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

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OVERVIEW

BEST PRACTICESDYNAMIC AD PARAMETERSPOLICIESREPORTING

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BEST PRACTICES

HOW ARE THEY DIFFERENT FROM GOOGLE?

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IS IT DIFFERENT?

ARE ACCOUNT STRUCTURE BEST PRACTICES DIFFERENT?

… NOT REALLY.

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WHY?

BECAUSE OF PORTABILITY.

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IS IT DIFFERENT?

ARE DEVICE TARGETING BEST PRACTICES DIFFERENT?

YUP.

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WHY?

BECAUSE OF ENHANCED CAMPAIGNS.

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WHAT’S DIFFERENT?

DEVICE SEGMENTATION.

OR

DEVICE BID MODIFIERS.

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THE CASE FOR SEGMENTATION

MOBILE CPA = 40% MOBILE SPEND = 80%TABLET CPA = 13%

TABLET IMPRESSIONS, CLICKS, & COST = DRASTICALLY.

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THE CASE FOR SEGMENTATION

BING STAYED ABOUT THE SAME.

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IS IT DIFFERENT?

ARE OPTIMIZATIONBEST PRACTICES DIFFERENT?

NO. AND YES.

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WAIT, WHAT?

THE DAY-TO-DAY ROUTINE ISN’T DIFFERENT.

THE DETAILS SHOULD ABSOLUTELY BE DIFFERENT.

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DETAILS, DETAILS, DETAILS…

BIDSAD REVIEWSGEOGRAPHIC PERFORMANCENEGATIVE KEYWORDSETC.

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SERIOUSLY, BIDS?

I KNOW, I KNOW.

BUT IT HAPPENS.

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MATCH TYPES

THE DANGERS OF BING BROAD MATCH.

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BROAD MATCH VIGILANCE

BING BROAD MATCH ISN’T INHERENTLY MORE INEFFICIENT THAN ADWORDS.

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BROAD MATCH VIGILANCE

WE ACTUALLY SEE SUCCESS WITH IT MORE OFTEN THAN NOT, WHICH LEADS TO SOME INTERESTING ISSUES.

LIKE WITH BRANDED TERMS.

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CASE STUDY!

CLIENT CAME TO US WITH CLIMBING CPA ON BRAND TERMS.

KEYWORD CPA WAS VOLATILE, SPIKING UP TO $356 – THE GOAL IS $44.

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THE PROBLEM

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THE PROBLEM

THIS KEYWORD WAS A VICTIM OF ITS’ OWN SUCCESS.

HIGH QUALITY SCORE+HIGH BID+BROAD MATCH

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THE PROBLEM

EQUALS…

50% IRRELEVANT CLICKS/IMPR.

80% IRRELEVANT QUERIES.

84% IRRELEVANT SPEND.

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APPLES TO APPLES

IS THAT APPRECIABLY DIFFERENT FROM GOOGLE?

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APPLES TO APPLES

SAME KEYWORD.

SAME CAMPAIGN STRUCTURE.

SAME NEGATIVES.

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APPLES TO APPLES

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APPLES TO APPLES

ENGINEUNIQUE QUERIES (TOTAL)

UNIQUE QUERIES (BROAD)

SPEND (BROAD)

BING 326 267 $3,300.96

GOOGLE 78 2 $14.90

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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.

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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.

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THE TAKEAWAY

AND USE MORENEGATIVE KEYWORDS.

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IS IT DIFFERENT?

ARE AD COPY BEST PRACTICES DIFFERENT?

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A MORE EFFECTIVE BING AD

IF YOU’RE ASKING ME WHETHER OR NOT YOU CAN STOP USING A CALL TO ACTION, THEN NO.

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A MORE EFFECTIVE BING AD

BING HAS A DISTINCT DIFFERENCE FROM ADWORDS – 71 TOTAL CHARACTERS IN THE AD TEXT.

NOT JUST 35 PER LINE.

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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:

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BING RESULTS PAGE

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GOOGLE RESULTS PAGE

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A MORE EFFECTIVE BING AD

THESE ARE PRETTY MINOR DIFFERENCES.

HOWEVER, YOU COULD TEST LONGER-FORM MESSAGING…

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A MORE EFFECTIVE BING AD

OR MAKE USE OF EXTREMELY LONG WORDS IN THE MIDDLE OF YOUR BING ADS WITHOUT FEAR.

FOR INSTANCE…

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A MORE EFFECTIVE BING AD

IF YOU’RE IN THE BUSINESS OF TREATING

PNEUMONOULTRAMICROSCOPICSILICOVOLCANOCONIOSIS*

YOU CAN ONLY FIT THAT IN ON BING.

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A MORE EFFECTIVE BING AD

WHY IS IT DIFFERENT?

SIDEBAR ADS, MOSTLY.

THAT’S IT.

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THE QUESTION

SO WHAT CAN WE DO TO DIFFERENTIATE BING ADS FROM GOOGLE?

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THE ANSWER

DYNAMIC AD PARAMETERS.

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WHAT ARE THEY?

SNIPPETS OF PLACEHOLDER TEXT THAT

DYNAMICALLY UPDATE

YOUR ADS WITH TEXT RELEVANT TO THE TRIGGRED KEYWORDS.

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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.

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THE OLD WAY OF AD WRITING

THREE PRODUCTS, THREE OFFERS.

THREE AD GROUPS, THREE ADS.

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THE NEW WAY OF AD WRITING

THREE KEYWORDS.

TWO PARAMETERS.

ONE AD.

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THE NEW WAY OF AD WRITING

STILL THREE KEYWORDS.

STILL TWO PARAMETERS.

ONE AD, DYNAMICALLY ALTERED BY THE MATCHED KEYWORD.

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STREAMLINED AD WRITING

UPDATING OFFERS WOULD USUALLY TAKE A WHOLE NEW ROUND OF AD COPY.

HERE, WE JUST UPDATE THE PARAMETERS.

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ADVERTISER BEWARE

THERE ARE A COUPLE OF CAVEATS.

• BEWARE OF CHARACTER LIMITS. USE DEFAULT TEXT PLACEHOLDERS.

• MUDDLES THE AD REVIEW PROCESS.

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WHY GO DYNAMIC?

BECAUSE IT ACTUALLY WORKS.

I KNOW, I WAS SURPRISED TOO.

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WHY GO DYNAMIC?

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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.

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POLICY

IT’S TIME FOR SOME ANECDOTES.

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POLICY FRUSTRATION

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GOOGLEME

POLICY COOPERATION

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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.

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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.

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POLICY TAKEAWAYS

PLUS, TRYING TO QUOTE THEM IN JOHN’S PRESENCE IS LIKE TRYING TO DUNK ON MICHAEL JORDAN.

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AIR GAGNON

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REPORTING

THE BING REPORT CENTER MAKES UP FOR 99% OF THE SHORTFALLS FOUND IN THE BING INTERFACE.

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THE REPORT CENTER

IF YOU SEE THIS ON A CONSISTENT BASIS:

THEN USE THE REPORT CENTER.

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THE REPORT CENTER

THE REPORT CENTER CAN ASSIST WITH:

KEYWORDS & BIDSSEARCH QUERY REPORTSGEOGRAPHIC PERFORMANCEAD REVIEWSETC.

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THE REPORT CENTER

IT CAN ALSO HELP WITH:

SEARCH PARTNER QUALITY

IMPRESSION SHARE

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BING SEARCH PARTNERS

UNLIKE GOOGLE, BING HAS MORE TRANSPARENCY WITH THEIR SEARCH PARTNERS.

SO WHEN A CLIENT TELLS YOU THESE LEADS ARE BAD:

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BING SEARCH PARTNERS

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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.

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IMPRESSION SHARE

WHAT ABOUT IMPRESSION SHARE REPORTING?

USE THESHARE OF VOICE REPORT.

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ONE OF MY FAVORITE TRICKS

DOWNLOAD A SHARE OF VOICE REPORT FROM BING, AND AN IMPRESSION SHARE REPORT FROM ADWORDS.

WHAT NEXT?

EXCEL SOLVER.

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EXCEL SOLVED BUDGETS

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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.

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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.

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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