Upload
eric-couch
View
180
Download
1
Tags:
Embed Size (px)
DESCRIPTION
Optimizations, tips, and best practices any PPC and SEM professional can use for use with the Bing Ads platform. Drive conversions, cut waste, and grow your business with these innovative tactics.
Citation preview
BEST PRACTICES WITH BING ADSMARCH 12, 2014
WHO ARE YOU?
ERIC COUCH
SENIOR PPC ACCOUNT MANAGER,
HEAD OF TRAINING
@HANAPIN MARKETING.
WRITER @ PPC HEROwww.ppchero.com
@ecouch11
@ecouch11#SMX #23B
ME, MYSELF & BING
EARLY ADOPTER FREQUENT AUTHOR
SPENT $1.3M IN THE LAST YEAR ON BING
LEAD GENERATION+
ECOMMERCE
@ecouch11#SMX #23B
OVERVIEW
BEST PRACTICESDYNAMIC AD PARAMETERSPOLICIESREPORTING
@ecouch11#SMX #23B
BEST PRACTICES
HOW ARE THEY DIFFERENT FROM GOOGLE?
@ecouch11#SMX #23B
IS IT DIFFERENT?
ARE ACCOUNT STRUCTURE BEST PRACTICES DIFFERENT?
… NOT REALLY.
@ecouch11#SMX #23B
WHY?
BECAUSE OF PORTABILITY.
@ecouch11#SMX #23B
IS IT DIFFERENT?
ARE DEVICE TARGETING BEST PRACTICES DIFFERENT?
YUP.
@ecouch11#SMX #23B
WHY?
BECAUSE OF ENHANCED CAMPAIGNS.
@ecouch11#SMX #23B
WHAT’S DIFFERENT?
DEVICE SEGMENTATION.
OR
DEVICE BID MODIFIERS.
@ecouch11#SMX #23B
THE CASE FOR SEGMENTATION
MOBILE CPA = 40% MOBILE SPEND = 80%TABLET CPA = 13%
TABLET IMPRESSIONS, CLICKS, & COST = DRASTICALLY.
@ecouch11#SMX #23B
THE CASE FOR SEGMENTATION
BING STAYED ABOUT THE SAME.
@ecouch11#SMX #23B
IS IT DIFFERENT?
ARE OPTIMIZATIONBEST PRACTICES DIFFERENT?
NO. AND YES.
@ecouch11#SMX #23B
WAIT, WHAT?
THE DAY-TO-DAY ROUTINE ISN’T DIFFERENT.
THE DETAILS SHOULD ABSOLUTELY BE DIFFERENT.
@ecouch11#SMX #23B
DETAILS, DETAILS, DETAILS…
BIDSAD REVIEWSGEOGRAPHIC PERFORMANCENEGATIVE KEYWORDSETC.
@ecouch11#SMX #23B
SERIOUSLY, BIDS?
I KNOW, I KNOW.
BUT IT HAPPENS.
@ecouch11#SMX #23B
MATCH TYPES
THE DANGERS OF BING BROAD MATCH.
@ecouch11#SMX #23B
BROAD MATCH VIGILANCE
BING BROAD MATCH ISN’T INHERENTLY MORE INEFFICIENT THAN ADWORDS.
@ecouch11#SMX #23B
BROAD MATCH VIGILANCE
WE ACTUALLY SEE SUCCESS WITH IT MORE OFTEN THAN NOT, WHICH LEADS TO SOME INTERESTING ISSUES.
LIKE WITH BRANDED TERMS.
@ecouch11#SMX #23B
CASE STUDY!
CLIENT CAME TO US WITH CLIMBING CPA ON BRAND TERMS.
KEYWORD CPA WAS VOLATILE, SPIKING UP TO $356 – THE GOAL IS $44.
@ecouch11#SMX #23B
THE PROBLEM
@ecouch11#SMX #23B
THE PROBLEM
THIS KEYWORD WAS A VICTIM OF ITS’ OWN SUCCESS.
HIGH QUALITY SCORE+HIGH BID+BROAD MATCH
@ecouch11#SMX #23B
THE PROBLEM
EQUALS…
50% IRRELEVANT CLICKS/IMPR.
80% IRRELEVANT QUERIES.
84% IRRELEVANT SPEND.
@ecouch11#SMX #23B
APPLES TO APPLES
IS THAT APPRECIABLY DIFFERENT FROM GOOGLE?
@ecouch11#SMX #23B
APPLES TO APPLES
SAME KEYWORD.
SAME CAMPAIGN STRUCTURE.
SAME NEGATIVES.
@ecouch11#SMX #23B
APPLES TO APPLES
@ecouch11#SMX #23B
APPLES TO APPLES
ENGINEUNIQUE QUERIES (TOTAL)
UNIQUE QUERIES (BROAD)
SPEND (BROAD)
BING 326 267 $3,300.96
GOOGLE 78 2 $14.90
@ecouch11#SMX #23B
THE TAKEAWAY
BING BROAD MATCH ISN’T INHERENTLY BAD – THE ACTUAL KEYWORD WAS AT A $49 CPA FOR THE MONTH.
IT WAS A SUCCESSFUL KEYWORD, UNTIL THE VOLATILITY HIT.
@ecouch11#SMX #23B
THE TAKEAWAY
BUT IF YOU HAVE A KEYWORD WITH A SPECIFIC INTENT BEHIND IT, LIKE BRAND TERMS:
• USE MODIFIED BROAD INSTEAD.• SEGMENT OUT BROAD MATCH
CAMPAIGNS.
@ecouch11#SMX #23B
THE TAKEAWAY
AND USE MORENEGATIVE KEYWORDS.
@ecouch11#SMX #23B
IS IT DIFFERENT?
ARE AD COPY BEST PRACTICES DIFFERENT?
@ecouch11#SMX #23B
A MORE EFFECTIVE BING AD
IF YOU’RE ASKING ME WHETHER OR NOT YOU CAN STOP USING A CALL TO ACTION, THEN NO.
@ecouch11#SMX #23B
A MORE EFFECTIVE BING AD
BING HAS A DISTINCT DIFFERENCE FROM ADWORDS – 71 TOTAL CHARACTERS IN THE AD TEXT.
NOT JUST 35 PER LINE.
@ecouch11#SMX #23B
A MORE EFFECTIVE BING AD
THEORETICALLY, THIS ALLOWS YOU TO MAKE USE OF A LARGER VOCABULARY.
IN PRACTICE, THIS ISN’T AN APPRECIABLE DIFFRENCE.
FOR EXAMPLE:
@ecouch11#SMX #23B
BING RESULTS PAGE
@ecouch11#SMX #23B
GOOGLE RESULTS PAGE
@ecouch11#SMX #23B
A MORE EFFECTIVE BING AD
THESE ARE PRETTY MINOR DIFFERENCES.
HOWEVER, YOU COULD TEST LONGER-FORM MESSAGING…
@ecouch11#SMX #23B
A MORE EFFECTIVE BING AD
OR MAKE USE OF EXTREMELY LONG WORDS IN THE MIDDLE OF YOUR BING ADS WITHOUT FEAR.
FOR INSTANCE…
@ecouch11#SMX #23B
A MORE EFFECTIVE BING AD
IF YOU’RE IN THE BUSINESS OF TREATING
PNEUMONOULTRAMICROSCOPICSILICOVOLCANOCONIOSIS*
YOU CAN ONLY FIT THAT IN ON BING.
@ecouch11#SMX #23B
A MORE EFFECTIVE BING AD
WHY IS IT DIFFERENT?
SIDEBAR ADS, MOSTLY.
THAT’S IT.
@ecouch11#SMX #23B
THE QUESTION
SO WHAT CAN WE DO TO DIFFERENTIATE BING ADS FROM GOOGLE?
@ecouch11#SMX #23B
THE ANSWER
DYNAMIC AD PARAMETERS.
@ecouch11#SMX #23B
WHAT ARE THEY?
SNIPPETS OF PLACEHOLDER TEXT THAT
DYNAMICALLY UPDATE
YOUR ADS WITH TEXT RELEVANT TO THE TRIGGRED KEYWORDS.
@ecouch11#SMX #23B
HOW DO THEY WORK?
YOU AFFILIATE PARAMETER VALUES WITH EACH KEYWORD.
YOU CAN THEN WRITE ONE AD, WHICH DYNAMICALLY UPDATES BASED ON THE PARAMETERS IN USE.
@ecouch11#SMX #23B
THE OLD WAY OF AD WRITING
THREE PRODUCTS, THREE OFFERS.
THREE AD GROUPS, THREE ADS.
@ecouch11#SMX #23B
THE NEW WAY OF AD WRITING
THREE KEYWORDS.
TWO PARAMETERS.
ONE AD.
@ecouch11#SMX #23B
THE NEW WAY OF AD WRITING
STILL THREE KEYWORDS.
STILL TWO PARAMETERS.
ONE AD, DYNAMICALLY ALTERED BY THE MATCHED KEYWORD.
@ecouch11#SMX #23B
STREAMLINED AD WRITING
UPDATING OFFERS WOULD USUALLY TAKE A WHOLE NEW ROUND OF AD COPY.
HERE, WE JUST UPDATE THE PARAMETERS.
@ecouch11#SMX #23B
ADVERTISER BEWARE
THERE ARE A COUPLE OF CAVEATS.
• BEWARE OF CHARACTER LIMITS. USE DEFAULT TEXT PLACEHOLDERS.
• MUDDLES THE AD REVIEW PROCESS.
@ecouch11#SMX #23B
WHY GO DYNAMIC?
BECAUSE IT ACTUALLY WORKS.
I KNOW, I WAS SURPRISED TOO.
@ecouch11#SMX #23B
WHY GO DYNAMIC?
@ecouch11#SMX #23B
SOURCE: CASSIE OUMEDIAN
PPC HERO - “DOES DKI REALLY WORK?”http://www.ppchero.com/does-dki-really-work-case-study/
THE TAKEAWAY
DON’T LET THE TECHNICAL HURDLES DISSUADE YOU FROM TRYING BING DYNAMIC TEXT PLACEHOLDERS.
THEY’RE NOT THAT COMPLICATED.
@ecouch11#SMX #23B
POLICY
IT’S TIME FOR SOME ANECDOTES.
@ecouch11#SMX #23B
POLICY FRUSTRATION
@ecouch11#SMX #23B
GOOGLEME
POLICY COOPERATION
@ecouch11#SMX #23B
BINGME
POLICY TAKEAWAYS
BING AND GOOGLE POLICY ARE DIFFERENT, AND YOU CAN TAKE ADVANTAGE OF THAT.
EXAMPLE: A CLIENT WENT SO FAR AS TO CREATE SEPARATE GOOGLE AND BING SITES.
@ecouch11#SMX #23B
POLICY TAKEAWAYS
THE POLICY SPECIFICS VARY HEAVILY BY INDUSTRY, AND SHOULD BE TAKEN ON A CASE-BY-CASE BASIS.
THEY’RE ALSO ABOUT AS ENTERTAINING AS A PHONE BOOK.
@ecouch11#SMX #23B
POLICY TAKEAWAYS
PLUS, TRYING TO QUOTE THEM IN JOHN’S PRESENCE IS LIKE TRYING TO DUNK ON MICHAEL JORDAN.
@ecouch11#SMX #23B
AIR GAGNON
@ecouch11#SMX #23B
REPORTING
THE BING REPORT CENTER MAKES UP FOR 99% OF THE SHORTFALLS FOUND IN THE BING INTERFACE.
@ecouch11#SMX #23B
THE REPORT CENTER
IF YOU SEE THIS ON A CONSISTENT BASIS:
THEN USE THE REPORT CENTER.
@ecouch11#SMX #23B
THE REPORT CENTER
THE REPORT CENTER CAN ASSIST WITH:
KEYWORDS & BIDSSEARCH QUERY REPORTSGEOGRAPHIC PERFORMANCEAD REVIEWSETC.
@ecouch11#SMX #23B
THE REPORT CENTER
IT CAN ALSO HELP WITH:
SEARCH PARTNER QUALITY
IMPRESSION SHARE
@ecouch11#SMX #23B
BING SEARCH PARTNERS
UNLIKE GOOGLE, BING HAS MORE TRANSPARENCY WITH THEIR SEARCH PARTNERS.
SO WHEN A CLIENT TELLS YOU THESE LEADS ARE BAD:
@ecouch11#SMX #23B
BING SEARCH PARTNERS
@ecouch11#SMX #23B
Source First Referring Site
PPC - Bing Content Network http://questhere.com/search?q=**********
PPC - Bing Content Network http://locateshow.com/search?q=********
PPC - Bing Content Network http://looknearly.com/search?q=********
PPC - Bing Content Network http://seeknearfind.com/search?q=********
WE CAN QUICKLY DIAGNOSE THAT THEY CAME FROM THE BING SEARCH PARTNER NETWORK THANKS TO THE WEBSITE URL (PUBLISHER) REPORT.
BING SEARCH PARTNERS
BUT IF YOU’RE LEAD GENERATION, YOU SHOULD PROBABLY OPT OUT OF THEM ANYWAY.
SERIOUSLY.
@ecouch11#SMX #23B
IMPRESSION SHARE
WHAT ABOUT IMPRESSION SHARE REPORTING?
USE THESHARE OF VOICE REPORT.
@ecouch11#SMX #23B
ONE OF MY FAVORITE TRICKS
DOWNLOAD A SHARE OF VOICE REPORT FROM BING, AND AN IMPRESSION SHARE REPORT FROM ADWORDS.
WHAT NEXT?
EXCEL SOLVER.
@ecouch11#SMX #23B
EXCEL SOLVED BUDGETS
@ecouch11#SMX #23B
A MIX OF BING AND GOOGLE
CAMPAIGNS
AVERAGE DAILY SPEND ACROSS ALL
CAMPAIGNS
OPTIMAL BUDGET AS FOUND BY EXCEL SOLVER
SOURCE: SAM OWEN
PPC HERO – “HOW TO USE EXCEL SOLVER TO OPTIMIZE YOUR CAMPAIGN BUDGETS”http://www.ppchero.com/how-to-use-excel-solver-to-optimize-your-campaign-budgets/
EXCEL SOLVED BUDGETS
DID THIS ACTUALLYWORK?
YES.
@ecouch11#SMX #23B
EXCEL SOLVED BUDGETS
YEAR-OVER-YEAR STATS, SAME CLIENT:
DECEMBER 2012: 172 LEADS, GOOGLE ONLY.
DECEMBER 2013: 614 LEADS, GOOGLE + BING.
BING ALONE?
207 LEADS.
@ecouch11#SMX #23B
WRAP UP
BEST PRACTICESDYNAMIC AD PARAMETERSPOLICIESREPORTING
@ecouch11#SMX #23B
WHO ARE YOU?
ERIC COUCH
SENIOR PPC ACCOUNT MANAGER,
HEAD OF TRAINING
@HANAPIN MARKETING
WRITER @ PPC HEROwww.ppchero.com
@ecouch11
@ecouch11#SMX #23B
THANK YOU!
@ecouch11#SMX #23B