John Gagnon | SearchLove San Diego, 'Trends and Techniques for Marketers and Data Geeks'
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Technology is changing the way users interact and data is changing how marketers make decisions. In today’s digital age, marketers need to re-think how they’re segmenting customers and use the right data not big data. Find out: #1) Why context can be key to unlocking big data for advertisers to make smarter decisions. #2) Why being #1 has never been more important in advertising. And finally #3) How marketers can move from being reactive to predictive
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John Gagnon | SearchLove San Diego, 'Trends and Techniques for Marketers and Data Geeks'
- 1. Lovely Search Trends and Techniques for Marketers and Data Geeks John Gagnon Bing Ads Evangelist @jmgagnon @jmgagnon | @bingads
- 2. @jmgagnon @bingads Step back. Look up. @jmgagnon | @bingads Step back. Look up.
- 3. @jmgagnon | @bingads Today we’re talking about:
- 4. + @jmgagnon | @bingads
- 8. Context. @jmgagnon | @bingads
- 9. @jmgagnon @bingads Context = timing = profitability
- 10. Nov 16th, 2012 | in Austin TX $500 @jmgagnon @bingads @jmgagnon @bingads
- 11. Nov 16th, 2012 | in Austin TX 117,429 @jmgagnon @bingads @jmgagnon @bingads
- 12. More demand + fixed supply = higher price @jmgagnon @bingads
- 13. $50 < $450 @jmgagnon @bingads
- 14. Nov 15th, 2013 | in Austin TX 113,162 @jmgagnon @bingads
- 15. Going once, going twice… $505.74 @jmgagnon @bingads @jmgagnon @bingads
- 16. The Simpsons moment: Formula 1 is the driver @jmgagnon @bingads
- 17. Example Campaign Plan Inventory: Hold onto inventory, create special packages Landing Pages Highlight event offers Ad titles and descriptions: Discounts, special packages Important keywords Event specific keywords Cross-Channel: Align timing of demand generating media retargeting, social Bids/budget: Make sure your budget is robust @jmgagnon @bingads
- 18. Multiple Predictable Mini Black Fridays @jmgagnon @bingads @jmgagnon @bingads
- 19. Dynamic pricing can work across verticals @jmgagnon @bingads
- 20. LEGO Minecraft jumps to $49 on 12/26 from $34 $49 $33 @jmgagnon @bingads
- 21. $50 < $450 @jmgagnon @bingads
- 22. Calculate your break-even CPC Conversions per click CPA x CVR= Break-even CPC How much money you make per action The most you can responsibly pay for a click – and still make money @jmgagnon | @bingads
- 23. Change your break-even CPC CPA x CVR= Break-even CPC @jmgagnon | @bingads
- 24. Change your break-even CPC CPA x CVR= Break-even CPC @jmgagnon | @bingads
- 25. @jmgagnon | @bingads Today we’re talking about:
- 26. Bing + Cortana
- 28. 177% Year Over Year Growth: Bing Ads Mobile Clicks +177% 2013-Q1 2013-Q2 2013-Q3 2013-Q4 2014-Q1 2014-Q2 Source: Bing Ads Internal Data mobile Ad Clicks
- 29. iOS Users Drive Majority of mCommerce Transactions In spite of Android’s lead in device share Apple, 53.53% Other, 16.20% Samsung, 30.27% Source: Custora Mobile Pulse, July 2014
- 30. Mobile first: Next gen mobile search experiences 70% of mobile queries on Bing Ads are from iOS platform @jmgagnon | @bingads
- 31. Richer mobile ads drive consumer engagement @jmgagnon | @bingads
- 32. 0.01 Seconds - the “Length of a Fingernail” Nathan Adrian, Gold Medalist in 100m freestyle [swimming] @jmgagnon @bingads
- 33. @jmgagnon | @bingads Today we’re talking about:
- 34. Study: Brand term bidding research from Bing Ads Should SEM campaigns bid on their own brand terms? @jmgagnon | @bingads
- 35. Methodology of the study January – March 2014 50 MILLION impressions @jmgagnon | @bingads
- 36. @jmgagnon | @bingads Brand term bidding + SEO delivers more clicks Bing Ads Internal Data
- 37. Brand term bidding benefits Testing offers and Landing pages More traffic @jmgagnon | @bingads
- 38. But do we cannibalize SEO? Bing Ads Internal Data @jmgagnon | @bingads
- 39. The brand term bidding debate continues Get the complete white paper at Slideshare.net/bingads @jmgagnon | @bingads
- 40. @jmgagnon | @bingads Power BI’s Q&A Collaborate. Share. Interact. Keyword Performance Data.
- 41. @jmgagnon | @bingads Power BI: Q&A and Bing Ads Data
- 42. Bing Product Ads Product Ads put the searcher closer to a purchase decision. Products Ads include custom images from an advertiser’s own product catalog, plus promotional text, pricing and your company name. @jmgagnon | @bingads
- 43. Before After @jmgagnon | @bingads Visual Refresh
- 44. Big UI improvements and speed increases Manage more keywords in one view, over 1 million keywords Auto-tagging enabled Electronic IOs Improved targeting – Early August Target users by zip code Serve ads in 15 minute scheduled increments Target by intent – searching for or viewing pages about your targeted location @jmgagnon | @bingads
- 45. Coming! Agency Dashboard Manage all of your Bing Ads advertisers from one dashboard @jmgagnon | @bingads
- 46. @jmgagnon | @bingads Today we’re talking about:
- 47. Multiple Predictable Mini Black Fridays @jmgagnon @bingads @jmgagnon @bingads
- 48. Half the top shopping days occur the same week @jmgagnon | @bingads Source: Experian.com, Jan 2014 Fridays are top shopping days. Top 10 transaction days – Holiday 2013 Event Day Transaction rank Cyber Monday Monday 1 Black Friday Friday 2 Thanksgiving Thursday 3 Sunday after Black Friday Sunday 4 November 15th Friday 5 Day Before Thanksgiving Wednesday 6 November 8th Friday 7 12 days until Christmas Friday 8 Day after Cyber Monday Tuesday 9 7 days until Christmas Wednesday 10
- 49. Black Friday 11/29/13 Black Friday shopping starts before the sun comes up. 55% of shoppers checked availability of an item via mobile before going to the store. Time zone iab, Nov 2013 is PST. IBM Core Metrics, 2012 @jmgagnon @bingads
- 50. $72.5B Second highest spending period, behind winter holidays @jmgagnon @bingads
- 51. September 2, 2014 132,000+ students @jmgagnon @bingads
- 52. When does the 1st day of school really start? September 4th, 2014 New York City, the largest school district in the US, will have 1,000,000 students back in school August 25th, 2014 All 5,000,000 of Texas’s K-12 Public School students go back August 1st, 2014 All 180,000 of Hawaii’s K-12 Public School students go back @jmgagnon @bingads
- 53. When parents will shop for back-to-school 2012 Use staggered start dates to hit the 1 week to 1 month sweet spot. Two months for New York means, July 9, whereas it means June 5 for Hawaii. 22.4% will shop as early as June. <6% will shop the ‘week of’ or ‘after’ school starts. Keep budgets low during this time. 2 Months prior 1 Months prior 1-2 Weeks prior Week of After 22.3% 47.8% 24.0% 2.7% 3.2% @jmgagnon @bingads
- 54. What does this look like in Excel? @jmgagnon @bingads
- 55. What does this look like in Excel? Number of students going back to school by 1st day @jmgagnon @bingads
- 56. Back-to-school visualization Texas Great Lakes New York Arkansas @jmgagnon @bingads
- 58. Example Action Plan Tools Power Map, Power BI, Tableau Ad Copy Back to School Bids Incremental bids by geo during peaks Structure Separate for major school districts: TX, NYC, LA @jmgagnon @bingads
- 60. @jmgagnon @bingads Key takeaways Step back. Look up. @jmgagnon | @bingads Understanding context leads to better timing and profitability Work for the #1 spot on mobile Unlock data with awesome tools @jmgagnon @bingads
Notas del editor
- 1. Selective attention: How many insights are we missing because we’re focusing on the gorilla? 2. Bing Ads for schools – sometimes not advertising is the right thing to do Advanced targeting idea / Better return Innovation – not showing ads where nobody’s buying. What about prison’s? [What is our IP exclusion range?] 3. Power Map – Using real world events to drive marketing strategy 4. Creative customization of Office 365. Puts you in the story. Mass customization of ad copy and targeting using Social Graph and other backend tools. How do we create moments that really matter as search marketers? 5. Power Query and/or Q & A Interaction model of Excel. Go from pivot tables to asking it a question Excel putting the web and tables at your fingertips with power query 6. Combined list of all heatmaps – cool Bing data This is just a cool thing. 7. Road map – what’s coming. What’s on tap for 2015. – see email from JG flagged in email
- http://blog.custora.com/2014/07/custora-pulse-mobile-data/
- Our audience is unique and our job is to connect you, our advertisers, to your next customer – efficiently and successfully. Bing Ads is the platform that enables you to connect to the audience you cannot find on Google – and we are moving faster than ever. And we will not stop there – as we continue to drive investments and innovation … yes, we have some exciting things to talk about … and I will share them with you today.