Table of contents · Custom data driven model ... Re-thinking your paid search audience Exclusion...

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Transcript of Table of contents · Custom data driven model ... Re-thinking your paid search audience Exclusion...

Page 1: Table of contents · Custom data driven model ... Re-thinking your paid search audience Exclusion example Sometimes excluding an audience can be just as powerful as including one.
Page 2: Table of contents · Custom data driven model ... Re-thinking your paid search audience Exclusion example Sometimes excluding an audience can be just as powerful as including one.

Table of contents

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Attribution modeling defined

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Major attribution challenges

Online to offline

Across channels

1

2

Across devices3

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Leverage the power of goals and UET from Bing to gain additional granularity & insights into your paid search attribution modeling.

https://advertise.bingads.microsoft.com/en-us/solutions/features/universal-event-tracking
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Is your attribution strategy to promote growth or efficiency?

Growth Efficiency

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First click

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U-shaped or position-based

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Linear

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Time decay

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Last click

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5 steps to creating a custom data driven model

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Custom data driven model

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TOFU

Custom data driven model

BOFU

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Want to learn more about implementing UET tags and creating goals with UET? Watch the UET webcast at https://aka.ms/bingadsgetstarted

Step 1

https://aka.ms/bingadsgetstarted
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Step 2

Leverage micro-conversions for troubleshooting

Not only do micro-conversions help you to optimize your campaign, they can also help you to identify problem issues across your funnel. If you are seeing micro-conversion activity that is not converting into a sale, it may be a sign of broken links or errors within your checkout pages.

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Step 2 (cont.)

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Step 3

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Step 4

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Standardize your conversions & micro-conversions for more powerful analysis

Ideally, you will want to standardize your conversions & micro-conversions across all of your marketing channels. Standardization will allow you to populate your analytics platform with similar data so that you can do cross-channel comparisons.

Step 5

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Step 5 (cont.)

TOFU

Custom data driven model

BOFU

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Re-thinking your paid search audience

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Re-thinking your paid search audience

Exclusion example

Sometimes excluding an audience can be just as powerful as including one. For instance, if you have a subscription based service where users frequently login on your site, you probably want to exclude them from using branded paid search to reach your site.

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Defining target audiences

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Cross-channel targeting

Hyper-Personalization

Not only can advertisers reach target audiences referred from social sites, they can further segment these audiences based on demographic information available within a URL parameter such as age range, job title, employer and interests. Digital Agency, LSEO, recently won a Landy Award for their extraordinary client results from hyper-personalized audience targeting within paid search. Read more on the Bing Ads blog.

Affiliates Email Social Display

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Think holistically about audiences

SEARCH

DISPLAYEMAILS

FACEBOOK

LINKEDIN

SEARCH

DISPLAYEMAILS

FACEBOOK

LINKEDIN

Social demographic targeting

+ Search intent

= Winning combination

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Think holistically about audiences

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The Science of Audience and Attribution

Modeling on-demand webcastClick here to access the webcast this eBook was based on.

https://event.on24.com/eventRegistration/EventLobbyServlet?target=reg20.jsp&referrer=&eventid=1302854&sessionid=1&key=C754F75AFFFBDB5520C98044D16F14D9&regTag=&sourcepage=register
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MJ DePalmaSEM Pro Community Manager

Bing Ads, Microsoft

@mjdepalma

Christi OlsonSearch Evangelist

Bing Ads, Microsoft

@ChristiJOlson

Contributing authors

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The Art of Advertiser Science series from Bing Ads brings you deep insights,

creative methodologies, and powerful tools that you can put to use right away.

So join us on a journey filled with insightful data, complex concepts, tough

questions and new discoveries that empower you and your business to grow.

To learn more contact your Bing Ads Account Manager or

visit bingads.com/advertiserscience

https://advertise.bingads.microsoft.com/en-us/cl/47635/advertiser-science

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Exclusion Sociall

Exclusion Sociall

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CAN DE-ESCALATION BE MEASURED WITHOUT CHART ......Infectious syndrome (based on ICD-10 diagnosis for admission) Calendar year 2016 Inclusion/Exclusion Criteria Inpatient units, excluding

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financial exclusion

financial exclusion

Evidence summaries: RBC transfusion triggers · Audience Audience Audience Audience Audience Audience Audience Audience Audience Audience. Haematology and oncology Should more restrictive

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Ecosystem Accounting: a Reprise€¦ · Exclusion of orangutan habitat (suitability > 50%). Excluding areas where the current carbon storage in the vegetation exceeds the carbon storage

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Social exclusion

Social exclusion

Exclusion Policy - Roselands & Stafford Federationstafford.roselands-stafford.org/.../2017/05/Exclusion-Policy-RSF.pdf · Exclusion Policy Federated Index ... A Local Authority representative

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