what you need to know about bing ads optimization by lars hirsch
DESCRIPTION
SMX Advanced 2014 Session #SMX #11B - The Mad Scientists Of Paid Search - What You Need To Know About Bing Ads Optimization By Lars Hirsch @LarsHirsch Of Microsoft Read more on search marketing at http://searchengineland.comTRANSCRIPT
Microsoft Confidential
What You Need To Know About Bing Ads
Optimization Lars Hirsch, Group Program Manager
Advertiser Analytics
Microsoft Confidential
Microsoft Confidential
Optimization: Query Trends
Due to the variation in user intent, query volume varies across different times of the day, day of week and across different devices
Objectives:
Provide advertisers a better understanding of search behavior and ROI
Advertiser Benefit:
Advertisers will learn the optimal actions to take based on device and time of day
Microsoft Confidential Microsoft Confidential
Query Trend Across Devices on Weekdays vs. Weekends
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12 AM 3 AM 6 AM 9 AM 12 PM 3 PM 6 PM 9 PM
Weekends
PC Mobile Tablet
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1000000
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12 AM 3 AM 6 AM 9 AM 12 PM 3 PM 6 PM 9 PM
Weekdays
PC Mobile Tablet
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T1 (Early Morning): 6AM – 8AM
T2 (Morning Commute): 8AM – 9AM
T3 (Morning Work Hours): 9AM – 12PM
T4 (Lunch): 12PM – 1PM
T5 (Afternoon Work Hours): 1PM – 5PM
T6 (Evening Commute): 5PM – 6PM
T7 (Evening): 6PM – 9PM
T8 (Night): 9PM – 12AM
T9 (Late Night): 12AM – 6AM
Bucketing Hours by Activities
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CP
A in
$
CPA by Hour buckets by Device
PC Mobile Tablet
CPA decreases throughout the day
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Retail: PC volume, CTR spikes at lunch, Tablet at night
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Clic
ks (
Tho
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Clicks by Device
PC Mobile Tablet
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CTR
in %
CTR by Device
PC Mobile Tablet
Morning Commute Work Lunch Work Commute Evening Night Sleep Morning Commute Work Lunch Work Commute Evening Night Sleep
Microsoft Confidential Microsoft Confidential
Retail CPA decreases throughout the day
$0
$10
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CP
A in
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CPA by Hour buckets by Device
PC Mobile Tablet
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Morning tablet clicks may be undervalued
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1%
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2%
3%
Conversion Rate by Device
PC Mobile Tablet
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Good Clicks per Conversion by Device
PC Mobile Tablet
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0%
1%
2%
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5%
6% Conversion Rate by Device
PC Mobile Tablet
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10
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40
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60Good Clicks per Conversion by Device
PC Mobile Tablet
Finance: High quality tablet clicks throughout the day
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0%
5%
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Conversion Rate by Device
PC Mobile Tablet
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Good Clicks per Conversion by Device
PC Mobile Tablet
Travel: High quality mobile clicks afternoon and evening
Microsoft Confidential
Verticals Morning Commute Work Lunch Work Commute Evening Night Sleep
Financial Services PC PC PC Tablet PC PC PC PC Tablet
Health PC PC PC PC Tablet Tablet Tablet Tablet Tablet
Computers & Computing Tablet Tablet PC PC Tablet Tablet PC PC Tablet
Vehicles & Transportation PC PC PC PC Tablet PC Tablet Tablet PC
Jewelry & Watches PC PC Tablet Tablet Tablet Tablet PC Tablet PC
Kitchen & Housewares Tablet PC PC Tablet PC PC Mobile Mobile PC
Electronics PC Tablet Mobile Mobile PC Mobile PC PC Tablet
Apparel PC Tablet PC Mobile Tablet PC PC PC PC
Beauty PC PC PC PC PC PC PC PC Tablet
Travel PC PC Tablet Tablet PC Tablet Tablet PC PC
Microsoft Confidential
Device type giving highest ROI changes by time of day
Example :
• Travel has highest
volume (represented
in dark green) during
Evening
• Tablet has the best
ROI for this vertical
and weekday bucket
low - search volume - high
Device type with highest ROI
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Attribution Modeling
-Anonymous Data Scientist ” He who owns your attribution
model, owns your budget. “
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Traditional approaches
Record ad impressions, search clicks. Attribute value using pre-defined function.
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Attribution: Keyword Assist
Methodology
1. Establish the converted term to trace back prior search queries.
2. Calculate relative probability of appearing in conversion path.
3. Calculate degree of “relatedness”
4. Calculate the user diversity
5. Calculate the frequency of the pattern and pair of converted term and prior search queries
Kauai Vacation
hawaiian
airlines
hyatt
resort
avis
In pilot with select advertisers
Microsoft Confidential
Attribution: Keyword Assist
cheap flights
hotels
hawaiian airlines
kauai vacations
vacations
travel tips
travel blogs
travel insurance
travel deals
best luggage
paris france
travel guide
trip advisor
paris hotel offers
summer vacation Start Query
Intermediate Query
Intermediate Query
Intermediate Query
Converted Query
Funnel 1 Funnel 2 Funnel 3 Search Funnel
Microsoft Confidential
Optimization: Pathfinder - Goal Based Optimization
Enabling advertisers to easily optimize campaigns based upon goal
Objectives:
Provide advertisers goal based recommendations.
Advertiser Benefit:
Advertisers will learn the optimal actions to take based upon their goal (e.g. higher CTR with same CPC)
Microsoft Confidential
Optimization: Pathfinder - Goal Based Optimization
Methodology
Simulate every possible campaign change for every advertiser on our massive parallel computing cluster
Record each change and associated KPIs. Filter and prioritize based upon advertiser goals
Available across retail, education, finance, travel, auto verticals and sub verticals
Microsoft Confidential