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Boos$ng 
Reach 
and 
Performance 
with 
Bing 
Ads 
@ShowroomLogic 
#SMX 
linkedin.com/in/jakehoopes 
#smx 
#24B 
Wednesday...
@ShowroomLogic 
#SMX 
linkedin.com/in/jakehoopes 
A Little Bit of Context 
• Technology-Driven Automotive SEM Company 
• F...
@ShowroomLogic 
#SMX 
linkedin.com/in/jakehoopes 
Rewind the Clock 
June 2013 - August 2014 
Series of Pilots and Betas in...
@ShowroomLogic 
#SMX 
linkedin.com/in/jakehoopes 
Today’s Objectives 
• Opportunity 
Market Share vs. Market Reach 
• Fina...
Market Market, Who Has the Market? 
Bing Market Share vs. Google Market Share 
@ShowroomLogic 
#SMX 
linkedin.com/in/jakeh...
Google’s Thoughts on Google 
@ShowroomLogic 
#SMX 
linkedin.com/in/jakehoopes 
Google is conflicted...
@ShowroomLogic 
#SMX 
linkedin.com/in/jakehoopes 
Bing’s Thoughts on Google 
Bing agrees...
@ShowroomLogic 
#SMX 
linkedin.com/in/jakehoopes 
Google Gets Existential...
@ShowroomLogic 
#SMX 
linkedin.com/in/jakehoopes 
...and Bing Agrees
@ShowroomLogic 
#SMX 
linkedin.com/in/jakehoopes 
So What’s the Story? 
Google: ~70% 
Yahoo!/Bing: ~30%
Market Share vs. Your Market Reach 
@ShowroomLogic 
#SMX 
linkedin.com/in/jakehoopes 
How much additional market can YOU r...
@ShowroomLogic 
#SMX 
linkedin.com/in/jakehoopes 
Case study 1 
• National target (almost) 
• Established AdWords campaign...
Data Sanitation & Normalization 
@ShowroomLogic 
1. Same keywords & campaign structure 
2. Same geographic targets 
3. Sam...
100% 
90% 
80% 
70% 
60% 
50% 
40% 
30% 
20% 
10% 
@ShowroomLogic 
#SMX 
linkedin.com/in/jakehoopes 
Case study 1 
0% 
imp...
100% 
90% 
80% 
70% 
60% 
50% 
40% 
30% 
20% 
10% 
@ShowroomLogic 
#SMX 
linkedin.com/in/jakehoopes 
Case study 1 
0% 
imp...
@ShowroomLogic 
#SMX 
linkedin.com/in/jakehoopes 
Case study 1 
Performance of Bing Ads relative to AdWords 
Cost Per Clic...
@ShowroomLogic 
#SMX 
linkedin.com/in/jakehoopes 
Case study 2 
• Major U.S. metros 
• Lead generation 
• Long-tail Brand ...
@ShowroomLogic 
#SMX 
linkedin.com/in/jakehoopes 
Case study 2 
100% 
90% 
80% 
70% 
60% 
50% 
40% 
30% 
20% 
10% 
0% 
imp...
@ShowroomLogic 
#SMX 
linkedin.com/in/jakehoopes 
Case study 2 
100% 
90% 
80% 
70% 
60% 
50% 
40% 
30% 
20% 
10% 
0% 
imp...
@ShowroomLogic 
#SMX 
linkedin.com/in/jakehoopes 
Case study 2 
100% 
90% 
80% 
70% 
60% 
50% 
40% 
30% 
20% 
10% 
0% 
imp...
100% 
90% 
80% 
70% 
60% 
50% 
40% 
30% 
20% 
10% 
@ShowroomLogic 
#SMX 
linkedin.com/in/jakehoopes 
Case study 2 
0% 
Cas...
@ShowroomLogic 
#SMX 
linkedin.com/in/jakehoopes 
Case study 2
@ShowroomLogic 
#SMX 
linkedin.com/in/jakehoopes 
Case study 2 
Performance of Bing Ads relative to AdWords 
Cost Per Clic...
*~90 participants over 9 months Clicks 
@ShowroomLogic 
#SMX 
linkedin.com/in/jakehoopes 
Aggregated case study data 
120....
*~90 participants over 9 months Clicks 
@ShowroomLogic 
#SMX 
linkedin.com/in/jakehoopes 
Aggregated case study data 
120....
*~90 participants over 9 months Clicks 
@ShowroomLogic 
#SMX 
linkedin.com/in/jakehoopes 
Aggregated case study data 
120....
Aggregated case study data: digging deeper 
100% 
90% 
80% 
70% 
60% 
50% 
40% 
30% 
20% 
10% 
@ShowroomLogic 
#SMX 
linke...
@ShowroomLogic 
#SMX 
linkedin.com/in/jakehoopes 
...and deeper 
10% 
0% 
20% 
30% 
40% 
50% 
60% 
70% 
80% 
100% 
90% 
Pa...
@ShowroomLogic 
#SMX 
linkedin.com/in/jakehoopes 
Features 
• Device targeting
@ShowroomLogic 
#SMX 
linkedin.com/in/jakehoopes 
Features 
• Device targeting 
• Network targeting
@ShowroomLogic 
#SMX 
linkedin.com/in/jakehoopes 
Features 
• Device targeting 
• Network targeting 
• Day parting
@ShowroomLogic 
#SMX 
linkedin.com/in/jakehoopes 
Features 
• Location targeting 
• Treatment of time zones 
• Location of...
100% 
50% 
@ShowroomLogic 
#SMX 
linkedin.com/in/jakehoopes 
That’s a Wrap 
0% 
100% 
50% 
0% 
Partici 
Partici 
Partici 
...
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Bing It On: AdLogic's Tale of Two Cities By Jake Hoopes

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From the SMX East 2014 Conference in New York City, NY. SESSION: Boosting Reach & Performance With Bing Ads. PRESENTATION: Bing It On: AdLogic's Tale of Two Cities - Given by Jake Hoopes, @JacobHoopes, Director of Product Development - Showroom Logic. #SMX #24B

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Bing It On: AdLogic's Tale of Two Cities By Jake Hoopes

  1. 1. Boos$ng Reach and Performance with Bing Ads @ShowroomLogic #SMX linkedin.com/in/jakehoopes #smx #24B Wednesday, October 1st 2:45pm -­‐ 3:30pm “Bing It On: AdLogic’s Tale of Two Ci$es” by Jake Hoopes Director of Product Development – ShowroomLogic.com
  2. 2. @ShowroomLogic #SMX linkedin.com/in/jakehoopes A Little Bit of Context • Technology-Driven Automotive SEM Company • Founded in 2009 • Google AdWords Premier SMB Partner • Microsoft Bing Authorized Reseller • Inc. 500 #1 in Advertising & Marketing • #26 Overall
  3. 3. @ShowroomLogic #SMX linkedin.com/in/jakehoopes Rewind the Clock June 2013 - August 2014 Series of Pilots and Betas involving up to 90 different dealerships Conducted over the course of 14 months Culminated with official product launch on September 1, 2014
  4. 4. @ShowroomLogic #SMX linkedin.com/in/jakehoopes Today’s Objectives • Opportunity Market Share vs. Market Reach • Financial Impact Unit Economics • Features of AdWords & Bing Ads Parity & Disparity
  5. 5. Market Market, Who Has the Market? Bing Market Share vs. Google Market Share @ShowroomLogic #SMX linkedin.com/in/jakehoopes
  6. 6. Google’s Thoughts on Google @ShowroomLogic #SMX linkedin.com/in/jakehoopes Google is conflicted...
  7. 7. @ShowroomLogic #SMX linkedin.com/in/jakehoopes Bing’s Thoughts on Google Bing agrees...
  8. 8. @ShowroomLogic #SMX linkedin.com/in/jakehoopes Google Gets Existential...
  9. 9. @ShowroomLogic #SMX linkedin.com/in/jakehoopes ...and Bing Agrees
  10. 10. @ShowroomLogic #SMX linkedin.com/in/jakehoopes So What’s the Story? Google: ~70% Yahoo!/Bing: ~30%
  11. 11. Market Share vs. Your Market Reach @ShowroomLogic #SMX linkedin.com/in/jakehoopes How much additional market can YOU reach?
  12. 12. @ShowroomLogic #SMX linkedin.com/in/jakehoopes Case study 1 • National target (almost) • Established AdWords campaign • Lead generation focus • Test duration: 4 months
  13. 13. Data Sanitation & Normalization @ShowroomLogic 1. Same keywords & campaign structure 2. Same geographic targets 3. Same bidding strategies 4. Campaigns running simultaneously #SMX linkedin.com/in/jakehoopes
  14. 14. 100% 90% 80% 70% 60% 50% 40% 30% 20% 10% @ShowroomLogic #SMX linkedin.com/in/jakehoopes Case study 1 0% impressions clicks Bing Ads Adwords
  15. 15. 100% 90% 80% 70% 60% 50% 40% 30% 20% 10% @ShowroomLogic #SMX linkedin.com/in/jakehoopes Case study 1 0% impressions clicks conversions adspend Bing Ads Adwords
  16. 16. @ShowroomLogic #SMX linkedin.com/in/jakehoopes Case study 1 Performance of Bing Ads relative to AdWords Cost Per Click: 22.8% Cost Per Lead: 4.2% Avg Position: 3.6 to 1.9
  17. 17. @ShowroomLogic #SMX linkedin.com/in/jakehoopes Case study 2 • Major U.S. metros • Lead generation • Long-tail Brand terms • Test duration: 5 months
  18. 18. @ShowroomLogic #SMX linkedin.com/in/jakehoopes Case study 2 100% 90% 80% 70% 60% 50% 40% 30% 20% 10% 0% impressions clicks Bing Ads Adwords
  19. 19. @ShowroomLogic #SMX linkedin.com/in/jakehoopes Case study 2 100% 90% 80% 70% 60% 50% 40% 30% 20% 10% 0% impressions clicks conversions adspend Bing Ads Adwords 100% 50% 0%
  20. 20. @ShowroomLogic #SMX linkedin.com/in/jakehoopes Case study 2 100% 90% 80% 70% 60% 50% 40% 30% 20% 10% 0% impressions clicks conversions adspend Bing Ads Adwords
  21. 21. 100% 90% 80% 70% 60% 50% 40% 30% 20% 10% @ShowroomLogic #SMX linkedin.com/in/jakehoopes Case study 2 0% Case study 1 Case study 2 Leads from syndicated search Leads from owned & operated
  22. 22. @ShowroomLogic #SMX linkedin.com/in/jakehoopes Case study 2
  23. 23. @ShowroomLogic #SMX linkedin.com/in/jakehoopes Case study 2 Performance of Bing Ads relative to AdWords Cost Per Click: Cost Per Lead: Avg Position: 54.4% 42.1% 4.8 to 3.9
  24. 24. *~90 participants over 9 months Clicks @ShowroomLogic #SMX linkedin.com/in/jakehoopes Aggregated case study data 120.00% 100.00% 80.00% 60.00% 40.00% 20.00% 0.00% 0 100 200 300 400 500 600 700
  25. 25. *~90 participants over 9 months Clicks @ShowroomLogic #SMX linkedin.com/in/jakehoopes Aggregated case study data 120.00% 100.00% 80.00% 60.00% 40.00% 20.00% 0.00% 0 100 200 300 400 500 600 700
  26. 26. *~90 participants over 9 months Clicks @ShowroomLogic #SMX linkedin.com/in/jakehoopes Aggregated case study data 120.00% 100.00% 80.00% 60.00% 40.00% 20.00% 0.00% 0 100 200 300 400 500 600 700
  27. 27. Aggregated case study data: digging deeper 100% 90% 80% 70% 60% 50% 40% 30% 20% 10% @ShowroomLogic #SMX linkedin.com/in/jakehoopes 0% Bing Clicks Adwords Clicks
  28. 28. @ShowroomLogic #SMX linkedin.com/in/jakehoopes ...and deeper 10% 0% 20% 30% 40% 50% 60% 70% 80% 100% 90% Participant ID: 3 Participant ID: 5 Participant ID: 8 Participant ID: 11 Participant ID: 13 Participant ID: 15 Participant ID: 18 Participant ID: 21 Participant ID: 23 Participant ID: 25 Participant ID: 27 Participant ID: 29 Participant ID: 31 Participant ID: 33 Participant ID: 38 Participant ID: 42 Participant ID: 44 Participant ID: 47 Participant ID: 49 Participant ID: 51 Participant ID: 53 Participant ID: 55 Participant ID: 57 Participant ID: 59 Participant ID: 63 Participant ID: 65 Participant ID: 68 Participant ID: 70 Participant ID: 72 Participant ID: 74 Participant ID: 77 Participant ID: 80 Participant ID: 82 Participant ID: 84 Participant ID: 105 Bing Clicks Adwords Clicks
  29. 29. @ShowroomLogic #SMX linkedin.com/in/jakehoopes Features • Device targeting
  30. 30. @ShowroomLogic #SMX linkedin.com/in/jakehoopes Features • Device targeting • Network targeting
  31. 31. @ShowroomLogic #SMX linkedin.com/in/jakehoopes Features • Device targeting • Network targeting • Day parting
  32. 32. @ShowroomLogic #SMX linkedin.com/in/jakehoopes Features • Location targeting • Treatment of time zones • Location of controls: Adgroup vs. Campaign settings • Location of some data (impression share/share-of-voice)
  33. 33. 100% 50% @ShowroomLogic #SMX linkedin.com/in/jakehoopes That’s a Wrap 0% 100% 50% 0% Partici Partici Partici Partici Partici Partici Partici Partici Partici Partici Partici Partici

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