$500Nov 18th, 2012, in Austin…
Bringing reality to new levels
Optimized for Windows 8
#context
60
DRIVECAREFULLYRandom stories that driveresults…
Food Science & PsychophysicsMalcolm GladwellHoward Moskowitz
Let‟s talk about Spaghetti SauceTedTalk:Malcolm Gladwell
Early 1970‟s The perfect DietPepsi
“Theres this new thing called aspartame, andwe would like to make Diet Pepsi. Wed likeyou to figure out how much aspartame...
8% to 12%Sweet Spot:
There is no „perfect‟ Pepsi, onlyperfect Pepsis!
In the 70‟s & 80‟s PregoVaried them according to everyconceivable way that you can varytomato sauce:– by sweetness– by lev...
45
$600M in 10 years1. Plain2. Spicy3. Extra ChunkyWhat did Americans like?
Multiple “Perfect” SpaghettiSauces!
There is no „perfect‟ landing page.Only perfect landing pages!
Personalized Landing Pages
Does audience matter?
Yahoo Bing Network: New Detailson Searchers Not Using Google
#inspirecreativity
Inspired by Applying Psychology
DRIVECAREFULLYStandard Solicitation drove a83% Said “NO”3” Windows Sticker weekbefore improves response to76% “YES”Standar...
Optimization Framework
Conversion SequenceVisitMarketingExperiments.comfor more in-depthinformation!= Probability of Conversion= Motivation of th...
Why Buy from You & Not YourCompetition?Strategy Tactics MessagingValue Prop Quality • High Quality, Durable, Best SellingL...
What words in ad copy drive betterperformance? Better quality.
Ad Copy Variables: Travel Edition5.6 Billionsearches /month250k Ads300M Impressions
Identified 23 Common Variables
- 10,000 20,000 30,000 40,000 50,000 60,000 70,000 80,000 90,000 100,000Satisfaction GuaranteeLow Price GuaranteeLow costS...
Quest for Quality Ads
Ad Quality:Ads with Variables inAd Title orAdDescription have higher quality on average
KW RatesFaresBooknowComparePricePoints OffersDiscount % OffCoupon CheapLowcost AffordableLowPriceGuar.SatisGuar.Official S...
{KW} Rates FaresBooknowComparePricePoints OffersDiscount % OffCouponCheapLowcostAffordableLowPriceSatisGuar.Official SiteD...
Top Combos by Travel Sub-verticalAirPrice Points Cheap Price Points% Off Coupon FaresDisplayURL.com DisplayURL.com Display...
Top Combinations by Head/Torso/TailHeadPrice Points Price Points Book nowCoupon % Off Book nowDisplayURL DisplayURL Displa...
3 Takeaways
Ad Copy Variables: FinanceEdition200k Ads500M Impressions
51Million
“On [the Yahoo! Bing Network, advertisers sawmarked improvement in clicks. On a year-over-yearbasis, advertisers saw 25% h...
1,200
Import CampaignOpportunities tabBid estimation technologyNew reporting and billing UXImproved location targetingadCenter i...
EnableDemandInnovativeAd ProductsGlobalReadinessMarketplaceHorsepowerImproveInfrastructure
Rich visualization andtoolsStreamlined campaign management saves timeMore inline management− Search query report in campai...
Bing Ads UXAnalytics andtransparencyShare of Voice ReportingEasily identify impressions and clicks lostBUDGET RANK BIDLAND...
Combine QS & SOVSearchEngineWatch.com Article on Bidding StrategyBudget(Budget notenough orsettings)Landing PageRelevance(...
Strawberry Pop Tarts &Hurricanes
“Record breaking revenue lastweek”, the week of _________.
$500Nov 18th, 2012, in Austin…
Nov 18th, 2012, inAustin…117,429
More Demand  Fixed Supply = HigherPrice
January 21st, 2013, in ournation‟s capital…
57th PresidentialInauguration
August 30th, 2012, inSeattle…
Aug.30th, 2012
All predictable & measurable“micro-events”
?Nov17th, 2013
#structuringdata
-10,00020,00030,00040,00050,00060,000Apply to biddingMechanical Turk
BYOB?#BYODBring your own Data!
Statistics Canadastatcan.gc.ca
meh
www.tinyurl.com/bingadsgeoflow
Find Your Extra Chunky: Think landing pages &segmentation.Optimize for People: Strategy > just keywordsBigger Data, before...
10 ZAGG SPARQ‟s
Thank You!@jmgagnon | @bingads | #SESTO
SES Toronto Keynote
SES Toronto Keynote
SES Toronto Keynote
SES Toronto Keynote
SES Toronto Keynote
SES Toronto Keynote
SES Toronto Keynote
SES Toronto Keynote
SES Toronto Keynote
SES Toronto Keynote
SES Toronto Keynote
SES Toronto Keynote
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Trends and Techniques for Digital Marketers & Data Geeks

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  • In addition to the bing features built into the Win Phone 8, There are also some very cool apps available and my absolute favorite is Nokia City Lens which is powered by Bing Maps.Nokia City Lens uses Augmented Reality to provide you with you a wealth of information about the world around you. With Nokia City Lens, you can be virtually anywhere, hold your phone up, and you see an overlay of everything that’s nearby, including Food, Hotels, Shopping, Transportation, Sights, and Attractions. Nokia city lens brings augmented reality and maps together making it an incredibly useful app when I’m traveling. When I click on the results I’m provided with what is essentially a rich Local Search result that includes photos and reviews of nearby places plus turn-by-turn directions to get me there.
  • Bing maps is also innovating with a new project we’re working on at MSFT called Trajectory Search. We believe that the combination of personalization with mobile intelligence can minimize the need for explicit searching. Trajectory Search predicts your trajectory of movement and your potential destinations based on GPS readings and then improves the relevance of search results based on the direction you are headed. It doesn’t require the user to enter any information about their destination, but infers your future location automatically and enhances local search results accordingly.Let’s say that I’m driving home from work after a long day and that I’ve decided to stop and pick up a pizza along the way. In this example, my location is represented by the green circle and I’m driving Northeast.Each of the flags you see represents a pizza place . The green flags are places that I’ve already passed or am about to pass while the orange flags are pizza places still ahead of me based on my current course. I don’t want to turn around and head to a pizza place I passed a few miles back so it’s especially useful for me to see those restaurants that are still ahead of me. Identifying results near a mobile user’s predicted destination is a simple means of augmenting and personalizing conventional local search and just one of many examples of how Bing is innovating and changing the future of search.
  • Let’s look a bit more closely at Bing integration in Win 8. Bing provides quality Search results on Win 8 in a beautiful and visual format which leverages the best of Bing from the traditional Web experience.There are 3 key ways to experienceBingon Windows 8 (click)1. Bing Search App. Searching with the Bing app is fast and fluid. You can use a touch device to tap and swipe or use a keyboard and mouse for a more traditional experience. The App is visually striking with search results laid out in a horizontal, scrollable grid. Plus, there are cool features like snap which allows you to use 2 apps simultaneously side by side. Text ads, similar to what you see on the web, are displayed in the Bing Search app (click)2. Bing Search Charm. Tap the Search Charm from anywhere in Windows 8 to easily search with Bing (click)3. There are 6Bing-Powered apps pre-loaded on Win 8: Weather, Finance, News, Sports, Travel, Maps , More to come soonOne of the best aspects of Windows 8 is you don’t have to stop what you’re doing in order to search. You can stay in the app you’re currently in or work on the document you’re in, you don’t have to leave because with Windows 8 you can search for anything at any time. Search is layered into the entire experience.
  • *Transition slide into YBNWe’ve seen how Bing is using cutting-edge technology across platforms to better serve our audience. So, just who are these bing users and how do they compare with the goog audience?
  • 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.
  • Head/torso/tail keywords within this analysis are defined by high/medium/low search volume respectively, and are specific to queries in the Travel vertical.
  • To put that number in context, 47MM is the population of Spain (click), so if you’re not advertising on YBN you’re missing out on a significant audience the size of an entire country. There are 225MM unique searchers in the US153MM use YBN47MM do not use Google
  • 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.
  • But you don’t just have to take our word for it. 3rd party testimonials from Marin Software,Kenshoo and Ignition One concur that the YBN delivers tangible results and that the YBN can outperform google with higher click volume and better ROI. The YBN has a quality audience that delivers real results for our advertisers. Now I’d like to turn things over to Paul Corkery. Paul will share how the bing Ads platform can help you reach this valuable audience.
  • 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.
  • i
  • SES Toronto Keynote

    1. $500Nov 18th, 2012, in Austin…
    2. Bringing reality to new levels
    3. Optimized for Windows 8
    4. #context
    5. 60
    6. DRIVECAREFULLYRandom stories that driveresults…
    7. Food Science & PsychophysicsMalcolm GladwellHoward Moskowitz
    8. Let‟s talk about Spaghetti SauceTedTalk:Malcolm Gladwell
    9. Early 1970‟s The perfect DietPepsi
    10. “Theres this new thing called aspartame, andwe would like to make Diet Pepsi. Wed likeyou to figure out how much aspartame weshould put in each can of Diet Pepsi, in orderto have the perfect drink."
    11. 8% to 12%Sweet Spot:
    12. There is no „perfect‟ Pepsi, onlyperfect Pepsis!
    13. In the 70‟s & 80‟s PregoVaried them according to everyconceivable way that you can varytomato sauce:– by sweetness– by level of garlic– by tartness– by sourness– by tomatoey-ness– by visible solids#2
    14. 45
    15. $600M in 10 years1. Plain2. Spicy3. Extra ChunkyWhat did Americans like?
    16. Multiple “Perfect” SpaghettiSauces!
    17. There is no „perfect‟ landing page.Only perfect landing pages!
    18. Personalized Landing Pages
    19. Does audience matter?
    20. Yahoo Bing Network: New Detailson Searchers Not Using Google
    21. #inspirecreativity
    22. Inspired by Applying Psychology
    23. DRIVECAREFULLYStandard Solicitation drove a83% Said “NO”3” Windows Sticker weekbefore improves response to76% “YES”Standard Solicitation drove a18% “YES”Waiting for a response, 90%of the time it was “Good”New Approach netted 32%“YES”Stories from Psychology
    24. Optimization Framework
    25. Conversion SequenceVisitMarketingExperiments.comfor more in-depthinformation!= Probability of Conversion= Motivation of the user (when)= Clarity of the value proposition (why)= Incentive to take action= Friction of elements of process= Anxiety about entering informationC = 4m + 3v + 2(i-f) -2a ®cmvifaMy personal recommendation as an SEM Professional
    26. Why Buy from You & Not YourCompetition?Strategy Tactics MessagingValue Prop Quality • High Quality, Durable, Best SellingLow Price • Low Price Guarantee, Starting at $10,Bargain, Wholesale PricingSelection • Over 5,000 items, Huge SelectionAnxiety Credibility • Since 1984, As Seen on TV, NY TimesNo Hidden Fees • No Booking Fees, One-time, No MinimumTime Limit • Ends by Date, Limited TimeHighlight Loss vs. Gain • Missing Out, Don‟t, WhyFriction Quick Turnaround • Ships Within 1 Day, Inventory AvailableReturn Policy • Free returns, 30 day returns, no hassleEase of Use • Within Minutes, Quick & Easy, 3 StepsIncentive Discount • Up to 50% off, Save Extra 25%Freebie • Free Whitepaper, Buy One Get OneFree Shipping • Free Shipping, Free Overnight
    27. What words in ad copy drive betterperformance? Better quality.
    28. Ad Copy Variables: Travel Edition5.6 Billionsearches /month250k Ads300M Impressions
    29. Identified 23 Common Variables
    30. - 10,000 20,000 30,000 40,000 50,000 60,000 70,000 80,000 90,000 100,000Satisfaction GuaranteeLow Price GuaranteeLow costSave nowCouponReservationDestinationSavingDiscountsAffordableOffers% OffOfficial SiteFaresPrice PointsBook nowTM SymbolsCompareCheapRatesparamKeywordAd Count with Variable in Ad Title and Ad DescriptionAd TitleAd Description# ofOccurrences
    31. Quest for Quality Ads
    32. Ad Quality:Ads with Variables inAd Title orAdDescription have higher quality on average
    33. KW RatesFaresBooknowComparePricePoints OffersDiscount % OffCoupon CheapLowcost AffordableLowPriceGuar.SatisGuar.Official Site Dest. Reserv.SaveNowSaving param TM sNoVariableKeywordRatesFaresBook nowComparePricePointsOffersDiscounts% OffCouponCheapLow costAffordableOfficial SiteDestinationReservationSave NowSavingparamTMsymbolsNo VariableAd TitlesAdDescriptionGreat Bad No DataGoodPerformance Heatmap by Ad Combination
    34. {KW} Rates FaresBooknowComparePricePoints OffersDiscount % OffCouponCheapLowcostAffordableLowPriceSatisGuar.Official SiteDest. Reserv.SaveNowSaving{Param} TMs None{Keyword}RatesFaresBook nowComparePrice PointsOffersDiscounts% OffCouponCheapLow costAffordableOfficial SiteDestinationReservationSave NowSaving{Param}TM symbolsNo VariableAd TitlesAdDescriptionWhich Combinations Work?Great Good
    35. Top Combos by Travel Sub-verticalAirPrice Points Cheap Price Points% Off Coupon FaresDisplayURL.com DisplayURL.com DisplayURL.comCarPrice Points Price Points {Keyword}Cheap Book now {Param}DisplayURL.com DisplayURL.com DisplayURL.comCruises{Param} {Param} % OffCheap Discounts {Param}DisplayURL.com DisplayURL.com DisplayURL.comGeneral TravelReservations Savings CouponDiscounts Coupon {Param}DisplayURL.com DisplayURL.com DisplayURL.comLodgingPrice Points Book now Official siteCoupon Book now CompareDisplayURL.com DisplayURL.com DisplayURL.com
    36. Top Combinations by Head/Torso/TailHeadPrice Points Price Points Book nowCoupon % Off Book nowDisplayURL DisplayURL DisplayURLTorsoFares Param Reservation% Off % Off CheapDisplayURL DisplayURL DisplayURLTailFares Cheap FaresPrice Points Book now Book nowDisplayURL DisplayURL DisplayURL
    37. 3 Takeaways
    38. Ad Copy Variables: FinanceEdition200k Ads500M Impressions
    39. 51Million
    40. “On [the Yahoo! Bing Network, advertisers sawmarked improvement in clicks. On a year-over-yearbasis, advertisers saw 25% higher click volumes.”The Yahoo! Bing Network has outperformed Googlein return on ad spend, ending Q3 2012 with thelargest gap of the 18-month period at 28%.Global Search Advertising TrendsOctober 2012The “Yahoo! Bing [Network] continued to accelerateits growth with a YoY increase in spend of 48%compared to Google’s 12%”Paid Search UpdateQ4 2012An audience that delivers resultsOnline Advertising ReportOct–Dec 2012
    41. 1,200
    42. Import CampaignOpportunities tabBid estimation technologyNew reporting and billing UXImproved location targetingadCenter is now Bing AdsLong Ad TitlesSitelink extensionsDevice OS targetingEditorial exceptions / appealsQuality Score impact metricsShare of voice reportingBing Ads Intelligence (Excel)IP exclusionsBing Ads EditorAd rotation controls
    43. EnableDemandInnovativeAd ProductsGlobalReadinessMarketplaceHorsepowerImproveInfrastructure
    44. Rich visualization andtoolsStreamlined campaign management saves timeMore inline management− Search query report in campaign management− Appeal editorial rejections in bulk and inlineBing Ads UXAnalytics andtransparency
    45. Bing Ads UXAnalytics andtransparencyShare of Voice ReportingEasily identify impressions and clicks lostBUDGET RANK BIDLANDINGPAGEKEYWORDRELEVANCE
    46. Combine QS & SOVSearchEngineWatch.com Article on Bidding StrategyBudget(Budget notenough orsettings)Landing PageRelevance(LP Relevance Score isPoor, content doesn‟tmatch)KeywordRelevance(CTR is too low)Min. Bid(Bid too low)Rank(combo of Bid xCTR is notcompetitive)AdImpression
    47. Strawberry Pop Tarts &Hurricanes
    48. “Record breaking revenue lastweek”, the week of _________.
    49. $500Nov 18th, 2012, in Austin…
    50. Nov 18th, 2012, inAustin…117,429
    51. More Demand  Fixed Supply = HigherPrice
    52. January 21st, 2013, in ournation‟s capital…
    53. 57th PresidentialInauguration
    54. August 30th, 2012, inSeattle…
    55. Aug.30th, 2012
    56. All predictable & measurable“micro-events”
    57. ?Nov17th, 2013
    58. #structuringdata
    59. -10,00020,00030,00040,00050,00060,000Apply to biddingMechanical Turk
    60. BYOB?#BYODBring your own Data!
    61. Statistics Canadastatcan.gc.ca
    62. meh
    63. www.tinyurl.com/bingadsgeoflow
    64. Find Your Extra Chunky: Think landing pages &segmentation.Optimize for People: Strategy > just keywordsBigger Data, before Big Data: Think Excel, Open Data &GeoFlowBing Ads: #1) Windows 8 =Volume & #2)Time
    65. 10 ZAGG SPARQ‟s
    66. Thank You!@jmgagnon | @bingads | #SESTO

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