April 24, 2012April 24, 2012adCenteradCenter Best Practices Best Practices ––Allan ChuateAllan Chuate

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Allan ChuateAllan Chuate

Agendag

Search Alliance Update

adCenter Optimization Tips

Unified Search Marketplace| Streamlines

Ad BuyAd BuyOne Account TeamOne Account TeamAccount TeamAccount Team

One BuyOne Buy

One PlatformOne PlatformAds Ads

One Reporting SystemOne Reporting System

Helps deliverHelps deliverSEARCH USERS SEARCH USERS

ppbetter ROIbetter ROI

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Delivering a Strong Market ShareDelivering a Strong Market Share

1. comScore Core Search, February 2012.2. comScore Core Search (custom), February 2012.

Connect with searchers you can’t otherwise hreach

1. comScore Core Search (custom), February 2012.

Reach searchers who are likely to spend more

Source: comScore Core Search (custom), February 2012

What the industry is saying

Year over year, clients have seen a 60% increase in impressions and a 43% increase

Yahoo! Search & Bing saw a 46.4% increase in spend YoY compared to G l ’ l i 26 6%

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increase in impressions and a 43% increase in click volume

Online Marketing Quarterly Benchmarking report –February 2012

Google’s less expansive 26.6% growth YoY

Ignition One Global Online Advertising Report, Q1 2012

February 2012

Yahoo! Search and Bing clicks are 14% better performing than Google with a 9% better ROI.

Global Q4 Digital Marketing Performance Report

Optimization TipsOptimization Tips

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Ad Serving Logicg gadCenter’s relevance and quality mechanisms focus on:

LandingCTR Threshold Min Bid

Landing Page

RelevanceRelevance

Capture your missed impressionsEffectively prioritize optimization efforts with data available in the Campaign, Account and Ad Group Performance reports including:

p y p

Overall impression share Impression share lost to bid, budget, rank and relevance

Leverage Share of Voice Insightsb d t Increase daily or monthly campaign budgetsImpression share lost to budget Increase daily or monthly campaign budgets –

leverage opportunity tab for budget recommendations

k/bid Increase bids use MAI for bid guidance YouImpression share lost to rank/bid Increase bids – use MAI for bid guidance. You can leverage the opportunity tab for bid recommendations

Impression share lost to keyword relevance

Revise ad group structure and/or create better ad copy (utilize param2 or keyword insertion)

Impression share lost to landing page relevance

Implement direct landing pages relevant to keywords and/or add relevant content to page relevanceexisting landing pages

Insights to Optimize Bidsg pMaximize traffic by optimizing bids for first page placement using insights from the UI or the Desktop.

Avoid Negative Keyword Conflictsg y

Negative Keyword Conflict Reportg y pCampaign name Ad group Keyword Negative Keyword Conflict Level

Tableware SearchFashion Tableware

Accessoriesbuy fashion dining table accessories table Ad group

Tableware SearchFashion Tableware

Accessoriesfashion dining table accessories table Ad group

Shoes Search Boys Wholesale Shoes boys wholesale shoe wholesale Ad group

Shoes Search Boys Wholesale Shoes boy's wholesale shoe wholesale Ad groupShoes Search Boys Wholesale Shoes boy s wholesale shoe wholesale Ad group

Shoes Search Boys Wholesale Shoes wholesale shoes for boys wholesale Ad group

Hats Designer Ladies Hats hats designer ladies hats Ad group

Hats Designer Ladies Hats hat designer ladies hat Ad groupHats Designer Ladies Hats hat designer ladies hat Ad group

Hats Designer Ladies Hats designer ladies hats hats Ad group

Apparel General Girls Cheap Clothing discounted teen girls clothes teen Ad group

A l G l Kid' Ch Cl hi l h f kid ll ll Ad

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Apparel General Kid's Cheap Clothing clothes for kids on sell sell Ad group

Brands Search Beauty and Fragrance Sale calvin klein home sale home Ad group

Ad Delivery StatusMore quickly identify issues at the campaign, ad group and keyword levels. On the Delivery column, select new options:

Budget depletion

P di dit i l iPending editorial review

Negative keyword conflict

Belo first page bidReleased

Below first page bid

Leverage Broad Match

Enhanced matching abilityImproved selection of phrase/broad

Bidded keyword remembranceMakes it easier to restructure your account

Recent Enhancements to Broad Match

match ads. without losing your performance history.

Identified conceptually similar Landing page relevanceIdentified conceptually similar keywordsReduced less relevant mappings.

Landing page relevanceDecreases filtration for phrase and broad match. Continue to focus on improving landing page relevance to avoid higher CPCsCPCs.

Relevance of query to ad copyQuery should be contained within the components of the ad copy to improve

Consistency of keyword, query, ad copy and landing pageEnsure consistency of these elements to

ad quality. improve relevance

Broad Match Modifier

With Broad Match modifier, advertisers will have more granular control on their broad matching including:granular control on their broad matching, including:

Finer brand term managementImproved click-through rate

Significant improvement in ad position

Released

New!

Expand Keyword Set with MAIp yMicrosoft Advertising Intelligence is an Excel based keyword research and optimization tool that provides keyword expansion,

h i i d KPI dresearch, pricing and KPI data

• Build out lists of suggested keywordsEasily Build New Keyword Lists

Build out lists of suggested keywords• Develop strategies based on actual query data

•Using keyword specific metrics such as clicks impressions position clickTailor Bidding Strategy •Using keyword-specific metrics such as clicks, impressions, position, click-through rate and cost per click

Filt b ifi b iGather Pricing KPIs • Filter by specific businesses• Determine the monetization benchmark of a vertical

Expand Keyword Set with MAIp ySeed Terms: mother’s day, flowers for mom, gifts for mothers

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Launching New KeywordsDon’t launch new terms in ad groups and campaigns with high volume, low QS (<5) keywords1Avoid training bid management tools until adCenter has collected enough impressions to rank and price correctly

S t li it bid b t h t

23 Set explicit bids by match type

Apply phrase and exact negatives as needed

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Keyword remembrance5E i t b t k d h d d

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Ensure consistency between keyword, search query, ad, and landing page6

What Determines Quality Score?y

Landing Page Relevance Indicates whether the KW to landing page relationship is recognized as relevant

Landing Page User Experience

relationship is recognized as relevant

Assessed at the Account Level for sites using excessive links.

Keyword RelevanceThe most heavily weighted factor determining your overall Quality Score.

3 Big Quality Score Tipsg y pExplicitly Bid on each Match Type to see accurate Quality Scores

• If you are bidding only on Broad, you won’t see the Quality Scores for Exact and Phrase even in the Keyword Report.

Broad and Phrase Match do not always have lower

• Many times these have high quality scores which can point to incredible optimization opportunities.

Broad and Phrase Match do not always have lower Quality Scores

D ’t i l l thi d t ti dC t di l

Use adCenter UI reporting

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• Don’t simply rely on your third-party reporting as adCenter can display Quality Scores at the keyword, ad group, and campaign levels.

What would you do?yWhat can be done to improve Quality Score?

Monitor and analyze Quality Score reportsMonitor and analyze Quality Score reportsImprove keyword relevance • by adding negatives

• by customizing ad copy

Improve landing page relevance• By adding custom keyword URLs

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By adding custom keyword URLs

• By optimizing the landing page content

Leveraging Quality Score Reportsg g y ps3

Slide 26

s3 Does this need to be updated for historical or aggregate QS?sweeneyl, 2/18/2012

Historic Quality Score

Available in KW level through KW Performance Report

Help advertisers track performance in the KW level

Help advertisers observe marketplace dynamic

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Aggregated Quality Score

Available in ad group and i l l th h

Available in ad group and i l l th hcampaign level through

Performance Reports

Compare keyword QS f il d

campaign level through Performance Reports

Compare keyword QS f il dperformance more easily and

decide if keywords are in the right place for optimal performance

performance more easily and decide if keywords are in the right place for optimal performanceperformance

Helps advertisers prioritize campaign improvement opportunities

performance

Helps advertisers prioritize campaign improvement opportunities

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opportunities opportunities

Search Query Performance Reporty p

Pull a SearchPull a SearchPull a Search Query Performance Report from the

Pull a Search Query Performance Report from the pReports tab to see which queries were mapped to your

pReports tab to see which queries were mapped to yourmapped to your keywords. mapped to your keywords.

Analyzing Search Query Reportsy g y pCampaign Ad Group Search Query Keyword

Category ‐ Tents Tents_Shelter_General Bomb shelter shelter

These are relevant search queries, that

you might want to addCategory ‐ Tents Tents_Shelter_General emergency shelter shelter

Category ‐ Tents Tents_Shelter_General homeless shelter shelter

Category ‐ Tents Tents_Shelter_General horse shelter shelter

C t T t T t Sh lt G l t tt h lt h lt

you might want to add to your campaign as keywords on exact

match. Category ‐ Tents Tents_Shelter_General porta potty shelter shelter

Category ‐ Tents Tents_Shelter_General woman shelter shelter

Category ‐ Tents Tents_Shelter_General womans shelter shelter

Category ‐ Tents Tents Shelter General women shelter shelter

Add these search queries as negativeCategory ‐ Tents Tents_Shelter_General women shelter shelter

Category ‐ Tents Tents_Shelter_General outdoor shelter shelter

Category ‐ Tents Tents_Shelter_General camping shelter shelter

Category ‐ Tents Tents Shelter General shelters for backpacking shelter

queries as negative keywords to avoid

getting this traffic that is irrelevant to your

b i

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Category Tents Tents_Shelter_General shelters for backpacking shelterbusiness.

Improving Landing Page Relevancep g g gUsing the most relevant landing page will help drive performance, and improve Quality Scores

General Landing Page Better Landing Pageg gKeyword: Nike Red Shoes

ette a d g ageKeyword: Nike Red Shoes

Landing Page Relevance - Tipsg g pInclude the query frequently throughout the page (title, description and body tags)1Include the words that are prevalent in Bing’s top 20 organic results

Avoid using extensive Flash and images and include sufficient

23 o d us g e te s e as a d ages a d c ude su c e t

text

Only visible html text is crawled

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Query and important related terms from Bing organic results should be in the same order, close to one another, unaltered5

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Query is included in the ad copy and destination URL6

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