The pros and cons of bidding on your own brand terms can keep you running in circles. On one hand, bidding on your own brand terms could be a waste of money if your organic results are showing up anyway. On the other, what do you lose (or what’s the cost) when you don’t invest in bidding on your brand terms? Listen to the full Webinar here: YouTube: https://youtu.be/EMnz9WLGqG4
From the SMX West Conference in San Jose, California, March 1-3, 2016. SESSION: The Great Campaign Structure & Match Type Debate. PRESENTATION: Management Friendly Alpha-Beta - Given by Caitlin Halpert, @caitlin_halpert - 3Q Digital, Account Director. #SMX #23B
9 Bing Ads Hacks to Hone Your Competitive Edge with Eric Couch!semrush_webinars
In digital marketing, competition is everything. And knowing your competition- what they’re doing, how they think, what they’re doing right, and what they’re missing- can give you an incredible advantage. Competitive espionage doesn’t always require you to play cloak-and-dagger spy games… sometimes, it just requires Excel, a useful tool or two, and a helping hand.
In this webinar, you’ll learn the following competitive hacks:
Free and paid tools you can use to understand and dominate your competitive landscape.
Why feature adoption keeps you ahead of the curve.
How utilizing Bing Ads puts you one step ahead of your competition.
Why your competitor’s strategy is hiding in plain sight on the SERP, and how you can find it.
To actualize these competitive hacks ASAP, attendees of this webinar will have access to FREE $100 dollar Bing ads coupons if they are a new user. Additionally, users who want to maximize the effectiveness of their PPC strategy will be granted access to a FREE 30 Day Trial of SEMrush Guru.
Web Marketing Academy India brings you the monthly series of Digital Marketing Training Programs for public in Bangalore. For more details visit: www.webmarketingacademy.in
DSA: A Tool for All PPC Accounts - HeroConf London 2017Michelle Morgan
DSA can be a great tool for all account types. Check out this preso to see best practices for set up, account structure, lead gen vs ecom account tactics, and more.
From the SMX West Conference in San Jose, California, March 1-3, 2016. SESSION: The Great Campaign Structure & Match Type Debate. PRESENTATION: Management Friendly Alpha-Beta - Given by Caitlin Halpert, @caitlin_halpert - 3Q Digital, Account Director. #SMX #23B
9 Bing Ads Hacks to Hone Your Competitive Edge with Eric Couch!semrush_webinars
In digital marketing, competition is everything. And knowing your competition- what they’re doing, how they think, what they’re doing right, and what they’re missing- can give you an incredible advantage. Competitive espionage doesn’t always require you to play cloak-and-dagger spy games… sometimes, it just requires Excel, a useful tool or two, and a helping hand.
In this webinar, you’ll learn the following competitive hacks:
Free and paid tools you can use to understand and dominate your competitive landscape.
Why feature adoption keeps you ahead of the curve.
How utilizing Bing Ads puts you one step ahead of your competition.
Why your competitor’s strategy is hiding in plain sight on the SERP, and how you can find it.
To actualize these competitive hacks ASAP, attendees of this webinar will have access to FREE $100 dollar Bing ads coupons if they are a new user. Additionally, users who want to maximize the effectiveness of their PPC strategy will be granted access to a FREE 30 Day Trial of SEMrush Guru.
Web Marketing Academy India brings you the monthly series of Digital Marketing Training Programs for public in Bangalore. For more details visit: www.webmarketingacademy.in
DSA: A Tool for All PPC Accounts - HeroConf London 2017Michelle Morgan
DSA can be a great tool for all account types. Check out this preso to see best practices for set up, account structure, lead gen vs ecom account tactics, and more.
Why Omnichannel Selling Is Now Tablestakes In EcommerceTinuiti
Topics Discussed:
Why omnichannel is a must in 2017
How do you choose which platform to focus on (they vary by company!)
How your internal data will drive your external decisions
Unconventional methods of omnichannel growth on conventional channels
Live Q&A
Your Mobile PPC Sucks (But It Doesn't Have To!) - SMX Advanced 2016 // SMX Ea...Maddie Cary Deuel
So many PPC marketers have tried opting into mobile search and seen poor results - lower CTR, lacking SERP visibility, worse conversion rates, higher CPAs. How can you justify investing in paid search on a device that doesn't see parity with desktop performance? When will you stop hearing "it's the year of mobile!" and actually start seeing it reflected in your results? During this session, Maddie Cary will demolish those assumptions you have about mobile PPC by ensuring you walk away with a clear understanding of how to launch and manage power mobile advertising campaigns.
Larry Kim - The Future of PPC Marketing in 2016 and BeyondMarketing Festival
The future of search advertising at first glance looks bleak. Competition and CPCs keep rising, ad inventory is flat and in some cases shrinking, ad blockers are ruining ROI, etc. It’s kind of a bummer, yet the future of PPC is bright, albeit much different from what we’ve seen in the past. In this keynote presentation, Larry Kim will cover the 5 biggest trends that are radically changing the future of PPC marketing and how marketers must quickly adapt their strategies and tactics to win at PPC marketing in 2016 and beyond.
How to use Search Engine Optimization (SEO), Pay-Per-Click (PPC) and Analytics to help pull business-to-business prospects through the sales funnel. Developed for Online Marketing Connect's Search Focus Week, May 2011. By Stacy Williams, President, Prominent Placement, Inc.
In this highly interactive session, affiliate marketing veteran Ola Edvardsson takes a fresh look at what really works in the affiliate marketing space.
33% & growing – According to Euromonitor International, that was Amazon’s 2016 Ecommerce Market Share in the U.S. – A scary thought for many ecommerce executives. Yet, it’s also a great opportunity for executives to learn Amazon’s strategies to acquire, grow & retain customers, to use for your own.
While most retailers cannot compete with Amazon on operations and fulfillment, where you have opportunity is with advancing your approach to personalization and cross-channel campaign management.
Is Your Dealership SEO Working - Advanced SEO Tips & Tracking MetricsPCG Digital Marketing
Is Your Dealership's SEO Working?: Advanced Metrics for Measuring Success
Are you unsure if your dealership's SEO is going in the right direction? Are you confused on what metrics and filtering you should use to show success?
Join PCG Digital Marketing's Chief SEO Strategist Matthew O'Such for this important webinar to learn how to use Google Analytics and website platform reporting tools to track your success.
The webinar will take place on Thursday, May 23, 2013 at 1:00PM EST.
During this webinar, Matthew will explain:
Google Analytics advanced filters and segments
Branded and non branded traffic to your website
Goal tracking
Advanced SEO techniques to achieve success
Plus, Matthew will be covering Capital Ford LINCOLN's case study for an overall traffic increase of over 80% from organic and paid search.
If you are any of the following, you should not miss this webinar:
General Managers
Dealer Principals
Internet Sales Managers
General Sales Managers
Marketing Managers
Dana R Zezzo - VP of Sales for ProTowels Etc conducted a Social Media workshop for the promotional products online distributor Leaderpromos in Columbus, OH. The goal was to help account excutives understand the power that social media had in building customer relationships.
This is a presentation I did at a Flight Club mastermind. It reviews one of our best performing Marketing Funnels, Facebook Ad Hacks, our 2015 Content Marketing Strategy, how we Research New Market Niches, our Split Test strategies and lots more.
Increasing Your Product Discoverability on the Amazon SERPTinuiti
In this 60-min Amazon Product Discoverability course, former member of the Amazon Seller Services team, Pat Petriello, will take a deep dive into what drives the Amazon SERP & actionable steps you can take to get your products found.
If you didn’t know it already, search engine SERPs are competitive! Especially when Google reduces real estate by removing sidebar ads...
Rivalry can be healthy, spark innovation, and even push the underdog to accomplish things they would have never imagined. But for some advertisers, PPC competition can be incredibly difficult to manage, whether it comes in a constant stream, or shows up out of the blue.
So it begs the question: Do you know who your PPC competitors are?
Do you hesitate when asked that question? Never fear! In this session, we’ll review the 5 “W’s” (Who, What, Where, Why, & When) every paid search marketer can use to analyze and understand their competitive landscape.
Turbo Charge Your Landing Pages with Best PracticesAffiliate Summit
This presentation is from Affiliate Summit East 2016 (July 31-August 2, 2016 in New York City, NY). Session description: Landing page optimization can fuel your marketing ROI and ramp you bottom. Four experts in the field discuss approaches, available technologies, myths and best practices.
This presentation is from Affiliate Summit East 2016 (July 31-August 2, 2016 in New York City, NY). Session description: Dennis Yu has spent over $100MM on Facebook since 2007. He’ll log-in live to 3 Facebook ad accounts and show exactly how to build and manage conversion conversions. 6 phase process. Will share guide.
Why Omnichannel Selling Is Now Tablestakes In EcommerceTinuiti
Topics Discussed:
Why omnichannel is a must in 2017
How do you choose which platform to focus on (they vary by company!)
How your internal data will drive your external decisions
Unconventional methods of omnichannel growth on conventional channels
Live Q&A
Your Mobile PPC Sucks (But It Doesn't Have To!) - SMX Advanced 2016 // SMX Ea...Maddie Cary Deuel
So many PPC marketers have tried opting into mobile search and seen poor results - lower CTR, lacking SERP visibility, worse conversion rates, higher CPAs. How can you justify investing in paid search on a device that doesn't see parity with desktop performance? When will you stop hearing "it's the year of mobile!" and actually start seeing it reflected in your results? During this session, Maddie Cary will demolish those assumptions you have about mobile PPC by ensuring you walk away with a clear understanding of how to launch and manage power mobile advertising campaigns.
Larry Kim - The Future of PPC Marketing in 2016 and BeyondMarketing Festival
The future of search advertising at first glance looks bleak. Competition and CPCs keep rising, ad inventory is flat and in some cases shrinking, ad blockers are ruining ROI, etc. It’s kind of a bummer, yet the future of PPC is bright, albeit much different from what we’ve seen in the past. In this keynote presentation, Larry Kim will cover the 5 biggest trends that are radically changing the future of PPC marketing and how marketers must quickly adapt their strategies and tactics to win at PPC marketing in 2016 and beyond.
How to use Search Engine Optimization (SEO), Pay-Per-Click (PPC) and Analytics to help pull business-to-business prospects through the sales funnel. Developed for Online Marketing Connect's Search Focus Week, May 2011. By Stacy Williams, President, Prominent Placement, Inc.
In this highly interactive session, affiliate marketing veteran Ola Edvardsson takes a fresh look at what really works in the affiliate marketing space.
33% & growing – According to Euromonitor International, that was Amazon’s 2016 Ecommerce Market Share in the U.S. – A scary thought for many ecommerce executives. Yet, it’s also a great opportunity for executives to learn Amazon’s strategies to acquire, grow & retain customers, to use for your own.
While most retailers cannot compete with Amazon on operations and fulfillment, where you have opportunity is with advancing your approach to personalization and cross-channel campaign management.
Is Your Dealership SEO Working - Advanced SEO Tips & Tracking MetricsPCG Digital Marketing
Is Your Dealership's SEO Working?: Advanced Metrics for Measuring Success
Are you unsure if your dealership's SEO is going in the right direction? Are you confused on what metrics and filtering you should use to show success?
Join PCG Digital Marketing's Chief SEO Strategist Matthew O'Such for this important webinar to learn how to use Google Analytics and website platform reporting tools to track your success.
The webinar will take place on Thursday, May 23, 2013 at 1:00PM EST.
During this webinar, Matthew will explain:
Google Analytics advanced filters and segments
Branded and non branded traffic to your website
Goal tracking
Advanced SEO techniques to achieve success
Plus, Matthew will be covering Capital Ford LINCOLN's case study for an overall traffic increase of over 80% from organic and paid search.
If you are any of the following, you should not miss this webinar:
General Managers
Dealer Principals
Internet Sales Managers
General Sales Managers
Marketing Managers
Dana R Zezzo - VP of Sales for ProTowels Etc conducted a Social Media workshop for the promotional products online distributor Leaderpromos in Columbus, OH. The goal was to help account excutives understand the power that social media had in building customer relationships.
This is a presentation I did at a Flight Club mastermind. It reviews one of our best performing Marketing Funnels, Facebook Ad Hacks, our 2015 Content Marketing Strategy, how we Research New Market Niches, our Split Test strategies and lots more.
Increasing Your Product Discoverability on the Amazon SERPTinuiti
In this 60-min Amazon Product Discoverability course, former member of the Amazon Seller Services team, Pat Petriello, will take a deep dive into what drives the Amazon SERP & actionable steps you can take to get your products found.
If you didn’t know it already, search engine SERPs are competitive! Especially when Google reduces real estate by removing sidebar ads...
Rivalry can be healthy, spark innovation, and even push the underdog to accomplish things they would have never imagined. But for some advertisers, PPC competition can be incredibly difficult to manage, whether it comes in a constant stream, or shows up out of the blue.
So it begs the question: Do you know who your PPC competitors are?
Do you hesitate when asked that question? Never fear! In this session, we’ll review the 5 “W’s” (Who, What, Where, Why, & When) every paid search marketer can use to analyze and understand their competitive landscape.
Turbo Charge Your Landing Pages with Best PracticesAffiliate Summit
This presentation is from Affiliate Summit East 2016 (July 31-August 2, 2016 in New York City, NY). Session description: Landing page optimization can fuel your marketing ROI and ramp you bottom. Four experts in the field discuss approaches, available technologies, myths and best practices.
This presentation is from Affiliate Summit East 2016 (July 31-August 2, 2016 in New York City, NY). Session description: Dennis Yu has spent over $100MM on Facebook since 2007. He’ll log-in live to 3 Facebook ad accounts and show exactly how to build and manage conversion conversions. 6 phase process. Will share guide.
Header Bidding: Unlocking the Power of Mobile Monetization AppNexus
Tim DuBois, Director of New Business at AppNexus, and Steve Truxal, Product Manager at AppNexus, dive into header bidding and its impact on mobile monetization.
'The Programmatic Jargon Buster' is an in-depth view from Sociomantic Labs by dunnhumby, that serves as a tool to help digital marketers cut through the noise of the marketing industry’s tough-to-decipher acronyms and expressions, so they can discover the true value behind the buzzwords.
Why A Programmatic Advertising Strategy Is No Longer OptionalHanapin Marketing
Programmatic advertising is slowly becoming a popular new trend among advertisers. It not only makes ad transactions more efficient, but also more effective, as long as the right data is applied. Programmatic buying is on track to make up $14.88 billion of the approximately $58.6 billion digital advertising pie in 2015, according to eMarketer. That’s a nearly $5 billion leap from 2014, when it accounted for $9.9 billion. In short, if you’re not thinking about a programmatic advertising strategy, you should be.
In this webinar presentation, experts from Quantcast, a data-intelligence platform for programmatic advertising, and Hanapin Marketing discuss what programmatic buying is, how it works, the value of serving ads to a highly-qualified audience, and insights we’ve discovered using the technology.
7 Key Paid Search Plays for B2B MarketersDemandWave
71% of B2B marketers use paid search, but only 44% say it results in revenue. Check out our presentation to learn the paid search playbook we use to help clients drive more qualified leads and revenue.
This session is a quick moving brain dump of how to use the most advanced powerful tools to help you with SEO. Expect to learn how you can walk out and use several SEO tools to grow revenues today.
Wil Reynolds, Associate, SEER Interactive (Twitter @wilreynolds)
An inside look at how salesforce.com uses CRM data to optimise it's Paid Search Programs. Presented at SMX Sydney 2013 by Mark Vozzo. For more details visit http://blogs.salesforce.com/au/2013/04/smx-sydney-markvozzo.html
Make Them All Click! Fail-Safe Ways To Convert Your LeadsHanapin Marketing
In PPC, your job doesn't stop with acquiring traffic. Traffic needs to end up doing something of value or otherwise you've wasted money and no one wants to do that! You know that every marketing campaign needs a dedicated landing page, but maybe you're dealing with a less-than-great website (and there's no option to change it at the moment) or you're running into some road blocks with landing pages. Either way, its not always easy to make sure you have all best details in place or if you do, making sure you are optimizing to the best potential possible.
So what are some non-landing and landing page tricks for improving conversion rate?
In the recording, Unbounce and Hanapin Marketing experts, Oli Gardner and Sam Owen, discuss conversion rate optimization (CRO) and take you through optimizing your PPC before and after your users touch a landing page.
You'll get expert-level PPC tips like:
*Non-landing and landing page tricks for improving conversion rate
*How to optimize for your customers' awareness levels
*Learning to define the customer pain and pain relief
Start improving your conversion rates today and learn some great tips from some of the industry's best CRO experts!
Webinar: Staying Agile during the Holiday Code Freeze, Sept 2013 with Windsor...WhatConts
In this webinar, co-hosted by Windsor Circle, the leading Retention Automation Platform for Retailers, and Tealium, the leader in tag-management solutions, we discussed that seasonal reality of holiday code freezes: as holiday marketing ramps up, the risks of implementing marketing tools or software that affects website code increase. The webiar reviews some key code-changes to avoid making, and marketing campaigns that increase holiday revenue without requiring risky code changes.
Windsor Circle showcases 5 personalized, segmented, automated email campaigns that every retailer should set up before the holiday season gets into full gear. These are easy campaigns, require easy-to-import data, and once set-up, provide ongoing ROI through higher open rates, clicks, and conversions by triggering personalized messages to key customer segments using the automation capabilities of your email marketing software of choice.
Speakers:
Andrew Pearson, VP of Marketing, Windsor Circle
Adam Corey, Director of Business Development, Tealium
Andrew Pearson heads marketing for Windsor Circle, and brings an entrepreneurial, agile approach to both inbound and email marketing in the eCommerce space. Andrew has taught digital marketing to over 3,000 people via webinars, workshops and conference sessions.
Tealium and Windsor Circle also co-hosted the Total Eclipse of the 80s CloudCrawl Party at ExactTarget Connections 2013.
5 B2B Content Marketing Hacks to Drive More LeadsDemandWave
Discover how to revamp your B2B content marketing strategy to drive more sales-qualified leads. This is a no-frills tutorial dedicated to delivering actionable tips to grow a stronger pipeline with great content.
The Basics of Digital Marketing - Learn online marketing today!Aarti Mohan
This presentation will enlighten you on the basics of digital and online marketing including seo, social media, content marketing, affiliate marketing, mobile marketing and much more. It's a fairly broad overview of the digital and social media marketing landscape today.
Do you want to increase traffic and sales to your website or company? Get in touch with me or visit my website at http://www.modifyed.in
Advancing Your PPC Strategy with Competitive IntelligenceHanapin Marketing
In this webinar, BrandVudu’s Jamie Smith and Hanapin’s Emma Franks will show you how you can use AdWords auction insights, ad monitoring and other free tools to watch competitors and develop strategies to keep you in front of your ideal audience.
Advancing Your PPC Strategy with Competitive IntelligenceBonnie Mailey
In this webinar, BrandVudu’s Jamie Smith and Hanapin’s Emma Franks will show you how you can use AdWords auction insights, ad monitoring and other free tools to watch competitors and develop strategies to keep you in front of your ideal audience.
Wellborn Digital Marketing Boot Camp || Tracking ROI to Maximize Your Marketi...Surefire Local
Leave this webinar with a better understanding of: How to analyze your current marketing activities to assess past performance, Understanding attribution and connecting marketing activities to ROI, What to include in your marketing budget for 2017.
Similar to Bing Ads Advertiser Science Series: The Science of Brand Bidding (20)
This presentation by Morris Kleiner (University of Minnesota), was made during the discussion “Competition and Regulation in Professions and Occupations” held at the Working Party No. 2 on Competition and Regulation on 10 June 2024. More papers and presentations on the topic can be found out at oe.cd/crps.
This presentation was uploaded with the author’s consent.
Have you ever wondered how search works while visiting an e-commerce site, internal website, or searching through other types of online resources? Look no further than this informative session on the ways that taxonomies help end-users navigate the internet! Hear from taxonomists and other information professionals who have first-hand experience creating and working with taxonomies that aid in navigation, search, and discovery across a range of disciplines.
0x01 - Newton's Third Law: Static vs. Dynamic AbusersOWASP Beja
f you offer a service on the web, odds are that someone will abuse it. Be it an API, a SaaS, a PaaS, or even a static website, someone somewhere will try to figure out a way to use it to their own needs. In this talk we'll compare measures that are effective against static attackers and how to battle a dynamic attacker who adapts to your counter-measures.
About the Speaker
===============
Diogo Sousa, Engineering Manager @ Canonical
An opinionated individual with an interest in cryptography and its intersection with secure software development.
Sharpen existing tools or get a new toolbox? Contemporary cluster initiatives...Orkestra
UIIN Conference, Madrid, 27-29 May 2024
James Wilson, Orkestra and Deusto Business School
Emily Wise, Lund University
Madeline Smith, The Glasgow School of Art
Acorn Recovery: Restore IT infra within minutesIP ServerOne
Introducing Acorn Recovery as a Service, a simple, fast, and secure managed disaster recovery (DRaaS) by IP ServerOne. A DR solution that helps restore your IT infra within minutes.
2. Microsoft Confidential
http://aka.ms/bingadswebinars #bingadswebinars
Frances Donegan-Ryan
SEM Pro Marketing Manager
Bing Ads, Microsoft
@FrancesDR
Lars Hirsch
Director of Advertiser Science
Bing Ads, Microsoft
@larshirsch
MJ DePalma
SEM Pro Community Manager
Bing Ads, Microsoft
@mjdepalma
Today’s Webinar Speaker Today’s Webinar SpeakerToday’s Webinar Host
3. Microsoft Confidential
http://aka.ms/bingadswebinars #bingadswebinars
Here’s what you’ll learn:
• Bing Advertiser Science Team’s overall brand experiment results
• Brand results in the Retail, Finance, and Travel industries
• How to design your own Brand term experiment
• How to use our Statistical relevance worksheet (T-test template for download)
Agenda
8. 1. When a brand term
ad was not present
on the search results
page
2. When a brand term
ad was present on
the search results
page
We compared two scenarios
brand
brand.com
product
9. Brand Organic
Brand Ad
Competitor Organic
Competitor Ad
Social Network
No Brand Ad
Wireless Brand
No Brand Ad
Telecom Brand
No Brand Ad
Retail Brand
No Brand Ad
100%
80%
60%
40%
20%
0%
11. When no brand ad is present, the
brand received 61% of clicks on
the search results page.
Travel
Source: Bing Ads Internal Data, December 2014
People
clicked
the top
organic
positions
No brand ad
61%
12. No brand ad
61%
39%
Your competitor
You
Competitors are getting nearly 40% of
clicks when no brand ad is present.
Travel
Source: Bing Ads Internal Data, December 2014.
Brand ad in main line position 1 and top organic listings.
13. Without a brand ad present, competitors
capture nearly half of the clicks
Travel
Source: Bing Ads Internal Data, December 2014.
73%
57% 51%
27%
43% 48%
0%
20%
40%
60%
80%
100%
www.[brand].com [brand].com flights [brand] flight search
Brand Not on ML1 and Competitor Ad Present
Brand organic Competitor ad
15. Gain
Brand ad
+ organic 61%
27%
That’s 27% more clicks as a result of
brand term bidding.
Travel
Source: Bing Ads Internal Data, December 2014.
Brand ad in main line position 1 and top organic listings.
No brand ad 61%
16. Let’s break it downTravel
Incremental (paid) clicks
from the brand ad.
Overlap: paid clicks
43%
Brand ad + organic
18%
27%
Source: Bing Ads Internal Data, December 2014.
Brand ad in main line position 1 and top organic listings.
Total: 88%
No brand ad
61%
18. 88%
No brand ad
61%
Brand ad +
organic
39%
12%Your competitor
You
Your competitor
You
Competitors are getting nearly 40% of
clicks when no brand ad is present.
Travel
Source: Bing Ads Internal Data, December 2014.
Brand ad in main line position 1 and top organic listings.
19. High fives all around for this major travel website!
Competitor ads captured only up to 11% of clicks.
Travel
Source: Bing Ads Internal Data, December 2014.
“Travel brand” represents actual results of a top travel industry brand.
48%
23%
45%
51%
66%
54%
1% 11% 1%
0%
20%
40%
60%
80%
100%
[brand] [brand] car rentals www.[brand].com
Brand on ML1 and Competitor Ad Present
Brand organic Brand ad Competitor ad
23. 1. PLAY OFFENSE
Brand term bidding
helps deliver more
clicks.
2. PLAY DEFENSE
Brand term bidding
means fewer clicks
to competitors.
Brand term bidding is a strategy that allows you to play offense
and defense at the same time.
Bidding on your brand terms
reduces opportunities to capture
your customers or their
mindshare if they bid on your
terms.
1
2
24. 1. Getting a lower “click-
yield” or rate of
clicks/searches, even
with a strong SEO
strategy in place.
What do I risk if I don’t bid on my terms?
As we saw, you can risk
losing nearly half of clicks
if you don’t bid on your
terms.
1
25. 1. Losing clicks to
competitors attempting
to “conquest” the
searches for your brand.
What do I risk if I don’t bid on my terms?
Don’t let your competitors
steal demand for your brand –
your clicks and leads.
As we saw, you can risk losing
nearly half of clicks if you don’t
bid on your brand terms.
2
29. Microsoft Confidential
http://aka.ms/bingadswebinars #bingadswebinars
It determines if there is a statistically significant
difference between two data sets
And you definitely want a statistically significant
difference if your experiment is to yield reliable results!
Central to experimentation
is the Students t-test
31. Microsoft Confidential
http://aka.ms/bingadswebinars #bingadswebinars
• Step 1 - organize your brand keywords into one
or more separate campaigns
• Step 2 - Use Bing Ads’ Day of Week targeting to
enable/disable brand campaigns every other day
• Step 3 - Compare each day’s total brand clicks for
the brand enabled days with the brand disabled
days, using t-test
Brand Experiment Type 1 –
Days of the Week
32. Microsoft Confidential
http://aka.ms/bingadswebinars #bingadswebinars
• You want the t-value to be <0.1 to be statistically
significant
• If it’s not – it probably is because you need to
gather more data to have a larger sample set
• Or – there’s not a difference large enough to be
able to prove running a brand term makes a
difference
Interpreting the Results
Brand Experiment Type 1 – Days of the Week
33. Microsoft Confidential
http://aka.ms/bingadswebinars #bingadswebinars
• Step 1 - Identify pairs of metro areas with similar
customer profiles for your business
• Step 2 - Start with as many as you can identify up
to 20, so it’s manageable to start (even number for
pairs)
• Step 3 - Randomly select metro area from each
pair into treatment – (metros are assigned a number)
free True Random Number Generator https://www.random.org/
Brand Experiment Type 2 - Geo
39. Microsoft Confidential
http://aka.ms/bingadswebinars #bingadswebinars
• Decide on a brand bidding experiment type
• Have patience; you might run the experiment several times to reach a
statistically relevant pool of data
• Use the results to expand your brand keywords with targeted
campaign precision and more data-driven confidence
• Play offense and defense if your experiment tells you to!
• Finally put to rest the office debate, to bid or not to bid on your brand
terms!
The Science of Brand Bidding
Webinar recap
41. Microsoft Confidential
http://aka.ms/bingadswebinars #bingadswebinars
Frances Donegan-Ryan
SEM Pro Marketing Manager
Bing Ads, Microsoft
@FrancesDR
Lars Hirsch
Director of Advertiser Science
Bing Ads, Microsoft
@larshirsch
MJ DePalma
SEM Pro Community Manager
Bing Ads, Microsoft
@mjdepalma
Today’s Webinar Speaker Today’s Webinar SpeakerToday’s Webinar Host
Thank you! And stay in touch…
46. Microsoft Confidential
http://aka.ms/bingadswebinars #bingadswebinars
Easy to use online t-test calculator*
http://www.physics.csbsju.edu/stats/t-test_bulk_form.html
*Credit to College of Saint Benedict Saint John’s University
Read more if you really want to geek-out:
https://en.wikipedia.org/wiki/Student%27s_t-test
http://www.physics.csbsju.edu/stats/t-test.html
Reading & resources
47. “travel brand” flight“retail brand”.com
For the retail industry, when no brand ad is present,
the brand received 60% of clicks on the search
results page – from organic listings.
Retail
No brand ad
60% People
clicked
the top
organic
positions.
48. Competitors are getting 40% of clicks when
no brand ad is present.
Retail
No brand ad
60%
40%
91%
Brand ad +
organic
9% Your competitor
You
Your competitor
You
Source: Bing Ads Internal Data, December 2014.
Brand ad in main line position 1 and top organic listings.
49. Clicks increased by 53% when a brand ad
was present.
Retail
Gain
Brand ad +
organic
60%
32%
Source: Bing Ads Internal Data, December 2014.
Brand ad in main line position 1 and top organic listings.
No brand ad
60%
50. Yes, some paid clicks you may have received anyway. But
you also received 53% incremental clicks!
Retail
Incremental (paid) clicks
from the brand ad.
Overlap: Paid clicks you may have
received free anyway from
organic listing.
No brand ad
60% 49%
Brand ad +
organic
11%
32%
Source: Bing Ads Internal Data, December 2014.
Brand ad in main line position 1 and top organic listings.
51. Without a brand ad present, this major retail company’s
competitors can capture over half of the clicksRetail
Source: Bing Ads Internal Data, December 2014.
57%
34%
69%
2%
5%
6%
40%
61%
25%
0%
20%
40%
60%
80%
100%
[brand] furniture [brand] bridal registry [brand] baby registry
Brand Not on ML1 and Competitor Ad Present
Brand organic Competitor organic Competitor ad
52. Competitor ads captured only up to 11% of clicks
with a brand ad present.
Retail
67% 64% 67%
15%
33%
14%
3%
1%
5%
15% 2% 14%
0%
20%
40%
60%
80%
100%
[brand] bridal [brand] home [brand] furniture sale
Brand on ML1 and Competitor Ad Present
Brand organic Brand ad Competitor organic Competitor ad
Editor's Notes
Welcome everyone to the Bing Ads Webinar on The Science of Brand Bidding. My name is MJ DePalma and I will be your host today. This is the first webinar with our Advertiser Science team and we are excited to share their findings and methods so you can achieve more with your advertising dollars and help you earn that bonus! Before we begin let’s review some housekeeping items to enhance your experience with us today.
Our webinar console that you see is customizable, on your side, where you can click the content widgets that you see on your screen and move them around or size them for your screen size. You can expand your slide area by clicking on the maximize icon on the top right of the slide area or by dragging the bottom right corner of the slide area. If you have any technical difficulty, please click on the Help widget. It has a question mark icon and covers common technical issues.
We recommend, if you can - to leave them as they are so you have the ability to see all the great resources and Q&A at the same time. For Q&A please feel free to input your questions as you have them but for the most part we will get to the list of questions at the end of the webinar and try to answer as many as possible. If we run out of time it will be answered later via email. We do capture all questions. You’ll see a Resource Widget in the upper right that we’ll refer to during the webinar, go ahead now and download the t-test excel spreadsheet so you’re ready to follow along later in the presentation and also for your convenience the deck is already available for download there as well. Also there are links to stay in touch with us in the deck. There’s also a Twitter widget that will enable your tweet right from the webinar with the #BingAds #BingAdsWebinars, which appear to your upper right under resources.
An “On Demand” version of the webcast will be available approximately 4 days after the webcast and can be accessed at the link at the bottom of all the slides in our deck – It’s our Bing Ads Youtube Channel’s Webinar playlist.
Last housekeeping item – we would love your participation in our survey at the end of the webinar so that we can improve in any way possible. Let’s begin by introducing who we have on the webcast today…..
MJ will make introductions here….
MJ:
We’re so happy to have you listening today, as we talk about a topic we’re very excited about here at Bing. We’ll cover today:
Bing Advertiser Science Team’s overall brand experiment results
Brand results in the Retail, Finance, and Travel industries
How to design your own Brand term experiment
How to use our Statistical relevance worksheet (T-test template for download)
MJ to hand this slide off to Lars….
Bing Ads internal Data Science team
Lars – Here on the Advertiser Science Team we have 3 priorities
Analyze and interpret Advertiser behavior and impact relative to marketplace dynamics.
Identify, test and measure strategies that enable advertisers to take full advantage of Bing Ads.
Enable sales channels and partners to leverage data insights to prioritize and drive efforts against the most meaningful activities.
Lars : Obviously a question that many advertisers struggle with. Does brand ads just cannibalize free clicks, or is there some or a lot of incremental value in bidding on brand terms?
Lars – we wanted to really understand the dynamics of brand ads and discover the truth - let’s dive into our brand analysis.
Lars + Frances
We found two things.
Advertisers who bid on their brand terms received:
More clicks.And fewer clickswent to competitors
By bidding on your brand terms, you are playing offense and defense at the same time.
Driving more clicks on offense, and preventing your competitors from winning clicks to your brand terms on defense.
Score!
Frances
Well let’s first look at some real world examples……to just begin to answer this question
Bars normalized to 100% when brand ad is present for each of the brand terms
Degree of competitiveness
Businss type - Subscription ongoing relationship vs transactional
Intent of query - log in/existing account vs. explore, research
Proxy for category
Frances - And included the majority of the brand terms searched for in the travel vertical.
Note: Brand terms with very few searches were not included – hey, we didn’t want to skew the study’s results!
Lars + Frances
Lars + Frances - THIS IS AVERAGE ACROSS Travel
Lars + Frances
A few examples from individual travel advertisers
Frances – just what the slide says!
Lars + Frances
Think of it this way, that’s 45% growth in clicks…..
Lars + Frances
Our research shows that Brand term bidding helps deliver more clicks.
What about cannibalization? Wouldn’t I receive some of those clicks anyway if I didn’t bid on my brand terms?
Most of your free clicks are still free clicks, so it looks worth doing right?
Frances
Lars + Frances
Lars + Frances
We found two things.
Advertisers who bid on their brand terms received:
More clicks.
And fewer clickswent to competitors.
Frances:
Right I’m a sports fan – any sport – huge fan – so let’s look at it this way.
Frances:
This is a win-win for you. You will increase the number of clicks coming to your site when you run a brand term campaign. AND you will ensure your competitors get few clicks for your searches with your brand terms.
Frances
My background is in SEO and I can tell you it’s a lot of work to get your site to ML 1-3 – I know you all know this – so to give those clicks away to your competitors is crazy. You/your SEO will freak out This is a great strategy to bring both your SEM/SEO ppl together on a project as well.
Francs - Search is the end of the marketing funnel…. Think about all the money you are putting into TV and the top of the funnel…. Why loose them now after all the effort you’ve put into finding them, nurturing them, educating them across print, tv, radio, social media etc.
Recap the three verticals in branded click gains
Here again to recap are the average reductions in branded clicks going to your competitors, when you bid on your brand terms. In other words your competitors’ click loss!
MJ will introduce this
MJ to do this test….
Add slide on t-test
Add link on how to do
Lars-
Add slide on t-test
Add link on how to do
Add slide on t-test
Add link on how to do
This is a great type of experiment for local advertisers…..
Step 3 - Measure difference in combined organic and paid search between days when brand campaigns are active and inactive
Add slide on t-test
Add link on how to do
If you are a local advertiser20-30 pairs is usually Similar means that demographics within metro area is similar across the attributes that matter for your business, e.g. age, interests, etc.
Use t-test to understand if you have enough data
If you are a local advertiser20-30 pairs is usually Similar means that demographics within metro area is similar across the attributes that matter for your business, e.g. age, interests, etc.
Use t-test to understand if you have enough data
Add slide on t-test
Add link on how to do
Add slide on t-test
Add link on how to do
Add slide on t-test
Add link on how to do
Frances:
When you run an experience you always need to make sure you and your team don’t contaminate the results or get hurt by all the Bunsen burners and chemicals so keep these safety considerations in mind:
You need to leave the test running to enjoy you have enough data to get statistically relevant results
Once you have those results get going! Don’t sit on this data and let your competitors get a way with stealing your customers
Once you’ve tested and implemented – don’t get complacent. Search doesn’t stand still so make sure you go back and keep testing the data to make sure you’re getting the best CTR you can.
MJ ti run through, and Frances & lars to verbally confirm.
– So here’s what I heard today – and chime in guys if you feel compelled… Play offense Aaaaannd defense if your experiment results tells you too – and if you don’t have the time or bandwidth to perform an experiment – you can rely on our vertical results as directional to play that crucial part of the game, my favorite part of the team - defense that wins championships ( I was a goalkeeper in soccer) If you decide to do an experiment, and we hope you do – decide on a type, have patience, keep running until you reach that threshold of statistical relevance and finally put to rest the office debate – whatever your outcome is. We hope this has been thought provoking, empowering event – for you to hopefully achieve more with your advertising dollars…. Now we’re going to take questions –
MJ will have questions on the white board for you guys to answer
Add slide on t-test
Add link on how to do
Lars + Frances
Frances – we’re seeing the same thing as we did in Travel. Your competitors are eating your lunch!