This document discusses using data and psychology to optimize marketing campaigns. It provides examples of how food companies like Prego optimized their spaghetti sauces by testing different flavors. It also discusses how Diet Pepsi was optimized by testing different aspartame levels. The document advocates testing multiple versions of web pages, ads, and products to find the "perfect" versions for different audiences rather than a single perfect solution. It highlights the importance of understanding motivations, incentives, and reducing friction in the customer journey.
Are you maximizing on the amazing opportunity to grow your business with paid search advertising?
Join our expert, Mark Irvine as he walks you through the 6 Fundamental Skills every advertiser will need in order to start profiting from this type of marketing.
You'll learn how to:
- Use keyword managment strategies to attract the most valuable traffic to your site
- Adjust bids to ensure you're only spending budget on relevant searches
- Target your ideal audience with the appropriate messaging
The key to getting ahead in AdWords is knowing who your competition is, and how to win customers before they do. Our experts will cover everything you need to know to build a competitive campaign that will land you customers - every time.
Our live webinar will cover:
- How to identify your biggest competitors within any industry
- What makes a competitive campaign differ from a branding campaign
- The best way to use ad copy to gain the competitive advantage
Convert web-browsing window shoppers into YOUR satisfied customers.
Join our experts, as they walk you through the PPC Playbook to converting prospects with 11 effective techniques.
You'll learn:
- How to determine the appropriate offer for each stage of the funnel
- How to seamlessly integrate paid social with paid search to achieve success
- Why remarketing is the perfect complement to any nurture effort
How To Spend Less and Sell More With Paid Search #EdgeBristolKoozai
Most Google Adwords campaigns are broken, this slidedeck explains how to fix them. By looking at five Paid Search myths you'll learn how to better develop a PPC strategy on Google AdWords and stop wasting budget.
For more information visit http://www.koozai.com/paid-search/
Atlanta SEO Meetup - PPC Optimization LifecycleJason Prance
Please enjoy this copy of a presentation I made to the Atlanta SEO Meetup group about how to optimize your Google Adwords (PPC) campaigns and much more.
Check here how SEO and PPC works and is differenciated. Get the full details about PPC and its components, how campaigns work, keyword research, writting ad, maintaining ads and much more. Find more information about PPC and SEO here at http://www.promomasters.ch/.
HeroConf 2016 - Keys to an Effective PPC Account StructureJes Scholz
PPC is not only about creative ads that connect to people. There is also a highly technical aspect. Learn how to utilise account structure to produce impressive ROI.
Are you maximizing on the amazing opportunity to grow your business with paid search advertising?
Join our expert, Mark Irvine as he walks you through the 6 Fundamental Skills every advertiser will need in order to start profiting from this type of marketing.
You'll learn how to:
- Use keyword managment strategies to attract the most valuable traffic to your site
- Adjust bids to ensure you're only spending budget on relevant searches
- Target your ideal audience with the appropriate messaging
The key to getting ahead in AdWords is knowing who your competition is, and how to win customers before they do. Our experts will cover everything you need to know to build a competitive campaign that will land you customers - every time.
Our live webinar will cover:
- How to identify your biggest competitors within any industry
- What makes a competitive campaign differ from a branding campaign
- The best way to use ad copy to gain the competitive advantage
Convert web-browsing window shoppers into YOUR satisfied customers.
Join our experts, as they walk you through the PPC Playbook to converting prospects with 11 effective techniques.
You'll learn:
- How to determine the appropriate offer for each stage of the funnel
- How to seamlessly integrate paid social with paid search to achieve success
- Why remarketing is the perfect complement to any nurture effort
How To Spend Less and Sell More With Paid Search #EdgeBristolKoozai
Most Google Adwords campaigns are broken, this slidedeck explains how to fix them. By looking at five Paid Search myths you'll learn how to better develop a PPC strategy on Google AdWords and stop wasting budget.
For more information visit http://www.koozai.com/paid-search/
Atlanta SEO Meetup - PPC Optimization LifecycleJason Prance
Please enjoy this copy of a presentation I made to the Atlanta SEO Meetup group about how to optimize your Google Adwords (PPC) campaigns and much more.
Check here how SEO and PPC works and is differenciated. Get the full details about PPC and its components, how campaigns work, keyword research, writting ad, maintaining ads and much more. Find more information about PPC and SEO here at http://www.promomasters.ch/.
HeroConf 2016 - Keys to an Effective PPC Account StructureJes Scholz
PPC is not only about creative ads that connect to people. There is also a highly technical aspect. Learn how to utilise account structure to produce impressive ROI.
SLCSEM.org hosted search ads evangelist John Gagnon of Bing Ads on August 14, 2013 for a Search Tools night. John's presentation included demos of how to use keyword and audience tools including bing ads intelligence and PowerMap.
Presentation to Foster Tech Club (MBA student organization) on Search 101 - and advertising with Google - the largest media company on earth.
What are Adwords? How does PPC search work? What fuels search engines?
We like big budgets and we cannot lie! However it's not always the case that the companies who spend the most get the best results with paid search and that's what we hope to prove with these slides. By looking at lots of different platforms we've tried to find the best option for each budget and your campaign goals.
For more on what we do visit http://www.koozai.com
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.
This is a comprehensive guide to organic Search Engine Optimization and digital marketing for personal or business communications. It was presented to the Iowa Fruit & Vegetable Growers Association of Iowa on January 26th, 2017. More about our organic search engine optimization practices can be seen at www.spokecom.com
More changes have been made to Google's AdWords platform... and this time it involves exact match keywords.
Join our expert, Mark Irvine as he covers everything you need to know to stay ahead of the curve.
You'll learn:
- What exactly is changing
- Steps you can take to prepare your account
- How to continue to optimize your account moving forward
Pave Your Path to Paid Search Success - 6 Fundamental Skills Every Advertiser...Mark Irvine
Paid search can be hard to learn - learn the fundamentals of choosing your keywords, your bids, your targeting, and optimizing your campaigns every step of the way!
Whether you're ready, or not, Google is doing away with standard text ads as ETAs are becoming the way of the future. The big change is right around the corner - so get prepared now!
This live webinar will cover:
- Strategies to handle the migration to ETAs (without losing your mind)
- Best practices for creating ETAs
- How to migrate to Bing ETAs
Ungagged Vegas November 2015 Presentation - Scaling UpRoland Frasier
Scaling up. How to scale a business from my day 3 presentation at the Ungagged live event in Las Vegas November 2015. This presentation explores domain strategies, scaling an online business, online to offline (O2O) strategies, and much more.
Need to make a BIG impact, in not a lot of time? Lucky for you, you can significantly improve your AdWords results in JUST 20 minutes per week and we'll show you how!
Join the webinar to learn:
-How just 20 minutes per week can positively affect your AdWords Performance
-Tips & Tricks perfect for even the busiest business owner
-5 actionable tips to turn "Oops," to "YES!" in AdWords
-Real examples so you can walk away and start implementing in your account today.
earch engine marketing, or SEM, is one of the most effective ways to grow your business in an increasingly competitive marketplace. With millions of businesses out there all vying for the same eyeballs, it’s never been more important to advertise online, and search engine marketing is the most effective way to promote your products and grow your business.
In this guide, you'll learn an overview of search engine marketing basics as well as some tips and strategies for doing search engine marketing right.
The Amazon Seller PPC Presentation (Sept 2016)Danny Mac
PPC or Pay Per Click advertising is the Key to Amazon (on platform visibility) and success.
Key things covered in this presentation.
-Power PPC strategies to drive sales.
-Understanding Keywords and the role they play with PPC.
-How to use PPC to get your advertising to show almost anywhere!
-How to budget, tune and manage your campaigns.
-How to spend less and achieve more.
-We will offer you real products, real campaigns, real results and the differing strategies to employ depending upon the type of product you sell
-Broad Match, Phrase Match, Exact Match demystified, bid+ explained, competing keywords, competing products, click fraud and more tabled and dealt with.
SLCSEM.org hosted search ads evangelist John Gagnon of Bing Ads on August 14, 2013 for a Search Tools night. John's presentation included demos of how to use keyword and audience tools including bing ads intelligence and PowerMap.
Presentation to Foster Tech Club (MBA student organization) on Search 101 - and advertising with Google - the largest media company on earth.
What are Adwords? How does PPC search work? What fuels search engines?
We like big budgets and we cannot lie! However it's not always the case that the companies who spend the most get the best results with paid search and that's what we hope to prove with these slides. By looking at lots of different platforms we've tried to find the best option for each budget and your campaign goals.
For more on what we do visit http://www.koozai.com
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.
This is a comprehensive guide to organic Search Engine Optimization and digital marketing for personal or business communications. It was presented to the Iowa Fruit & Vegetable Growers Association of Iowa on January 26th, 2017. More about our organic search engine optimization practices can be seen at www.spokecom.com
More changes have been made to Google's AdWords platform... and this time it involves exact match keywords.
Join our expert, Mark Irvine as he covers everything you need to know to stay ahead of the curve.
You'll learn:
- What exactly is changing
- Steps you can take to prepare your account
- How to continue to optimize your account moving forward
Pave Your Path to Paid Search Success - 6 Fundamental Skills Every Advertiser...Mark Irvine
Paid search can be hard to learn - learn the fundamentals of choosing your keywords, your bids, your targeting, and optimizing your campaigns every step of the way!
Whether you're ready, or not, Google is doing away with standard text ads as ETAs are becoming the way of the future. The big change is right around the corner - so get prepared now!
This live webinar will cover:
- Strategies to handle the migration to ETAs (without losing your mind)
- Best practices for creating ETAs
- How to migrate to Bing ETAs
Ungagged Vegas November 2015 Presentation - Scaling UpRoland Frasier
Scaling up. How to scale a business from my day 3 presentation at the Ungagged live event in Las Vegas November 2015. This presentation explores domain strategies, scaling an online business, online to offline (O2O) strategies, and much more.
Need to make a BIG impact, in not a lot of time? Lucky for you, you can significantly improve your AdWords results in JUST 20 minutes per week and we'll show you how!
Join the webinar to learn:
-How just 20 minutes per week can positively affect your AdWords Performance
-Tips & Tricks perfect for even the busiest business owner
-5 actionable tips to turn "Oops," to "YES!" in AdWords
-Real examples so you can walk away and start implementing in your account today.
earch engine marketing, or SEM, is one of the most effective ways to grow your business in an increasingly competitive marketplace. With millions of businesses out there all vying for the same eyeballs, it’s never been more important to advertise online, and search engine marketing is the most effective way to promote your products and grow your business.
In this guide, you'll learn an overview of search engine marketing basics as well as some tips and strategies for doing search engine marketing right.
The Amazon Seller PPC Presentation (Sept 2016)Danny Mac
PPC or Pay Per Click advertising is the Key to Amazon (on platform visibility) and success.
Key things covered in this presentation.
-Power PPC strategies to drive sales.
-Understanding Keywords and the role they play with PPC.
-How to use PPC to get your advertising to show almost anywhere!
-How to budget, tune and manage your campaigns.
-How to spend less and achieve more.
-We will offer you real products, real campaigns, real results and the differing strategies to employ depending upon the type of product you sell
-Broad Match, Phrase Match, Exact Match demystified, bid+ explained, competing keywords, competing products, click fraud and more tabled and dealt with.
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
What have you done in the past 20 minutes?
In that time, you could have significantly improved your paid search campaigns!
Using our 20 Minute Work-Week model, you can make a substantial impact on your PPC performance for continued growth in exposure and clicks. With this small amount of weekly attention, you can see stronger results in your account!
Register for our free webinar to learn:
-A proven weekly workflow to follow for better results
-Which tasks most impact your bottom line
-Tools to use to assist in PPC management
The slides used by Matthew Sauer from iProspect at the E-commerce Meetup organized jointly with Neto, Hubspot and SEMrush: https://www.semrush.com/webinars/e-commerce-meetup/?language=en
5 Best Kept PPC Secrets I've Discovered Through Millions of Ad SpendKlientBoost
Want to turn your PPC campaigns into bigger money making machines? We have our 5 best kept PPC secrets that we unveiled at Unbounce's 2016 Call To Action Conference.
Time is money - how much of both are you wasting while managing your PPC account?
WordStream has mastered a PPC management strategy that can optimize your paid search campaigns for increased ROI in just 20 minutes each week!
Tune in to hear our Google AdWords experts explain how you can make a huge difference in a small amount of time.
Join our free webinar to learn:
- A proven weekly routine to help you achieve better PPC results
- How much time you should be dedicating to each task
- How our helpful tools can reduce the time you spend on account maintenance
What have you done in the past 20 minutes?
In that time, you could have significantly improved your paid search campaigns!
Using our 20-Minute Work Week model, you can make a substantial impact on your PPC performance for continued growth in ad exposure and clicks. With just a little attention each week, you will see stronger results in your account!
Review the slides to learn the following:
A proven weekly workflow to follow for better PPC results
Which tasks will have the biggest impact on your bottom line
How to use our tools to streamline your PPC management
Buy Verified PayPal Account | Buy Google 5 Star Reviewsusawebmarket
Buy Verified PayPal Account
Looking to buy verified PayPal accounts? Discover 7 expert tips for safely purchasing a verified PayPal account in 2024. Ensure security and reliability for your transactions.
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USA WEB MARKET is the Best Verified PayPal, Payoneer, Cash App, Skrill, Neteller, Stripe Account and SEO, SMM Service provider.100%Satisfection granted.100% replacement Granted.
3.0 Project 2_ Developing My Brand Identity Kit.pptxtanyjahb
A personal brand exploration presentation summarizes an individual's unique qualities and goals, covering strengths, values, passions, and target audience. It helps individuals understand what makes them stand out, their desired image, and how they aim to achieve it.
RMD24 | Retail media: hoe zet je dit in als je geen AH of Unilever bent? Heid...BBPMedia1
Grote partijen zijn al een tijdje onderweg met retail media. Ondertussen worden in dit domein ook de kansen zichtbaar voor andere spelers in de markt. Maar met die kansen ontstaan ook vragen: Zelf retail media worden of erop adverteren? In welke fase van de funnel past het en hoe integreer je het in een mediaplan? Wat is nu precies het verschil met marketplaces en Programmatic ads? In dit half uur beslechten we de dilemma's en krijg je antwoorden op wanneer het voor jou tijd is om de volgende stap te zetten.
VAT Registration Outlined In UAE: Benefits and Requirementsuae taxgpt
Vat Registration is a legal obligation for businesses meeting the threshold requirement, helping companies avoid fines and ramifications. Contact now!
https://viralsocialtrends.com/vat-registration-outlined-in-uae/
LA HUG - Video Testimonials with Chynna Morgan - June 2024Lital Barkan
Have you ever heard that user-generated content or video testimonials can take your brand to the next level? We will explore how you can effectively use video testimonials to leverage and boost your sales, content strategy, and increase your CRM data.🤯
We will dig deeper into:
1. How to capture video testimonials that convert from your audience 🎥
2. How to leverage your testimonials to boost your sales 💲
3. How you can capture more CRM data to understand your audience better through video testimonials. 📊
Unveiling the Secrets How Does Generative AI Work.pdfSam H
At its core, generative artificial intelligence relies on the concept of generative models, which serve as engines that churn out entirely new data resembling their training data. It is like a sculptor who has studied so many forms found in nature and then uses this knowledge to create sculptures from his imagination that have never been seen before anywhere else. If taken to cyberspace, gans work almost the same way.
Tata Group Dials Taiwan for Its Chipmaking Ambition in Gujarat’s DholeraAvirahi City Dholera
The Tata Group, a titan of Indian industry, is making waves with its advanced talks with Taiwanese chipmakers Powerchip Semiconductor Manufacturing Corporation (PSMC) and UMC Group. The goal? Establishing a cutting-edge semiconductor fabrication unit (fab) in Dholera, Gujarat. This isn’t just any project; it’s a potential game changer for India’s chipmaking aspirations and a boon for investors seeking promising residential projects in dholera sir.
Visit : https://www.avirahi.com/blog/tata-group-dials-taiwan-for-its-chipmaking-ambition-in-gujarats-dholera/
RMD24 | Debunking the non-endemic revenue myth Marvin Vacquier Droop | First ...BBPMedia1
Marvin neemt je in deze presentatie mee in de voordelen van non-endemic advertising op retail media netwerken. Hij brengt ook de uitdagingen in beeld die de markt op dit moment heeft op het gebied van retail media voor niet-leveranciers.
Retail media wordt gezien als het nieuwe advertising-medium en ook mediabureaus richten massaal retail media-afdelingen op. Merken die niet in de betreffende winkel liggen staan ook nog niet in de rij om op de retail media netwerken te adverteren. Marvin belicht de uitdagingen die er zijn om echt aansluiting te vinden op die markt van non-endemic advertising.
What is the TDS Return Filing Due Date for FY 2024-25.pdfseoforlegalpillers
It is crucial for the taxpayers to understand about the TDS Return Filing Due Date, so that they can fulfill your TDS obligations efficiently. Taxpayers can avoid penalties by sticking to the deadlines and by accurate filing of TDS. Timely filing of TDS will make sure about the availability of tax credits. You can also seek the professional guidance of experts like Legal Pillers for timely filing of the TDS Return.
Enterprise Excellence is Inclusive Excellence.pdfKaiNexus
Enterprise excellence and inclusive excellence are closely linked, and real-world challenges have shown that both are essential to the success of any organization. To achieve enterprise excellence, organizations must focus on improving their operations and processes while creating an inclusive environment that engages everyone. In this interactive session, the facilitator will highlight commonly established business practices and how they limit our ability to engage everyone every day. More importantly, though, participants will likely gain increased awareness of what we can do differently to maximize enterprise excellence through deliberate inclusion.
What is Enterprise Excellence?
Enterprise Excellence is a holistic approach that's aimed at achieving world-class performance across all aspects of the organization.
What might I learn?
A way to engage all in creating Inclusive Excellence. Lessons from the US military and their parallels to the story of Harry Potter. How belt systems and CI teams can destroy inclusive practices. How leadership language invites people to the party. There are three things leaders can do to engage everyone every day: maximizing psychological safety to create environments where folks learn, contribute, and challenge the status quo.
Who might benefit? Anyone and everyone leading folks from the shop floor to top floor.
Dr. William Harvey is a seasoned Operations Leader with extensive experience in chemical processing, manufacturing, and operations management. At Michelman, he currently oversees multiple sites, leading teams in strategic planning and coaching/practicing continuous improvement. William is set to start his eighth year of teaching at the University of Cincinnati where he teaches marketing, finance, and management. William holds various certifications in change management, quality, leadership, operational excellence, team building, and DiSC, among others.
Kseniya Leshchenko: Shared development support service model as the way to ma...Lviv Startup Club
Kseniya Leshchenko: Shared development support service model as the way to make small projects with small budgets profitable for the company (UA)
Kyiv PMDay 2024 Summer
Website – www.pmday.org
Youtube – https://www.youtube.com/startuplviv
FB – https://www.facebook.com/pmdayconference
14. “There's this new thing called aspartame, and
we would like to make Diet Pepsi. We'd like
you to figure out how much aspartame we
should put in each can of Diet Pepsi, in order
to have the perfect drink."
16. There is no „perfect‟ Pepsi, only
perfect Pepsis!
17. In the 70‟s & 80‟s Prego
Varied them according to every
conceivable way that you can vary
tomato sauce:
– by sweetness
– by level of garlic
– by tartness
– by sourness
– by tomatoey-ness
– by visible solids
#2
27. DRIVE
CAREFULL
Y
Standard Solicitation drove a
83% Said “NO”
3” Windows Sticker week
before improves response to
76% “YES”
Standard Solicitation drove a
18% “YES”
Waiting for a response, 90%
of the time it was “Good”
New Approach netted 32%
“YES”
Stories from Psychology
29. Conversion Sequence
Visit
MarketingExperiments.com
for more in-depth
information!
= Probability of Conversion
= Motivation of the user (when)
= Clarity of the value proposition (why)
= Incentive to take action
= Friction of elements of process
= Anxiety about entering information
C = 4m + 3v + 2(i-f) -2a ®
c
m
v
i
f
a
My personal recommendation as an SEM Professional
30. Why Buy from You & Not Your
Competition?Strategy Tactics Messaging
Value Prop Quality • High Quality, Durable, Best Selling
Low Price • Low Price Guarantee, Starting at $10,
Bargain, Wholesale Pricing
Selection • Over 5,000 items, Huge Selection
Anxiety Credibility • Since 1984, As Seen on TV, NY Times
No Hidden Fees • No Booking Fees, One-time, No Minimum
Time Limit • Ends by Date, Limited Time
Highlight Loss vs. Gain • Missing Out, Don‟t, Why
Friction Quick Turnaround • Ships Within 1 Day, Inventory Available
Return Policy • Free returns, 30 day returns, no hassle
Ease of Use • Within Minutes, Quick & Easy, 3 Steps
Incentive Discount • Up to 50% off, Save Extra 25%
Freebie • Free Whitepaper, Buy One Get One
Free Shipping • Free Shipping, Free Overnight
31.
32. What words in ad copy drive better
performance? Better quality.
35. - 10,000 20,000 30,000 40,000 50,000 60,000 70,000 80,000 90,000 100,000
Satisfaction Guarantee
Low Price Guarantee
Low cost
Save now
Coupon
Reservation
Destination
Saving
Discounts
Affordable
Offers
% Off
Official Site
Fares
Price Points
Book now
TM Symbols
Compare
Cheap
Rates
param
Keyword
Ad Count with Variable in Ad Title and Ad Description
Ad Title
Ad Description
# of
Occurrences
37. Ad Quality:Ads with Variables inAd Title orAd
Description have higher quality on average
38. KW Rates
Fare
s
Book
now
Compar
e
Price
Points Offers
Discoun
t % Off
Coupo
n Cheap
Low
cost Affordable
Low
Price
Guar.
Satis
Guar.
Officia
l Site Dest. Reserv.
Save
Now
Savin
g param TM s
No
Variabl
e
Keyword
Rates
Fares
Book now
Compare
Price
Points
Offers
Discounts
% Off
Coupon
Cheap
Low cost
Affordable
Official Site
Destination
Reservatio
n
Save Now
Saving
param
TM
symbols
No Variable
Ad Titles
AdDescription
Great Bad No DataGood
Performance Heatmap by Ad Combination
39. {KW} Rates Fares
Book
now
Comp
are
Price
Points Offers
Disco
unt % Off
Coup
on
Chea
p
Low
cost
Afford
able
Low
Price
Satis
Guar.
Officia
l Site
Dest
. Reserv.
Save
Now
Savin
g
{Param
} TMs None
{Keyword}
Rates
Fares
Book now
Compare
Price Points
Offers
Discounts
% Off
Coupon
Cheap
Low cost
Affordable
Official Site
Destination
Reservation
Save Now
Saving
{Param}
TM symbols
No Variable
Ad Titles
AdDescription
Which Combinations Work?
Great Good
40. Top Combos by Travel Sub-vertical
Air
Price Points Cheap Price Points
% Off Coupon Fares
DisplayURL.com DisplayURL.com DisplayURL.com
Car
Price Points Price Points {Keyword}
Cheap Book now {Param}
DisplayURL.com DisplayURL.com DisplayURL.com
Cruises
{Param} {Param} % Off
Cheap Discounts {Param}
DisplayURL.com DisplayURL.com DisplayURL.com
General Travel
Reservations Savings Coupon
Discounts Coupon {Param}
DisplayURL.com DisplayURL.com DisplayURL.com
Lodging
Price Points Book now Official site
Coupon Book now Compare
DisplayURL.com DisplayURL.com DisplayURL.com
41. Top Combinations by Head/Torso/Tail
Head
Price Points Price Points Book now
Coupon % Off Book now
DisplayURL DisplayURL DisplayURL
Torso
Fares Param Reservation
% Off % Off Cheap
DisplayURL DisplayURL DisplayURL
Tail
Fares Cheap Fares
Price Points Book now Book now
DisplayURL DisplayURL DisplayURL
50. “On [the Yahoo! Bing Network, advertisers saw
marked improvement in clicks. On a year-over-year
basis, advertisers saw 25% higher click volumes.”
The Yahoo! Bing Network has outperformed Google
in return on ad spend, ending Q3 2012 with the
largest gap of the 18-month period at 28%.Global Search Advertising Trends
October 2012
The “Yahoo! Bing [Network] continued to accelerate
its growth with a YoY increase in spend of 48%
compared to Google’s 12%”Paid Search Update
Q4 2012
An audience that delivers results
Online Advertising Report
Oct–Dec 2012
54. Rich visualization and
tools
Streamlined campaign management saves time
More inline management
− Search query report in campaign management
− Appeal editorial rejections in bulk and inline
Bing Ads UX
Analytics and
transparency
55. Bing Ads UX
Analytics and
transparency
Share of Voice Reporting
Easily identify impressions and clicks lost
BUDGET RANK BID
LANDING
PAGE
KEYWORD
RELEVANC
E
56. Combine QS & SOV
SearchEngineWatch.com Article on Bidding Strategy
Budget
(Budget not
enough or
settings)
Landing Page
Relevance
(LP Relevance Score is
Poor, content doesn‟t
match)
Keyword
Relevanc
e
(CTR is too low)
Min. Bid
(Bid too low)
Rank
(combo of Bid x
CTR is not
competitive)
Ad
Impression
76. Find Your Extra Chunky: Think landing pages &
segmentation.
Optimize for People: Strategy > just keywords
Bigger Data, before Big Data: Think Excel, Open Data &
GeoFlow
Bing Ads: #1) Windows 8 =Volume & #2)
Time
In addition to the bing features built into the Win Phone 8, There are also some very cool apps available and my absolute favorite is Nokia City Lens which is powered by Bing Maps.Nokia City Lens uses Augmented Reality to provide you with you a wealth of information about the world around you. With Nokia City Lens, you can be virtually anywhere, hold your phone up, and you see an overlay of everything that’s nearby, including Food, Hotels, Shopping, Transportation, Sights, and Attractions. Nokia city lens brings augmented reality and maps together making it an incredibly useful app when I’m traveling. When I click on the results I’m provided with what is essentially a rich Local Search result that includes photos and reviews of nearby places plus turn-by-turn directions to get me there.
Bing maps is also innovating with a new project we’re working on at MSFT called Trajectory Search. We believe that the combination of personalization with mobile intelligence can minimize the need for explicit searching. Trajectory Search predicts your trajectory of movement and your potential destinations based on GPS readings and then improves the relevance of search results based on the direction you are headed. It doesn’t require the user to enter any information about their destination, but infers your future location automatically and enhances local search results accordingly.Let’s say that I’m driving home from work after a long day and that I’ve decided to stop and pick up a pizza along the way. In this example, my location is represented by the green circle and I’m driving Northeast.Each of the flags you see represents a pizza place . The green flags are places that I’ve already passed or am about to pass while the orange flags are pizza places still ahead of me based on my current course. I don’t want to turn around and head to a pizza place I passed a few miles back so it’s especially useful for me to see those restaurants that are still ahead of me. Identifying results near a mobile user’s predicted destination is a simple means of augmenting and personalizing conventional local search and just one of many examples of how Bing is innovating and changing the future of search.
Let’s look a bit more closely at Bing integration in Win 8. Bing provides quality Search results on Win 8 in a beautiful and visual format which leverages the best of Bing from the traditional Web experience.There are 3 key ways to experienceBingon Windows 8 (click)1. Bing Search App. Searching with the Bing app is fast and fluid. You can use a touch device to tap and swipe or use a keyboard and mouse for a more traditional experience. The App is visually striking with search results laid out in a horizontal, scrollable grid. Plus, there are cool features like snap which allows you to use 2 apps simultaneously side by side. Text ads, similar to what you see on the web, are displayed in the Bing Search app (click)2. Bing Search Charm. Tap the Search Charm from anywhere in Windows 8 to easily search with Bing (click)3. There are 6Bing-Powered apps pre-loaded on Win 8: Weather, Finance, News, Sports, Travel, Maps , More to come soonOne of the best aspects of Windows 8 is you don’t have to stop what you’re doing in order to search. You can stay in the app you’re currently in or work on the document you’re in, you don’t have to leave because with Windows 8 you can search for anything at any time. Search is layered into the entire experience.
*Transition slide into YBNWe’ve seen how Bing is using cutting-edge technology across platforms to better serve our audience. So, just who are these bing users and how do they compare with the goog audience?
The heatmap uses a color spectrum from GREEN to RED to highlight the performance of the variable combinations. The GREEN side of the spectrum indicates strong ad quality while the RED side of the spectrum indicates lower ad quality.
Head/torso/tail keywords within this analysis are defined by high/medium/low search volume respectively, and are specific to queries in the Travel vertical.
To put that number in context, 47MM is the population of Spain (click), so if you’re not advertising on YBN you’re missing out on a significant audience the size of an entire country. There are 225MM unique searchers in the US153MM use YBN47MM do not use Google
Our audience is unique and our job is toconnect you, our advertisers, to your next customer – efficiently andsuccessfully. Bing Ads is the platform that enables you to connect tothe audience you cannot find on Google – and we are moving fasterthan ever.And we will not stop there – as we continue to drive investments andinnovation … yes, we have some exciting things to talk about … and Iwill share them with you today.
But you don’t just have to take our word for it. 3rd party testimonials from Marin Software,Kenshoo and Ignition One concur that the YBN delivers tangible results and that the YBN can outperform google with higher click volume and better ROI. The YBN has a quality audience that delivers real results for our advertisers. Now I’d like to turn things over to Paul Corkery. Paul will share how the bing Ads platform can help you reach this valuable audience.
Our audience is unique and our job is toconnect you, our advertisers, to your next customer – efficiently andsuccessfully. Bing Ads is the platform that enables you to connect tothe audience you cannot find on Google – and we are moving fasterthan ever.And we will not stop there – as we continue to drive investments andinnovation … yes, we have some exciting things to talk about … and Iwill share them with you today.