a guide to using tiered bidding strategies on bing ads
DESCRIPTION
Smx West 2014 Session #Smx #23B - Best Practices With Bing Adspresentation How To Use Ad Extensions And Ad Formats To Be Relevant By Heather Cooan @Heathercooan Of Clix MarketingTRANSCRIPT
Bing Ads: Tiered Bidding Strategies SMX WEST 2014
@HeatherCooan | @ClixMarketing #smx #23B
Tiered BiddingWHAT & WHY
@HeatherCooan | @ClixMarketing #smx #23B
Why Tier Bids?
Tiered bids with highest bids on exact match utilize high conversion rates and low conversion costs for exact.
@HeatherCooan | @ClixMarketing #smx #23B
What is Tiered Bidding?
CO
NT
RO
L
CO
ST
Exact Match 100% Initial Bid
Phrase & Modified Broad Match 80% Bid
Broad Match 20% Initial Bid
Modified Broad Match Variations 40-60% Initial
Bid
Spend the most where you have the most control!
@HeatherCooan | @ClixMarketing #smx #23B
Should I Separate Ad Groups By Match Type?
MEH, YOU CAN…
@HeatherCooan | @ClixMarketing #smx #23B
Separate Match Type Ad Groups + Negative Keywords
Managing Large Negative Keyword Inventories:Ad serve control between ad groups requires cross referenced negative keywords.• Broad Ad Group:
• Negatives = -‘BMM KWs’, -“Phrase KWs” & -[Exact KWs]
Leads to Errors | Expansion is More Work | Accounts Get Huge
Broad Match Ad Group:House Slippers
Negative Keywords:- +house +slippers- “house slippers- [house slippers]- +house +slipper- “house slipper- [house slipper]
@HeatherCooan | @ClixMarketing #smx #23B
Separate Match Type Ad Groups + Negative Broad Match
No Negative Broad Match:You can’t separate negative BMM on Bing because Bing doesn’t have a negative broad match.
@HeatherCooan | @ClixMarketing #smx #23B
Separate Match Type Ad Groups + Low Volume
When it comes to market share…
@HeatherCooan | @ClixMarketing #smx #23B
So…
@HeatherCooan | @ClixMarketing #smx #23B
What About Bidding for Performance?YOU CAN DO BOTH!
@HeatherCooan | @ClixMarketing #smx #23B
Tiered vs. Performance Based
Tug of War!Keeping up with a tiered strategy while bidding for performance can be infuriating. But you can do both with the help of excel.
@HeatherCooan | @ClixMarketing #smx #23B
Excel How To:
First Steps:1. Download performance data for desired time frame into editor.2. Download KWs with performance data and prepare sheets.
@HeatherCooan | @ClixMarketing #smx #23B
Excel How To:
Prepare Sheets:1. Campaigns targeting same networks, devices, and geos.2. Campaigns target different networks, devices, and geos.3. Campaigns target different networks, devices, geos or
campaign match typing.
@HeatherCooan | @ClixMarketing #smx #23B
Prepare Action KW Sheet
1. In your “Action KW” sheet(s) create a new column to the far left of the worksheet (column A) - duplicate your entire “Keyword” column there.
2. Add 2 columns to the right of the “Bid” column. - Name them “Action” (Column K) and “New Bid/Status” (Column L).
@HeatherCooan | @ClixMarketing #smx #23B
Performance Review – Action KW Sheet
1. In your “Action KW” sheet(s), review performance based on target KPIs.
2. Indicate desired bid or status changes in the “Action” column to the right of the current bid. *Don’t calculate the new bids in the “New Bid/Status” column.
@HeatherCooan | @ClixMarketing #smx #23B
Match Actions – All KW Sheet
1. In the corresponding “All KW” sheet(s), you need to match up the desired action with all match type versions of a given KW.
2. In the “Action” column of the “All KW” sheet, make a vlookup that references the column A of the “All KW” sheet against column A of the “Action KW” sheet.
@HeatherCooan | @ClixMarketing #smx #23B
Calculate New Bids – All KW Sheet
In the “All KW” filter out any non action terms & calculate the “New Bid/Status” column based on the current bid and desired bid or status change. If it’s a Pause or Activate, just write that in the “New Bid/Status” column.
@HeatherCooan | @ClixMarketing #smx #23B
Match Bid Mods to KW Match Type
New “Bing Changes” sheet and copy the columns “Campaign”, “Ad Group”, “Keyword”, “Match Type”, and “New Bid/Status” from each “All KW” sheet. These are the changes you then paste into editor to upload.
@HeatherCooan | @ClixMarketing #smx #23B
Download Sample Sheet:
Downloads: Example Completed Sheet: http://bit.ly/1k4aJChStep By Step Instructions: http://bit.ly/OtNwQc
THANKS SO MUCH FOR HAVING ME!
Heather Cooan
@HeatherCooan
LinkedIn.com/in/hcooan
Heather is Director of Client Services
for Clix Marketing, regular writer and
speaker.
Heather contributes to many publications
and served as a technical editor of
Google AdWords – Managing Your
Advertising Program (O’Reilly Media,
2011).
Clix Marketing is an independent digital
media firm specializing in paid display,
search, and social advertising. HeatherCooan.com
ClixMarketing.com/blog