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6 Nerdy Reports to Drive Better Performance and Impress Your Boss


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From the Search Marketing Expo - SMX East Conference in New York City, NY, September 29 - October 1, 2015. SESSION: Getting The Most Out Of Google AdWords & Bing Reporting Tools. PRESENTATION: 6 Nerdy Reports to Drive Better Performance and Impress Your Boss - Given by John Gagnon, @jmgagnon, Bing Ads Evangelist - Microsoft. #SMX #13B

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6 Nerdy Reports to Drive Better Performance and Impress Your Boss

  1. 1. #SMX #13B @Caitlin_Halpert John Gagnon – former Bing Ads Evangelist (Regional Agency Lead) 6 Nerdy Reports to Drive Better Performance and Impress Your Boss
  2. 2. #SMX #13B @JmGagnon | @BingAds
  3. 3. #SMX #13B @JmGagnon | @BingAds Want this amazing shirt? Most retweeted: #SMX #13B Anyone in this room like Excel?
  4. 4. #SMX #13B @JmGagnon | @BingAds BONUS TIME
  5. 5. #SMX #13B @JmGagnon | @BingAds Go to: PowerMap: Excel Charting + Bing Maps on Steroids Maps Geographic data in a snap. Visualize over time.
  6. 6. #SMX #13B @JmGagnon | @BingAds Format Painter? Productivity
  7. 7. #SMX #13B @JmGagnon | @BingAds Double-Click Format Painter! Quick and easy formatting: Productivity
  8. 8. #SMX #13B @JmGagnon | @BingAds Creativity with reporting
  9. 9. #SMX #13B @JmGagnon | @BingAds What are you actually doing? Enter: Change History Productivity
  10. 10. #SMX #13B @JmGagnon | @BingAds 1 2 3 Easy Access # of Changes List & Undo
  11. 11. #SMX #13B @JmGagnon | @BingAds Remove Bid
  12. 12. #SMX #13B @JmGagnon | @BingAds Now have a real conversation about progress on account strategy.
  13. 13. #SMX #13B @JmGagnon | @BingAds Audience Demographics and Bidding
  14. 14. #SMX #13B @JmGagnon | @BingAds SEGMENTS Want this data? Install Universal Event Tracking 1 2
  15. 15. #SMX #13B @JmGagnon | @BingAds MaleFemale Conversions by Demographics
  16. 16. #SMX #13B @JmGagnon | @BingAds Bid adjustments by Demographics
  17. 17. #SMX #13B @JmGagnon | @BingAds Powerful Insights with Bing Ads Intelligence
  18. 18. #SMX #13B @JmGagnon | @BingAds DEMO Compare a brand’s demographics across devices As audience becomes more important, demographic insights are important and just a few clicks away GUIDELINES 1. For your “brand” go to More Research and select “Age Group & Gender” 2. Customize insights to All Device types except “non- smart phone” 3. Use power of Excel’s charting > 100% Stacked Column chart data in Column B (Devices) through Column G (Age65Plus)
  19. 19. #SMX #13B @JmGagnon | @BingAds
  20. 20. #SMX #13B @JmGagnon | @BingAds DEMO Positional analysis using keyword performance For smarter bidding strategy, see the number of clicks and average CPCs for the marketplace GUIDELINES 1.Get “Keyword Performance” for keyword “car rental deals” for last 30 days 2.Customize insights to Exact Match only and ALL positions 3.Use power of Excel’s charting > Column chart data in Column D (Position) and Column E (Clicks)
  21. 21. #SMX #13B @JmGagnon | @BingAds
  22. 22. #SMX #13B @JmGagnon | @BingAds Spy vs Spy: Auction Insights for Ad Copy
  23. 23. #SMX #13B @JmGagnon | @BingAds What do you see?
  24. 24. #SMX #13B @JmGagnon | @BingAds Value Prop Offer CTA Features Availability/ convenience: “24x7 repair” “Open in night” Save $75 $100 opener $200 off No call fee Call Call ext. Sitelinks Location Skype c2c $25 repair Free lube and adjust Call Dynamic sitelinks ? Safe, fast and affordable None Book online today Sitelinks Formalize Your Analysis
  25. 25. #SMX #13B @JmGagnon | @BingAds Change History for Real Change • Remove “Bids” for calculation • Find specific users, keeping in mind tool logins may make majority of changes Demographics: Segment Reporting • Must have UET installed • Only returns demographics for conversions or goals reached • Incremental Bidding on top demos after analysis. Bing Ads Intelligence • Excel for PC only • Position Analysis is handy for bidding landscapes and proposals. Reports to go deeper
  26. 26. #SMX #13B @JmGagnon | @BingAds Want this amazing shirt? Most retweeted: #SMX #13B And at Bing Ads Connect THANK YOU! SEE YOU @SMX WEST March 1st -3rd
  27. 27. #SMX #13B @JmGagnon | @BingAds THANK YOU! SEE YOU @SMX WEST SAN JOSE, CA MARCH 1-3, 2016