ClickZ Live New York - Broad Match, Share of Voice and Ad Copy Strategy
1. Mastering the PPC Challenge:
Enhanced campaigns,
Adwords and PLAs
John Gagnon | Bing Ads Evangelist
2. #CZLNY @jmgagnon @bingads
JOHN GAGNON,
BING ADS EVANGELIST
BLOGGER
FORMER GOOGLE GUY, SEARCH CAMPAIGN MANAGER, DATA ANALYST
SPEAKER
#CZLNY @jmgagnon @bingads
3. #CZLNY @jmgagnon @bingads#CZLNY @jmgagnon @bingads
Today you’ll learn
How freakin’ awesome the Share of Voice report actually is
Why you need a personal trainer for stronger ad copy testing
How broad match is optimization magic
#CZLNY @jmgagnon @bingads
5. #CZLNY @jmgagnon @bingads
The Share of Voice report – not as scary as it looks
WHY IS THE SHARE OF VOICE REPORT SO FREAKIN’ AWESOME?
6. #CZLNY @jmgagnon @bingads
WHY IS THE SHARE OF VOICE REPORT SO FREAKIN’ AWESOME?WHY IS THE SHARE OF VOICE REPORT SO FREAKIN’ AWESOME?
#CZLNY @jmgagnon @bingads
What share of
impressions for the
total marketplace
are you missing out
on – and why?
7. #CZLNY @jmgagnon @bingads
Keyword: Flowers
Share of Voice reporting
% Lost due to landing relevance .04%
% Lost due to rank 41% Bids + CTR
% Lost due to keyword relevance 8% CTR
% Lost due to budget 8% Budget
% Lost due to bid 6% Bid
IMPRESSION SHARE 36% WHAT YOU NEED TO CHANGE
WHY IS THE SHARE OF VOICE REPORT SO FREAKIN’ AWESOME?
8. #CZLNY @jmgagnon @bingads
3 Quick wins from the Share of Voice report
#CZLNY @jmgagnon @bingads
Increase budget or change
settings to accelerated.
1 BUDGET
Bid more. Your bid doesn’t
meet the minimum we require.
2 BID
For quality scores of 8, 9 or 10 bid
more, especially if ad position is >3.
3 RANK
WHY IS THE SHARE OF VOICE REPORT SO FREAKIN’ AWESOME?
9. #CZLNY @jmgagnon @bingads
Deep dive on rank
1. An ad blocked by rank has passed ALL other filters
2. Rank is made up of 2 components:
MAX BID CTRRANK = x
PREDICTED CTR
OF QUALITY
SCORE
CVR X CPA
#CZLNY @jmgagnon @bingads
WHY IS THE SHARE OF VOICE REPORT SO FREAKIN’ AWESOME?
10. #CZLNY @jmgagnon @bingads
Deep dive on rank (continued)
4.
3. Is bid or CTR the problem?
#CZLNY @jmgagnon @bingads
WHY IS THE SHARE OF VOICE REPORT SO FREAKIN’ AWESOME?
John –
should 3
and 4 be
reversed?
So first you
look at the
whole
report, the
n you drill
into Quality
Score? - J
11. #CZLNY @jmgagnon @bingads
Deep dive on rank (continued)
#CZLNY @jmgagnon @bingads
WHY IS THE SHARE OF VOICE REPORT SO FREAKIN’ AWESOME?
5. If CTR isn’t the problem, then move onto bid…
MAX BID CTRRANK = x
PREDICTED CTR
OF QUALITY
SCORE
CVR X CPA
13. #CZLNY @jmgagnon @bingads
You need a strategy for ad copy
testing like you need a personal
trainer for getting fit
Tells you what to do
Tells you why it’ll work
Gives a structure for
accomplishing your goals
A PERSONAL TRAINER FOR TESTING AD COPY
14. #CZLNY @jmgagnon @bingads
How do we break down
an online program to
drive sales?
#CZLNY @jmgagnon @bingads
A PERSONAL TRAINER FOR TESTING AD COPY
15. #CZLNY @jmgagnon @bingads
The personal trainer for ad copy testing
®
Probability
of
conversion
Clarity of the value
proposition (why)
Friction of
elements of process
Motivation of
the user (when)
Incentive to
take action
Anxiety about
entering
information
C = 4m + 3v + 2(i-f)-2a
A PERSONAL TRAINER FOR TESTING AD COPY
16. #CZLNY @jmgagnon @bingads
The personal trainer in action
FOCUS
VALUE PROP
ANXIETY
FRICTION
INCENTIVE
MESSAGING
High Quality, Durable, Best Selling
Low Price Guarantee, Starting at $10, Bargain, Wholesale Pricing
Over 5,000 items, Huge Selection
Since 1984, As Seen on TV, NY Times
No Booking Fees, One-time, No Minimum
Ends by Date, Limited Time
Missing Out, Don’t, Why
Ships Within 1 Day, Inventory Available
Free returns, 30 day returns, no hassle
Within Minutes, Quick & Easy, 3 Steps
Up to 50% off, Save Extra 25%
Free Whitepaper, Buy One Get One
Free Shipping, Free Overnight
TACTICS
Quality
Low Price
Selection
Credibility
No Hidden Fees
Time Limit
Highlight Loss vs. Gain
Quick Turnaround
Return Policy
Ease of Use
Discount
Freebie
Free Shipping
A PERSONAL TRAINER FOR TESTING AD COPY
17. #CZLNY @jmgagnon @bingads
Put your ad copy through the paces
Test #1
Bing Search
Advertising®Reach Millions of New Customers
w/ Targeted Ads Bing® & Yahoo®.
Advertising.Microsoft.com
6.07%
$300 Of Free Ads on
Bing®Avoid Missing Another New Customer
Free Ads on Bing® & Yahoo! Search
Advertising.Microsoft.com
6.75%
$300 Of Free Ads on Bing®
Reach Millions of New Customers w/
Targeted Ads Bing® & Yahoo®.
Advertising.Microsoft.com
6.17%
A PERSONAL TRAINER FOR TESTING AD COPY
#CZLNY @jmgagnon @bingads
18. #CZLNY @jmgagnon @bingads
Keep testing for ad copy strength
Test #2
2.68%
6.75%
6.17%
Online Advertising
Reach Millions of New Customers w/
$50 of Free Ads on Bing® & Yahoo!
Get Noticed Online With Ads on
Bing® & Yahoo®. Get Started Now.
Advertising.Microsoft.com
$50 Of Free Ads on
Bing®
Bing® Online
AdvertisingReach Millions of New Customers
w/ Targeted Ads Bing® & Yahoo®.
Advertising.Microsoft.com
Advertising.Microsoft.com
Online Advertising
Get Noticed Online With Ads on
Bing® & Yahoo®. Get Started Now.
Advertising.Microsoft.com
2.63%
A PERSONAL TRAINER FOR TESTING AD COPY
19. #CZLNY @jmgagnon @bingads
Does channel affect response to incentive?
A PERSONAL TRAINER FOR TESTING AD COPY
Bing Search
Advertising®Reach Millions of New Customers
w/ Targeted Ads Bing® & Yahoo®.
Advertising.Microsoft.com
$50 Of Free Ads On
Bing®Reach Millions of New Customers w/
Targeted Ads Bing® & Yahoo®.
Advertising.Microsoft.com
$300 Of Free Ads on
Bing®Reach Millions of New Customers w/
Targeted Ads Bing® & Yahoo®.
Advertising.Microsoft.com
CTR +15%
CVR +40%
Fraud
CM
CTR +105%!
CVR +80%
Fraud
CM
20. #CZLNY @jmgagnon @bingads
MOBILE DELIVERED
Mobile Mobile +
Tablet
Mobile +
PC +
Tablet
Mobile +
PC
3.57%
3.3%
2.86%
1.53%
TABLET DELIVERED
Tablet PC +
Tablet
Mobile +
Tablet
Mobile +
PC +
Tablet
2.96%
2.48%
1.83%
1.11%
PC DELIVERED
PC PC +
Tablet
Mobile +
PC +
Tablet
Mobile +
PC
1.54%
1.50%
1.01%
0.34%
Does device type (m=when) affect response?
Our research on device-specific ads say it’s highly likely.
A PERSONAL TRAINER FOR TESTING AD COPY
21. #CZLNY @jmgagnon @bingads
Device targeting capabilities
Targeting devices and operating
systems allows optimization of ad
creative, landing experience and bids
for different devices.
Serve ads to users based on
device or OS
Utilize device optimized
campaigns and
drive higher ROI
#CZLNY @jmgagnon @bingads
A PERSONAL TRAINER FOR TESTING AD COPY
23. #CZLNY @jmgagnon @bingads
Bing ads continuously strengthens broad match performance
Investment in matching technology includes:
MATCHING
TECHNOLOGY
FINE-TUNING
CLICK
PREDICTION
MODELING
QUALITY /
RELEVANCE
PROTECTION
CONVERSION
AND CLICK
QUALITY
METRICS
PAST,
PRESENT,
CUSTOMIZED
ALGORITHMS
THE MAGIC OF BROAD MATCH
#CZLNY @jmgagnon @bingads
24. #CZLNY @jmgagnon @bingads
THE MAGIC OF BROAD MATCH
30%of searches on Bing are
unique. It’s impossible
for an exact match
campaign to reach
these searchers.
#CZLNY @jmgagnon @bingads
26. #CZLNY @jmgagnon @bingads
Using broad match gives you
THE MAGIC OF BROAD MATCH
#CZLNY @jmgagnon @bingads
MORE
CLICKS
70% MORE
CONVERSIONS
56%
27. #CZLNY @jmgagnon @bingads
Broad match delivers up to 79% more conversions, depending on vertical
#SMX, #jmgagnon, #bingads 79%
72%
65%
49%
47%
47%
42%
41%
34%
34%
THE MAGIC OF BROAD MATCH
28. #CZLNY @jmgagnon @bingads
Get to know your Bing Ads match types
Broad match
modified
Broad matchPhrase matchExact match
Words in your
keyword, in any
order, as well as
words closely related
to your keyword.
Words in your
keyword, in any
order, as well as
synonyms of all your
words and alternate
spellings
Words in your
keyword in the same
order as a customer's
search query or other
input—even if other
words are present in
that query
Words in your
keyword match a
customer's search
query or other input
exactly.
NO NEGATIVES NO NEGATIVES
MOST RESTRICTIVE LEAST RESTRICTIVE
THE MAGIC OF BROAD MATCH
29. #CZLNY @jmgagnon @bingads
Know the differences behind Bing and Google match types
Bing does not have
negative broad match
keywords. They’re
imported from
Google as negative
phrase matches
Add more negative
phrase keywords to
get the same effect
THE MAGIC OF BROAD MATCH
#CZLNY @jmgagnon @bingads
30. #CZLNY @jmgagnon @bingads
Know the differences behind Bing and Google match types
[Stemming includes the core query
but returns any other form of the
word also.]
Bing has stemming
for broad, but not
modified. Google has
stemming in both
To get the same
coverage in Bing
from broad match
modified that you’re
using on Google, you
need to add variations
on your words
THE MAGIC OF BROAD MATCH
#CZLNY @jmgagnon @bingads
32. #CZLNY @jmgagnon @bingads
Search term report now tells you what nothing means. Use it to
create your negative keyword list.
THE MAGIC OF BROAD MATCH
NEW!
0 CLICK QUERIES
What queries
did you show
for, but didn’t get
clicks for?
33. #CZLNY @jmgagnon @bingads
Key takeaways for mastering the PPC challenge:
Share of Voice reporting is freakin’ awesome because it tells you how
to fix your ads – and why
Use a personal trainer to test ad copy – it tells you to think bigger than
just words, and dives into incentive, friction and anxiety
Broad match magically delivers more clicks and conversions
#CZLNY @jmgagnon @bingads
Notas del editor
nature
By the end of this session, you’ll have a personal training plan for your ad copy testing, you’ll see broad match from many different angles and you’ll be tweeting out about the Bing Ads Share of Voice report.
What it is and what it means.
Device-specific ads are a must for better results
Talking points:We are constantly improving and refining our matching technology with monthly releases that strengthen our broad match performance. A few examples of our investment in matching technology include…Click prediction modeling. We use all the data at our disposal to predict which keyword/ad combinations will best match consumer intent and drive engagement with your ads. With our click prediction modeling, predicted and actual CTR for both exact and broad match closely align, demonstrating the high relevance realized through our broad match technology. As part of this, we lean toward over predicting click-through-rate on broad match to ensure advertisers realize cost efficiency with broad match on Bing Ads. Matching technology fine-tuning.Bing Ads engineers fine-tune and refine our matching technology with monthly releases to ensure matchings are driving high CTR and dwell time.Past, present, custom algorithms. Our algos take in historical and real-time data to predict consumer engagement. A universal block list is also used to help ensure that ads don’t render from questionable, offensive or adult queries. Quality / relevance protection. Quality plays a big role in whether or not your ads get served. There are several filtration mechanisms in place that prevent ads from serving if they aren’t deemed relevant to our marketplace of consumers. Conversion and click quality metrics. Our engineering teams are continuously tracking and measuring broad match performance metrics to help you tap into additional volume, with added controls to deliver quality clicks that perform
Talking points:Ensuring ad relevance and quality is of the utmost importance and our engineering teams dedicate time and resources to carefully review, test and enhance our matching technology, and it’s paying off. As a result of this ongoing process we’ve gained confidence in the results we’re seeing and are excited to share these improvements with you to help you unlock even more clicks and conversions for your business. For instance, last May we rolled out matching enhancements based upon historical evaluation which resulted in vigorous improvements that are continuing to yield strong broad match conversion rates and lower conversion costs month over month.