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John Gagnon presents Bing Ads Intelligence & PowerMap Tools at SLCSEM
 

John Gagnon presents Bing Ads Intelligence & PowerMap Tools at SLCSEM

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SLCSEM.org hosted search ads evangelist John Gagnon of Bing Ads on August 14, 2013 for a Search Tools night. John's presentation included demos of how to use keyword and audience tools including bing ...

SLCSEM.org hosted search ads evangelist John Gagnon of Bing Ads on August 14, 2013 for a Search Tools night. John's presentation included demos of how to use keyword and audience tools including bing ads intelligence and PowerMap.

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  • Our audience is unique and our job is toconnect you, our advertisers, to your next customer – efficiently andsuccessfully. Bing Ads is the platform that enables you to connect tothe audience you cannot find on Google – and we are moving fasterthan ever.And we will not stop there – as we continue to drive investments andinnovation … yes, we have some exciting things to talk about … and Iwill share them with you today.
  • Our audience is unique and our job is toconnect you, our advertisers, to your next customer – efficiently andsuccessfully. Bing Ads is the platform that enables you to connect tothe audience you cannot find on Google – and we are moving fasterthan ever.And we will not stop there – as we continue to drive investments andinnovation … yes, we have some exciting things to talk about … and Iwill share them with you today.
  • The heatmap uses a color spectrum from GREEN to RED to highlight the performance of the variable combinations.  The GREEN side of the spectrum indicates strong ad quality while the RED side of the spectrum indicates lower ad quality.

John Gagnon presents Bing Ads Intelligence & PowerMap Tools at SLCSEM John Gagnon presents Bing Ads Intelligence & PowerMap Tools at SLCSEM Presentation Transcript

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  • | $500 Nov 18th, 2012, in Austin…
  • | Nov 18th, 2012, in Austin… 117,429
  • | More Demand  Fixed Supply = Higher Price
  • |
  • | August 29th 2013 in Salt Lake City 45,017 +Again: 9/7, 9/14, 10/3, 10/12, 11/9 & 11/30 Alum & Students
  • | September 7th 2013 In Provo 63,725+ Again: 9/21*, 9/27, 10/12, 10/25, 11/16, 11/23 Alum & Students
  • | #predictive
  • |
  • | Bing Ads Tools & Research
  • | 1,000
  • | Big Bing Ads Recap 2013 SearchEngineWatch.com Article Recap Audience Insights Big List of Features Enhanced Campaign s
  • | Rich visualization and tools Streamlined campaign management saves time Bing Ads UX Analytics and transparency Change History Search Term Keyword Distribution
  • | Bing Ads UX Analytics and transparency Share of Voice Reporting Easily identify impressions and clicks lost BUDGET RANK BID LANDING PAGE KEYWORD RELEVANC E
  • | Combine QS & SOV SearchEngineWatch.com Article on Bidding Strategy Budget (Budget not enough or settings) Landing Page Relevance (LP Relevance Score is Poor, content doesn’t match) Keyword Relevanc e (CTR is too low) Min. Bid (Bid too low) Rank (combo of Bid x CTR is not competitive) Ad Impression
  • | #excel
  • | Bing Ads Intelligence Demo
  • | #predictive Public Data + Consumer Behavior
  • | August 21st 2013 70,000+ Students
  • | $72.5 B2nd Most, Only behind Winter Holidays
  • | When Parents Will Shop for Back-to- School
  • | When does the 1st Day of School really start?
  • | What does this look like in Excel? 2.4M Illinois 856k Wisconsin 7.2M California 3.8M New York
  • | What does this look like in Excel? Number of Students Going Back to School by 1st Day
  • | Back-to-School Visualization
  • | #byodBring Your Own Data
  • | Bing Ads Recap: New Features & Ad Copy Research Excel in Excel: Bing Ads Intelligence Be Predictive & Visualize: Available Data + PowerMap Use Bing Ads
  • | 0.01 Seconds the “Length of a Fingernail” NathanAdrian, Gold Medalist in 100m freestyle [swimming]
  • | Thank You!@jmgagnon | @bingads | #SLCSEM
  • | What words in ad copy drive better performance? Better quality.
  • | Ad Copy Variables: Travel Edition 5.6 Billion searches /month 250k Ads 300M Impressions
  • | Identified 23 Common Variables
  • | Ad Quality:Ads with Variables inAd Title orAd Description have higher quality on average
  • | KW Rates Fare s Book now Compar e Price Points Offers Discoun t % Off Coupo n Cheap Low cost Affordable Low Price Guar. Satis Guar. Officia l Site Dest. Reserv. Save Now Savin g param TM s No Variabl e Keyword Rates Fares Book now Compare Price Points Offers Discounts % Off Coupon Cheap Low cost Affordable Official Site Destination Reservatio n Save Now Saving param TM symbols No Variable Ad Titles AdDescription Great Bad No DataGood Performance Heatmap by Ad Combination
  • | {KW} Rates Fares Book now Comp are Price Points Offers Disco unt % Off Coup on Chea p Low cost Afford able Low Price Satis Guar. Officia l Site Dest . Reserv. Save Now Savin g {Param } TMs None {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 Which Combinations Work? Great Good
  • | Top Combos by Travel Sub-vertical Air Price Points Cheap Price Points % Off Coupon Fares DisplayURL.com DisplayURL.com DisplayURL.com Car Price Points Price Points {Keyword} Cheap Book now {Param} DisplayURL.com DisplayURL.com DisplayURL.com Cruises {Param} {Param} % Off Cheap Discounts {Param} DisplayURL.com DisplayURL.com DisplayURL.com General Travel Reservations Savings Coupon Discounts Coupon {Param} DisplayURL.com DisplayURL.com DisplayURL.com Lodging Price Points Book now Official site Coupon Book now Compare DisplayURL.com DisplayURL.com DisplayURL.com
  • | 3 Takeaways
  • | Ad Copy Variables: Finance Edition • Analyzed all ads with at least 5 impressions serving on non-brand keywords in the financial services vertical for a 30 day period. • Identified 120 primary variables within the ad titles and ad descriptions and measured the ad quality of these variables when used in combination. • Broke out by: Credit Cards, Mortgage, Banking, Auto Insurance & Health Insurance 200k Ads 500M Impressions
  • | • Safe" was strong in the ad title, while "Fast" and "Savings" had solid ad quality performance in the ad description. Branding terms were removed from the keywords and ad copy variables that were tested so, for example, the term “Safe” was not part of the “Safe Auto” brand. • Combining “safe” in the title had especially strong results when paired with “free”, “fast”, “quote(s)”, or “auto” in the ad description. Ad Descriptions AdTitles Great Bad No DataGood Auto Insurance | Ad Performance Heatmap $ % Auto Car Could Save Coverage Discount Easy Fast Free Get Insurance Keyword Param Policy Quote Rate Safe Save Savi ngs NoVar $ Auto Car Coverage Discount Free Get Insurance Keyword Param Quote(s) Rate Safe Save NoVar Key Points:
  • | Ad Descriptions AdTitles Mobile $ % Apply Bank Checking Compare Fee(s) Find Free Now Online Open Rate Savings Yield NoVar $ Apply Bank Checking Compare Find Keyword Online Open Param Rate Savings Yield NoVar Banking | Ad Performance Heatmap Great Bad No DataGood • The top performing combination was to include “rate” in the title and “yield” in the description. • “Online” and “find” showed strong ad quality as they were present across several top title/ad description combinations. Key Points:
  • | Ad Descriptions AdTitles Great Bad No DataGood APR $ % Apply Approval Bad credit Best Cashback Compare Fee Find Interest Offer(s) Param Reward(s) Secured NoVar APR $ % Apply Approval Bad credit Best Cashback Fee Interest Keyword Offer(s) Param Reward(s) Secured NoVar Credit Cards | Ad Performance Heatmap • “APR” and the dollar sign performed better in the ad description than in the ad title. • "Fee" improved quality when used in the ad description. • “Approval” and “bad credit” both did very well when included in either the title or description. Key Points:
  • | Ad Descriptions AdTitles Great Bad No DataGood $ Affordable Apply Cheap Compare Coverage Dental Exam Health Insurance Keyword Learn Low cost Medical Param Plan Plans Quote Save Savings NoVar $ Affordable Cheap Compare Coverage Dental Exam Health Insurance Keyword Low cost Medical Param Plan Plans Quote Savings NoVar Health Insurance | Ad Performance Heatmap • When describing value, use the word "affordable" in the ad title and avoid the word "savings". • “Exam” when included in the title was a top performer. • The dollar sign experienced positive ad quality when used in Health Insurance ads, which was not the case in every vertical. Key Points: