Score  Located at Keyword Performance Report for keyword having a Quality Score < 6 Analysis Result Possible Impact of Improving Quality Score 1 Gain less than 100 impressions a day 2 Gain between 100 and 500 impressions a day 3 Gain more than 500 impressions a day NULL Information is not available
    • New York| March 25–28, 2013 | #SESNY What’s for dinner? www.pmart.com Find premium steaks, chops, seafood + more at P Mart with free shipping! Meat Store “Beef ribs” [Turkey sausage] “T bone” Bacon ….. A quality campaign delivers long-term revenue Landing Page - Deliver your unique business value via a good user experience Ad Copy - Present value proposition to set the right expectation Keyword – Find audience @PingFromBing
    • New York| March 25–28, 2013 | #SESNY Monitor Cost-to-Serve with Aggregated Quality Score  Impression-weight average of each keyword’s Quality Score within a campaign or ad group  Indicate your competitiveness at campaign and ad groups level  Located at UIs, campaign and ad group’s performance report  Historical aggregated Q.S. is available on performance report @PingFromBing
    • New York| March 25–28, 2013 | #SESNY Quality Score Avg. CTR Avg. CPC 1 0.62% $0.44 2 0.56% $0.46 3 0.64% $0.45 4 0.91% $0.38 5 1.03% $0.35 6 1.18% $0.30 7 0.99% $0.28 8 1.32% $0.31 9 1.62% $0.33 10 2.24% $0.38 Account Level Quality Score Study (30 day of data from ~200,000 accounts generating ~22M impressions) - Accounts with a lower Quality Score have a higher cost-to-serve - There is a noticeable avg. CPC gap between Quality Score 5 and 6 - Accounts with a higher Quality Score tend to bid more aggressively to secure a better positions - Track your campaign and ad group’s Quality Score at Bing Ads through their performance reports. • For this study, the statistical correlation between Quality and CTR is 91% • There is no dependency between Quality Score and bid (CPC), but this case study those diligent at campaign optimization are aggressive in bidding as well • Not having a “Poor” in any of your subscore makes your ads fully eligible to be served and earns a Quality Score of 6 or higher. Aggregated Quality Score vs. Cost-to-Serve
    • New York| March 25–28, 2013 | #SESNY
    • New York| March 25–28, 2013 | #SESNY Provide More Insights 85% of Clicks 13% A recent industry study shows • 85% of clicks happen in the mainline location • 13% in the sidebar location Bing Ads will analyze location of your ads and show result at Keyword Performance Report in Q2 2013 Preserving stop words and additional characters on Search Query Report’s search term column to help you better engage with the search traffic. Release schedule: Q2 2013 Play Golf Existing Enhanced Play Golf How to Play Golf Where to Play Golf Play Golf @PingFromBing
    • New York| March 25–28, 2013 | #SESNY Increase Productivity 85% of Clicks 13% Excel is advertisers’ best friend, it is the place your creativity takes place. Bing Ads is making your best friend even better by • Preparing your report in Excel format • Leveraging your Excel skills to administer campaigns Our goal is increasing  ROI of your Bing Ads campaigns  ROI of your time investing in Bing Ads @PingFromBing
    • New York| March 25–28, 2013 | #SESNY More optimization tips are available at Bing Ads Community site