Bing Tired Bidding for Performance - SMX West 2014

Bing Ads: Tiered Bidding StrategiesSMX WEST 2014

@HeatherCooan | @ClixMarketing #smx #23B

Tiered BiddingWHAT & WHY


Why Tier Bids?

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


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!


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


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]


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.


Separate Match Type Ad Groups +Low Volume

When it comes to market share…


So…


What About Bidding for Performance?YOU CAN DO BOTH!


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.


Excel How To:

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


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.


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).


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.


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.


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.


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.


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

Bing Tired Bidding for Performance - SMX West 2014

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