Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.
Choose your words carefully: Financial services edition
How word choice can make or break pay-per-click search ads
Somewhere in here there are winning word combos
for financial services search ads. (There are also losers.)
Account
Bankin...
The researchers at Bing Ads recently tackled a
couple of big questions about performance for
PPC Financial Services ads.
What combinations of words in
the title and description get the
highest Ad Quality ranking?*
Does this change depending
on...
Microsoft Confidential
We analyzed
55,000 ads
running on the
Bing Network.
These ads generated 180 million impressions.
1 ad on the Bing
Network reaches
163 million searchers
5.6 billion monthly
searches on the
Bing Network
We limited our study to
January 2014.
Then we broke the financial services vertical
into 5 categories.
Financial Institutions
Insurance
Loans and Lending
Credit...
The phrases and/or
words we analyzed had
to appear in ads from
at least 10 advertisers.
We analyzed more
than 20 of the mo...
Some words of
caution…
What works really well for one category may
perform poorly for another.
There is no prescriptive
set of ad copy that will
generate the same results
across devices. People
use different devices f...
Across the board, in
every category, you’ll
get a significant lift
in clicks if you add
Sitelinks to your ad.
Here’s how to read a heatmapAdTitle
Great Bad Insufficient DataGood Ad Description
Account
Banking
Best
Brand
CallToAction...
Adtitle
Ad description
Insufficient dataGreat Good Poor
Account
Banking
Best
Brand
CallToAction
DKI
Fees
Financial
Financi...
Financial Institutions: Top word combos
Mobile
TITLE DESCRIPTION
Online Location
Official Fees
Online Fees
DKI Location
No...
Ads with “official” in
the title do well on all
devices.
Insights by device
PC users click on ads
with heavyweight
financi...
Adtitle
Ad description
Insufficient dataGreat Good Poor
Brand
CallToAction
Car/Auto
Cheap/
Affordable
DKI
Financial
Cooper...
Insurance: Top word combos
Mobile
TITLE DESCRIPTION
NoVar NoVar
Superlative Online
Car/Auto NoVar
Insurance Plan NoVar
Che...
When it comes to
Insurance, ads with
“Official” in the title
draw a lot of attention
with both PC and
Tablet users, but no...
%
Approved/
Approval
BadCredit
Banking
Brand
CallTo
Action
Financial
Cooperative
Financing
Interest
Rates
Lender
Lendings
...
Loans and Lending: Top word combos
Mobile
TITLE DESCRIPTION
Superlative NoVar
% Loan types
Secure Interest rates
Financing...
Across all devices,
“secure” carries
significance, likely
owing to the fact that
loan applications
conducted online
requir...
Adtitle
Ad description
Insufficient dataGreat Good Poor
%
BadCredit
Best
Brand
CallToAction
InterestRate
Offers/Deals
Onli...
Credit Cards: Top word combos
Mobile
TITLE DESCRIPTION
NoVar Superlative
Brand Bad Credit
% %
Call to Action Rewards
Brand...
The only term that gets
high response on all
devices, in both title
and description is the
brand name of the
credit card i...
Adtitle
Ad description
Insufficient dataGreat Good Poor
Brand
Bureau
CallToAction
CreditScore
Offers/Deals
Official
Online...
Credit Reporting: Top word combos
Mobile
TITLE DESCRIPTION
Call to Action Param
Param Call to Action
Param Credit Score
Pa...
Across the board, on
PC, Mobile and Tablet,
the end result of a
search for credit
reporting is the same,
so similar terms ...
Microsoft Confidential
Before you pour this
awesome info into your
search ads, consider
three important
things:
ONE Test. Then test again. Test some more.
Testing is critical to understanding your ad copy performance across
devices, c...
TWO Use ad extensions like location and call.
Understand the value of Sitelink lift and the impact it could have on an
ent...
THREE Scale your execution to all your ads.
Develop a framework for understanding the clickability of your ads and
executi...
Details on word choice
Due to the large number of ads analyzed and the significant number of
words/phrases surfaced, phras...
Choose Your Words Carefully: Financial Services Edition
Upcoming SlideShare
Loading in …5
×

Choose Your Words Carefully: Financial Services Edition

8,729 views

Published on

The Bing Ads team is excited to present this must read for marketers of financial services, with a focus on Financial Institutions, Insurance, Loans and Lending, Credit Cards and Credit Reporting.

Insights: How word choice can make or break pay-per-click search ads for financial services advertisers. Do successful keywords differ depending if the search takes place on a PC, tablet or mobile device?

In this series, the Bing Ads team breaks down how keywords are different across devices and scenarios for advertisers in the financial services vertical to better help inform your approach to a Pay-Per-Click ad campaign.

Want to learn more? Visit our blog http://blog.bingads.com

  • Be the first to comment

Choose Your Words Carefully: Financial Services Edition

  1. 1. Choose your words carefully: Financial services edition How word choice can make or break pay-per-click search ads
  2. 2. Somewhere in here there are winning word combos for financial services search ads. (There are also losers.) Account Banking Best Brand CallToAction DKI Fees Financial Financial Cooperative InterestRate InterestRates Loans Location Mortgage Official Online Savings Secure Services Superlative Yield NoVar Account Banking Best Brand Call To Action DKI Fees Financial Financial Cooperative Interest Rate Interest Rates Loans Location Mortgage Official Online Savings Secure Services Superlative Yield NoVar
  3. 3. The researchers at Bing Ads recently tackled a couple of big questions about performance for PPC Financial Services ads.
  4. 4. What combinations of words in the title and description get the highest Ad Quality ranking?* Does this change depending on what device the audience is using? *Ad Quality is a calculation which factors in both the clickability (the likelihood ofanad beingclicked,agnosticofposition)ofthead and otherindicators ofadquality. Ads withbetteradquality notonlyhaveabetterCTR,theygetrewardedwith better ad ranking and lower CPCs than other ads with lower ad quality.
  5. 5. Microsoft Confidential We analyzed 55,000 ads running on the Bing Network.
  6. 6. These ads generated 180 million impressions.
  7. 7. 1 ad on the Bing Network reaches 163 million searchers 5.6 billion monthly searches on the Bing Network
  8. 8. We limited our study to January 2014.
  9. 9. Then we broke the financial services vertical into 5 categories. Financial Institutions Insurance Loans and Lending Credit Cards Credit Reporting
  10. 10. The phrases and/or words we analyzed had to appear in ads from at least 10 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. Some words of caution…
  12. 12. What works really well for one category may perform poorly for another.
  13. 13. 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. Across the board, in every category, you’ll get a significant lift in clicks if you add Sitelinks to your ad.
  15. 15. Here’s how to read a heatmapAdTitle Great Bad Insufficient DataGood Ad Description Account Banking Best Brand CallToAction DKI Fees Financial Financial Cooperative InterestRate InterestRates Loans Location Mortgage Official Online Savings Secure Services Superlative Yield NoVar Account Banking Best Brand Call To Action DKI Fees Financial Financial Cooperative Interest Rate Interest Rates Loans Location Mortgage Official Online Savings Secure Services Superlative Yield NoVar Personal Banking usbank.com Official site
  16. 16. Adtitle Ad description Insufficient dataGreat Good Poor Account Banking Best Brand CallToAction DKI Fees Financial Financial Cooperative InterestRate InterestRates Loans Location Mortgage Official Online Savings Secure Services Superlative Yield NoVar Account Banking Best Brand Call To Action DKI Fees Financial Financial Cooperative Interest Rate Interest Rates Loans Location Mortgage Official Online Savings Secure Services Superlative Yield NoVar Financial Institutions ad performance heatmap ̶ All devices
  17. 17. Financial Institutions: Top word combos Mobile TITLE DESCRIPTION Online Location Official Fees Online Fees DKI Location NoVar Superlative Tablet TITLE DESCRIPTION Official Loans Official Online Online Loans Banking Official Official Fees PC TITLE DESCRIPTION Account Secure Official Loans Official Online Online Loans Account Official
  18. 18. Ads with “official” in the title do well on all devices. Insights by device PC users click on ads with heavyweight financial services involved including “accounts” and “loans”, which matches the desktop mindset. Mobile users are, predictably, looking for location. They’re also clicking on ads with “fees” in the description, which might suggest showrooming. Tablet users respond to the same words that are important to PC users AND mobile users, demonstrating the adaptability of the device and intention.
  19. 19. Adtitle Ad description Insufficient dataGreat Good Poor Brand CallToAction Car/Auto Cheap/ Affordable DKI Financial Cooperative Free Insurance InsurancePlan InterestRates Location Official Online Param Quotes Superlative NoVar Brand Call To Action Car/Auto Cheap/Affordable DKI Financial Cooperative Free Insurance Insurance Plan Interest Rates Location Official Online Param Quotes Superlative NoVar Insurance ad performance heatmap ̶ All devices
  20. 20. Insurance: Top word combos Mobile TITLE DESCRIPTION NoVar NoVar Superlative Online Car/Auto NoVar Insurance Plan NoVar Cheap/affordable Superlative Tablet TITLE DESCRIPTION Official Online Official Car/Auto Official Location Official Cheap/affordable Official Call to Action PC TITLE DESCRIPTION Official Online Official Free Official Quotes Official Cheap/affordable Car/Auto NoVar
  21. 21. When it comes to Insurance, ads with “Official” in the title draw a lot of attention with both PC and Tablet users, but not with Mobile users at all. Insights by device PC users are willing to click on ads with “quote” in the description, suggesting that the desktop environment is more conducive to a more time-consuming engagement. Mobile users are hard to pin down in the Insurance category, responding to a wide range of relevant words. Tablet users look for “Official” in the title, then drill into specifics with the description.
  22. 22. % Approved/ Approval BadCredit Banking Brand CallTo Action Financial Cooperative Financing Interest Rates Lender Lendings LoanTypes Loans (General) Mortgage Online Param Payment Secure Superlative NoVar % Approved/Approval Bad Credit Banking Brand Call To Action DKI Financial Cooperative Financing Interest Rates Lender Lendings Loan Types Loans (General) Mortgage Online Param Payment Secure Superlative NoVar Adtitle Ad description Insufficient dataGreat Good Poor Loans and Lending ad performance heatmap ̶ All devices
  23. 23. Loans and Lending: Top word combos Mobile TITLE DESCRIPTION Superlative NoVar % Loan types Secure Interest rates Financing Secure Loan types NoVar Tablet TITLE DESCRIPTION Loans (general) Param Loan types Param NoVar Loans (general) Superlative NoVar Financing Secure PC TITLE DESCRIPTION Secure Approved/approval Secure Financing NoVar Loans (general) Financial cooperative Banking Secure Secure
  24. 24. Across all devices, “secure” carries significance, likely owing to the fact that loan applications conducted online require a great deal of personal information. Insights by device PC users are looking for home refinancing options via HARP (“Financial cooperative”). Mobile users are responsive to ads with specific loan types in either the title or description. Tablet users go straight to the heart of things, responding to both general and specific loan types in the ad title.
  25. 25. Adtitle Ad description Insufficient dataGreat Good Poor % BadCredit Best Brand CallToAction InterestRate Offers/Deals Online Rewards Services Superlative NoVar % Bad Credit Brand Call To Action Interest Rate Offers/Deals Official Online Rewards Services Superlative NoVar Credit Cards ad performance heatmap ̶ All devices
  26. 26. Credit Cards: Top word combos Mobile TITLE DESCRIPTION NoVar Superlative Brand Bad Credit % % Call to Action Rewards Brand Offers/Deals Tablet TITLE DESCRIPTION Rewards Brand Services Best NoVar Superlative Rewards Superlative Brand Best PC TITLE DESCRIPTION Offers/Deals Best Offers/Deals Interest Rate NoVar Superlative Brand Best Online Online
  27. 27. The only term that gets high response on all devices, in both title and description is the brand name of the credit card issuer. Insights by device PC users are comparing and looking for the best credit card situation, responding to words like “offers/deals”, “best” and “interest rate.” Mobile users respond to a variety of words across a range of intent, including “bad credit”, “%”, “rewards” and “offers/deals”. Tablet users appear open to possibility and non-specific in their intent, responsive to a range of superlatives like “best”, and “top”.
  28. 28. Adtitle Ad description Insufficient dataGreat Good Poor Brand Bureau CallToAction CreditScore Offers/Deals Official Online Param Report Secure Trial NoVar Brand Bureau Call To Action Credit Score Now Offers/Deals Official Online Param Report Secure Services NoVar Credit Reporting ad performance heatmap ̶ All devices
  29. 29. Credit Reporting: Top word combos Mobile TITLE DESCRIPTION Call to Action Param Param Call to Action Param Credit Score Param Param Report Param Tablet TITLE DESCRIPTION NoVar Offers/Deals Report Trial Services Call to Action Call to Action Trial Param Call to Action PC TITLE DESCRIPTION Call to Action NoVar Report Trial Param Call to Action Param Credit Score Param Report
  30. 30. Across the board, on PC, Mobile and Tablet, the end result of a search for credit reporting is the same, so similar terms are effective for every device. Insights by device PC users respond to the [PARAM] insertion, and this likely works so well in this category because the range of relevant terms is so narrow. Mobile users respond most significantly to a call to action in the title, which matches the immediacy of the mobile environment. Tablet users are unique in responding to “offers/deals” in the description of credit reporting ads.
  31. 31. Microsoft Confidential Before you pour this awesome info into your search ads, consider three important things:
  32. 32. 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
  33. 33. TWO Use ad extensions like location and call. 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
  34. 34. 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
  35. 35. 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. “Superlative” includes words such as “best” and “top”. “Services” includes words such as “ATM”, “checking”, and “merchant services”. 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.

×