AISSAM MEZHOUD - A Microsoft/Bing perspective ... how to monitor & track pay per click Campaign...

THE POWER OF

A Microsoft/Bing perspective ... how to monitor & track pay per click Campaign Performance ?15 June 2012Search University 4 Brussels

Together, We Are Building Scale…

Spring 2012

Oct.10 April 12

Oct.11

…To Reach Critical Mass

Paid Search WW Footprint: 55 Markets WW Query Share: >15% WW Searchers: 500+M

2013

Quality ScoreShare Of Voice

Optimization SuggestionsadCenter

Desktop

DataAnalysisAction

Microsoft Ad IntelligenceCampaign analystics

Reports

Relevance

Conversion

How to monitor & track Campaign Performance in adCenter?

Holmes’ Method

Data(PAGES HTML)

Analysis(PERSONNES)

Action

Data

Dr Watson : "Holmes, you see everything.“

Sherlock Holmes : "I see no more than you, but I have trained myself to notice what I see.“

The Adventure of the Blanched SoldierSir Arthur Conan Doyle

Observation

Data

Spend, CTR%, Clicks, Impressions, Avg. CPC, Avg. CPM, Ave. position, Conversions, CPA, Last Modified

One-click synchronization with adCenter

adCenter Desktop Performance Statistics :

Data

Alerts and budget checks

See your campaign performance

View a fully customizable dashboard

The Home Tab is your first stop when you log in

adCenter: The Home Tab

Data

Save reports as template and schedule for email delivery

Apply a wide range of filters

Customize layout and columns

Run any performance or other type of report

adCenter: The Reports Tab

Tools: Microsoft Advertising Intelligence

Keyword research including traffic and demographics

Fully customizable parameters across search and content network

Holistic adCenter for each keyword by match type, position and vertical

Keyword generation by word, vertical or URL

Up-to-date information based on last 30 days, updated frequently

Data

Tools: Microsoft Advertising Intelligence

MAI is an easy-to-install Excel add-in

MAI helps advertisers to make educated decisions

Impression and click count, average CTR and CPC by position and match type

MAI delivers valuable data across all adCenter accounts

Data

Analysis

Sherlock Holmes : “… Each fact is suggestive in itself. Together they have a cumulative force.”

The Adventure of the Bruce-Partington PlansSir Arthur Conan Doyle

AnalysisCampaign Analytics -The Conversion Funnel

With campaign analytics, advertisers can increase the odds of users becoming a customer by not only capturing conversions, but also when users drop off the page during the process.

Landing Page (Product Detail)

Browse (Viewing product and pricing pages)

Prospect (Placing in shopping cart)

Conversion Page

Campaign Analytics offers the ability to define a maximum of five steps toward each goal, leading to the conversion step.

Tracking multiple conversion goals and steps

Analysis

Campaign AnalyticsReport Details: Goals

In this example, we see out of 5 steps that can be defined per goal, the advertiser defined 3.

Analysis Quality Score

Impression Share lost due to: • Budget• Rank• Bid• Keyword relevance • Landing page relevance

AnalysisImpression Share (Share of Voice)

If you are spending less than a dollar to earn a dollar, why would you ever stop?

Action

Sherlock Holmes : “Watson. Come at once if convenient. If inconvenient, come all the same. “

The Adventure of the Creeping ManSir Arthur Conan Doyle

ActionSuggestions

Holmes’ Method

Data(PAGES HTML)

Analysis(PERSONNES)

Action

Questions?