@c0rk
New & Evolving InsightsSegmentation TacticsPower Tools
Be transparent and deliveruseful insights to helpadvertisers optimizeShare of Voice (SOV)Quality ScoreTop vs. Other / Posi...
– Available at the Keyword Level– Identifies Impression AND click lossShare of Voice (SOV)IMPRESSIONSHARECLICKSHAREBUDGET ...
QualityScore(1-10)Quality Score– Keyword Match-Type Level– AdGroup & Campaign Level Aggregation645789jan feb mar apr may j...
Quality Score– Quality IMPACT Score3 Your ads could gain more than 500 additional impressions/day2 Your ads could gain 100...
Top vs. Other / Positional Reporting+7%+15-25%
Audience Segmentation Tactics
Giving you control to reachsearchers across devicesMobilePCOSOSTabletBroadPhraseExactWith great powercomes greatresponsibi...
Power Tools
Bing Ads IntelligenceResearch New KeywordsKeyword Generated Keywordsocks Womens Sockssocks Cheap Sockssocks NBA Sockssocks...
Bing Ads IntelligenceKeyword AnalysisKeyword Device Time Period Searchessocks Desktops and laptops May-13 38,880socks Smar...
Bing Ads IntelligencePricingKeyword Device Match Type Position Clicks Impressions CTR CPC Total Cost Avg Bidcompression so...
Review Segmentation TacticsCook with FIRE! …but don’t get burnedLeverage New InsightsShare of Voice; Quality Score; Qualit...
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Amazing Paid Search Tactics + Tools

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Slides from Paul Corkery's section of the Amazing Paid Search Tactics + Tools session at SMX Advanced 2013.

Published in: Business, Technology

Amazing Paid Search Tactics + Tools

  1. 1. @c0rk
  2. 2. New & Evolving InsightsSegmentation TacticsPower Tools
  3. 3. Be transparent and deliveruseful insights to helpadvertisers optimizeShare of Voice (SOV)Quality ScoreTop vs. Other / Positional Reporting
  4. 4. – Available at the Keyword Level– Identifies Impression AND click lossShare of Voice (SOV)IMPRESSIONSHARECLICKSHAREBUDGET BID RANKKEYWORDRELEVANCELANDINGPAGE37.3% 5.7% 7.2% 25% 12.3% 3.7% 14.5%Quality Score Dimensions25%3.7%
  5. 5. QualityScore(1-10)Quality Score– Keyword Match-Type Level– AdGroup & Campaign Level Aggregation645789jan feb mar apr may junSub-Score KW Relevance LP Relevance LP User ExperienceLooks At CTR Landing Page ComplianceGo Do(Optimization)Negative KWsAd-CopyRe-StructureAd-CopyLanding PageCheck site againstBing Ads contentguidelinesHistoricQualityScore
  6. 6. Quality Score– Quality IMPACT Score3 Your ads could gain more than 500 additional impressions/day2 Your ads could gain 100-500 additional impressions/day1 Your ads could gain up to 100 additional impressions/day“Quality impact is a big step toward helping advertisersquantify the importance of improving quality score. And it’s ameasure that Google currently lacks.”
  7. 7. Top vs. Other / Positional Reporting+7%+15-25%
  8. 8. Audience Segmentation Tactics
  9. 9. Giving you control to reachsearchers across devicesMobilePCOSOSTabletBroadPhraseExactWith great powercomes greatresponsibilitySegment/Target to theextent that theimprovements inperformance areworth the complexitiesof managementEase of Management SegmentationYour Balance
  10. 10. Power Tools
  11. 11. Bing Ads IntelligenceResearch New KeywordsKeyword Generated Keywordsocks Womens Sockssocks Cheap Sockssocks NBA Sockssocks Mismatched Sockssocks Nike Elite Basketball SocksRelated SearchesInput URL Keyword Scoreseattlesocks.com mens socks 0.8684seattlesocks.com womens socks 0.6996seattlesocks.com diabetic socks 0.6520seattlesocks.com warm socks 0.6290seattlesocks.com alpaca socks 0.6272Webpage KeywordsKeyword Generated Keywordsocks t shirtssocks pantssocks jeanssocks shirtssocks shortsAssociated KeywordsKeyword Search Querysocks socks and sandalssocks thigh high sockssocks tube sockssocks diabetic sockssocks knee socksSearches With Your Keyword––
  12. 12. Bing Ads IntelligenceKeyword AnalysisKeyword Device Time Period Searchessocks Desktops and laptops May-13 38,880socks Smart phones May-13 3,897socks Tablets May-13 2,378compression socks Desktops and laptops May-13 11,376compression socks Smart phones May-13 1,671compression socks Tablets May-13 1,432toe socks Desktops and laptops May-13 2,934toe socks Smart phones May-13 370toe socks Tablets May-13 277Traffic
  13. 13. Bing Ads IntelligencePricingKeyword Device Match Type Position Clicks Impressions CTR CPC Total Cost Avg Bidcompression socks Desktops and laptops Exact MainLine 01 855 7,270 11.76% $3.10 $2,653.06 $3.44compression socks Smart phones Exact MainLine 01 58 1,244 4.66% $2.23 $129.18 $3.75compression socks Tablets Exact MainLine 01 104 912 11.40% $3.18 $330.22 $3.71toe socks Desktops and laptops Exact MainLine 01 146 1,492 9.79% $0.52 $75.83 $0.62toe socks Smart phones Exact MainLine 01 3 62 4.84% $0.38 $1.15 $0.59toe socks Tablets Exact MainLine 01 27 137 19.71% $0.52 $14.12 $0.65dress socks Desktops and laptops Exact MainLine 01 14 615 2.28% $0.40 $5.57 $0.61dress socks Smart phones Exact MainLine 01 0 30 0.00% $0.00 $0.00 $0.54dress socks Tablets Exact MainLine 01 2 15 13.33% $0.57 $1.13 $0.81Keyword Performance
  14. 14. Review Segmentation TacticsCook with FIRE! …but don’t get burnedLeverage New InsightsShare of Voice; Quality Score; Quality Impact; Top vs. OtherDownload Bing Ads Intelligencewww.Keywords.com@c0rk

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