bing tired bidding for performance - smx west 2014
DESCRIPTION
Tiered bidding is the best way to go for Bing Ads, drive toward cost priority where you have the most control and also maintain your tiers as you drive toward target KPI's!TRANSCRIPT
Bing Ads: Tiered Bidding StrategiesSMX 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 highconversion rates and low conversion costs for exact.
@HeatherCooan | @ClixMarketing #smx #23B
What is Tiered Bidding?
Exact Match 100%Initial Bid
Phrase & ModifiedBroad Match 80% Bid
Broad Match20% Initial Bid
Modified Broad MatchVariations 40-60% Initial
Bid
Spend the most where you have the most control!
@HeatherCooan | @ClixMarketing #smx #23B
Should I Separate Ad Groups ByMatch 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 negativekeywords.• 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 anegative 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
Teired vs. Performance Based
Tug of War!Keeping up with a tiered strategy while bidding for performance can beinfuriating. 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 farleft 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 KWSheet
1. In your “Action KW” sheet(s), review performance based ontarget KPIs.
2. Indicate desired bid or status changes in the “Action” columnto 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 upthe desired action with all match type versions of a given KW.
2. In the “Action” column of the “All KW” sheet, make a vlookupthat references the column A of the “All KW” sheet againstcolumn 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 “NewBid/Status” column based on the current bid and desired bid or statuschange. If it’s a Pause or Activate, just write that in the “NewBid/Status” column.
@HeatherCooan | @ClixMarketing #smx #23B
Match Bid Mods to KW Match Type
New “Bing Changes” sheet and copy the columns “Campaign”, “AdGroup”, “Keyword”, “Match Type”, and “New Bid/Status” from each“All KW” sheet. These are the changes you then paste into editor toupload.
@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.comClixMarketing.com/blog