Best Practices for Search Marketing Using Bing Ads

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Smx West 2014 Session #Smx #23B - Best Practices With Bing Adspresentation Best Practices For Search Marketing Using Bing Ads By Eric Couch @Ecouch11 Of Hanapin Marketing

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Best Practices for Search Marketing Using Bing Ads

  1. 1. BEST PRACTICES WITH BING ADS MARCH 12, 2014
  2. 2. WHO ARE YOU? ERIC COUCH SENIOR PPC ACCOUNT MANAGER, HEAD OF TRAINING @HANAPIN MARKETING. WRITER @ PPC HERO www.ppchero.com @ecouch11 @ecouch11 #SMX #23B
  3. 3. ME, MYSELF & BING EARLY ADOPTER FREQUENT AUTHOR SPENT $1.3M IN THE LAST YEAR ON BING LEAD GENERATION + ECOMMERCE @ecouch11 #SMX #23B
  4. 4. OVERVIEW BEST PRACTICES DYNAMIC AD PARAMETERS POLICIES REPORTING @ecouch11 #SMX #23B
  5. 5. BEST PRACTICES HOW ARE THEY DIFFERENT FROM GOOGLE? @ecouch11 #SMX #23B
  6. 6. IS IT DIFFERENT? ARE ACCOUNT STRUCTURE BEST PRACTICES DIFFERENT? … NOT REALLY. @ecouch11 #SMX #23B
  7. 7. WHY? BECAUSE OF PORTABILITY. @ecouch11 #SMX #23B
  8. 8. IS IT DIFFERENT? ARE DEVICE TARGETING BEST PRACTICES DIFFERENT? YUP. @ecouch11 #SMX #23B
  9. 9. WHY? BECAUSE OF ENHANCED CAMPAIGNS. @ecouch11 #SMX #23B
  10. 10. WHAT’S DIFFERENT? DEVICE SEGMENTATION. OR DEVICE BID MODIFIERS. @ecouch11 #SMX #23B
  11. 11. THE CASE FOR SEGMENTATION MOBILE CPA = 40% MOBILE SPEND = 80% TABLET CPA = 13% TABLET IMPRESSIONS, CLICKS, & COST = DRASTICALLY. @ecouch11 #SMX #23B
  12. 12. THE CASE FOR SEGMENTATION BING STAYED ABOUT THE SAME. @ecouch11 #SMX #23B
  13. 13. IS IT DIFFERENT? ARE OPTIMIZATION BEST PRACTICES DIFFERENT? NO. AND YES. @ecouch11 #SMX #23B
  14. 14. WAIT, WHAT? THE DAY-TO-DAY ROUTINE ISN’T DIFFERENT. THE DETAILS SHOULD ABSOLUTELY BE DIFFERENT. @ecouch11 #SMX #23B
  15. 15. DETAILS, DETAILS, DETAILS… BIDS AD REVIEWS GEOGRAPHIC PERFORMANCE NEGATIVE KEYWORDS ETC. @ecouch11 #SMX #23B
  16. 16. SERIOUSLY, BIDS? I KNOW, I KNOW. BUT IT HAPPENS. @ecouch11 #SMX #23B
  17. 17. MATCH TYPES THE DANGERS OF BING BROAD MATCH. @ecouch11 #SMX #23B
  18. 18. BROAD MATCH VIGILANCE BING BROAD MATCH ISN’T INHERENTLY MORE INEFFICIENT THAN ADWORDS. @ecouch11 #SMX #23B
  19. 19. BROAD MATCH VIGILANCE WE ACTUALLY SEE SUCCESS WITH IT MORE OFTEN THAN NOT, WHICH LEADS TO SOME INTERESTING ISSUES. LIKE WITH BRANDED TERMS. @ecouch11 #SMX #23B
  20. 20. CASE STUDY! CLIENT CAME TO US WITH CLIMBING CPA ON BRAND TERMS. KEYWORD CPA WAS VOLATILE, SPIKING UP TO $356 – THE GOAL IS $44. @ecouch11 #SMX #23B
  21. 21. THE PROBLEM @ecouch11 #SMX #23B
  22. 22. THE PROBLEM THIS KEYWORD WAS A VICTIM OF ITS’ OWN SUCCESS. HIGH QUALITY SCORE + HIGH BID + BROAD MATCH @ecouch11 #SMX #23B
  23. 23. THE PROBLEM EQUALS… 50% IRRELEVANT CLICKS/IMPR. 80% IRRELEVANT QUERIES. 84% IRRELEVANT SPEND. @ecouch11 #SMX #23B
  24. 24. APPLES TO APPLES IS THAT APPRECIABLY DIFFERENT FROM GOOGLE? @ecouch11 #SMX #23B
  25. 25. APPLES TO APPLES SAME KEYWORD. SAME CAMPAIGN STRUCTURE. SAME NEGATIVES. @ecouch11 #SMX #23B
  26. 26. APPLES TO APPLES @ecouch11 #SMX #23B
  27. 27. APPLES TO APPLES ENGINE UNIQUE QUERIES (TOTAL) UNIQUE QUERIES (BROAD) SPEND (BROAD) BING 326 267 $3,300.96 GOOGLE 78 2 $14.90 @ecouch11 #SMX #23B
  28. 28. THE TAKEAWAY BING BROAD MATCH ISN’T INHERENTLY BAD – THE ACTUAL KEYWORD WAS AT A $49 CPA FOR THE MONTH. IT WAS A SUCCESSFUL KEYWORD, UNTIL THE VOLATILITY HIT. @ecouch11 #SMX #23B
  29. 29. THE TAKEAWAY BUT IF YOU HAVE A KEYWORD WITH A SPECIFIC INTENT BEHIND IT, LIKE BRAND TERMS: • USE MODIFIED BROAD INSTEAD. • SEGMENT OUT BROAD MATCH CAMPAIGNS. @ecouch11 #SMX #23B
  30. 30. THE TAKEAWAY AND USE MORE NEGATIVE KEYWORDS. @ecouch11 #SMX #23B
  31. 31. IS IT DIFFERENT? ARE AD COPY BEST PRACTICES DIFFERENT? @ecouch11 #SMX #23B
  32. 32. A MORE EFFECTIVE BING AD IF YOU’RE ASKING ME WHETHER OR NOT YOU CAN STOP USING A CALL TO ACTION, THEN NO. @ecouch11 #SMX #23B
  33. 33. A MORE EFFECTIVE BING AD BING HAS A DISTINCT DIFFERENCE FROM ADWORDS – 71 TOTAL CHARACTERS IN THE AD TEXT. NOT JUST 35 PER LINE. @ecouch11 #SMX #23B
  34. 34. A MORE EFFECTIVE BING AD THEORETICALLY, THIS ALLOWS YOU TO MAKE USE OF A LARGER VOCABULARY. IN PRACTICE, THIS ISN’T AN APPRECIABLE DIFFRENCE. FOR EXAMPLE: @ecouch11 #SMX #23B
  35. 35. BING RESULTS PAGE @ecouch11 #SMX #23B
  36. 36. GOOGLE RESULTS PAGE @ecouch11 #SMX #23B
  37. 37. A MORE EFFECTIVE BING AD THESE ARE PRETTY MINOR DIFFERENCES. HOWEVER, YOU COULD TEST LONGER-FORM MESSAGING… @ecouch11 #SMX #23B
  38. 38. A MORE EFFECTIVE BING AD OR MAKE USE OF EXTREMELY LONG WORDS IN THE MIDDLE OF YOUR BING ADS WITHOUT FEAR. FOR INSTANCE… @ecouch11 #SMX #23B
  39. 39. A MORE EFFECTIVE BING AD IF YOU’RE IN THE BUSINESS OF TREATING PNEUMONOULTRAMICROSCOPICSILICOVOLCANOCONIOSIS* YOU CAN ONLY FIT THAT IN ON BING. @ecouch11 #SMX #23B
  40. 40. A MORE EFFECTIVE BING AD WHY IS IT DIFFERENT? SIDEBAR ADS, MOSTLY. THAT’S IT. @ecouch11 #SMX #23B
  41. 41. THE QUESTION SO WHAT CAN WE DO TO DIFFERENTIATE BING ADS FROM GOOGLE? @ecouch11 #SMX #23B
  42. 42. THE ANSWER DYNAMIC AD PARAMETERS. @ecouch11 #SMX #23B
  43. 43. WHAT ARE THEY? SNIPPETS OF PLACEHOLDER TEXT THAT DYNAMICALLY UPDATE YOUR ADS WITH TEXT RELEVANT TO THE TRIGGRED KEYWORDS. @ecouch11 #SMX #23B
  44. 44. HOW DO THEY WORK? YOU AFFILIATE PARAMETER VALUES WITH EACH KEYWORD. YOU CAN THEN WRITE ONE AD, WHICH DYNAMICALLY UPDATES BASED ON THE PARAMETERS IN USE. @ecouch11 #SMX #23B
  45. 45. THE OLD WAY OF AD WRITING THREE PRODUCTS, THREE OFFERS. THREE AD GROUPS, THREE ADS. @ecouch11 #SMX #23B
  46. 46. THE NEW WAY OF AD WRITING THREE KEYWORDS. TWO PARAMETERS. ONE AD. @ecouch11 #SMX #23B
  47. 47. THE NEW WAY OF AD WRITING STILL THREE KEYWORDS. STILL TWO PARAMETERS. ONE AD, DYNAMICALLY ALTERED BY THE MATCHED KEYWORD. @ecouch11 #SMX #23B
  48. 48. STREAMLINED AD WRITING UPDATING OFFERS WOULD USUALLY TAKE A WHOLE NEW ROUND OF AD COPY. HERE, WE JUST UPDATE THE PARAMETERS. @ecouch11 #SMX #23B
  49. 49. ADVERTISER BEWARE THERE ARE A COUPLE OF CAVEATS. • BEWARE OF CHARACTER LIMITS. USE DEFAULT TEXT PLACEHOLDERS. • MUDDLES THE AD REVIEW PROCESS. @ecouch11 #SMX #23B
  50. 50. WHY GO DYNAMIC? BECAUSE IT ACTUALLY WORKS. I KNOW, I WAS SURPRISED TOO. @ecouch11 #SMX #23B
  51. 51. WHY GO DYNAMIC? @ecouch11 #SMX #23B SOURCE: CASSIE OUMEDIAN PPC HERO - “DOES DKI REALLY WORK?” http://www.ppchero.com/does-dki-really-work-case-study/
  52. 52. THE TAKEAWAY DON’T LET THE TECHNICAL HURDLES DISSUADE YOU FROM TRYING BING DYNAMIC TEXT PLACEHOLDERS. THEY’RE NOT THAT COMPLICATED. @ecouch11 #SMX #23B
  53. 53. POLICY IT’S TIME FOR SOME ANECDOTES. @ecouch11 #SMX #23B
  54. 54. POLICY FRUSTRATION @ecouch11 #SMX #23B GOOGLE ME
  55. 55. POLICY COOPERATION @ecouch11 #SMX #23B BING ME
  56. 56. POLICY TAKEAWAYS BING AND GOOGLE POLICY ARE DIFFERENT, AND YOU CAN TAKE ADVANTAGE OF THAT. EXAMPLE: A CLIENT WENT SO FAR AS TO CREATE SEPARATE GOOGLE AND BING SITES. @ecouch11 #SMX #23B
  57. 57. POLICY TAKEAWAYS THE POLICY SPECIFICS VARY HEAVILY BY INDUSTRY, AND SHOULD BE TAKEN ON A CASE- BY-CASE BASIS. THEY’RE ALSO ABOUT AS ENTERTAINING AS A PHONE BOOK. @ecouch11 #SMX #23B
  58. 58. POLICY TAKEAWAYS PLUS, TRYING TO QUOTE THEM IN JOHN’S PRESENCE IS LIKE TRYING TO DUNK ON MICHAEL JORDAN. @ecouch11 #SMX #23B
  59. 59. AIR GAGNON @ecouch11 #SMX #23B
  60. 60. REPORTING THE BING REPORT CENTER MAKES UP FOR 99% OF THE SHORTFALLS FOUND IN THE BING INTERFACE. @ecouch11 #SMX #23B
  61. 61. THE REPORT CENTER IF YOU SEE THIS ON A CONSISTENT BASIS: THEN USE THE REPORT CENTER. @ecouch11 #SMX #23B
  62. 62. THE REPORT CENTER THE REPORT CENTER CAN ASSIST WITH: KEYWORDS & BIDS SEARCH QUERY REPORTS GEOGRAPHIC PERFORMANCE AD REVIEWS ETC. @ecouch11 #SMX #23B
  63. 63. THE REPORT CENTER IT CAN ALSO HELP WITH: SEARCH PARTNER QUALITY IMPRESSION SHARE @ecouch11 #SMX #23B
  64. 64. BING SEARCH PARTNERS UNLIKE GOOGLE, BING HAS MORE TRANSPARENCY WITH THEIR SEARCH PARTNERS. SO WHEN A CLIENT TELLS YOU THESE LEADS ARE BAD: @ecouch11 #SMX #23B
  65. 65. BING SEARCH PARTNERS @ecouch11 #SMX #23B Source First Referring Site PPC - Bing Content Network http://questhere.com/search?q=********** PPC - Bing Content Network http://locateshow.com/search?q=******** PPC - Bing Content Network http://looknearly.com/search?q=******** PPC - Bing Content Network http://seeknearfind.com/search?q=******** WE CAN QUICKLY DIAGNOSE THAT THEY CAME FROM THE BING SEARCH PARTNER NETWORK THANKS TO THE WEBSITE URL (PUBLISHER) REPORT.
  66. 66. BING SEARCH PARTNERS BUT IF YOU’RE LEAD GENERATION, YOU SHOULD PROBABLY OPT OUT OF THEM ANYWAY. SERIOUSLY. @ecouch11 #SMX #23B
  67. 67. IMPRESSION SHARE WHAT ABOUT IMPRESSION SHARE REPORTING? USE THE SHARE OF VOICE REPORT. @ecouch11 #SMX #23B
  68. 68. ONE OF MY FAVORITE TRICKS DOWNLOAD A SHARE OF VOICE REPORT FROM BING, AND AN IMPRESSION SHARE REPORT FROM ADWORDS. WHAT NEXT? EXCEL SOLVER. @ecouch11 #SMX #23B
  69. 69. EXCEL SOLVED BUDGETS @ecouch11 #SMX #23B A MIX OF BING AND GOOGLE CAMPAIGNS AVERAGE DAILY SPEND ACROSS ALL CAMPAIGNS OPTIMAL BUDGET AS FOUND BY EXCEL SOLVER SOURCE: SAM OWEN PPC HERO – “HOW TO USE EXCEL SOLVER TO OPTIMIZE YOUR CAMPAIGN BUDGETS” http://www.ppchero.com/how-to-use-excel-solver-to-optimize-your-campaign-budgets/
  70. 70. EXCEL SOLVED BUDGETS DID THIS ACTUALLY WORK? YES. @ecouch11 #SMX #23B
  71. 71. EXCEL SOLVED BUDGETS YEAR-OVER-YEAR STATS, SAME CLIENT: DECEMBER 2012: 172 LEADS, GOOGLE ONLY. DECEMBER 2013: 614 LEADS, GOOGLE + BING. BING ALONE? 207 LEADS. @ecouch11 #SMX #23B
  72. 72. WRAP UP BEST PRACTICES DYNAMIC AD PARAMETERS POLICIES REPORTING @ecouch11 #SMX #23B
  73. 73. WHO ARE YOU? ERIC COUCH SENIOR PPC ACCOUNT MANAGER, HEAD OF TRAINING @HANAPIN MARKETING WRITER @ PPC HERO www.ppchero.com @ecouch11 @ecouch11 #SMX #23B
  74. 74. THANK YOU! @ecouch11 #SMX #23B

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