$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
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Trends and Techniques for Digital Marketers & Data Geeks

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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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