Insights with Bing Ads
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Today’s digital marketers are inundated with customer data. We spend countless hours analyzing this data to better understand our consumers so we can reach them at the exact right moment. Let Bing take some of this work off of your plate and check out this presentation from Microsoft’s Itir Aloba-Curi and Angela Bahreyni. Originally presented at a Boston SEMPO event in November 2016, the presentation includes findings from Bing’s recent Consumer Decision Journey study and addresses the value of brand bidding.
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Insights with Bing Ads
- 1. Insights with Bing Ads 1 Itir Aloba-Curi, Director of Advertiser Analytics & Insights Angela Bahreyni, Insight Manager
- 2. Itir Aloba-Curi Director, Advertiser Insights & Analytics Group, Bing Ads, Microsoft Angela Bahreyni Insights Manager, Bing Ads, Microsoft
- 3. 3 Mission: Develop and deliver powerful advertiser-oriented analysis, programs, and insights that compel action AdvertiserAnalytics&InsightsGroup TeamScopeAccountability Advertiser Sciences 10 Data Scientists Central/Regional Predictive Modeling, Machine Learning, Algo Design, Experimental Design, etc. Advertiser Solutions 11 Analysts/PMs Central/Regional Verticals, Product, Partner, Agency and Marketplace Analytics Insights Management 43 Insights Managers Regional Custom insights creation and delivery
- 4. • Brand term bidding • Consumer decision journey Agenda 4
- 5. 5 Study: Brand term bidding research from Bing Ads Should SEM campaigns bid on their own brand terms?
- 6. Methodology of the study Study over 3 months 50 MILLION impressions Financial services vertical
- 7. Organic/SEO delivered positive results 70% Organic Only You #BingThere
- 8. Yes, some paid clicks you may have received anyway. But you also received 23% incremental clicks! 70% Organic Only Brand ad + Organic 51% 19% Incremental clicks from brand ads OverlapYou You 23%
- 9. Bidding on your own brand terms = fewer clicks to competitors Organic Only Brand ad + Organic 93% You Your Competitor Your CompetitorYou 70% 30% 7%
- 11. And competitor click losses on your Brand Financial Services -57% Retail -43% Travel -44%
- 12. More traffic Brand Bidding has huge benefits Keep competition under control Test offers • Ad copy & audience targeting 12
- 14. Sample size : 1,000 users (US) Time : 2016/03/01 ~ 2016/05/31 Filters • Travel relevant domains : orbitz.com, Tripadvisor.com, Expedia.com, Priceline.com, etc. • Keywords : hotel, flight, resort, car rental, etc. • User action : Hotel review, flight search, package search, etc. Data Profile
- 15. 0 10 20 30 40 50 60 70 80 1 3 5 7 9 11 13 15 17 19 21 23 25 27 29 31 33 35 37 39 41 43 45 47 49 51 53 55 57 59 61 63 65 67 69 71 73 75 77 79 81 83 85 87 89 Weighted Average: 37 days Hotel CDJ Length by User Distribution Number of Users
- 16. 764 672 501 476 422 303 287 278 263 257 218 204 187 154 0 100 200 300 400 500 600 700 800 900 0 20 40 60 80 100 120 140 160 180 Avg_PV Avg_Time (min.) Users Top Hotel CDJ Domains 16 Key Takeaways:
- 17. 0 50 100 150 200 250 300 -78 -76 -74 -72 -70 -68 -66 -64 -62 -60 -58 -56 -54 -52 -50 -48 -46 -44 -42 -40 -38 -36 -34 -32 -30 -28 -26 -24 -22 -20 -18 -16 -14 -12 -10 -8 -6 -4 -2 0 search booking expedia hilton hotels orbitz priceline tripadvisor trivago Location Research Alternatives and Price Decision Top Hotel Domains - Average Pageviews
- 18. 0 20 40 60 80 100 120 140 160 180 200 1 2 3 4 5 6 7 8 9 10 # of OTA domain visits per user
- 19. Upper funnel is important: • Focus on both the journey and destination Consumer Decision Journey Key Takeaways Timing is important: • Leveraging search strategies like images and re-marketing to reach consumers during different stages Personalization • Ad copy & audience targeting 19
- 20. © 2016 Microsoft Corporation. All rights reserved. Microsoft, Windows, and other product names are or may be registered trademarks and/or trademarks in the U.S. and/or other countries. The information herein is for informational purposes only and represents the current view of Microsoft Corporation as of the date of this presentation. Because Microsoft must respond to changing market conditions, it should not be interpreted as a commitment on the part of Microsoft, and Microsoft cannot guarantee the accuracy of any information provided after the date of this presentation. Microsoft MAKES NO WARRANTIES–EXPRESS, IMPLIED, OR STATUTORY– REGARDING THE INFORMATION IN THIS PRESENTATION.
Hinweis der Redaktion
- Incremental: To bid or not to bid on your brand terms? This is not a new idea or a quest and it has been a discussion point since the early days of search. I know all of you are search marketers and you probably have a lot of clients with a strong brand presence and may choose to rely on organic traffic to pick it up your brand demand. This is something we wanted to better understand leveraging all the rich data we have on our platform and better understand the exact impact of turning your branded bids on and off, especially within the competitive space.
- We analyzed the top 3 tax advertisers during the tax season, between January and February 2016 98 different brand queries with commercial intent keywords across over 50 million impressions.
- On average, we see ~70% of click Clients who turned off their branded ads and only relied on their organic listings received 70% of their branded search clicks. When these advertisers turned on their branded ads, they saw 32% gain in clicks. You are probably asking yourselves, did these advertisers cannibalize their SEO by bidding on your branded terms? Did these additional clicks come at the expense of free clicks?
- Yes, Some paid clicks you may have received organically There was an over lap of about 19% but this overlap moves your relevant content to the top of the page where a pre-dominant amount of clicks occur for branded queries But look at the gain here, 32% gain in branded clicks. The big question you have to ask is how did the competitors of these advertisers benefit from them turning off their branded paid terms?
- 7% of their branded terms to their competitors with paid search compared to 24% without. What we saw is advertisers who bid on their branded terms aggressively, mainline 1, only gave 7% of their branded terms to their competitors. Where it gets really, really interesting is how your competitors benefit when you don’t bid on your brand terms. ¼ of the branded clicks of these advertisers got taken by competition. A significant amount of your branded traffic being taken by your competitors. This is your competitors eating your lunch.
- Advertisers who bid on their brands in addition to SEO, get more traffic, keep their competitors in control and get to have more control compared to just SEO. We also did the same study on the retail and travel advertisers and saw very similar results. Wouldn’t it be great if you could calculate exactly what the branding opportunity looks like for you in Bing ads?
- I’ve tried presenting this work from a higher level process view, but found that it’s somewhat difficult to explain without an example. For today, I thought we could dive into an example we pulled together for the travel vertical Not to mention, the Boston winter is approaching, so vacationing is pretty top of mind for me at the moment
- The first interesting view that we look at review the duration in which takes a user to complete their “journey” OK so I did an airquote for journey because I just got done telling you that we don’t pull information from your specific accts, so how would I get a conversion? Here we define a conversion as a users final activity that relates to the CDJ … for example, if a user queried vacations in Maui every day for a week then all of a sudden stopped we could assume this person has “converted”
- Search plays a key role in driving users Here we can look at the relative number of users that searched for or visited these sites We can also layer in user interest metrics such as PVs and time spent
- Only 9.5% of users used 1 OTA On average, users visited 5 OTA domains
- Consumer Stages Where do you fall within a consumer’s search journey? Is the consumer reaching you throughout all stages of their journey? Action: When are consumers discovering you and how can we optimize ad copy to engage that consumer?