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#DSDC15 | @purnavirji
ROI Recharge!
5 Ways to Get More Bing for Your Buck
Purna Virji
Senior Bing Ads Client Dev. &
Training Specialist
Microsoft
@purnavirji | #DSDC15
#DSDC15 | @purnavirji
Purna Virji
Senior Bing Ads Client Dev. & Training Specialist,
Microsoft
Speaker at
MozCon,
SMX
Advanced+
more
Search
Engine Land
& Search
Engine Watch
Columnist
Been to 100+
cities, speak
6 languages,
love to knit
@purnavirji | #DSDC15
#DSDC15 | @purnavirji@purnavirji | #DSDC15
Those three magical words…
Value for money
#DSDC15 | @purnavirji
Today we’re talking about
Rev
up remarketing
Get in front
with mobile +
local
The true
power of
Brand
Super-charge
your Shopping
Campaigns
Win with
voice search
@purnavirji | #DSDC15
#DSDC15 | @purnavirji
#1
Super-charge your Shopping
Campaigns
@purnavirji | #DSDC15
#DSDC15 | @purnavirji@purnavirji | #DSDC15
#DSDC15 | @purnavirji
Targeting Options
Available Filters
Brand
Condition
ID
Category (1st level)
Product type (1st level)
Custom label 0
Custom label 1
Custom label 2
Custom label 3
Custom label 4
Filters
@purnavirji | #DSDC15
#DSDC15 | @purnavirji
TVs Desktops
All TVs All speakers All tablets All desktops
Bluetooth
speakers
TabletsCampaign
Ad group
The traditional way
Campaign organization
@purnavirji | #DSDC15
#DSDC15 | @purnavirji
Top sellers High margin SaleLimited inventory
Bluetooth speakers
Super charge it with custom labels
Campaign organization
Campaign
Ad group
@purnavirji | #DSDC15
#DSDC15 | @purnavirji
Super charge it with custom labels
Campaign organization
Campaign
Ad group Top sellers
Bluetooth
speakers
• Bids can be applied independently
• Targeting adjusted to top geos
• Increase budget for top-selling products
• Monitor low-inventory and move products out
@purnavirji | #DSDC15
#DSDC15 | @purnavirji
Lightning fast
optimization
@purnavirji | #DSDC15
#DSDC15 | @purnavirji
You’ll notice
there’s another
option –
Rich captions.
Product Ads
@purnavirji | #DSDC15
#DSDC15 | @purnavirji
Extra wins on organic listings!
Rich Captions
• Free – not an ad
• No product image
• Enhanced organic listings
• Product Ad + Rich
Captions FTW
@purnavirji | #DSDC15
#DSDC15 | @purnavirji
Today we’re talking about
Rev
up remarketing
Get in front
with mobile +
local
Super-charge
your Shopping
Campaigns
Win with
voice search
@purnavirji | #DSDC15
The true
power of
Brand
#DSDC15 | @purnavirji
#2
The true power of brand-term
bidding
@purnavirji | #DSDC15
#DSDC15 | @purnavirji
Did someone say
debate?
@purnavirji | #DSDC15
#DSDC15 | @purnavirji
The researchers at Bing Ads
recently tackled a big question…
“To bid or
not to bid on
brand terms?”
@purnavirji | #DSDC15
#DSDC15 | @purnavirji#DSDC15 | @purnavirji
We analyzed
3 million
impressions
for retail
on Bing in
December
2014.
And included
the majority
of the
brand terms
searched for
in the
retail vertical.
We compared
two scenarios:
1. Brand term
ad present
2. Brand term
ad not
present
@purnavirji | #DSDC15
#DSDC15 | @purnavirji
Because Bing is a search engine,
we have deep insight into what’s
happening on the SERPs –
for any brand, advertiser, and industry.
@purnavirji | #DSDC15
#DSDC15 | @purnavirji
Results when not bidding on
brand terms.
@purnavirji | #DSDC15
#DSDC15 | @purnavirji
Retail
Without brand ad, the brand received 60% of clicks on
SERPs– from organic listings.
“travel brand” flight“retail brand”.com
No brand ad
60%
People clicked
the top organic
positions
Source: Bing Ads Internal Data, December 2014.
@purnavirji | #DSDC15
#DSDC15 | @purnavirji
What happens when we
add a brand ad?
@purnavirji | #DSDC15
#DSDC15 | @purnavirji
Retail
Wow! That’s 31% clicks gained as a result
of brand term bidding.
Brand ad in main line position 1 and top organic listings.
Source: Bing Ads Internal Data, December 2014.
Gain
Brand ad + organic
31%
No brand ad
60%
@purnavirji | #DSDC15
60%
#DSDC15 | @purnavirji
Retail
Here’s where the clicks go:
Brand ad in main line position 1 and top organic listings.
Source: Bing Ads Internal Data, December 2014.
“retail brand”.com
49%
Brand ad + organic
42%
TO BRAND AD
TO ORGANIC
@purnavirji | #DSDC15
#DSDC15 | @purnavirji#DSDC15 | @purnavirji
What about cannibalization?
@purnavirji | #DSDC15
#DSDC15 | @purnavirji
Retail
Yes, some paid clicks you may have received anyway.
But you also received 31% incremental clicks!
Brand ad in main line position 1 and top organic listings.
Source: Bing Ads Internal Data, December 2014.
Incremental (paid) clicks
from the brand ad
Brand ad + organic
49%
No brand ad
60%
Overlap: Paid clicks
you may have received free
anyway from
organic listing
11%
@purnavirji | #DSDC15
31%
#DSDC15 | @purnavirji
What about clicks to the
competition?
@purnavirji | #DSDC15
#DSDC15 | @purnavirji
Retail
Competitors are getting 40% of clicks when no brand
ad is present.
91%
No brand ad
60%
Brand ad + organic
40%
9%Your
competitor
You
Your
competitor
You
Brand ad in main line position 1 and top organic listings.
Source: Bing Ads Internal Data, December 2014.
@purnavirji | #DSDC15
#DSDC15 | @purnavirji
How many of these clicks to
competitors were on their ad?
@purnavirji | #DSDC15
#DSDC15 | @purnavirji
Retail
Great question. Clicks on competitors’ ads decreased
from 34% to 4% when a brand ad was present.
91%
No brand ad
60%
Brand ad + organic
6%
5%
34%
4%
Competitor ad
Competitor organic
Competitor ad
Competitor organic
You You
Brand ad in main line position 1 and top organic listings.
Source: Bing Ads Internal Data, December 2014.
@purnavirji | #DSDC15
#DSDC15 | @purnavirji
Brand term bidding
has huge benefits
Keep competition under control
More traffic
@purnavirji | #DSDC15
#DSDC15 | @purnavirji
Today we’re talking about
Rev
up remarketing
Get in front
with mobile +
local
Super-charge
your Shopping
Campaigns
Win with
voice search
@purnavirji | #DSDC15
The true
power of
Brand
#DSDC15 | @purnavirji
#3
Get ahead with mobile + local
@purnavirji | #DSDC15
#DSDC15 | @purnavirji
Yahoo Bing Network queries with
local intent
67%
33%
All Devices Mobile
@purnavirji | #DSDC15
#DSDC15 | @purnavirji
Local searches from
smartphones outpace PC
across ages, up to 55+
0%
10%
20%
30%
40%
<=17 18-24 25-34 35-44 45-54 55-64 >=65
Local Searches by Age and Device
pc android iphone
Bing internal data, Jan – Feb, 2015
@purnavirji | #DSDC15
#DSDC15 | @purnavirji
Mobile searchers
expect local results
xAd/Telmetrics Mobile Path to Purchase, 2014
Consumers expect
locations to be within
5 miles of their
location when
searching from
smartphone or tablet
@purnavirji | #DSDC15
#DSDC15 | @purnavirji
But very few advertisers
target 5 miles or fewer
in their radius targeting
Bing internal data
@purnavirji | #DSDC15
#DSDC15 | @purnavirji
We can do better.
@purnavirji | #DSDC15
#DSDC15 | @purnavirji
Mobile ad products
Multiple Call
Campaign Options
App
Extensions
“Mobile Preferred”
Site Links
Location
Extensions Location Targeting
@purnavirji | #DSDC15
#DSDC15 | @purnavirji
Multiple extensions drive greatest
engagement with mobile ads
Layered Ad Extensions on Mobile Ads
Average
CTR
Location Extensions + Metered Call Extensions +
Sitelink Extensions
18.8%
Location Extensions + Sitelink Extensions 11.1%
Call Extensions + Sitelink Extensions 8.4%
Metered Call Extensions + Sitelink Extensions 7.0%
Multiple
Extensions
No
Extensions
@purnavirji | #DSDC15
#DSDC15 | @purnavirji
Multiple extensions drive greatest
engagement with mobile ads
Layered Ad Extensions on Mobile Ads
Average
CTR
Location Extensions + Metered Call Extensions +
Sitelink Extensions
18.8%
Location Extensions + Sitelink Extensions 11.1%
Call Extensions + Sitelink Extensions 8.4%
Metered Call Extensions + Sitelink Extensions 7.0%
@purnavirji | #DSDC15
Multiple
Extensions
No
Extensions
#DSDC15 | @purnavirji
Multiple extensions drive greatest
engagement with mobile ads
Layered Ad Extensions on Mobile Ads
Average
CTR
Location Extensions + Metered Call Extensions +
Sitelink Extensions
18.8%
Location Extensions + Sitelink Extensions 11.1%
Call Extensions + Sitelink Extensions 8.4%
Metered Call Extensions + Sitelink Extensions 7.0%
@purnavirji | #DSDC15
Multiple
Extensions
No
Extensions
#DSDC15 | @purnavirji#DSDC15 | @purnavirji
Call Extensions are good for
business
We found the value of
calls to websites from call
extensions were worth
3x more than clicks to
desktop, on average.
- Wordstream Research
@purnavirji | #DSDC15
#DSDC15 | @purnavirji#DSDC15 | @purnavirji
Geo target like an evil genius
@purnavirji | #DSDC15
#DSDC15 | @purnavirji
Radius target like an evil genius
“72% of consumers who
performed a local search
visited a store within 5 miles.”
Clix Marketing, SMX East 2015
@purnavirji | #DSDC15
#DSDC15 | @purnavirji
Today we’re talking about
Rev
up remarketing
Get in front
with mobile +
local
Super-charge
your Shopping
Campaigns
Win with
voice search
@purnavirji | #DSDC15
The true
power of
Brand
#DSDC15 | @purnavirji
#4
Rev up remarketing
@purnavirji | #DSDC15
#DSDC15 | @purnavirji
Launching soon!
Remarketing in
paid search
@purnavirji | #DSDC15
#DSDC15 | @purnavirji
Re-engage with audiences that have previously visited your website.
Remarketing in paid search
YOUR AD
User Your
website
User added in
remarketing list
User
leaves
User searches
on Bing
or Yahoo
Your ad
is served
USER RETURNS TO YOUR SITE
@purnavirji | #DSDC15
#DSDC15 | @purnavirji
3 audience segments to
give you the Midas touch
@purnavirji | #DSDC15
#DSDC15 | @purnavirji
#1 Close but no cigar
@purnavirji | #DSDC15
#DSDC15 | @purnavirji
Event-based:
e.g. watched (part of) a video
Pages viewed:
Visits to key pages, e.g. S&H costs
Who gets on the list?
@purnavirji | #DSDC15
#1 Close but no cigar
#DSDC15 | @purnavirji
Engage them
Fill in the blanks for them:
• Product reviews
• Case studies
• Shipping offers
@purnavirji | #DSDC15
#1 Close but no cigar
Test click to call
• Phone has higher c-rates.
#DSDC15 | @purnavirji
#2 Anywhere and everywhere
@purnavirji | #DSDC15
#DSDC15 | @purnavirji
Who gets on the list?
Traffic from offline channels such as TV
@purnavirji | #DSDC15
#2 Anywhere and everywhere
#DSDC15 | @purnavirji
Engage them
Reinforcing the offline messages
• Promote the same offers
• Add urgency
@purnavirji | #DSDC15
#2 Anywhere and everywhere
#DSDC15 | @purnavirji
#3 To infinity and beyond
@purnavirji | #DSDC15
#DSDC15 | @purnavirji
Who makes the list?
3 To infinity and beyond
OPAs! (Other Peoples’ Audiences)
Thinking beyond your own site can drastically expand your
remarketing pool
@purnavirji | #DSDC15
#DSDC15 | @purnavirji
Who makes the list?
3 To infinity and beyond
Tag related, complementary websites
Bid on broad keywords
Up bids by +50 to +150%
@purnavirji | #DSDC15
#DSDC15 | @purnavirji
It’s not always about raising bids
Lowering bids for ROI
@purnavirji | #DSDC15
#DSDC15 | @purnavirji
Use Remarketing
during the holidays
• Lower overall CPA to help compete
• Good reminders + purchase incentives
• Be there when comparison shopping
@purnavirji | #DSDC15
#DSDC15 | @purnavirji
Today we’re talking about
Rev
up remarketing
Get in front
with mobile +
local
Super-charge
your Shopping
Campaigns
Win with
voice search
@purnavirji | #DSDC15
The true
power of
Brand
#DSDC15 | @purnavirji
#5
Win with voice search
@purnavirji | #DSDC15
#DSDC15 | @purnavirji#DSDC15 | @purnavirji
Let’s make voice search part of the
PPC conversation
Siri Cortana Google Now
@purnavirji | #DSDC15
#DSDC15 | @purnavirji
Because those digital conversations
are already happening
US smartphone users who use mobile personal assistants
38%
39%
59%
71%18-29
30-43
44-53
54+
Thrive Analytics, “Is the Personal Assistant the Successor to Search?” October 2014
#DSDC15 | @purnavirji@purnavirji | #DSDC15
#DSDC15 | @purnavirji
How is voice search being used?
43%
38%
31%
Call someone Ask for
directions
Help with
homework
Teens
40% 39%
31%
Ask for
directions
Dictate texts Call someone
Adults
Northstar Mobile Voice Study for Google October 2014
@purnavirji | #DSDC15
#DSDC15 | @purnavirji
Cortana natural language conversational queries, voice
Are we all confused?
What does the fox say?
Weather
What time is it?
Where am I?
Microsoft internal data April 2015
@purnavirji | #DSDC15
#DSDC15 | @purnavirji
How is voice search different from
text search?
More
conversational
More localMore mobile
@purnavirji | #DSDC15
#DSDC15 | @purnavirji
Question phrases are more likely to
be voice search
0%
20%
40%
60%
80%
100%
120%
140%
160%
Who What When Where Why How Total
Growth in Question Phrases Year over Year
Search EngineWatch, Jason Tabeling, “How WillVoice Search Impact ASearch Marketer’s World?” December 2014
@purnavirji | #DSDC15
#DSDC15 | @purnavirji
Question phrases = voice search
degree of intent
Where
When
How
What/whoInterested
Ready to act
@purnavirji | #DSDC15
#DSDC15 | @purnavirji
Post-Windows 10:
Voice search driving more natural engagement
@purnavirji | #DSDC15
Question-Oriented:
Eg: ‘can’, ‘do you’, ‘can I do’, ‘do I use’, etc.
Verb-based:
Eg: ‘are’, ‘can you’, ‘do i’, ‘tell me’, ‘show’, etc.
#DSDC15 | @purnavirji
Search queries from speech have
more words than text
Microsoft internal data April2015
1 Words 2 Words 3 Words 4 Words 5 Words 6 Words 7 Words 8 Words 9 Words 10+ Words
Speech Text
Text searches more concentrated
around 1-3 words
Speech searches longer
through the tail
@purnavirji | #DSDC15
#DSDC15 | @purnavirji
More clicks via personal assistant
go to brand names
30 of the top clicks went to
brand names
30Microsoft internal data April2015
@purnavirji | #DSDC15
#DSDC15 | @purnavirji
Bid on your own brand terms
Modify bids based on intent
Use question words in your keywords
Adapt for voice search
@purnavirji | #DSDC15
#DSDC15 | @purnavirji@purnavirji | #DSDC15
#DSDC15 | @purnavirji
1. Supercharge shopping
2. Bid on brand terms
3. Mobile + Local FTW
4. Rev up your remarketing
5. Win with voice search
Go Forth and Conquer!
@purnavirji | #DSDC15
Key Takeaways
#DSDC15 | @purnavirji
Thank you
We <3 Washington D.C.!
@purnavirji
@bingads
#DSDC15 | @purnavirji@purnavirji | #DSDC15
#DSDC15 | @purnavirji@purnavirji | #DSDC15

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PPC ROI Recharge: 5 Ways to Get More Bing for Your Buck | Digital Summit DC

  • 1. #DSDC15 | @purnavirji ROI Recharge! 5 Ways to Get More Bing for Your Buck Purna Virji Senior Bing Ads Client Dev. & Training Specialist Microsoft @purnavirji | #DSDC15
  • 2. #DSDC15 | @purnavirji Purna Virji Senior Bing Ads Client Dev. & Training Specialist, Microsoft Speaker at MozCon, SMX Advanced+ more Search Engine Land & Search Engine Watch Columnist Been to 100+ cities, speak 6 languages, love to knit @purnavirji | #DSDC15
  • 3. #DSDC15 | @purnavirji@purnavirji | #DSDC15 Those three magical words… Value for money
  • 4. #DSDC15 | @purnavirji Today we’re talking about Rev up remarketing Get in front with mobile + local The true power of Brand Super-charge your Shopping Campaigns Win with voice search @purnavirji | #DSDC15
  • 5. #DSDC15 | @purnavirji #1 Super-charge your Shopping Campaigns @purnavirji | #DSDC15
  • 7. #DSDC15 | @purnavirji Targeting Options Available Filters Brand Condition ID Category (1st level) Product type (1st level) Custom label 0 Custom label 1 Custom label 2 Custom label 3 Custom label 4 Filters @purnavirji | #DSDC15
  • 8. #DSDC15 | @purnavirji TVs Desktops All TVs All speakers All tablets All desktops Bluetooth speakers TabletsCampaign Ad group The traditional way Campaign organization @purnavirji | #DSDC15
  • 9. #DSDC15 | @purnavirji Top sellers High margin SaleLimited inventory Bluetooth speakers Super charge it with custom labels Campaign organization Campaign Ad group @purnavirji | #DSDC15
  • 10. #DSDC15 | @purnavirji Super charge it with custom labels Campaign organization Campaign Ad group Top sellers Bluetooth speakers • Bids can be applied independently • Targeting adjusted to top geos • Increase budget for top-selling products • Monitor low-inventory and move products out @purnavirji | #DSDC15
  • 11. #DSDC15 | @purnavirji Lightning fast optimization @purnavirji | #DSDC15
  • 12. #DSDC15 | @purnavirji You’ll notice there’s another option – Rich captions. Product Ads @purnavirji | #DSDC15
  • 13. #DSDC15 | @purnavirji Extra wins on organic listings! Rich Captions • Free – not an ad • No product image • Enhanced organic listings • Product Ad + Rich Captions FTW @purnavirji | #DSDC15
  • 14. #DSDC15 | @purnavirji Today we’re talking about Rev up remarketing Get in front with mobile + local Super-charge your Shopping Campaigns Win with voice search @purnavirji | #DSDC15 The true power of Brand
  • 15. #DSDC15 | @purnavirji #2 The true power of brand-term bidding @purnavirji | #DSDC15
  • 16. #DSDC15 | @purnavirji Did someone say debate? @purnavirji | #DSDC15
  • 17. #DSDC15 | @purnavirji The researchers at Bing Ads recently tackled a big question… “To bid or not to bid on brand terms?” @purnavirji | #DSDC15
  • 18. #DSDC15 | @purnavirji#DSDC15 | @purnavirji We analyzed 3 million impressions for retail on Bing in December 2014. And included the majority of the brand terms searched for in the retail vertical. We compared two scenarios: 1. Brand term ad present 2. Brand term ad not present @purnavirji | #DSDC15
  • 19. #DSDC15 | @purnavirji Because Bing is a search engine, we have deep insight into what’s happening on the SERPs – for any brand, advertiser, and industry. @purnavirji | #DSDC15
  • 20. #DSDC15 | @purnavirji Results when not bidding on brand terms. @purnavirji | #DSDC15
  • 21. #DSDC15 | @purnavirji Retail Without brand ad, the brand received 60% of clicks on SERPs– from organic listings. “travel brand” flight“retail brand”.com No brand ad 60% People clicked the top organic positions Source: Bing Ads Internal Data, December 2014. @purnavirji | #DSDC15
  • 22. #DSDC15 | @purnavirji What happens when we add a brand ad? @purnavirji | #DSDC15
  • 23. #DSDC15 | @purnavirji Retail Wow! That’s 31% clicks gained as a result of brand term bidding. Brand ad in main line position 1 and top organic listings. Source: Bing Ads Internal Data, December 2014. Gain Brand ad + organic 31% No brand ad 60% @purnavirji | #DSDC15 60%
  • 24. #DSDC15 | @purnavirji Retail Here’s where the clicks go: Brand ad in main line position 1 and top organic listings. Source: Bing Ads Internal Data, December 2014. “retail brand”.com 49% Brand ad + organic 42% TO BRAND AD TO ORGANIC @purnavirji | #DSDC15
  • 25. #DSDC15 | @purnavirji#DSDC15 | @purnavirji What about cannibalization? @purnavirji | #DSDC15
  • 26. #DSDC15 | @purnavirji Retail Yes, some paid clicks you may have received anyway. But you also received 31% incremental clicks! Brand ad in main line position 1 and top organic listings. Source: Bing Ads Internal Data, December 2014. Incremental (paid) clicks from the brand ad Brand ad + organic 49% No brand ad 60% Overlap: Paid clicks you may have received free anyway from organic listing 11% @purnavirji | #DSDC15 31%
  • 27. #DSDC15 | @purnavirji What about clicks to the competition? @purnavirji | #DSDC15
  • 28. #DSDC15 | @purnavirji Retail Competitors are getting 40% of clicks when no brand ad is present. 91% No brand ad 60% Brand ad + organic 40% 9%Your competitor You Your competitor You Brand ad in main line position 1 and top organic listings. Source: Bing Ads Internal Data, December 2014. @purnavirji | #DSDC15
  • 29. #DSDC15 | @purnavirji How many of these clicks to competitors were on their ad? @purnavirji | #DSDC15
  • 30. #DSDC15 | @purnavirji Retail Great question. Clicks on competitors’ ads decreased from 34% to 4% when a brand ad was present. 91% No brand ad 60% Brand ad + organic 6% 5% 34% 4% Competitor ad Competitor organic Competitor ad Competitor organic You You Brand ad in main line position 1 and top organic listings. Source: Bing Ads Internal Data, December 2014. @purnavirji | #DSDC15
  • 31. #DSDC15 | @purnavirji Brand term bidding has huge benefits Keep competition under control More traffic @purnavirji | #DSDC15
  • 32. #DSDC15 | @purnavirji Today we’re talking about Rev up remarketing Get in front with mobile + local Super-charge your Shopping Campaigns Win with voice search @purnavirji | #DSDC15 The true power of Brand
  • 33. #DSDC15 | @purnavirji #3 Get ahead with mobile + local @purnavirji | #DSDC15
  • 34. #DSDC15 | @purnavirji Yahoo Bing Network queries with local intent 67% 33% All Devices Mobile @purnavirji | #DSDC15
  • 35. #DSDC15 | @purnavirji Local searches from smartphones outpace PC across ages, up to 55+ 0% 10% 20% 30% 40% <=17 18-24 25-34 35-44 45-54 55-64 >=65 Local Searches by Age and Device pc android iphone Bing internal data, Jan – Feb, 2015 @purnavirji | #DSDC15
  • 36. #DSDC15 | @purnavirji Mobile searchers expect local results xAd/Telmetrics Mobile Path to Purchase, 2014 Consumers expect locations to be within 5 miles of their location when searching from smartphone or tablet @purnavirji | #DSDC15
  • 37. #DSDC15 | @purnavirji But very few advertisers target 5 miles or fewer in their radius targeting Bing internal data @purnavirji | #DSDC15
  • 38. #DSDC15 | @purnavirji We can do better. @purnavirji | #DSDC15
  • 39. #DSDC15 | @purnavirji Mobile ad products Multiple Call Campaign Options App Extensions “Mobile Preferred” Site Links Location Extensions Location Targeting @purnavirji | #DSDC15
  • 40. #DSDC15 | @purnavirji Multiple extensions drive greatest engagement with mobile ads Layered Ad Extensions on Mobile Ads Average CTR Location Extensions + Metered Call Extensions + Sitelink Extensions 18.8% Location Extensions + Sitelink Extensions 11.1% Call Extensions + Sitelink Extensions 8.4% Metered Call Extensions + Sitelink Extensions 7.0% Multiple Extensions No Extensions @purnavirji | #DSDC15
  • 41. #DSDC15 | @purnavirji Multiple extensions drive greatest engagement with mobile ads Layered Ad Extensions on Mobile Ads Average CTR Location Extensions + Metered Call Extensions + Sitelink Extensions 18.8% Location Extensions + Sitelink Extensions 11.1% Call Extensions + Sitelink Extensions 8.4% Metered Call Extensions + Sitelink Extensions 7.0% @purnavirji | #DSDC15 Multiple Extensions No Extensions
  • 42. #DSDC15 | @purnavirji Multiple extensions drive greatest engagement with mobile ads Layered Ad Extensions on Mobile Ads Average CTR Location Extensions + Metered Call Extensions + Sitelink Extensions 18.8% Location Extensions + Sitelink Extensions 11.1% Call Extensions + Sitelink Extensions 8.4% Metered Call Extensions + Sitelink Extensions 7.0% @purnavirji | #DSDC15 Multiple Extensions No Extensions
  • 43. #DSDC15 | @purnavirji#DSDC15 | @purnavirji Call Extensions are good for business We found the value of calls to websites from call extensions were worth 3x more than clicks to desktop, on average. - Wordstream Research @purnavirji | #DSDC15
  • 44. #DSDC15 | @purnavirji#DSDC15 | @purnavirji Geo target like an evil genius @purnavirji | #DSDC15
  • 45. #DSDC15 | @purnavirji Radius target like an evil genius “72% of consumers who performed a local search visited a store within 5 miles.” Clix Marketing, SMX East 2015 @purnavirji | #DSDC15
  • 46. #DSDC15 | @purnavirji Today we’re talking about Rev up remarketing Get in front with mobile + local Super-charge your Shopping Campaigns Win with voice search @purnavirji | #DSDC15 The true power of Brand
  • 47. #DSDC15 | @purnavirji #4 Rev up remarketing @purnavirji | #DSDC15
  • 48. #DSDC15 | @purnavirji Launching soon! Remarketing in paid search @purnavirji | #DSDC15
  • 49. #DSDC15 | @purnavirji Re-engage with audiences that have previously visited your website. Remarketing in paid search YOUR AD User Your website User added in remarketing list User leaves User searches on Bing or Yahoo Your ad is served USER RETURNS TO YOUR SITE @purnavirji | #DSDC15
  • 50. #DSDC15 | @purnavirji 3 audience segments to give you the Midas touch @purnavirji | #DSDC15
  • 51. #DSDC15 | @purnavirji #1 Close but no cigar @purnavirji | #DSDC15
  • 52. #DSDC15 | @purnavirji Event-based: e.g. watched (part of) a video Pages viewed: Visits to key pages, e.g. S&H costs Who gets on the list? @purnavirji | #DSDC15 #1 Close but no cigar
  • 53. #DSDC15 | @purnavirji Engage them Fill in the blanks for them: • Product reviews • Case studies • Shipping offers @purnavirji | #DSDC15 #1 Close but no cigar Test click to call • Phone has higher c-rates.
  • 54. #DSDC15 | @purnavirji #2 Anywhere and everywhere @purnavirji | #DSDC15
  • 55. #DSDC15 | @purnavirji Who gets on the list? Traffic from offline channels such as TV @purnavirji | #DSDC15 #2 Anywhere and everywhere
  • 56. #DSDC15 | @purnavirji Engage them Reinforcing the offline messages • Promote the same offers • Add urgency @purnavirji | #DSDC15 #2 Anywhere and everywhere
  • 57. #DSDC15 | @purnavirji #3 To infinity and beyond @purnavirji | #DSDC15
  • 58. #DSDC15 | @purnavirji Who makes the list? 3 To infinity and beyond OPAs! (Other Peoples’ Audiences) Thinking beyond your own site can drastically expand your remarketing pool @purnavirji | #DSDC15
  • 59. #DSDC15 | @purnavirji Who makes the list? 3 To infinity and beyond Tag related, complementary websites Bid on broad keywords Up bids by +50 to +150% @purnavirji | #DSDC15
  • 60. #DSDC15 | @purnavirji It’s not always about raising bids Lowering bids for ROI @purnavirji | #DSDC15
  • 61. #DSDC15 | @purnavirji Use Remarketing during the holidays • Lower overall CPA to help compete • Good reminders + purchase incentives • Be there when comparison shopping @purnavirji | #DSDC15
  • 62. #DSDC15 | @purnavirji Today we’re talking about Rev up remarketing Get in front with mobile + local Super-charge your Shopping Campaigns Win with voice search @purnavirji | #DSDC15 The true power of Brand
  • 63. #DSDC15 | @purnavirji #5 Win with voice search @purnavirji | #DSDC15
  • 64. #DSDC15 | @purnavirji#DSDC15 | @purnavirji Let’s make voice search part of the PPC conversation Siri Cortana Google Now @purnavirji | #DSDC15
  • 65. #DSDC15 | @purnavirji Because those digital conversations are already happening US smartphone users who use mobile personal assistants 38% 39% 59% 71%18-29 30-43 44-53 54+ Thrive Analytics, “Is the Personal Assistant the Successor to Search?” October 2014 #DSDC15 | @purnavirji@purnavirji | #DSDC15
  • 66. #DSDC15 | @purnavirji How is voice search being used? 43% 38% 31% Call someone Ask for directions Help with homework Teens 40% 39% 31% Ask for directions Dictate texts Call someone Adults Northstar Mobile Voice Study for Google October 2014 @purnavirji | #DSDC15
  • 67. #DSDC15 | @purnavirji Cortana natural language conversational queries, voice Are we all confused? What does the fox say? Weather What time is it? Where am I? Microsoft internal data April 2015 @purnavirji | #DSDC15
  • 68. #DSDC15 | @purnavirji How is voice search different from text search? More conversational More localMore mobile @purnavirji | #DSDC15
  • 69. #DSDC15 | @purnavirji Question phrases are more likely to be voice search 0% 20% 40% 60% 80% 100% 120% 140% 160% Who What When Where Why How Total Growth in Question Phrases Year over Year Search EngineWatch, Jason Tabeling, “How WillVoice Search Impact ASearch Marketer’s World?” December 2014 @purnavirji | #DSDC15
  • 70. #DSDC15 | @purnavirji Question phrases = voice search degree of intent Where When How What/whoInterested Ready to act @purnavirji | #DSDC15
  • 71. #DSDC15 | @purnavirji Post-Windows 10: Voice search driving more natural engagement @purnavirji | #DSDC15 Question-Oriented: Eg: ‘can’, ‘do you’, ‘can I do’, ‘do I use’, etc. Verb-based: Eg: ‘are’, ‘can you’, ‘do i’, ‘tell me’, ‘show’, etc.
  • 72. #DSDC15 | @purnavirji Search queries from speech have more words than text Microsoft internal data April2015 1 Words 2 Words 3 Words 4 Words 5 Words 6 Words 7 Words 8 Words 9 Words 10+ Words Speech Text Text searches more concentrated around 1-3 words Speech searches longer through the tail @purnavirji | #DSDC15
  • 73. #DSDC15 | @purnavirji More clicks via personal assistant go to brand names 30 of the top clicks went to brand names 30Microsoft internal data April2015 @purnavirji | #DSDC15
  • 74. #DSDC15 | @purnavirji Bid on your own brand terms Modify bids based on intent Use question words in your keywords Adapt for voice search @purnavirji | #DSDC15
  • 76. #DSDC15 | @purnavirji 1. Supercharge shopping 2. Bid on brand terms 3. Mobile + Local FTW 4. Rev up your remarketing 5. Win with voice search Go Forth and Conquer! @purnavirji | #DSDC15 Key Takeaways
  • 77. #DSDC15 | @purnavirji Thank you We <3 Washington D.C.! @purnavirji @bingads

Editor's Notes

  1. There are magic words that strike the hearts of women everywhere. They make our hearts beat faster, excitement levels up…“value for money” As humans, we just love getting more for our $. Especially if we have to be clever, fast, or smart to get the best deals. Well, let me get your hearts racing with my 5 tips to get a better deal out of your PPC campaigns- whether Google or Bing.
  2. I want to talk about Custom labels- a fabulous tool for retailers running shopping campaigns on Bing or Google.
  3. A Product Target tells Bing Ads what products you want to trigger your Product Ad. You can select all products in your catalog or narrow it down by brand, SKU, or other characteristics. Custom labels are a fantastic way to add descriptors: E.g. a descriptor like ‘High margin’, can be used to set up separate ad groups with more aggressive bid prices to sell a higher volume of ‘profitable’ products.
  4. It’s perfectly acceptable to organize ‘catch-all’ ad groups like this…but it’s far more advantageous to separate valuable ad groups to product groupings that can be better targeted and bid against. That’s where custom labels come in.
  5. Rather than a catch-all product campaign for all Bluetooth speakers, we can further split this out to organize higher-performing groups for top sellers, high-margin products, limited inventory items to sell off quickly, and sale items that can be more competitive in comparison.
  6. Here’s a recap of why we ensure ad groups are specific: Bids can be applied independently Targeting adjusted to top geos Increase budget for top selling products Monitor low-inventory and move products out
  7. An optimization so fast, it’s literally the click of a mouse.
  8. Can also use rich captions to show up to help with SEO efforts.
  9. Can also use rich captions to show up to help with SEO efforts.
  10. REWORD!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!
  11. Since we’re in DC, we really should cover a debate.
  12. There is an ongoing debate about the inclusion of brand name keywords in search marketing campaigns. Performance of brand name keywords varies according to many factors, including the competitiveness of the industry segment.
  13. Note: Brand terms with very few searches were not included – hey, we didn’t want to skew the study’s results!
  14. Since we can see all the clicks on the page, we can tell if the clicks go to your brand, your competitor, or somewhere else.
  15. Our research shows that Brand term bidding helps deliver more clicks.
  16. Wouldn’t I receive some of those clicks anyway if I didn’t bid on my brand terms?
  17. Okay, so folks have been going on and on about mobile and warning about doom and gloom for years now. But because we’re a search engine, we have this wonderful internal data that no one else has…..I want to share some of our insights and then share optimizations that you can use across any channel and any search engine.
  18. Mobile queries are more likely to have local intent. This means that location targeting and location extensions are critically important for turning mobile searches into mobile purchases.
  19. On the Yahoo Bing Network, we see that local searches originating from mobile phones outpace PC-based local queries up to the 55+ category. Make sure that your campaigns and website are mobile-ready!
  20. Mobile consumers are looking for hyper-local results. They want to take action immediately, close by
  21. there is a disconnect between what mobile searchers expect and advertisers deliver. Advertisers who understand and take action on these insights have a much better chance of winning the business of mobile searchers. Try this: Evaluate KPI’s for geo-targeted campaigns Test different ad copy/offers for different radius targets For searchers within 5 miles or below, promote your location, neighborhood, etc For searchers in 25 mile radius, try offers like “free local delivery” or “same day delivery” or a promotion that will make it worthwhile to travel a longer distance For searchers farther than 25 miles, test offers like “free shipping” or “next day shipping”
  22. Bing Ads has the mobile products you need to reach and convert mobile consumers
  23. For mobile consumers, it is all about taking immediate actions in real-time and on-the-go. Guide consumers onto your ideal conversion path with Site Link Extensions. Increase click- through rate and conversions Shorten the conversion funnel and improve profitability Display up to four site links to your mobile search ads on smartphones
  24. ML1 ads deliver > 65% of Clicks http://www.clickz.com/clickz/column/2342497/eye-tracking-heat-map-study-for-mobile-search
  25. ML1 ads deliver > 65% of Clicks http://www.clickz.com/clickz/column/2342497/eye-tracking-heat-map-study-for-mobile-search
  26. ML1 ads deliver > 65% of Clicks http://www.clickz.com/clickz/column/2342497/eye-tracking-heat-map-study-for-mobile-search
  27. The typical conversion rate for a desktop-based PPC landing page is around 3%, according to analysis of hundreds of WordStream client advertiser accounts. On average, you need to pay for approximately thirty-three clicks to get just one conversion for your business. While search marketing is very effective overall as a marketing channel, the drop-off from paid click to acquired conversion is precipitous. Mobile is much different. You can bypass this leaky conversion bucket entirely by having people call directly. People go from viewing an ad to clicking on the call extension and becoming a lead in one click. We found that the value of calls to websites from call extensions were worth three times more than clicks to desktop, on average.
  28. Advertisers should consider leveraging location information in optimizing their PPC strategy for mobile. For example, you could: • Adjust Bid Strategy Aggressively target locations from where people tend to purchase, such as targeting mobile searches around an airport if you’re a car rental company. • Customizing Ad Copy Tweak your ad copy based on the neighborhood where the search originated from (“Back Bay’s Best Pizza” vs. “North End’s Best Pizza”) so that your ads resonate even better.
  29. Searches contain near me have grown exponentially- if you have multiple locations, you can radius target– instead of targeting the entire city. The same tactic can be used to target your competitor’s locations to capture comparison shopping intent. For example, target a quarter mile radius around competing car dealerships.
  30. PURNA– check our blog after October 1st for more info.
  31. So how does Remarketing in Paid Search work: First, a user/prospect/customer will visit your website We collect that users information anonymously through our UET tag and can place that user in a Remarketing list based on your definitions (e.g. visited home page) When that user leaves, we have the data associated to that user To re-engage with them, when they conduct a search on the Yahoo Bing Network and you are bidding on that keyword, you can serve your ad to that user. It differs from display remarketing in the sense that…
  32. I’ll walk you through 3 audience segments that will give you the midas touch.
  33. Imagine you go on this magical, perfect date. You both have a wonderful time, there’s clearly chemistry, conversation just flows, sparks are in the air. You’re excited. This could be the start of something wonderful! However, weeks go by and you never hear back from your date. Heartbreak. That’s pretty much the gist of this list.
  34. These are folks who’ve had above average interactions with your site or have taken certain actions on the site, such as: Event-based: e.g. watched (part of) a video Duration: e.g. spent at least 2 minutes on the site Pages viewed: E.g. viewed at least 3 pages on the site Visits to key pages, e.g. S&H costs Perhaps they got distracted by the latest cat video or got distracted by Facebook and left….they’re clearly interested and have a higher likelihood of converting than general visitors who bounced quickly. So let’s win them over completely.
  35. Our goal is to guide them to the next stage of the purchase funnel and get them to add to the cart. It’s likely they just needed a little more information or a reminder to take the next step. Let’s fill in the blanks for them: Product reviews- review extensions
  36. Less stalker-ish than it sounds, this list refers to cross-channel remarketing. Spending money on TV or radio advertising? Have a social media audience you’d love to engage with? Want to retarget people who’ve seen a specific email or direct mail offer? Remarketing is a great way to create engagement lists around your various channel campaigns. Let’s take a TV advertising campaign as an example here.
  37. How do we retarget our offline campaigns? Simple! Add the UET tag to the custom URLs for those campaigns, such as a TV promotion or print ad.
  38. Reinforce the message of the TV or print ad within their search ads, to increase the chances of getting the conversion. Add a time limit or remind them the offer is for a short time only to add a sense of urgency and encourage the sale.
  39. This is my fav tip of all! Why let the boundaries of our site restrict us? RinPS is very affordable and can have significantly higher C-rates
  40. We need the power of Other Peoples’ Audiences to scale things up. The sites should be complementary, e.g. pet food vs. pet toys, so we can reach increase our share of voice amongst a relevant audience.
  41. PURNA Make friends, form partnerships, find mutually benefits- but try to find a way to test this out since it can drastically expand your marketing pool.
  42. Bid lower when a user is unlikely to convert again or to users who do not deliver any value to your business: set a bid adjustment up to -90%. NOTE: be cautious when deploying this strategy since you may lose out on traffic to your website and limit opportunities to cross sell or upsell.
  43. Remarketing targets your visits from all sources. around the holidays the extra competition drives up prices so remarketing can help bring overall CPAs down Ppl are bombarded with more and more ads, some good reminders and incentives to purchase might be needed to close the sale we can bid on competitor terms and grab their attention when browsing
  44. Now we’re going to turn to the research we’re doing into voice search. You know we’ve got Cortana, but Bing also powers web search on Siri for the iPhone. So we’re interested in what’s driving voice search, and where it’s going.
  45. First let’s get a good view of the voice search landscape. Who’s using it? As expected, the younger generations have embraced voice search more than others, but isn’t it a little surprising that voice search is actually being used by a pretty large percentage across demographics. I would’ve expected it to be much less than this. http://www.emarketer.com/Article/Personal-Assistants-Mobile-Users-Service/1011449/1
  46. Apparently, we’re lost at all times, no matter our age. Asking for directions is one of the top uses for voice search. This is supported, hilariously, by our data from Cortana queries….
  47. …The top voice query for Cortana is “Where am I?”
  48. Now that we understand a bit about the voice search landscape, let’s talk about how voice search differs from text search. Voice search is more mobile, which is a strong signal right there. We already know that our mobile audience is in a very different mind-set than our desktop searchers. Voice search is more local and more conversational. What does it mean to be more conversational? Here’s one idea…
  49. The use of question words – who, what, when, where, why and how make a search more conversational. If you’re typing in a query, you might type, “Satya Nadella”, but if you were speaking, you’d certainly say, “Who is Satya Nadella?”
  50. Key takeaway: when planning for voice search, bid for terms that indicate the searcher is closer to taking action, vs browsing or looking for information about something. If someone is asking what or who, how likely are they to be buying something, or close to buying something? Not very. It’s only as we get to the words “when” and “where” that we really drill into action. Someone who searches for “Home Depot” is in a very different place than someone who queries "Where is Home Depot.” One might be looking for price comparisons or a phone number – but “where is Home Depot” is pretty clear in its intent – and would be worth a higher bid.
  51. The second way that voice search differs from text search is in query length.
  52. Finally, another way that voice searches differ from text searches: searchers using personal assistants click on brand names. This adds to an already-compelling argument that we have for encouraging brand-term bidding in paid search.
  53. 1. Use question words in your keywords to drive to intent, and negative them if they don’t apply to your offering 2. Modify bids based on intent 3. Bid on your own brand terms
  54. Bing Ads- The gift that keeps on giving 