BEST PRACTICES WITH BING ADS
MARCH 12, 2014
WHO ARE YOU?
ERIC COUCH
SENIOR PPC ACCOUNT MANAGER,
HEAD OF TRAINING
@HANAPIN MARKETING.
WRITER @ PPC HERO
www.ppchero.com...
ME, MYSELF & BING
EARLY ADOPTER
FREQUENT AUTHOR
SPENT $1.3M IN THE LAST
YEAR ON BING
LEAD GENERATION
+
ECOMMERCE
@ecouch11...
OVERVIEW
BEST PRACTICES
DYNAMIC AD PARAMETERS
POLICIES
REPORTING
@ecouch11
#SMX #23B
BEST PRACTICES
HOW ARE THEY DIFFERENT
FROM GOOGLE?
@ecouch11
#SMX #23B
IS IT DIFFERENT?
ARE ACCOUNT STRUCTURE
BEST PRACTICES DIFFERENT?
… NOT REALLY.
@ecouch11
#SMX #23B
WHY?
BECAUSE OF PORTABILITY.
@ecouch11
#SMX #23B
IS IT DIFFERENT?
ARE DEVICE TARGETING
BEST PRACTICES DIFFERENT?
YUP.
@ecouch11
#SMX #23B
WHY?
BECAUSE OF
ENHANCED CAMPAIGNS.
@ecouch11
#SMX #23B
WHAT’S DIFFERENT?
DEVICE SEGMENTATION.
OR
DEVICE BID MODIFIERS.
@ecouch11
#SMX #23B
THE CASE FOR SEGMENTATION
MOBILE CPA = 40%
MOBILE SPEND = 80%
TABLET CPA = 13%
TABLET IMPRESSIONS,
CLICKS, & COST =
DRASTI...
THE CASE FOR SEGMENTATION
BING STAYED
ABOUT THE SAME.
@ecouch11
#SMX #23B
IS IT DIFFERENT?
ARE OPTIMIZATION
BEST PRACTICES DIFFERENT?
NO. AND YES.
@ecouch11
#SMX #23B
WAIT, WHAT?
THE DAY-TO-DAY ROUTINE
ISN’T DIFFERENT.
THE DETAILS SHOULD
ABSOLUTELY BE DIFFERENT.
@ecouch11
#SMX #23B
DETAILS, DETAILS, DETAILS…
BIDS
AD REVIEWS
GEOGRAPHIC PERFORMANCE
NEGATIVE KEYWORDS
ETC.
@ecouch11
#SMX #23B
SERIOUSLY, BIDS?
I KNOW, I KNOW.
BUT IT HAPPENS.
@ecouch11
#SMX #23B
MATCH TYPES
THE DANGERS OF
BING BROAD MATCH.
@ecouch11
#SMX #23B
BROAD MATCH VIGILANCE
BING BROAD MATCH ISN’T
INHERENTLY MORE
INEFFICIENT THAN ADWORDS.
@ecouch11
#SMX #23B
BROAD MATCH VIGILANCE
WE ACTUALLY SEE SUCCESS
WITH IT MORE OFTEN THAN
NOT, WHICH LEADS TO SOME
INTERESTING ISSUES.
LIKE WI...
CASE STUDY!
CLIENT CAME TO US WITH
CLIMBING CPA ON BRAND
TERMS.
KEYWORD CPA WAS VOLATILE,
SPIKING UP TO $356 – THE
GOAL IS...
THE PROBLEM
@ecouch11
#SMX #23B
THE PROBLEM
THIS KEYWORD WAS A VICTIM
OF ITS’ OWN SUCCESS.
HIGH QUALITY SCORE
+
HIGH BID
+
BROAD MATCH
@ecouch11
#SMX #23B
THE PROBLEM
EQUALS…
50% IRRELEVANT CLICKS/IMPR.
80% IRRELEVANT QUERIES.
84% IRRELEVANT SPEND.
@ecouch11
#SMX #23B
APPLES TO APPLES
IS THAT APPRECIABLY
DIFFERENT FROM GOOGLE?
@ecouch11
#SMX #23B
APPLES TO APPLES
SAME KEYWORD.
SAME CAMPAIGN STRUCTURE.
SAME NEGATIVES.
@ecouch11
#SMX #23B
APPLES TO APPLES
@ecouch11
#SMX #23B
APPLES TO APPLES
ENGINE
UNIQUE
QUERIES
(TOTAL)
UNIQUE
QUERIES
(BROAD)
SPEND
(BROAD)
BING 326 267 $3,300.96
GOOGLE 78 2 $14...
THE TAKEAWAY
BING BROAD MATCH ISN’T
INHERENTLY BAD – THE
ACTUAL KEYWORD WAS AT A
$49 CPA FOR THE MONTH.
IT WAS A SUCCESSFU...
THE TAKEAWAY
BUT IF YOU HAVE A KEYWORD
WITH A SPECIFIC INTENT
BEHIND IT, LIKE BRAND
TERMS:
• USE MODIFIED BROAD INSTEAD.
•...
THE TAKEAWAY
AND USE MORE
NEGATIVE KEYWORDS.
@ecouch11
#SMX #23B
IS IT DIFFERENT?
ARE AD COPY BEST PRACTICES
DIFFERENT?
@ecouch11
#SMX #23B
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 #...
A MORE EFFECTIVE BING AD
BING HAS A DISTINCT
DIFFERENCE FROM ADWORDS –
71 TOTAL CHARACTERS
IN THE AD TEXT.
NOT JUST 35 PER...
A MORE EFFECTIVE BING AD
THEORETICALLY, THIS ALLOWS
YOU TO MAKE USE OF A
LARGER VOCABULARY.
IN PRACTICE, THIS ISN’T AN
APP...
BING RESULTS PAGE
@ecouch11
#SMX #23B
GOOGLE RESULTS PAGE
@ecouch11
#SMX #23B
A MORE EFFECTIVE BING AD
THESE ARE PRETTY MINOR
DIFFERENCES.
HOWEVER, YOU COULD TEST
LONGER-FORM MESSAGING…
@ecouch11
#SMX...
A MORE EFFECTIVE BING AD
OR MAKE USE OF EXTREMELY
LONG WORDS IN THE MIDDLE
OF YOUR BING ADS WITHOUT
FEAR.
FOR INSTANCE…
@e...
A MORE EFFECTIVE BING AD
IF YOU’RE IN THE BUSINESS OF
TREATING
PNEUMONOULTRAMICROSCOPICSILICOVOLCANOCONIOSIS*
YOU CAN ONLY...
A MORE EFFECTIVE BING AD
WHY IS IT DIFFERENT?
SIDEBAR ADS, MOSTLY.
THAT’S IT.
@ecouch11
#SMX #23B
THE QUESTION
SO WHAT CAN WE DO TO
DIFFERENTIATE BING ADS
FROM GOOGLE?
@ecouch11
#SMX #23B
THE ANSWER
DYNAMIC AD PARAMETERS.
@ecouch11
#SMX #23B
WHAT ARE THEY?
SNIPPETS OF PLACEHOLDER
TEXT THAT
DYNAMICALLY UPDATE
YOUR ADS WITH TEXT
RELEVANT TO THE TRIGGRED
KEYWORDS.
...
HOW DO THEY WORK?
YOU AFFILIATE PARAMETER
VALUES WITH EACH KEYWORD.
YOU CAN THEN WRITE ONE AD,
WHICH DYNAMICALLY
UPDATES B...
THE OLD WAY OF AD WRITING
THREE PRODUCTS, THREE OFFERS.
THREE AD GROUPS, THREE ADS.
@ecouch11
#SMX #23B
THE NEW WAY OF AD WRITING
THREE KEYWORDS.
TWO PARAMETERS.
ONE AD.
@ecouch11
#SMX #23B
THE NEW WAY OF AD WRITING
STILL THREE KEYWORDS.
STILL TWO PARAMETERS.
ONE AD, DYNAMICALLY ALTERED BY
THE MATCHED KEYWORD.
...
STREAMLINED AD WRITING
UPDATING OFFERS WOULD
USUALLY TAKE A WHOLE NEW
ROUND OF AD COPY.
HERE, WE JUST UPDATE THE
PARAMETER...
ADVERTISER BEWARE
THERE ARE A COUPLE OF
CAVEATS.
• BEWARE OF CHARACTER LIMITS.
USE DEFAULT TEXT PLACEHOLDERS.
• MUDDLES TH...
WHY GO DYNAMIC?
BECAUSE IT ACTUALLY
WORKS.
I KNOW, I WAS SURPRISED TOO.
@ecouch11
#SMX #23B
WHY GO DYNAMIC?
@ecouch11
#SMX #23B
SOURCE: CASSIE OUMEDIAN
PPC HERO - “DOES DKI REALLY WORK?”
http://www.ppchero.com/does...
THE TAKEAWAY
DON’T LET THE TECHNICAL
HURDLES DISSUADE YOU
FROM TRYING BING DYNAMIC
TEXT PLACEHOLDERS.
THEY’RE NOT THAT
COM...
POLICY
IT’S TIME FOR SOME
ANECDOTES.
@ecouch11
#SMX #23B
POLICY FRUSTRATION
@ecouch11
#SMX #23B
GOOGLE
ME
POLICY COOPERATION
@ecouch11
#SMX #23B
BING
ME
POLICY TAKEAWAYS
BING AND GOOGLE POLICY
ARE DIFFERENT, AND YOU CAN
TAKE ADVANTAGE OF THAT.
EXAMPLE: A CLIENT WENT SO
FAR A...
POLICY TAKEAWAYS
THE POLICY SPECIFICS VARY
HEAVILY BY INDUSTRY, AND
SHOULD BE TAKEN ON A CASE-
BY-CASE BASIS.
THEY’RE ALSO...
POLICY TAKEAWAYS
PLUS, TRYING TO QUOTE THEM
IN JOHN’S PRESENCE IS LIKE
TRYING TO DUNK ON
MICHAEL JORDAN.
@ecouch11
#SMX #2...
AIR GAGNON
@ecouch11
#SMX #23B
REPORTING
THE BING REPORT CENTER
MAKES UP FOR 99% OF THE
SHORTFALLS FOUND IN THE
BING INTERFACE.
@ecouch11
#SMX #23B
THE REPORT CENTER
IF YOU SEE THIS ON A
CONSISTENT BASIS:
THEN USE THE REPORT
CENTER.
@ecouch11
#SMX #23B
THE REPORT CENTER
THE REPORT CENTER CAN
ASSIST WITH:
KEYWORDS & BIDS
SEARCH QUERY REPORTS
GEOGRAPHIC PERFORMANCE
AD REVIEW...
THE REPORT CENTER
IT CAN ALSO HELP WITH:
SEARCH PARTNER QUALITY
IMPRESSION SHARE
@ecouch11
#SMX #23B
BING SEARCH PARTNERS
UNLIKE GOOGLE, BING HAS
MORE TRANSPARENCY WITH
THEIR SEARCH PARTNERS.
SO WHEN A CLIENT TELLS YOU
THES...
BING SEARCH PARTNERS
@ecouch11
#SMX #23B
Source First Referring Site
PPC - Bing Content Network http://questhere.com/searc...
BING SEARCH PARTNERS
BUT IF YOU’RE LEAD
GENERATION, YOU SHOULD
PROBABLY OPT OUT OF THEM
ANYWAY.
SERIOUSLY.
@ecouch11
#SMX ...
IMPRESSION SHARE
WHAT ABOUT IMPRESSION
SHARE REPORTING?
USE THE
SHARE OF VOICE REPORT.
@ecouch11
#SMX #23B
ONE OF MY FAVORITE TRICKS
DOWNLOAD A SHARE OF VOICE
REPORT FROM BING, AND AN
IMPRESSION SHARE REPORT
FROM ADWORDS.
WHAT NE...
EXCEL SOLVED BUDGETS
@ecouch11
#SMX #23B
A MIX OF BING
AND GOOGLE
CAMPAIGNS
AVERAGE DAILY
SPEND ACROSS
ALL CAMPAIGNS
OPTIM...
EXCEL SOLVED BUDGETS
DID THIS ACTUALLY
WORK?
YES.
@ecouch11
#SMX #23B
EXCEL SOLVED BUDGETS
YEAR-OVER-YEAR STATS, SAME CLIENT:
DECEMBER 2012: 172 LEADS, GOOGLE ONLY.
DECEMBER 2013: 614 LEADS, G...
WRAP UP
BEST PRACTICES
DYNAMIC AD PARAMETERS
POLICIES
REPORTING
@ecouch11
#SMX #23B
WHO ARE YOU?
ERIC COUCH
SENIOR PPC ACCOUNT MANAGER,
HEAD OF TRAINING
@HANAPIN MARKETING
WRITER @ PPC HERO
www.ppchero.com
...
THANK YOU!
@ecouch11
#SMX #23B
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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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