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Choose your words carefully: Retail edition

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How does word choice affect ad quality in retail PPC ads? Bing Ads dives into a study to uncover the truth.

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Choose your words carefully: Retail edition

  1. 1. Microsoft Confidential Choose your words carefully: Retail edition How word choice can make or break pay-per-click search ads
  2. 2. Microsoft Confidential BlackFriday Brand Celebrity Clothing CyberMonday {KeyWord} Domain Food Free FreeShipping Furniture Gift(s) New Number OfficialSite Product Promotion Purchase Quality Resource Service Style/Kind Value Venue Web OtherWords Black Friday Brand Celebrity Clothing Cyber Monday {KeyWord} Domain Food Free Free Shipping Furniture Gift(s) New Number Official Site Product Promotion Purchase Quality Resource Service Style/Kind Value Venue Web Other Words Somewhere in here there are winning word combos for retail search ads. (There are also losers.)
  3. 3. Microsoft ConfidentialMicrosoft Confidential The researchers at Bing Ads recently tackled a couple of big questions about performance for PPC retail ads.
  4. 4. Microsoft ConfidentialMicrosoft Confidential What combinations of words in the title and description get the highest Ad Quality ranking?* *Ad Quality is a calculation which factors in both the clickability (the likelihood ofanadbeing clicked, agnostic ofposition) ofthe adandother indicators ofadquality. Ads with better adquality notonly have abetter CTR, theyget rewarded with better ad ranking and lower CPCs than other ads with lower ad quality. Does this change depending on what device the audience is using?
  5. 5. Microsoft ConfidentialMicrosoft Confidential We analyzed 96,000 ads running on the Yahoo Bing Network.
  6. 6. Microsoft Confidential These ads generated 254 million impressions.
  7. 7. Microsoft ConfidentialMicrosoft Confidential 1 ad on the Yahoo Bing Network reaches 163 million searchers 5.6 billion monthly searches on Yahoo Bing Network
  8. 8. Microsoft ConfidentialMicrosoft Confidential We limited our study to November, 2012 to have the richest data to work with.
  9. 9. Microsoft ConfidentialMicrosoft Confidential Then we broke the massive retail vertical into 7 categories. FLOWERS / CANDY / GIFTS 07 HOME AND GARDEN 06 APPAREL AND ACCESSORIES 01 CONSUMER ELECTRONICS 02 DEPARTMENT STORES 03 TOYS AND HOBBIES 04 MASS MERCHANTS 05 RETAIL VERTICAL CATEGORIES
  10. 10. Microsoft ConfidentialMicrosoft Confidential The phrases and/or words we analyzed had to appear in ads from at least 5 advertisers. We analyzed more than 20 of the most commonly used words/phrases. We analyzed word choice and clickability across devices: PC, mobile and tablet.
  11. 11. Microsoft Confidential Some words of caution… Microsoft Confidential
  12. 12. Microsoft Confidential What works really well for one category may perform poorly for another. This even applies to general words like “new”.
  13. 13. Microsoft Confidential There is no prescriptive set of ad copy that will generate the same results across devices. People use different devices for different things – they don’t look for the same info on their PC as they do on their phone.
  14. 14. Microsoft Confidential Across the board, in every category, you’ll get a significant lift (18% or more!) in clicks if you add Sitelinks to your ad. Microsoft Confidential
  15. 15. Microsoft Confidential BlackFriday Brand Celebrity Clothing CyberMonday {KeyWord} Domain Food Free FreeShipping Furniture Gift(s) New Number OfficialSite Product Promotion Purchase Quality Resource Service Style/Kind Value Venue Web OtherWords Black Friday Brand Celebrity Clothing Cyber Monday {KeyWord} Domain Food Free Free Shipping Furniture Gift(s) New Number Official Site Product Promotion Purchase Quality Resource Service Style/Kind Value Venue Web Other Words Here’s how to read a heatmapAdTitle Great Bad No DataGood Ad Description Our study results show that a retail ad with a celebrity in the title and a product name in the description has high Ad Quality.
  16. 16. Microsoft Confidential Apparel and Accessories – all devices Great Poor Insufficient dataGood Ad Description AdTitle %Off Huge/Wide/ GreatSelection Brand CalltoAction Fashion Free FreeShipping Gift(s) Holiday New Now OfficialSite Online Orders Price/Pricing Product Promotion Purchase Quality Returns Size Style/Kind NoVar % Off Brand Call to Action Fashion Free Free Shipping Gift(s) Holiday New Now Official Site Online Price/Pricing Product Promotion Purchase Quality Size Style/Kind NoVar
  17. 17. Microsoft ConfidentialMicrosoft Confidential PC TITLE DESCRIPTION Brand Call to action Size New Price/pricing Now Size Brand Size Official site Size Fashion Free shipping Official site Free Official site Official site Official site Brand [Huge/wide/great] selection Top word combos for Apparel and Accessories Insights for Apparel and Accessories  Ad quality is less compelling on PCs when phrases including “holiday” are used in the title and description.  Mobile and Tablet ad copy indexed high with “official site” in the title combined with “online” in the description.
  18. 18. Microsoft ConfidentialMicrosoft Confidential Mobile TITLE DESCRIPTION Brand Call to action Official site Online % off Size % off Now Brand Online Promotion Gifts Fashion Promotion No variable [Huge/wide/great] selection New Purchase New Product Top word combos for Apparel and Accessories Tablet TITLE DESCRIPTION Official site Call to action Official site Online Brand Call to action Brand Online Style/kind Online Style/kind Call to action Free shipping Official site Gifts Style/kind Style/kind New Gifts % off
  19. 19. Microsoft Confidential Consumer Electronics – all devices Black Friday Brand Callto Action Celebrity Cyber Monday Free Free Shipping Gift In-Store Pickup New Now Official Site Online Price/ Pricing Product Promo Purchase Quality Resource Service Style/Kind Value Other Words Black Friday Brand Call to Action Celebrity Cyber Monday Free Shipping Gift New Now Official Site Online Price/ Pricing Product Promotion Purchase Quality Resource Service Style/ Kind Other Words AdTitle Great Poor Insufficient dataGood Ad Description
  20. 20. Microsoft ConfidentialMicrosoft Confidential Top word combos for Consumer Electronics Insights for Consumer Electronics  People search for electronics primarily by the brand of item they’re looking for – so ads that include the brand name in the title with “Cyber Monday” in the description were very clickable. This is also true for tablets, but not for mobile.  On mobile, ads with “purchase” in the title and “Cyber Monday” in the description were hottest. PC TITLE DESCRIPTION Cyber Monday Quality Brand Cyber Monday New Promotion Cyber Monday Promotion No variable In-store pickup New Cyber Monday Brand In-store pickup Online Quality Promotion Cyber Monday New In-store pickup
  21. 21. Microsoft ConfidentialMicrosoft Confidential Mobile TITLE DESCRIPTION No variable Cyber Monday Purchase Cyber Monday Price/pricing Product Brand Resource Price/pricing Free shipping Resource Free shipping Product Service Resource Service Brand Price/pricing Price/pricing Quality Tablet TITLE DESCRIPTION Promotion Cyber Monday Cyber Monday Promotion Brand Cyber Monday Cyber Monday Quality Product Cyber Monday No variable In-store pickup Official site Product Purchase No variable Brand In-store pickup Cyber Monday Product Top word combos for Consumer Electronics
  22. 22. Microsoft Confidential Department Stores – all devicesAdTitle Black Friday Brand Celebrity Clothing Cyber Monday {KeyWord} Domain Food Free Free Shipping Furniture Gift(s) New Number OfficialSite Product Promotion Purchase Quality Resource Service Style/Kind Value Venue Web Other Words Black Friday Brand Celebrity Clothing Cyber Monday {KeyWord} Domain Food Free Free Shipping Furniture Gift(s) New Number Official Site Product Promotion Purchase Quality Resource Service Style/Kind Value Venue Web Other Words Great Poor Insufficient dataGood Ad Description
  23. 23. Microsoft ConfidentialMicrosoft Confidential Top word combos for Department Stores Insights for Department Stores  For ads running on PCs, “service”, “quality” and “free shipping” indexed lower in quality in the ad title, but added value if used in the ad description.  On mobile, the phone number in the ad title offered the greatest clickability emphasizing the importance of understanding the user’s intent relative to the device being used. PC TITLE DESCRIPTION Black Friday Product Celebrity Product Value Resource Value Number DKI Black Friday Black Friday Store Celebrity Store Brand Furniture Brand Celebrity Clothing Cyber Monday
  24. 24. Microsoft ConfidentialMicrosoft Confidential Mobile TITLE DESCRIPTION Number Purchase Number Promotion Number Number Black Friday Store Number Style/kind Product DKI Brand New Number Brand Resource Service Brand Clothing Tablet TITLE DESCRIPTION Black Friday Store Celebrity Store Brand Furniture Purchase Resource Clothing Number Clothing Purchase Product DKI Purchase Brand Style/kind Store Brand Celebrity Top word combos for Department Stores
  25. 25. Microsoft Confidential Toys and HobbiesAdTitle %Off Black Friday Brand Callto Action Free Free Shipping Holiday New Now OfficialSite Online Orders Product Promotion Purchase Purchase Quality Service Service Style/Kind Other Words % Off Black Friday Call to Action Free Free Shipping Holiday New Now Official Site Online Product Promotion Purchase Quality Service Style/Kind Other Words Great Poor Insufficient dataGood Ad Description
  26. 26. Microsoft ConfidentialMicrosoft Confidential Top word combos for Toys and Hobbies Insights for Toys and Hobbies  Ads running on PCs with the word “now” in the ad title indexed very poorly; but put that same word in the ad description and it drives CTR.  “Official site” in the mobile and tablet ad titles are extremely valuable when paired with brand names. PC Title Description Black Friday Purchase Call to action Promotion Black Friday Call to action No variable Official site Quality Promotion Purchase Black Friday Call to action Style/kind Black Friday Promotion Promotion % off Promotion Service
  27. 27. Microsoft ConfidentialMicrosoft Confidential Mobile TITLE DESCRIPTION New Call to action Product Purchase Official site Brand Official site Now Promotion Black Friday Product Brand Product Now Promotion Brand Official site Service Style/kind Service Tablet TITLE DESCRIPTION Official site Brand Official site Now Official site New Free shipping Free Service Free Service Free shipping Service Service Free shipping Service Free Service Free Free shipping Top word combos for Toys and Hobbies
  28. 28. Microsoft Confidential Mass MerchantsAdTitle %Off Brand Callto Action Celebrity Clothing Condition {KeyWord} Form Free Free Shipping Now Orders {Param} PricePoint Product Promotion Purchase Quality Question Resource Service Sport Style/Kind Value Other Words % Off Brand Call to Action Celebrity Clothing Condition {KeyWord} Form Free Free Shipping Official Site {Param} Price Point Product Promotion Purchase Quality Resource Service Sport Style/Kind Value Other words Great Poor Insufficient dataGood Ad Description
  29. 29. Microsoft ConfidentialMicrosoft Confidential Top word combos for Mass Merchants Insights for Mass Merchants  Ad clickability is lower on PCs when phrases including “holiday” are in the title and description (represented here by “promotion”).  “Official site” and “clothing” used together have highest clickability when used on tablet ad copy. PC Title Description Official site Clothing Style/kind Clothing Purchase Price point Condition Promotion Condition Purchase
  30. 30. Microsoft ConfidentialMicrosoft Confidential Mobile TITLE DESCRIPTION Official site Clothing Style/kind Clothing Purchase Style/kind Official site Style/kind Style/kind Style/kind Tablet TITLE DESCRIPTION Official site Clothing Style/kind Clothing Official site Style/kind Purchase Param insertion Purchase % Off Top word combos for Mass Merchants
  31. 31. Microsoft Confidential Home and GardenAdTitle %Off Black Friday Brand Cyber Monday Food Free Shipping Furniture Gift Gift(s) Holiday Now Official Site Product Promotion Purchase Quality Resource Service Size Style/Kind Value Venue Web Other Words % Off Black Friday Brand Cyber Monday Food Free Shipping Furniture Gift Gift(s) Holiday Now Official Site Product Promo Purchase Quality Resource Service Size Style/Kind Value Venue Web Other Words Great Poor Insufficient dataGood Ad Description
  32. 32. Microsoft ConfidentialMicrosoft Confidential Top word combos for Home and Garden Insights for Home and Garden  Across all devices, “venue” (i.e. home, party, garden) pairings yielded significantly high clickability.  The combination of “venue” with “purchase” on mobile ad copy is the least frequently used but highest indexing. PC TITLE DESCRIPTION Venue Now Venue Free shipping Venue Service Venue Brand Venue Purchase
  33. 33. Microsoft ConfidentialMicrosoft Confidential Top word combos for Home and Garden Mobile TITLE DESCRIPTION Venue Purchase Venue Product Venue Style/kind Promotion Web Resource Now Tablet TITLE DESCRIPTION Venue Free shipping Venue Service Venue Brand Venue Value Venue Product
  34. 34. Microsoft Confidential Flowers / Candy / GiftsAdTitle %Off Brand Callto Action Clothing Create {KeyWord} Food Free Free Shipping Gift(s) Holiday Now Online Price Product Profession Promotion Purchase Quality Service Style/Kind Value Web Other Words % Off Brand Call to Action Clothing Create {KeyWord} Food Free Free Shipping Gift(s) Holiday Now Online Price Product Profession Promotion Purchase Quality Service Style/Kind Value Web Other Words Great Poor Insufficient dataGood Ad Description
  35. 35. Microsoft ConfidentialMicrosoft Confidential Top word combos for Flowers / Candy / Gifts Insights for Flowers / Candy / Gifts  “Gift(s)” pairings yields significantly high clickability when used on tablet, but not other devices.  “Call to action” paired with “now” yields ad clickability above and beyond other PC pairings but is used less frequently. PC TITLE DESCRIPTION Call to action Now Promotion NoVar Service Gift(s) DKI Create NoVar Value
  36. 36. Microsoft ConfidentialMicrosoft Confidential Top word combos for Flowers / Candy / Gifts Mobile TITLE DESCRIPTION Product Food Product Quality Product Gift(s) Style/kind Product Gift(s) Product Tablet TITLE DESCRIPTION Gift(s) Now Gift(s) Product Gift(s) Value Gift(s) Brand DKI Value
  37. 37. Microsoft ConfidentialMicrosoft Confidential Before you pour this awesome info into your search ads, consider three important things:
  38. 38. Microsoft Confidential ONE Test. Then test again. Test some more. Testing is critical to understanding your ad copy performance across devices, categories and time periods. Microsoft Confidential
  39. 39. Microsoft Confidential TWO Use ad extensions like location, call, and Sitelinks. Understand the value of Sitelink lift and the impact it could have on an entire account. Implement and spread to all your ads. Microsoft Confidential
  40. 40. Microsoft Confidential THREE Scale your execution to all your ads. Develop a framework for understanding the clickability of your ads and executing top performers on a large scale. Microsoft Confidential
  41. 41. Microsoft ConfidentialMicrosoft Confidential Details on word choice Due to the large number of ads analyzed and the significant number of words/phrases surfaced, phrases and words analyzed were sometimes bucketed. “Promotion” includes words such as “sales”, “low prices”, “deals” “Product” includes a specific product in the sub-vertical, such as “Clothes, Swimwear, Shoes, Watches” for Apparel and Accessories sub-vertical. Others could be synonyms or same intent, e.g. “brand” includes all major brands in the sub-vertical Most buckets mirror the variation of the phrase itself, e.g. plurals, different tense, etc.

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