Bing Ads: Tiered Bidding StrategiesSMX WEST 2014

@HeatherCooan | @ClixMarketing #smx #23B

Tiered BiddingWHAT & WHY

@HeatherCooan | @ClixMarketing #smx #23B

Why Tier Bids?

Tiered bids with highest bids on exact match utilize highconversion rates and low conversion costs for exact.

@HeatherCooan | @ClixMarketing #smx #23B

What is Tiered Bidding?

Exact Match 100%Initial Bid

Phrase & ModifiedBroad Match 80% Bid

Broad Match20% Initial Bid

Modified Broad MatchVariations 40-60% Initial

Bid

Spend the most where you have the most control!

@HeatherCooan | @ClixMarketing #smx #23B

Should I Separate Ad Groups ByMatch Type?MEH, YOU CAN…

@HeatherCooan | @ClixMarketing #smx #23B

Separate Match Type Ad Groups +Negative Keywords

Managing Large Negative Keyword Inventories:Ad serve control between ad groups requires cross referenced negativekeywords.• Broad Ad Group:

• Negatives = -‘BMM KWs’, -“Phrase KWs” & -[Exact KWs]

Leads to Errors | Expansion is More Work | Accounts Get Huge

Broad Match Ad Group:House Slippers

Negative Keywords:- +house +slippers- “house slippers- [house slippers]- +house +slipper- “house slipper- [house slipper]

@HeatherCooan | @ClixMarketing #smx #23B

Separate Match Type Ad Groups +Negative Broad Match

No Negative Broad Match:You can’t separate negative BMM on Bing because Bing doesn’t have anegative broad match.

@HeatherCooan | @ClixMarketing #smx #23B

Separate Match Type Ad Groups +Low Volume

When it comes to market share…

@HeatherCooan | @ClixMarketing #smx #23B

So…

@HeatherCooan | @ClixMarketing #smx #23B

What About Bidding for Performance?YOU CAN DO BOTH!

@HeatherCooan | @ClixMarketing #smx #23B

Teired vs. Performance Based

Tug of War!Keeping up with a tiered strategy while bidding for performance can beinfuriating. But you can do both with the help of excel.

@HeatherCooan | @ClixMarketing #smx #23B

Excel How To:

First Steps:1. Download performance data for desired time frame into editor.2. Download KWs with performance data and prepare sheets.

@HeatherCooan | @ClixMarketing #smx #23B

Excel How To:

Prepare Sheets:1. Campaigns targeting same networks, devices, and geos.2. Campaigns target different networks, devices, and geos.3. Campaigns target different networks, devices, geos or

campaign match typing.

@HeatherCooan | @ClixMarketing #smx #23B

Prepare Action KW Sheet

1. In your “Action KW” sheet(s) create a new column to the farleft of the worksheet (column A) - duplicate your entire“Keyword” column there.

2. Add 2 columns to the right of the “Bid” column. - Name them“Action” (Column K) and “New Bid/Status” (Column L).

@HeatherCooan | @ClixMarketing #smx #23B

Performance Review – Action KWSheet

1. In your “Action KW” sheet(s), review performance based ontarget KPIs.

2. Indicate desired bid or status changes in the “Action” columnto the right of the current bid.*Don’t calculate the new bids in the “New Bid/Status” column.

@HeatherCooan | @ClixMarketing #smx #23B

Match Actions – All KW Sheet

1. In the corresponding “All KW” sheet(s), you need to match upthe desired action with all match type versions of a given KW.

2. In the “Action” column of the “All KW” sheet, make a vlookupthat references the column A of the “All KW” sheet againstcolumn A of the “Action KW” sheet.

@HeatherCooan | @ClixMarketing #smx #23B

Calculate New Bids – All KW Sheet

In the “All KW” filter out any non action terms & calculate the “NewBid/Status” column based on the current bid and desired bid or statuschange. If it’s a Pause or Activate, just write that in the “NewBid/Status” column.

@HeatherCooan | @ClixMarketing #smx #23B

Match Bid Mods to KW Match Type

New “Bing Changes” sheet and copy the columns “Campaign”, “AdGroup”, “Keyword”, “Match Type”, and “New Bid/Status” from each“All KW” sheet. These are the changes you then paste into editor toupload.

@HeatherCooan | @ClixMarketing #smx #23B

Download Sample Sheet:

Downloads:Example Completed Sheet: http://bit.ly/1k4aJChStep By Step Instructions: http://bit.ly/OtNwQc

THANKS SO MUCH FOR HAVING ME!

Heather Cooan

@HeatherCooan

LinkedIn.com/in/hcooan

Heather is Director of Client Services for Clix

Marketing, regular writer and speaker.

Heather contributes to many publications and

served as a technical editor of Google AdWords –

Managing Your Advertising Program (O’Reilly

Media, 2011).

Clix Marketing is an independent digital media firm

specializing in paid display, search, and social

advertising.HeatherCooan.comClixMarketing.com/blog