In this introductory course, industry experts and leading publishers will provide valuable tips and guidance on managing search campaigns and maximizing performance.

1. April 24, 2012
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adCenter Best Practices –
Allan Chuate

2. Agenda
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Search Alliance Update
adCenter Optimization Tips

3. Unified Search Marketplace| Streamlines
Account Team
One Account Team
Ad Buy
One Buy
Ads Ads
One Platform
One Reporting System
Helps deliver
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better ROI
SEARCH USERS SEARCH USERS
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4. Delivering a Strong Market Share
1. comScore Core Search, February 2012.
2. comScore Core Search (custom), February 2012.

5. Connect with searchers you can’t otherwise
reach
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1. comScore Core Search (custom), February 2012.

6. Reach searchers who are likely to spend more
Source: comScore Core Search (custom), February 2012

7. What the industry is saying
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Yahoo! Search & Bing saw a 46.4%
Year over year, clients have seen a 60% increase in spend YoY compared to
increase in impressions and a 43% increase Google’s l
G l ’ less expansive 26 6%
i 26.6%
in click volume growth YoY
Online Marketing Ignition One Global Online
Quarterly Benchmarking report – Advertising Report, Q1 2012
February 2012
Yahoo! Search and Bing clicks are 14% better performing
than Google with a 9% better ROI.
Global Q4 Digital Marketing Performance Report

8. Optimization Tips
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10. Ad Serving Logic
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adCenter’s relevance and quality mechanisms focus on:
Landing
CTR
Min Bid Page
Threshold
Relevance

11. Capture y
p your missed impressions
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Effectively prioritize optimization efforts with data available in the
Campaign, Account and Ad Group Performance reports including:
Overall impression share
Impression share lost to bid, budget, rank and relevance

12. Leverage Share of Voice Insights
Impression share lost to b d t
budget Increase daily or monthly campaign budgets –
leverage opportunity tab for budget
recommendations
Impression share lost to rank/bid
k/bid Increase bids – use MAI for bid guidance You
guidance.
can leverage the opportunity tab for bid
recommendations
Impression share lost to keyword Revise ad group structure and/or create
better ad copy (utilize param2 or keyword
relevance insertion)
Impression share lost to landing Implement direct landing pages relevant to
keywords and/or add relevant content to
page relevance existing landing pages

13. Insights to Optimize Bids
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Maximize traffic by optimizing bids for first page placement using
insights from the UI or the Desktop.

14. Avoid Negative Keyword Conflicts
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15. Negative Keyword Conflict Report
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Campaign name Ad group Keyword Negative Keyword Conflict Level
Fashion Tableware
Tableware Search buy fashion dining table accessories table Ad group
Accessories
Fashion Tableware
Tableware Search fashion dining table accessories table Ad group
Accessories
Shoes Search Boys Wholesale Shoes boys wholesale shoe wholesale Ad group
Shoes Search Boys Wholesale Shoes boy s
boy's wholesale shoe wholesale Ad group
Shoes Search Boys Wholesale Shoes wholesale shoes for boys wholesale Ad group
Hats Designer Ladies Hats hats designer ladies hats Ad group
Hats Designer Ladies Hats hat designer ladies hat Ad group
Hats Designer Ladies Hats designer ladies hats hats Ad group
Apparel General Girls Cheap Clothing discounted teen girls clothes teen Ad group
Apparel G
A l General
l Kid's Ch
Kid' Cheap Clothing
Cl hi clothes f kid on sell
l h for kids ll sell
ll Ad group
Brands Search Beauty and Fragrance Sale calvin klein home sale home Ad group
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16. Ad Delivery Status
More quickly identify issues
at the campaign, ad group
and keyword levels. On the
Delivery column, select new
options:
Budget depletion
Pending editorial review
P di dit i l i
Negative keyword conflict
Below
Belo first page bid
Released

17. Leverage Broad Match
Recent Enhancements to Broad Match
Enhanced matching ability Bidded keyword remembrance
Improved selection of phrase/broad Makes it easier to restructure your account
match ads. without losing your performance history.
Identified conceptually similar Landing page relevance
keywords Decreases filtration for phrase and broad
Reduced less relevant mappings. match. Continue to focus on improving
landing page relevance to avoid higher
CPCs.
CPCs
Relevance of query to ad copy Consistency of keyword, query, ad
Query should be contained within the copy and landing page
components of the ad copy to improve Ensure consistency of these elements to
ad quality. improve relevance

18. Broad Match Modifier
With Broad Match modifier, advertisers will have more
granular control on their broad matching including:
matching,
Finer brand term management
Improved click-through rate
Significant improvement in ad position
Released
New!

19. Expand Keyword Set with MAI
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Microsoft Advertising Intelligence is an Excel based keyword
research and optimization tool that provides keyword expansion,
research, pricing and KPI d
h i i d data
Easily Build New Keyword Lists
• Build out lists of suggested keywords
• Develop strategies based on actual query data
Tailor Bidding Strategy
•Using keyword specific metrics such as clicks impressions position click
keyword-specific clicks, impressions, position, click-
through rate and cost per click
Gather Pricing KPIs
• Filter by specific businesses
Filt b ifi b i
• Determine the monetization benchmark of a vertical

20. Expand Keyword Set with MAI
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Seed Terms: mother’s day, flowers for mom, gifts for mothers
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21. Launching New Keywords
1 Don’t launch new terms in ad groups and campaigns with high
volume, low QS (<5) keywords
2
Avoid training bid management tools until adCenter has
collected enough impressions to rank and price correctly
3 Set
S t explicit bids by match type
li it bid b t ht
4 Apply phrase and exact negatives as needed
5 Keyword remembrance
6
Ensure consistency between keyword, search query, ad, and
E i t b t k d h d d
landing page
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23. What Determines Quality Score?
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Landing Page Relevance Indicates whether the KW to landing page
relationship is recognized as relevant
Assessed at the Account Level for sites
Landing Page User Experience using excessive links.
The most heavily weighted factor
Keyword Relevance determining your overall Quality Score.

24. 3 Big Quality Score Tips
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Explicitly Bid on each Match Type to see accurate
Quality Scores
• If you are bidding only on Broad, you won’t see the Quality Scores for Exact
and Phrase even in the Keyword Report.
Broad and Phrase Match do not always have lower
Quality Scores
• Many times these have high quality scores which can point to incredible
optimization opportunities.
Use adCenter UI reporting
• Don’t simply rely on your third-party reporting as adCenter can display
D ’t i l l thi d t ti dC t di l
Quality Scores at the keyword, ad group, and campaign levels.
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25. What would you do?
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What can be done to improve Quality Score?
Monitor and analyze Quality Score reports
Improve keyword relevance
• by adding negatives
• by customizing ad copy
Improve landing page relevance
• By adding custom keyword URLs
• By optimizing the landing page content
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26. s3
Leveraging Quality Score Reports
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27. Slide 26
s3 Does this need to be updated for historical or aggregate QS?
sweeneyl, 2/18/2012

28. Historic Quality Score
Available in KW level through KW Performance Report
Help advertisers track performance in the KW level
Help advertisers observe marketplace dynamic
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29. Aggregated Quality Score
Available in ad group and
campaign l
i level th
l through
h
Performance Reports
Compare keyword QS
performance more easily and
f il d
decide if keywords are in the
right place for optimal
performance
Helps advertisers prioritize
campaign improvement
opportunities
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30. Search Query Performance Report
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Pull a Search
Query
Performance
Report from the
p
Reports tab to
see which
queries were
mapped to your
keywords.

31. Analyzing Search Query Reports
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Campaign Ad Group These are relevant
Search Query Keyword
Category ‐ Tents Tents_Shelter_General Bomb sheltersearch queries,shelter
that
Category ‐ Tents Tents_Shelter_General you might want to add
emergency shelter shelter
to your campaign as
Category ‐ Tents Tents_Shelter_General homeless shelter shelter
keywords on exact
Category ‐ Tents Tents_Shelter_General horse shelter shelter
match.
Category ‐ T t
C t Tents Tents_Shelter_General
T t Sh lt G l porta potty shelter
t tt h lt shelter
h lt
Category ‐ Tents Tents_Shelter_General woman shelter shelter
Category ‐Add these search
Tents Tents_Shelter_General womans shelter shelter
Categoryqueries as negative
‐ Tents Tents_Shelter_General
Tents Shelter General women shelter shelter
Category ‐keywords to avoid
Tents Tents_Shelter_General outdoor shelter shelter
getting this traffic that is
Category ‐ Tents Tents_Shelter_General camping shelter shelter
irrelevant to your
Category ‐ Tents Tents_Shelter_General
Tents Shelter General shelters for backpacking shelter
business.
b i
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32. Improving Landing Page Relevance
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Using the most relevant landing page will help drive performance, and improve
Quality Scores
General Landing Page
g g Better Landing Page
ette a d g age
Keyword: Nike Red Shoes Keyword: Nike Red Shoes

33. Landing Page Relevance - Tips
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1 Include the query frequently throughout the page
(title, description and body tags)
2
Include the words that are prevalent in Bing’s top 20 organic
results
3 Avoid using e te s e Flash a d images a d include su c e t
o d us g extensive as and ages and c ude sufficient
text
4 Only visible html text is crawled
5
Query and important related terms from Bing organic results
should be in the same order, close to one another, unaltered
6 Query is included in the ad copy and destination URL
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34. GET ADCENTER CERTIFIED
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of advanced features and maximize campaign performance
across Yahoo! Search & Bing.
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35. Thank you!