ppc roi recharge: 5 ways to get more bing for your buck | digital summit dc

#DSDC15 | @purnavirji

ROI Recharge!5 Ways to Get More Bing for Your Buck

Purna VirjiSenior Bing Ads Client Dev. &Training SpecialistMicrosoft

@purnavirji | #DSDC15


Purna VirjiSenior Bing Ads Client Dev. & Training Specialist, Microsoft

Speaker at MozCon,

SMX Advanced

+ more

Search Engine Land & Search Engine Watch

Columnist

Been to 100+ cities,

speak 6 languages, love to knit




Those three magical words…

Value for money


Today we’re talking about

Rev up

remarketing

Get in front with mobile

+ local

The true power of

Brand

Super-charge your

Shopping Campaigns

Win with voice

search



#1Super-charge your Shopping Campaigns



Targeting Options

Available FiltersBrandConditionIDCategory (1st level)Product type (1st level)Custom label 0Custom label 1Custom label 2Custom label 3Custom label 4

Filters



TVs Desktops

All TVs All speakers All tablets All desktops

Bluetooth speakers TabletsCampaign

Ad group

The traditional wayCampaign organization



Top sellers High margin SaleLimited inventory

Bluetooth speakers

Super charge it with custom labelsCampaign organization

Campaign

Ad group



Super charge it with custom labelsCampaign organization

Campaign

Ad group Top sellers

Bluetooth speakers • Bids can be applied independently

• Targeting adjusted to top geos• Increase budget for top-selling products• Monitor low-inventory and move

products out@purnavirji | #DSDC15


Lightning fast optimization



You’ll notice there’s another option – Rich captions.

Product Ads



Extra wins on organic listings!

Rich Captions

• Free – not an ad• No product image• Enhanced organic

listings• Product Ad + Rich

Captions FTW@purnavirji | #DSDC15



Rev up

remarketing


+ local

Super-charge your

Shopping Campaigns

Win with voice

search


The true power of

Brand


#2The true power of brand-term bidding



Did someone saydebate?



The researchers at Bing Ads recently tackled a big question…

“To bid or not to bid on brand terms?”


#DSDC15 | @purnavirji #DSDC15 | @purnavirji

We analyzed 3 million impressions for retailon Bing in December 2014.

And included

the majority of the brand terms searched for in the retail vertical.

We compared two scenarios:1. Brand

term ad present

2. Brand term ad not present



Because Bing is a search engine, we have deep insight into what’s happening on the SERPs – for any brand, advertiser, and industry.



Results when not bidding on brand terms.



RetailWithout brand ad, the brand received 60% of clicks on SERPs– from organic listings.

“travel brand” flight“retail brand”.com

No brand ad

60%

People clicked the top organic positions

Source: Bing Ads Internal Data, December 2014.



What happens when we add a brand ad?



RetailWow! That’s 31% clicks gained as a result of brand term bidding.

Brand ad in main line position 1 and top organic listings.Source: Bing Ads Internal Data, December 2014.

Gain

Brand ad + organic

31%

No brand ad

60%


60%


RetailHere’s where the clicks go:


“retail brand”.com

49%

Brand ad + organic

42%TO BRAND AD

TO ORGANIC



What about cannibalization?



RetailYes, some paid clicks you may have received anyway. But you also received 31% incremental clicks!


Incremental (paid) clicks from the brand ad

Brand ad + organic

49%No brand ad

60%Overlap: Paid clicks you may have received free anyway from organic listing

11%


31%


What about clicks to the competition?



RetailCompetitors are getting 40% of clicks when no brand ad is present.

91%

No brand ad

60%

Brand ad + organic

40%9%Your

competitor

You

Your competitor

You




How many of these clicks to competitors were on their ad?



RetailGreat question. Clicks on competitors’ ads decreased from 34% to 4% when a brand ad was present.

91%

No brand ad

60%

Brand ad + organic

6%

5%

34%4%

Competitor ad

Competitor organic

Competitor adCompetitor organic

You You




Brand term bidding has huge benefits

Keep competition under control

More traffic




Rev up

remarketing


+ local

Super-charge your

Shopping Campaigns

Win with voice

search


The true power of

Brand


#3Get ahead with mobile + local



Yahoo Bing Network queries with local intent

67%

33%

All Devices Mobile

30%

40%



Local searches from smartphones outpace PC across ages, up to 55+

<=17 18-24 25-34 35-44 45-54 55-64 >=650%5%

10%15%20%25%30%35%40%

Local Searches by Age and Device

pc android iphoneBing internal data, Jan – Feb, 2015



Mobile searchers expect local results

xAd/Telmetrics Mobile Path to Purchase, 2014

Consumers expect locations to be within 5 miles of their location when searching from smartphone or tablet



But very few advertisers target 5 miles or fewer in their radius targeting

Bing internal data



We can do better.



Mobile ad products

Multiple Call Campaign Options

AppExtensions

“Mobile Preferred” Site Links

LocationExtensions Location Targeting



Multiple extensions drive greatest engagement with mobile ads

Layered Ad Extensions on Mobile AdsAverage CTR

Location Extensions + Metered Call Extensions + Sitelink Extensions

18.8%

Location Extensions + Sitelink Extensions 11.1%

Call Extensions + Sitelink Extensions 8.4%

Metered Call Extensions + Sitelink Extensions 7.0%

Multiple Extension

s

No Extensio

ns@purnavirji | #DSDC15


Multiple extensions drive greatest engagement with mobile ads

Layered Ad Extensions on Mobile AdsAverage CTR

Location Extensions + Metered Call Extensions + Sitelink Extensions

18.8%

Location Extensions + Sitelink Extensions 11.1%

Call Extensions + Sitelink Extensions 8.4%

Metered Call Extensions + Sitelink Extensions 7.0%


Multiple Extension

s

No Extensio

ns


Call Extensions are good for business

We found the value of calls to websites from call extensions were worth 3x more than clicks to desktop, on average.

- Wordstream Research@purnavirji | #DSDC15


Geo target like an evil genius



Radius target like an evil genius“72% of consumers who performed a local search visited a store within 5 miles.” Clix Marketing, SMX East 2015




Rev up

remarketing


+ local

Super-charge your

Shopping Campaigns

Win with voice

search


The true power of

Brand


#4Rev up remarketing



Launching soon!

Remarketing in paid search



Re-engage with audiences that have previously visited your website.

Remarketing in paid search

YOUR AD

User Yourwebsite

User added in remarketing list

User leaves

User searches on Bing or Yahoo

Your adis served

USER RETURNS TO YOUR SITE



3 audience segments to give you the Midas touch



#1 Close but no cigar



Event-based:e.g. watched (part of) a video

Pages viewed: Visits to key pages, e.g. S&H costs

Who gets on the list?




Engage them

Fill in the blanks for them:• Product reviews• Case studies• Shipping offers



Test click to call • Phone has higher c-rates.


#2 Anywhere and everywhere



Who gets on the list?

Traffic from offline channels such as TV




Engage them

Reinforcing the offline messages• Promote the same offers• Add urgency




#3 To infinity and beyond



Who makes the list?3 To infinity and beyond

OPAs! (Other Peoples’ Audiences)

Thinking beyond your own site can drastically expand your remarketing pool



Who makes the list?3 To infinity and beyond

Tag related, complementary websitesBid on broad keywordsUp bids by +50 to +150%



It’s not always about raising bids

Lowering bids for ROI

Example: Bidding down on users who recently purchased or are already members or subscribers.



Use Remarketing during the holidays

• Lower overall CPA to help compete•Good reminders + purchase incentives•Be there when comparison shopping




Rev up

remarketing


+ local

Super-charge your

Shopping Campaigns

Win with voice

search


The true power of

Brand


#5Win with voice search



Let’s make voice search part of the PPC conversation

Siri Cortana

Google Now



Because those digital conversations are already happeningUS smartphone users who use mobile personal assistants

38%

39%

59%

71%18-29

30-43

44-53

54+

Thrive Analytics, “Is the Personal Assistant the Successor to Search?” October 2014

#DSDC15 | @purnavirji @purnavirji | #DSDC15


How is voice search being used?

43%38%

31%

Teens

Ask for direc-tions

Dictate texts Call someone

40% 39%31%

Adults

Northstar Mobile Voice Study for Google October 2014



Cortana natural language conversational queries, voice

Are we all confused?

What does the fox say?

Weather

What time is it?

Where am I?

Microsoft internal data April 2015



How is voice search different from text search?

More conversation

alMore localMore mobile



Question phrases are more likely to be voice search

Who What When Where Why How Total0%20%40%60%80%

100%120%140%160%

Growth in Question Phrases Year over Year

Search Engine Watch, Jason Tabeling, “How Will Voice Search Impact A Search Marketer’s World?” December 2014



Question phrases = voice search degree of intent

Where

When

How

What/whoInterested

Ready to act



Post-Windows 10: Voice search driving more natural engagement


Question-Oriented: Eg: ‘can’, ‘do you’, ‘can I do’, ‘do I use’, etc.

Verb-based: Eg: ‘are’, ‘can you’, ‘do i’, ‘tell me’, ‘show’, etc.


Search queries from speech have more words than text


1 Words 2 Words 3 Words 4 Words 5 Words 6 Words 7 Words 8 Words 9 Words 10+ Words

Speech Text

Text searches more concentrated around 1-3 words

Speech searches longer through the tail



More clicks via personal assistant go to brand names

30of the top clicks went to brand names30




Bid on your own brand terms

Modify bids based on intent

Use question words in your keywords

Adapt for voice search



1.Supercharge shopping2.Bid on brand terms3.Mobile + Local FTW4.Rev up your remarketing5.Win with voice search

Go Forth and Conquer!


Key Takeaways


Thank you

We <3 Washington D.C.!@purnavirji@bingads