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Mastering the PPC Challenge:
Enhanced campaigns,
Adwords and PLAs
John Gagnon | Bing Ads Evangelist
#CZLNY @jmgagnon @bingads
JOHN GAGNON,
BING ADS EVANGELIST
BLOGGER
FORMER GOOGLE GUY, SEARCH CAMPAIGN MANAGER, DATA ANALYS...
#CZLNY @jmgagnon @bingads#CZLNY @jmgagnon @bingads
Today you’ll learn
How freakin’ awesome the Share of Voice report actua...
#CZLNY @jmgagnon @bingads
Why is the Share
of Voice report so
freakin’ awesome?
#CZLNY @jmgagnon @bingads
#CZLNY @jmgagnon @bingads
The Share of Voice report – not as scary as it looks
WHY IS THE SHARE OF VOICE REPORT SO FREAKIN...
#CZLNY @jmgagnon @bingads
WHY IS THE SHARE OF VOICE REPORT SO FREAKIN’ AWESOME?WHY IS THE SHARE OF VOICE REPORT SO FREAKIN...
#CZLNY @jmgagnon @bingads
Keyword: Flowers
Share of Voice reporting
% Lost due to landing relevance .04%
% Lost due to ran...
#CZLNY @jmgagnon @bingads
3 Quick wins from the Share of Voice report
#CZLNY @jmgagnon @bingads
Increase budget or change
...
#CZLNY @jmgagnon @bingads
Deep dive on rank
1. An ad blocked by rank has passed ALL other filters
2. Rank is made up of 2 ...
#CZLNY @jmgagnon @bingads
Deep dive on rank (continued)
4.
3. Is bid or CTR the problem?
#CZLNY @jmgagnon @bingads
WHY IS ...
#CZLNY @jmgagnon @bingads
Deep dive on rank (continued)
#CZLNY @jmgagnon @bingads
WHY IS THE SHARE OF VOICE REPORT SO FREA...
#CZLNY @jmgagnon @bingads
A personal
trainer for
testing ad copy
#CZLNY @jmgagnon @bingads
#CZLNY @jmgagnon @bingads
You need a strategy for ad copy
testing like you need a personal
trainer for getting fit
 Tells...
#CZLNY @jmgagnon @bingads
How do we break down
an online program to
drive sales?
#CZLNY @jmgagnon @bingads
A PERSONAL TRAI...
#CZLNY @jmgagnon @bingads
The personal trainer for ad copy testing
®
Probability
of
conversion
Clarity of the value
propos...
#CZLNY @jmgagnon @bingads
The personal trainer in action
FOCUS
VALUE PROP
ANXIETY
FRICTION
INCENTIVE
MESSAGING
High Qualit...
#CZLNY @jmgagnon @bingads
Put your ad copy through the paces
Test #1
Bing Search
Advertising®Reach Millions of New Custome...
#CZLNY @jmgagnon @bingads
Keep testing for ad copy strength
Test #2
2.68%
6.75%
6.17%
Online Advertising
Reach Millions of...
#CZLNY @jmgagnon @bingads
Does channel affect response to incentive?
A PERSONAL TRAINER FOR TESTING AD COPY
Bing Search
Ad...
#CZLNY @jmgagnon @bingads
MOBILE DELIVERED
Mobile Mobile +
Tablet
Mobile +
PC +
Tablet
Mobile +
PC
3.57%
3.3%
2.86%
1.53%
...
#CZLNY @jmgagnon @bingads
Device targeting capabilities
Targeting devices and operating
systems allows optimization of ad
...
#CZLNY @jmgagnon @bingads
The magic of
broad match
#CZLNY @jmgagnon @bingads
#CZLNY @jmgagnon @bingads
Bing ads continuously strengthens broad match performance
Investment in matching technology incl...
#CZLNY @jmgagnon @bingads
THE MAGIC OF BROAD MATCH
30%of searches on Bing are
unique. It’s impossible
for an exact match
c...
#CZLNY @jmgagnon @bingads#CZLNY @jmgagnon @bingads
Broad match = lower CPC, higher conversion rate
Microsoft internal data...
#CZLNY @jmgagnon @bingads
Using broad match gives you
THE MAGIC OF BROAD MATCH
#CZLNY @jmgagnon @bingads
MORE
CLICKS
70% M...
#CZLNY @jmgagnon @bingads
Broad match delivers up to 79% more conversions, depending on vertical
#SMX, #jmgagnon, #bingads...
#CZLNY @jmgagnon @bingads
Get to know your Bing Ads match types
Broad match
modified
Broad matchPhrase matchExact match
Wo...
#CZLNY @jmgagnon @bingads
Know the differences behind Bing and Google match types
Bing does not have
negative broad match
...
#CZLNY @jmgagnon @bingads
Know the differences behind Bing and Google match types
[Stemming includes the core query
but re...
#CZLNY @jmgagnon @bingads
POTENTIAL
MATCHES
BLOCKED
SEARCHES
POTENTIAL
MATCHES
BLOCKED
SEARCHES
Differences between Bing a...
#CZLNY @jmgagnon @bingads
Search term report now tells you what nothing means. Use it to
create your negative keyword list...
#CZLNY @jmgagnon @bingads
Key takeaways for mastering the PPC challenge:
Share of Voice reporting is freakin’ awesome beca...
ClickZ Live New York - Broad Match, Share of Voice and Ad Copy Strategy
ClickZ Live New York - Broad Match, Share of Voice and Ad Copy Strategy
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ClickZ Live New York - Broad Match, Share of Voice and Ad Copy Strategy

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Paid Search strategies from ClickZ Live New York. Diving into Broad Match, Share of Voice and Ad Copy Strategy

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ClickZ Live New York - Broad Match, Share of Voice and Ad Copy Strategy

  1. 1. Mastering the PPC Challenge: Enhanced campaigns, Adwords and PLAs John Gagnon | Bing Ads Evangelist
  2. 2. #CZLNY @jmgagnon @bingads JOHN GAGNON, BING ADS EVANGELIST BLOGGER FORMER GOOGLE GUY, SEARCH CAMPAIGN MANAGER, DATA ANALYST SPEAKER #CZLNY @jmgagnon @bingads
  3. 3. #CZLNY @jmgagnon @bingads#CZLNY @jmgagnon @bingads Today you’ll learn How freakin’ awesome the Share of Voice report actually is Why you need a personal trainer for stronger ad copy testing How broad match is optimization magic #CZLNY @jmgagnon @bingads
  4. 4. #CZLNY @jmgagnon @bingads Why is the Share of Voice report so freakin’ awesome? #CZLNY @jmgagnon @bingads
  5. 5. #CZLNY @jmgagnon @bingads The Share of Voice report – not as scary as it looks WHY IS THE SHARE OF VOICE REPORT SO FREAKIN’ AWESOME?
  6. 6. #CZLNY @jmgagnon @bingads WHY IS THE SHARE OF VOICE REPORT SO FREAKIN’ AWESOME?WHY IS THE SHARE OF VOICE REPORT SO FREAKIN’ AWESOME? #CZLNY @jmgagnon @bingads What share of impressions for the total marketplace are you missing out on – and why?
  7. 7. #CZLNY @jmgagnon @bingads Keyword: Flowers Share of Voice reporting % Lost due to landing relevance .04% % Lost due to rank 41% Bids + CTR % Lost due to keyword relevance 8% CTR % Lost due to budget 8% Budget % Lost due to bid 6% Bid IMPRESSION SHARE 36% WHAT YOU NEED TO CHANGE WHY IS THE SHARE OF VOICE REPORT SO FREAKIN’ AWESOME?
  8. 8. #CZLNY @jmgagnon @bingads 3 Quick wins from the Share of Voice report #CZLNY @jmgagnon @bingads Increase budget or change settings to accelerated. 1 BUDGET Bid more. Your bid doesn’t meet the minimum we require. 2 BID For quality scores of 8, 9 or 10 bid more, especially if ad position is >3. 3 RANK WHY IS THE SHARE OF VOICE REPORT SO FREAKIN’ AWESOME?
  9. 9. #CZLNY @jmgagnon @bingads Deep dive on rank 1. An ad blocked by rank has passed ALL other filters 2. Rank is made up of 2 components: MAX BID CTRRANK = x PREDICTED CTR OF QUALITY SCORE CVR X CPA #CZLNY @jmgagnon @bingads WHY IS THE SHARE OF VOICE REPORT SO FREAKIN’ AWESOME?
  10. 10. #CZLNY @jmgagnon @bingads Deep dive on rank (continued) 4. 3. Is bid or CTR the problem? #CZLNY @jmgagnon @bingads WHY IS THE SHARE OF VOICE REPORT SO FREAKIN’ AWESOME? John – should 3 and 4 be reversed? So first you look at the whole report, the n you drill into Quality Score? - J
  11. 11. #CZLNY @jmgagnon @bingads Deep dive on rank (continued) #CZLNY @jmgagnon @bingads WHY IS THE SHARE OF VOICE REPORT SO FREAKIN’ AWESOME? 5. If CTR isn’t the problem, then move onto bid… MAX BID CTRRANK = x PREDICTED CTR OF QUALITY SCORE CVR X CPA
  12. 12. #CZLNY @jmgagnon @bingads A personal trainer for testing ad copy #CZLNY @jmgagnon @bingads
  13. 13. #CZLNY @jmgagnon @bingads You need a strategy for ad copy testing like you need a personal trainer for getting fit  Tells you what to do  Tells you why it’ll work  Gives a structure for accomplishing your goals A PERSONAL TRAINER FOR TESTING AD COPY
  14. 14. #CZLNY @jmgagnon @bingads How do we break down an online program to drive sales? #CZLNY @jmgagnon @bingads A PERSONAL TRAINER FOR TESTING AD COPY
  15. 15. #CZLNY @jmgagnon @bingads The personal trainer for ad copy testing ® Probability of conversion Clarity of the value proposition (why) Friction of elements of process Motivation of the user (when) Incentive to take action Anxiety about entering information C = 4m + 3v + 2(i-f)-2a A PERSONAL TRAINER FOR TESTING AD COPY
  16. 16. #CZLNY @jmgagnon @bingads The personal trainer in action FOCUS VALUE PROP ANXIETY FRICTION INCENTIVE MESSAGING High Quality, Durable, Best Selling Low Price Guarantee, Starting at $10, Bargain, Wholesale Pricing Over 5,000 items, Huge Selection Since 1984, As Seen on TV, NY Times No Booking Fees, One-time, No Minimum Ends by Date, Limited Time Missing Out, Don’t, Why Ships Within 1 Day, Inventory Available Free returns, 30 day returns, no hassle Within Minutes, Quick & Easy, 3 Steps Up to 50% off, Save Extra 25% Free Whitepaper, Buy One Get One Free Shipping, Free Overnight TACTICS Quality Low Price Selection Credibility No Hidden Fees Time Limit Highlight Loss vs. Gain Quick Turnaround Return Policy Ease of Use Discount Freebie Free Shipping A PERSONAL TRAINER FOR TESTING AD COPY
  17. 17. #CZLNY @jmgagnon @bingads Put your ad copy through the paces Test #1 Bing Search Advertising®Reach Millions of New Customers w/ Targeted Ads Bing® & Yahoo®. Advertising.Microsoft.com 6.07% $300 Of Free Ads on Bing®Avoid Missing Another New Customer Free Ads on Bing® & Yahoo! Search Advertising.Microsoft.com 6.75% $300 Of Free Ads on Bing® Reach Millions of New Customers w/ Targeted Ads Bing® & Yahoo®. Advertising.Microsoft.com 6.17% A PERSONAL TRAINER FOR TESTING AD COPY #CZLNY @jmgagnon @bingads
  18. 18. #CZLNY @jmgagnon @bingads Keep testing for ad copy strength Test #2 2.68% 6.75% 6.17% Online Advertising Reach Millions of New Customers w/ $50 of Free Ads on Bing® & Yahoo! Get Noticed Online With Ads on Bing® & Yahoo®. Get Started Now. Advertising.Microsoft.com $50 Of Free Ads on Bing® Bing® Online AdvertisingReach Millions of New Customers w/ Targeted Ads Bing® & Yahoo®. Advertising.Microsoft.com Advertising.Microsoft.com Online Advertising Get Noticed Online With Ads on Bing® & Yahoo®. Get Started Now. Advertising.Microsoft.com 2.63% A PERSONAL TRAINER FOR TESTING AD COPY
  19. 19. #CZLNY @jmgagnon @bingads Does channel affect response to incentive? A PERSONAL TRAINER FOR TESTING AD COPY Bing Search Advertising®Reach Millions of New Customers w/ Targeted Ads Bing® & Yahoo®. Advertising.Microsoft.com $50 Of Free Ads On Bing®Reach Millions of New Customers w/ Targeted Ads Bing® & Yahoo®. Advertising.Microsoft.com $300 Of Free Ads on Bing®Reach Millions of New Customers w/ Targeted Ads Bing® & Yahoo®. Advertising.Microsoft.com CTR +15% CVR +40% Fraud CM CTR +105%! CVR +80% Fraud CM
  20. 20. #CZLNY @jmgagnon @bingads MOBILE DELIVERED Mobile Mobile + Tablet Mobile + PC + Tablet Mobile + PC 3.57% 3.3% 2.86% 1.53% TABLET DELIVERED Tablet PC + Tablet Mobile + Tablet Mobile + PC + Tablet 2.96% 2.48% 1.83% 1.11% PC DELIVERED PC PC + Tablet Mobile + PC + Tablet Mobile + PC 1.54% 1.50% 1.01% 0.34% Does device type (m=when) affect response? Our research on device-specific ads say it’s highly likely. A PERSONAL TRAINER FOR TESTING AD COPY
  21. 21. #CZLNY @jmgagnon @bingads Device targeting capabilities Targeting devices and operating systems allows optimization of ad creative, landing experience and bids for different devices.  Serve ads to users based on device or OS  Utilize device optimized campaigns and drive higher ROI #CZLNY @jmgagnon @bingads A PERSONAL TRAINER FOR TESTING AD COPY
  22. 22. #CZLNY @jmgagnon @bingads The magic of broad match #CZLNY @jmgagnon @bingads
  23. 23. #CZLNY @jmgagnon @bingads Bing ads continuously strengthens broad match performance Investment in matching technology includes: MATCHING TECHNOLOGY FINE-TUNING CLICK PREDICTION MODELING QUALITY / RELEVANCE PROTECTION CONVERSION AND CLICK QUALITY METRICS PAST, PRESENT, CUSTOMIZED ALGORITHMS THE MAGIC OF BROAD MATCH #CZLNY @jmgagnon @bingads
  24. 24. #CZLNY @jmgagnon @bingads THE MAGIC OF BROAD MATCH 30%of searches on Bing are unique. It’s impossible for an exact match campaign to reach these searchers. #CZLNY @jmgagnon @bingads
  25. 25. #CZLNY @jmgagnon @bingads#CZLNY @jmgagnon @bingads Broad match = lower CPC, higher conversion rate Microsoft internal data, 2012 – 2013 $16.39 $16.09 $15.75 $17.00 $18.33 $17.99 $14.65 $14.97 $12.48 $11.45 4.34% 4.49% 4.73% 4.60% 3.91% 4.62% 5.44% 5.50% 6.28% 6.60% 0% 1% 2% 3% 4% 5% 6% 7% 0 20 40 60 80 100 120 Jan-13 Feb-13 Mar-13 Apr-13 May-13 Jun-13 Jul-13 Aug-13 Sep-13 Oct-13 broad match clicks cost-per-conversion conversion rate THE MAGIC OF BROAD MATCH
  26. 26. #CZLNY @jmgagnon @bingads Using broad match gives you THE MAGIC OF BROAD MATCH #CZLNY @jmgagnon @bingads MORE CLICKS 70% MORE CONVERSIONS 56%
  27. 27. #CZLNY @jmgagnon @bingads Broad match delivers up to 79% more conversions, depending on vertical #SMX, #jmgagnon, #bingads 79% 72% 65% 49% 47% 47% 42% 41% 34% 34% THE MAGIC OF BROAD MATCH
  28. 28. #CZLNY @jmgagnon @bingads Get to know your Bing Ads match types Broad match modified Broad matchPhrase matchExact match Words in your keyword, in any order, as well as words closely related to your keyword. Words in your keyword, in any order, as well as synonyms of all your words and alternate spellings Words in your keyword in the same order as a customer's search query or other input—even if other words are present in that query Words in your keyword match a customer's search query or other input exactly. NO NEGATIVES NO NEGATIVES MOST RESTRICTIVE LEAST RESTRICTIVE THE MAGIC OF BROAD MATCH
  29. 29. #CZLNY @jmgagnon @bingads Know the differences behind Bing and Google match types Bing does not have negative broad match keywords. They’re imported from Google as negative phrase matches Add more negative phrase keywords to get the same effect THE MAGIC OF BROAD MATCH #CZLNY @jmgagnon @bingads
  30. 30. #CZLNY @jmgagnon @bingads Know the differences behind Bing and Google match types [Stemming includes the core query but returns any other form of the word also.] Bing has stemming for broad, but not modified. Google has stemming in both To get the same coverage in Bing from broad match modified that you’re using on Google, you need to add variations on your words THE MAGIC OF BROAD MATCH #CZLNY @jmgagnon @bingads
  31. 31. #CZLNY @jmgagnon @bingads POTENTIAL MATCHES BLOCKED SEARCHES POTENTIAL MATCHES BLOCKED SEARCHES Differences between Bing and Google broad match modified matches you to moreis more selective THE MAGIC OF BROAD MATCH
  32. 32. #CZLNY @jmgagnon @bingads Search term report now tells you what nothing means. Use it to create your negative keyword list. THE MAGIC OF BROAD MATCH NEW! 0 CLICK QUERIES What queries did you show for, but didn’t get clicks for?
  33. 33. #CZLNY @jmgagnon @bingads Key takeaways for mastering the PPC challenge: Share of Voice reporting is freakin’ awesome because it tells you how to fix your ads – and why Use a personal trainer to test ad copy – it tells you to think bigger than just words, and dives into incentive, friction and anxiety Broad match magically delivers more clicks and conversions #CZLNY @jmgagnon @bingads

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