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6 Kick-butt Bing Ads features you should be using
John Gagnon
Bing Ads Evangelist
@BingAds | @JmGagnon
searchmarketingexpo.com
@BingAds | @JmGagnon #SMX #XXa
Automatically Tag URLs for Google Analytics
utm_source=bing
utm_medium=cpc
utm_term={KeyWord}
utm_campaign={CampaignName}
Doesn’t change URLs in the web UI – only at delivery
Can fully override, or replace missing utm parameters
What does it add to the URL?
searchmarketingexpo.com
@BingAds | @JmGagnon #SMX #XXa
Hidden Gem of Search Marketing: Bing Ads Intelligence
searchmarketingexpo.com
@BingAds | @JmGagnon #SMX #XXa
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Clic
ks
Position
Why Position Matters: Click Volume
searchmarketingexpo.com
@BingAds | @JmGagnon #SMX #XXa
Calculate your break-even CPC
How much money you make per action
Conversions per click
The most you can responsibly pay for a click – and still make money
CPA CVR x = Break-even CPC
#HeroConf | @jmgagnon | @bingads
searchmarketingexpo.com
@BingAds | @JmGagnon #SMX #XXa
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Optimize the Search
Partner Network
Break-out separately
like content campaign
Exclude poor performing
partner sites
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2.
searchmarketingexpo.com
@BingAds | @JmGagnon #SMX #XXa
The Share of Voice report – not as scary as it looks
searchmarketingexpo.com
@BingAds | @JmGagnon #SMX #XXa
What share of impressions for the total marketplace
are you missing out on – and why?
searchmarketingexpo.com
@BingAds | @JmGagnon #SMX #XXa
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
Landing page and negative kws
searchmarketingexpo.com
@BingAds | @JmGagnon #SMX #XXa
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
searchmarketingexpo.com
@BingAds | @JmGagnon #SMX #XXa
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 CTR RANK = x PREDICTED CTR
OF QUALITY SCORE CVR X CPA
searchmarketingexpo.com
@BingAds | @JmGagnon #SMX #XXa
4.
3. Is bid or CTR the problem?
Deep dive on rank (continued)
searchmarketingexpo.com
@BingAds | @JmGagnon #SMX #XXa
Deep dive on rank (continued)
5. If CTR isn’t the problem, then move on to bid
#CZLSF | @jmgagnon | @bingads
MAX BID CTR RANK = x PREDICTED CTR
OF QUALITY SCORE CVR X CPA
searchmarketingexpo.com
@BingAds | @JmGagnon #SMX #XXa
Use Bulk Edit
Find and replace
“Google” in the URL
Location, Time of Day,
and other targeting
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2.
searchmarketingexpo.com
@BingAds | @JmGagnon #SMX #XXa
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Top Mover
Highest percent
change up or down
Possible causes:
• Account Changes
• Total Searches
• Competitive
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