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