New York | March 25–28

Reporting and Analyzing PPC Campaigns

Ping JenMicrosoft Bing AdsProduct Manager

#SESNY

New York| March 25–28, 2013 | #SESNY

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Build your optimum campaign from the ground up

@PingFromBing

Landing Page - Deliver your unique business value via a good user experience

Ad Copy - Present value proposition to set the right expectation

Keyword – Find audience

New York| March 25–28, 2013 | #SESNY

Bounce Rate: % of searchers left the landing page without visiting other pages Details are available on Bing Webmaster Tool

and Google Analytics Feedback is available on Bing Ads Landing

Page Relevance score

According to a recent industry study: organic search results’ bounce rate on PC traffic: ~40% Mobile traffic: 5-10% higher than PC’s

Landing Page Report and Analysis

New York| March 25–28, 2013 | #SESNY

Exit Rate: % of searchers left the page without continuously visiting other pages within the site There is no dependency between bounce

rate and exit rate Bounce rate could affect ranking Bounce and exit rate could affect conversion

Optimization Tips: Clearly translate your business value on

the landing pages Set the right expectation on ad copy to

avoid unintentional clicks Mobile and tablet users friendly web

sites Use

negatives and broad match modifier to better control search traffic and reduce bounce rate

Landing Page Report and Analysis

Bounce

Exit

New York| March 25–28, 2013 | #SESNY

Ad Copy Report and Analysis

Activate Ad Rotation Function This function rotates ads evenly into auction. The different combination of keyword

and ad copy could generate different ad rank and affect their eligibility to be shown on search result pages.

Clicks Impr. CTR Avg. Pos.Ad 1 28 609 5% 5.71Ad 2 24 600 4% 5.95Ad 3 15 588 3% 6.04

From Web UI Ads Tab

Excel T-Test Date 1 ……. Date X T-Test

Ad 1 4% ……. 8% Ad 1 vs Ad 2Ad 2 5% ……. 2% Ad 2 vs Ad 3Ad 3 0% ……. 3% Ad 3 vs Ad1

Analysis Process Validate Avg. Position Conduct T-Test to confirm the

findings are statistically significant Connect keyword and ad to

identify unique performance

New York| March 25–28, 2013 | #SESNY

Ad Copy Report and Analysis

Analysis Process Validate Avg. Position Conduct T-Test to confirm the

findings are statistically significant Connect keyword and ad to

identify unique performance

KW 1 KW 2 KW 3

Ad 1 5% 7% 2%

Ad 2 5% 6% 1%

Ad 3 0% 0% 8%

Use Keyword Performance Report to associate ad copy’s performance with different keywords

Optimization tips There is an interdependency between keyword and ad copy’s performances. Associate your ad copy’s performance with each individual keyword to identify

whether a specific combination is generating exceptional performance. If one emerges, capitalize this finding by creating a new ad group to host that particular combination of ad copy and keywords.

@PingFromBing

New York| March 25–28, 2013 | #SESNY

Keyword Report and Analysis Industry Insight: Each week ~20% of search queries have never surfaced before ~18% of new search queries only surfaced once Mobile search contributes ~20% of total search volume and is raising rapidly Mobile search queries have a higher ratio of stop words and characters than PC’s

Example of stop words: “where is SES”, “How to cook turkey”

Case Study: Match Type Distribution and Average Quality ScoreHigh Performing Acct. Average Performing Acct.

Exact 43% with an avg. QS of 7 38% with an avg. QS of 7

Phrase 41% with an avg. QS of 6 50% with an avg. QS of 6

Broad 16% with an avg. QS of 6 12% with an avg. QS of 5

Exact match keywords are more competitive than other match types Skilled advertisers are

Actively identifying exact match keywords to help their clients compete Actively managing broad match keywords with modifier and negative keywords

New York| March 25–28, 2013 | #SESNY

Keyword Report and Analysis Search Query Report Show search queries triggered clicks for your campaigns Analyze broad and phrase matching queries to

identify low-value traffic and use negatives or broad match modifier to stop them identify high-value traffic and add them as exact match keywords with a higher

bid to collect more clicks

Quality Impact Analysis Analyzing impressions gain by improving Quality Score Located at Keyword Performance Report for keyword having a Quality Score < 6

Analysis Result Possible Impact of Improving Quality Score1 Gain less than 100 impressions a day2 Gain between 100 and 500 impressions a day3 Gain more than 500 impressions a day

NULL Information is not available

New York| March 25–28, 2013 | #SESNY

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A quality campaign delivers long-term revenue

Landing Page - Deliver your unique business value via a good user experience

Ad Copy - Present value proposition to set the right expectation

Keyword – Find audience

@PingFromBing

New York| March 25–28, 2013 | #SESNY

Monitor Cost-to-Serve with Aggregated Quality Score Impression-weight average of each keyword’s Quality Score within a campaign

or ad group Indicate your competitiveness at campaign and ad groups level Located at UIs, campaign and ad group’s performance report Historical aggregated Q.S. is available on performance report

@PingFromBing

New York| March 25–28, 2013 | #SESNY

Quality Score Avg. CTR Avg. CPC1 0.62% $0.44 2 0.56% $0.46 3 0.64% $0.45 4 0.91% $0.38 5 1.03% $0.35 6 1.18% $0.307 0.99% $0.28 8 1.32% $0.31 9 1.62% $0.33

10 2.24% $0.38

Account Level Quality Score Study(30 day of data from ~200,000 accounts generating ~22M impressions)

- Accounts with a lower Quality Score have a higher cost-to-serve

- There is a noticeable avg. CPC gap between Quality Score 5 and 6

- Accounts with a higher Quality Score tend to bid more aggressively to secure a better positions

- Track your campaign and ad group’s Quality Score at Bing Ads through their performance reports.

• For this study, the statistical correlation between Quality and CTR is 91%

• There is no dependency between Quality Score and bid (CPC), but this case study those diligent at campaign optimization are aggressive in bidding as well

• Not having a “Poor” in any of your subscore makes your ads fully eligible to be served and earns a Quality Score of 6 or higher.

Aggregated Quality Score vs. Cost-to-Serve

New York| March 25–28, 2013 | #SESNY

New York| March 25–28, 2013 | #SESNY

Provide More Insights

85% of Clicks13%

A recent industry study shows• 85% of clicks happen in the mainline

location• 13% in the sidebar location

Bing Ads will analyze location of your ads and show result at Keyword Performance Report in Q2 2013

Preserving stop words and additional characters on Search Query Report’s search term column to help you better engage with the search traffic.

Release schedule: Q2 2013

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New York| March 25–28, 2013 | #SESNY

Increase Productivity

85% of Clicks13%

Excel is advertisers’ best friend, it is the place your creativity takes place. Bing Ads is making your best friend even better by • Preparing your report in Excel

format• Leveraging your Excel skills to

administer campaigns

Our goal is increasing ROI of your Bing Ads campaigns ROI of your time investing in Bing Ads

@PingFromBing

New York| March 25–28, 2013 | #SESNY

More optimization tips are available at Bing Ads Community site