SES Toronto Keynote
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Trends and Techniques for Digital Marketers & Data Geeks
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SES Toronto Keynote
- 4. $500 Nov 18th, 2012, in Austin…
- 5. Bringing reality to new levels
- 8. #context
- 9. 60
- 10. DRIVE CAREFULLY Random stories that drive results…
- 11. Food Science & Psychophysics Malcolm GladwellHoward Moskowitz
- 12. Let‟s talk about Spaghetti Sauce TedTalk: Malcolm Gladwell
- 13. Early 1970‟s The perfect Diet Pepsi
- 14. “There's this new thing called aspartame, and we would like to make Diet Pepsi. We'd like you to figure out how much aspartame we should put in each can of Diet Pepsi, in order to have the perfect drink."
- 15. 8% to 12% Sweet Spot:
- 16. There is no „perfect‟ Pepsi, only perfect Pepsis!
- 17. In the 70‟s & 80‟s Prego Varied them according to every conceivable way that you can vary tomato sauce: – by sweetness – by level of garlic – by tartness – by sourness – by tomatoey-ness – by visible solids #2
- 18. 45
- 19. $600M in 10 years 1. Plain 2. Spicy 3. Extra Chunky What did Americans like?
- 21. There is no „perfect‟ landing page. Only perfect landing pages!
- 24. Yahoo Bing Network: New Details on Searchers Not Using Google
- 26. Inspired by Applying Psychology
- 27. DRIVE CAREFULL Y Standard Solicitation drove a 83% Said “NO” 3” Windows Sticker week before improves response to 76% “YES” Standard Solicitation drove a 18% “YES” Waiting for a response, 90% of the time it was “Good” New Approach netted 32% “YES” Stories from Psychology
- 29. Conversion Sequence Visit MarketingExperiments.com for more in-depth information! = 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 information C = 4m + 3v + 2(i-f) -2a ® c m v i f a My personal recommendation as an SEM Professional
- 30. Why Buy from You & Not Your Competition?Strategy Tactics Messaging Value Prop Quality • High Quality, Durable, Best Selling Low Price • Low Price Guarantee, Starting at $10, Bargain, Wholesale Pricing Selection • Over 5,000 items, Huge Selection Anxiety Credibility • Since 1984, As Seen on TV, NY Times No Hidden Fees • No Booking Fees, One-time, No Minimum Time Limit • Ends by Date, Limited Time Highlight Loss vs. Gain • Missing Out, Don‟t, Why Friction Quick Turnaround • Ships Within 1 Day, Inventory Available Return Policy • Free returns, 30 day returns, no hassle Ease of Use • Within Minutes, Quick & Easy, 3 Steps Incentive Discount • Up to 50% off, Save Extra 25% Freebie • Free Whitepaper, Buy One Get One Free Shipping • Free Shipping, Free Overnight
- 32. What words in ad copy drive better performance? Better quality.
- 33. Ad Copy Variables: Travel Edition 5.6 Billion searches /month 250k Ads 300M Impressions
- 34. Identified 23 Common Variables
- 35. - 10,000 20,000 30,000 40,000 50,000 60,000 70,000 80,000 90,000 100,000 Satisfaction Guarantee Low Price Guarantee Low cost Save now Coupon Reservation Destination Saving Discounts Affordable Offers % Off Official Site Fares Price Points Book now TM Symbols Compare Cheap Rates param Keyword Ad Count with Variable in Ad Title and Ad Description Ad Title Ad Description # of Occurrences
- 36. Quest for Quality Ads
- 37. Ad Quality:Ads with Variables inAd Title orAd Description have higher quality on average
- 38. 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
- 39. {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
- 40. 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
- 41. Top Combinations by Head/Torso/Tail Head Price Points Price Points Book now Coupon % Off Book now DisplayURL DisplayURL DisplayURL Torso Fares Param Reservation % Off % Off Cheap DisplayURL DisplayURL DisplayURL Tail Fares Cheap Fares Price Points Book now Book now DisplayURL DisplayURL DisplayURL
- 42. 3 Takeaways
- 43. Ad Copy Variables: Finance Edition 200k Ads 500M Impressions
- 45. 51Million
- 50. “On [the Yahoo! Bing Network, advertisers saw marked improvement in clicks. On a year-over-year basis, advertisers saw 25% higher click volumes.” The Yahoo! Bing Network has outperformed Google in return on ad spend, ending Q3 2012 with the largest gap of the 18-month period at 28%.Global Search Advertising Trends October 2012 The “Yahoo! Bing [Network] continued to accelerate its growth with a YoY increase in spend of 48% compared to Google’s 12%”Paid Search Update Q4 2012 An audience that delivers results Online Advertising Report Oct–Dec 2012
- 51. 1,20 0
- 52. Import Campaign Opportunities tab Bid estimation technology New reporting and billing UX Improved location targeting adCenter is now Bing Ads Long Ad Titles Sitelink extensions Device OS targeting Editorial exceptions / appeals Quality Score impact metrics Share of voice reporting Bing Ads Intelligence (Excel) IP exclusions Bing Ads Editor Ad rotation controls
- 53. Enable Demand Innovative Ad Products Global Readiness Marketplace Horsepower Improve Infrastructure
- 54. Rich visualization and tools Streamlined campaign management saves time More inline management − Search query report in campaign management − Appeal editorial rejections in bulk and inline Bing Ads UX Analytics and transparency
- 55. Bing Ads UX Analytics and transparency Share of Voice Reporting Easily identify impressions and clicks lost BUDGET RANK BID LANDING PAGE KEYWORD RELEVANC E
- 56. 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
- 57. Strawberry Pop Tarts & Hurricanes
- 58. “Record breaking revenue last week”, the week of _________.
- 59. $500 Nov 18th, 2012, in Austin…
- 60. Nov 18th, 2012, in Austin… 117,429
- 61. More Demand Fixed Supply = Higher Price
- 62. January 21st, 2013, in our nation‟s capital…
- 64. August 30th, 2012, in Seattle…
- 65. Aug. 30th, 2012
- 66. All predictable & measurable “micro-events”
- 67. ? Nov 17th, 2013
- 68. #structuringdata
- 71. BYOB?#BYOD Bring your own Data!
- 74. meh
- 76. Find Your Extra Chunky: Think landing pages & segmentation. Optimize for People: Strategy > just keywords Bigger Data, before Big Data: Think Excel, Open Data & GeoFlow Bing Ads: #1) Windows 8 =Volume & #2) Time
- 77. 10 ZAGG SPARQ‟s
- 78. Thank You! @jmgagnon | @bingads | #SESTO
Editor's Notes
- 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.
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