ClickZ Live New York - Broad Match, Share of Voice and Ad Copy Strategy

Mastering the PPC Challenge:
Enhanced campaigns,
Adwords and PLAs
John Gagnon | Bing Ads Evangelist

#CZLNY @jmgagnon @bingads
JOHN GAGNON,
BING ADS EVANGELIST
BLOGGER
FORMER GOOGLE GUY, SEARCH CAMPAIGN MANAGER, DATA ANALYST
SPEAKER

#CZLNY @jmgagnon @bingads#CZLNY @jmgagnon @bingads
Today you’ll learn
How freakin’ awesome the Share of Voice report actually is
Why you need a personal trainer for stronger ad copy testing
How broad match is optimization magic

Why is the Share
of Voice report so
freakin’ awesome?

The Share of Voice report – not as scary as it looks
WHY IS THE SHARE OF VOICE REPORT SO FREAKIN’ AWESOME?

WHY IS THE SHARE OF VOICE REPORT SO FREAKIN’ AWESOME?WHY IS THE SHARE OF VOICE REPORT SO FREAKIN’ AWESOME?
What share of
impressions for the
total marketplace
are you missing out
on – and why?

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

3 Quick wins from the Share of Voice report
Increase budget or change
settings to accelerated.
1 BUDGET
Bid more. Your bid doesn’t
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

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 CTRRANK = x
PREDICTED CTR
OF QUALITY
SCORE
CVR X CPA

Deep dive on rank (continued)
4.
3. Is bid or CTR the problem?
John –
should 3
and 4 be
reversed?
So first you
look at the
whole
report, the
n you drill
into Quality
Score? - J

Deep dive on rank (continued)
5. If CTR isn’t the problem, then move onto bid…
MAX BID CTRRANK = x
PREDICTED CTR
OF QUALITY
SCORE
CVR X CPA

A personal
trainer for
testing ad copy

You need a strategy for ad copy
testing like you need a personal
trainer for getting fit
 Tells you what to do
 Tells you why it’ll work
 Gives a structure for
accomplishing your goals
A PERSONAL TRAINER FOR TESTING AD COPY

How do we break down
an online program to
drive sales?

The personal trainer for ad copy testing
®
Probability
of
conversion
Clarity of the value
proposition (why)
Friction of
elements of process
Motivation of
the user (when)
Incentive to
take action
Anxiety about
entering
information
C = 4m + 3v + 2(i-f)-2a

The personal trainer in action
FOCUS
VALUE PROP
ANXIETY
FRICTION
INCENTIVE
MESSAGING
High Quality, Durable, Best Selling
Low Price Guarantee, Starting at $10, Bargain, Wholesale Pricing
Over 5,000 items, Huge Selection
Since 1984, As Seen on TV, NY Times
No Booking Fees, One-time, No Minimum
Ends by Date, Limited Time
Missing Out, Don’t, Why
Ships Within 1 Day, Inventory Available
Free returns, 30 day returns, no hassle
Within Minutes, Quick & Easy, 3 Steps
Up to 50% off, Save Extra 25%
Free Whitepaper, Buy One Get One
Free Shipping, Free Overnight
TACTICS
Quality
Low Price
Selection
Credibility
No Hidden Fees
Time Limit
Highlight Loss vs. Gain
Quick Turnaround
Return Policy
Ease of Use
Discount
Freebie
Free Shipping

Put your ad copy through the paces
Test #1
Bing Search
Advertising®Reach Millions of New Customers
w/ Targeted Ads Bing® & Yahoo®.
Advertising.Microsoft.com
6.07%
$300 Of Free Ads on
Bing®Avoid Missing Another New Customer
Free Ads on Bing® & Yahoo! Search
6.75%
$300 Of Free Ads on Bing®
Reach Millions of New Customers w/
Targeted Ads Bing® & Yahoo®.
6.17%

Keep testing for ad copy strength
Test #2
2.68%
6.75%
6.17%
Online Advertising
Reach Millions of New Customers w/
$50 of Free Ads on Bing® & Yahoo!
Get Noticed Online With Ads on
Bing® & Yahoo®. Get Started Now.
$50 Of Free Ads on
Bing®
Bing® Online
AdvertisingReach Millions of New Customers
Online Advertising
Get Noticed Online With Ads on
Bing® & Yahoo®. Get Started Now.
2.63%

Does channel affect response to incentive?
Bing Search
Advertising®Reach Millions of New Customers
$50 Of Free Ads On
Bing®Reach Millions of New Customers w/
$300 Of Free Ads on
Bing®Reach Millions of New Customers w/
CTR +15%
CVR +40%
Fraud
CM
CTR +105%!
CVR +80%
Fraud
CM

MOBILE DELIVERED
Mobile Mobile +
Tablet
Mobile +
PC +
Tablet
Mobile +
PC
3.57%
3.3%
2.86%
1.53%
TABLET DELIVERED
Tablet PC +
Tablet
Mobile +
Tablet
Mobile +
PC +
Tablet
2.96%
2.48%
1.83%
1.11%
PC DELIVERED
PC PC +
Tablet
Mobile +
PC +
Tablet
Mobile +
PC
1.54%
1.50%
1.01%
0.34%
Does device type (m=when) affect response?
Our research on device-specific ads say it’s highly likely.

Device targeting capabilities
Targeting devices and operating
systems allows optimization of ad
creative, landing experience and bids
for different devices.
 Serve ads to users based on
device or OS
 Utilize device optimized
campaigns and
drive higher ROI

The magic of
broad match

Bing ads continuously strengthens broad match performance
Investment in matching technology includes:
MATCHING
TECHNOLOGY
FINE-TUNING
CLICK
PREDICTION
MODELING
QUALITY /
RELEVANCE
PROTECTION
CONVERSION
AND CLICK
QUALITY
METRICS
PAST,
PRESENT,
CUSTOMIZED
ALGORITHMS
THE MAGIC OF BROAD MATCH

30%of searches on Bing are
unique. It’s impossible
for an exact match
campaign to reach
these searchers.

#CZLNY @jmgagnon @bingads#CZLNY @jmgagnon @bingads
Broad match = lower CPC, higher conversion rate
Microsoft internal data, 2012 – 2013
$16.39 $16.09 $15.75 $17.00 $18.33 $17.99 $14.65 $14.97 $12.48 $11.45
4.34% 4.49%
4.73% 4.60%
3.91%
4.62%
5.44% 5.50%
6.28%
6.60%
0%
1%
2%
3%
4%
5%
6%
7%
0
20
40
60
80
100
120
Jan-13 Feb-13 Mar-13 Apr-13 May-13 Jun-13 Jul-13 Aug-13 Sep-13 Oct-13
broad match clicks cost-per-conversion conversion rate

Using broad match gives you
MORE
CLICKS
70% MORE
CONVERSIONS
56%

Broad match delivers up to 79% more conversions, depending on vertical
#SMX, #jmgagnon, #bingads 79%
72%
65%
49%
47%
47%
42%
41%
34%
34%

Get to know your Bing Ads match types
Broad match
modified
Broad matchPhrase matchExact match
Words in your
keyword, in any
order, as well as
words closely related
to your keyword.
Words in your
keyword, in any
order, as well as
synonyms of all your
words and alternate
spellings
Words in your
keyword in the same
order as a customer's
search query or other
input—even if other
words are present in
that query
Words in your
keyword match a
customer's search
query or other input
exactly.
NO NEGATIVES NO NEGATIVES
MOST RESTRICTIVE LEAST RESTRICTIVE

Know the differences behind Bing and Google match types
Bing does not have
negative broad match
keywords. They’re
imported from
Google as negative
phrase matches
Add more negative
phrase keywords to
get the same effect

Know the differences behind Bing and Google match types
[Stemming includes the core query
but returns any other form of the
word also.]
Bing has stemming
for broad, but not
modified. Google has
stemming in both
To get the same
coverage in Bing
from broad match
modified that you’re
using on Google, you
need to add variations
on your words

POTENTIAL
MATCHES
BLOCKED
SEARCHES
POTENTIAL
MATCHES
BLOCKED
SEARCHES
Differences between Bing and Google broad match modified
matches you to moreis more selective

Search term report now tells you what nothing means. Use it to
create your negative keyword list.
NEW!
0 CLICK QUERIES
What queries
did you show
for, but didn’t get
clicks for?

Key takeaways for mastering the PPC challenge:
Share of Voice reporting is freakin’ awesome because it tells you how
to fix your ads – and why
Use a personal trainer to test ad copy – it tells you to think bigger than
just words, and dives into incentive, friction and anxiety
Broad match magically delivers more clicks and conversions

ClickZ Live New York - Broad Match, Share of Voice and Ad Copy Strategy

ClickZ Live New York - Broad Match, Share of Voice and Ad Copy Strategy

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