Unlocking Advertiser Insights with Big Data

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Here at Bing Ads we see big data up close every day and one of our core priorities is to enable advertisers to do more with this data. We have 158 million unique searchers and each day we serve 1.2 …

Here at Bing Ads we see big data up close every day and one of our core priorities is to enable advertisers to do more with this data. We have 158 million unique searchers and each day we serve 1.2 billion impressions, deliver 410 million search results and we post 400 billion ads each year. All this data allows us to analyze consumer behavior and deliver new and helpful insights to advertisers.

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  • 1. Microsoft Confidential Unlocking Advertiser Insights with Big Data April 2014
  • 2. Microsoft ConfidentialMicrosoft ConfidentialMicrosoft Confidential Today’s discussion Big data trends Opportunities for advertisers Unlocking insights with Bing Ads
  • 3. Microsoft Confidential Large data volumes Multiple data types Real-time data creation User generated MobilityHardware and storage economics Big data is driving us to a tipping point
  • 4. Microsoft ConfidentialMicrosoft Confidential 158M Unique searchers 1.2B Impressions / day Over 400B ads served / year 410M Searches / day Big Data in the Yahoo Bing Network
  • 5. Microsoft Confidential Data available to advertisers 1st Party data: The data that you own. Can include data from behaviors, actions or interests demonstrated across your website(s); data you have in your CRM; subscription data; social data. 3rd Party data: Data owned by other companies. Generated on other platforms and often aggregated from other websites. There are many companies out there that sell third-party data. Public data: Information that can be freely used and is openly accessible for anyone to use.
  • 6. Microsoft Confidential Data gives you the WHAT, so people can uncover the WHY Process
  • 7. Microsoft Confidential Data and analytics process How can advertisers leverage the data available in Search
  • 8. Microsoft ConfidentialMicrosoft Confidential Bing Ads Data and Analytics Team With vast amounts of data available, Bing Ads is:
  • 9. Microsoft Confidential Prediction: Advertiser Forecasting Helping advertisers to plan budgeting in the medium and long term (3 – 18 months) Objectives: Analyze and predict search query volume, impression volume, click volume and cost for millions of bidded keywords and billions of queries. Advertiser Benefit: Help advertisers to plan budgeting in the medium and long term.
  • 10. Microsoft Confidential Prediction: Advertiser Forecasting Methodology Utilize historical performance and seasonality for both advertisers and the marketplace to predict search volume, potential spend and clicks. Continued refinement by comparing predicted results versus actuals to ensure quality and tune recommendations. Time series regression modeling Cross validateEstimate Predict Time
  • 11. Microsoft Confidential Prediction: Advertiser Forecasting Sample output advertisers receive: Microsoft Confidential
  • 12. Microsoft Confidential Prediction: Advertiser Forecasting Sample output advertisers may receive: Microsoft Confidential
  • 13. Microsoft Confidential Optimization: Ad Copy Variable Analysis Enabling advertisers to write the most effective ad copy Objectives: Determine which combinations, attributes and ad formats drive the highest CTR. Advertiser Benefit: A better ad copy testing framework that identifies which combinations and variables will drive the best CTR on a vertical, sub vertical level.
  • 14. Microsoft Confidential Optimization: Ad Copy Variable Analysis Methodology Identify a controlled and common set of keywords to analyze thousands of ads in each vertical. Control for ad position, user signals, algorithmic changes, brand terms and more. Examine which variables and ad combinations drive the best ad quality. Availableacross retail,education, finance, travel,auto verticalsand sub verticals
  • 15. Microsoft Confidential Optimization: Ad Copy Variable Analysis Sample output for the travel vertical: Heat Map Analysis KW Rates Fares Book now Compare Price Points Offers Discount % Off Coupon Cheap Low cost Affordable Low Price Guar. Satis Guar. Official Site Dest. Reserv. Save Now Saving param TM s No Variable Keyword Rates Fares Book now Compare Price Points Offers Discounts % Off Coupon Cheap Low cost Affordable Official Site Destination Reservation Save Now Saving param TM symbols No Variable Ad Titles AdDescription Great Bad No DataGood KW Rates Fares Booknow Compare Price Points Offers Discount %Off Coupon Cheap Low cost Affordable LowPrice Guar. SatisGuar. Official Site Dest. Reserv. Save Now Saving param TMs No Variable Keyword Rates Fares Booknow Compare PricePoints Offers Discounts %Off Coupon Cheap Lowcost Affordable OfficialSite Destination Reservation SaveNow Saving param TMsymbols NoVariable Great Good
  • 16. Microsoft Confidential Optimization: Ad Copy Variable Analysis * Sample outputfor the travel vertical: TopPerforming Ad Combinations
  • 17. Microsoft Confidential Data and analytics process Unlocking advertiser insights with:
  • 18. Microsoft Confidential Doing more with data Providing Advertisers Insights and Tools Delivering Transparency to Advertisers Making Marketplace Improvements
  • 19. Microsoft ConfidentialMicrosoft Confidential Connect with your account team or a Search Specialist to learn more about Bing Ads today. Follow us Learn Engage 1-800-518-5689 or check out Getting started @bingadslinkd.in/1evlGtD facebook.com/bingads Instagram.com/bingads slideshare.net/bingadsyoutube.com/bingads blog.bingads.com
  • 20. Microsoft Confidential
  • 21. Microsoft ConfidentialMicrosoft ConfidentialMicrosoft Confidential Appendix
  • 22. Microsoft Confidential Prediction: Keyword Correlation Enabling advertisers to better anticipate how searchers will behave Objectives: Identify user trends and patterns in search volume, click volume and other signals. Advertiser Benefit: Introduce new keyword opportunities for advertisers and better bid and budget management.
  • 23. Microsoft Confidential Prediction: Keyword Correlation Methodology Use a known keyword or “seed” term to determine baseline trend. Assume queries driven by the same intent would have a similar trend. Use a correlation coefficient to measure the “similarity” of the trend. - 20,000 40,000 60,000 80,000 100,000 120,000 140,000 160,000 180,000 flowers valentine day edible arrangements chocolates love
  • 24. Microsoft Confidential Prediction: Keyword Correlation * Sample outputadvertisers may receive
  • 25. Microsoft Confidential Attribution: Keyword Assist Enabling advertisers to better understand impact of non-converting keywords Objectives: Identify the search path a user takes prior to conversion to better understand search behavior. Advertiser Benefit: Introduce new keyword opportunities for advertisers that are in a searchers conversion path. Helping advertisers understand attribution and affinity of terms they may not be bidding on. Inpilotwithselectadvertisers
  • 26. Microsoft Confidential Attribution: Keyword Assist Methodology 1. Establish the converted term to trace back prior search queries. 2. Calculate the similarity of converted term and prior searches and degree of exclusivity. 3. Calculate the user diversity 4. Calculate the frequency of the pattern and pair of converted term and prior search queries Kauai Vacation hawaiian airlines hyatt resort avis Inpilotwithselectadvertisers
  • 27. Microsoft Confidential Attribution: Keyword Assist * Sample outputadvertisers receive Inpilotwithselectadvertisers