6 Kick Butt Bing Ads Features You Should Be Using

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Transcript of 6 Kick Butt Bing Ads Features You Should Be Using

  • 6 Kick-butt Bing Ads features you should be using

    John Gagnon

    Bing Ads Evangelist

    @BingAds | @JmGagnon

  • searchmarketingexpo.com

    @BingAds | @JmGagnon #SMX #XXa

    UTM Auto-tagging

  • searchmarketingexpo.com

    @BingAds | @JmGagnon #SMX #XXa

    Automatically Tag URLs for Google Analytics

    utm_source=bing

    utm_medium=cpc

    utm_term={KeyWord}

    utm_campaign={CampaignName}

    Doesnt change URLs in the web UI only at delivery Can fully override, or replace missing utm parameters

    What does it add to the URL?

  • searchmarketingexpo.com

    @BingAds | @JmGagnon #SMX #XXa

  • searchmarketingexpo.com

    @BingAds | @JmGagnon #SMX #XXa

    Bing Ads Intelligence

  • searchmarketingexpo.com

    @BingAds | @JmGagnon #SMX #XXa

    Hidden Gem of Search Marketing: Bing Ads Intelligence

  • searchmarketingexpo.com

    @BingAds | @JmGagnon #SMX #XXa

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    Clic

    ks

    Position

    Why Position Matters: Click Volume

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    @BingAds | @JmGagnon #SMX #XXa

    Cool Tip: Age and Gender by Keyword

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    1

  • searchmarketingexpo.com

    @BingAds | @JmGagnon #SMX #XXa

    Optimize the Partner Network

  • searchmarketingexpo.com

    @BingAds | @JmGagnon #SMX #XXa

    Calculate your break-even CPC

    How much money you make per action

    Conversions per click

    The most you can responsibly pay for a click and still make money

    CPA CVR x = Break-even CPC

    #HeroConf | @jmgagnon | @bingads

  • searchmarketingexpo.com

    @BingAds | @JmGagnon #SMX #XXa

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    Optimize the Search

    Partner Network

    Break-out separately

    like content campaign

    Exclude poor performing

    partner sites

    1.

    2.

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    @BingAds | @JmGagnon #SMX #XXa

    1 2

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    Get that data!

  • searchmarketingexpo.com

    @BingAds | @JmGagnon #SMX #XXa

    Share of Voice:

    Why youre not showing

  • searchmarketingexpo.com

    @BingAds | @JmGagnon #SMX #XXa

    The Share of Voice report not as scary as it looks

  • searchmarketingexpo.com

    @BingAds | @JmGagnon #SMX #XXa

    What share of impressions for the total marketplace

    are you missing out on and why?

  • searchmarketingexpo.com

    @BingAds | @JmGagnon #SMX #XXa

    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

    Landing page and negative kws

  • searchmarketingexpo.com

    @BingAds | @JmGagnon #SMX #XXa

    3 Quick wins from the Share of Voice report

    Increase budget or change settings to accelerated.

    1 BUDGET

    Bid more. Your bid doesnt 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

  • searchmarketingexpo.com

    @BingAds | @JmGagnon #SMX #XXa

    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 CTR RANK = x PREDICTED CTR

    OF QUALITY SCORE CVR X CPA

  • searchmarketingexpo.com

    @BingAds | @JmGagnon #SMX #XXa

    4.

    3. Is bid or CTR the problem?

    Deep dive on rank (continued)

  • searchmarketingexpo.com

    @BingAds | @JmGagnon #SMX #XXa

    Deep dive on rank (continued)

    5. If CTR isnt the problem, then move on to bid

    #CZLSF | @jmgagnon | @bingads

    MAX BID CTR RANK = x PREDICTED CTR

    OF QUALITY SCORE CVR X CPA

  • searchmarketingexpo.com

    @BingAds | @JmGagnon #SMX #XXa

    Bulk Edit to save time

  • searchmarketingexpo.com

    @BingAds | @JmGagnon #SMX #XXa

    Use Bulk Edit

    Find and replace

    Google in the URL

    Location, Time of Day,

    and other targeting

    1.

    2.

  • searchmarketingexpo.com

    @BingAds | @JmGagnon #SMX #XXa

    Top Mover

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    @BingAds | @JmGagnon #SMX #XXa

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    Top Mover

    Highest percent

    change up or down

    Possible causes:

    Account Changes Total Searches Competitive

    1.

    2.

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    @BingAds | @JmGagnon #SMX #XXa