Bing Ads Advertiser Science Series: The Science of Brand Bidding
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The pros and cons of bidding on your own brand terms can keep you running in circles. On one hand, bidding on your own brand terms could be a waste of money if your organic results are showing up anyway. On the other, what do you lose (or what’s the cost) when you don’t invest in bidding on your brand terms? Listen to the full Webinar here: YouTube: https://youtu.be/EMnz9WLGqG4
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Bing Ads Advertiser Science Series: The Science of Brand Bidding
- 2. Microsoft Confidential http://aka.ms/bingadswebinars #bingadswebinars Frances Donegan-Ryan SEM Pro Marketing Manager Bing Ads, Microsoft @FrancesDR Lars Hirsch Director of Advertiser Science Bing Ads, Microsoft @larshirsch MJ DePalma SEM Pro Community Manager Bing Ads, Microsoft @mjdepalma Today’s Webinar Speaker Today’s Webinar SpeakerToday’s Webinar Host
- 3. Microsoft Confidential http://aka.ms/bingadswebinars #bingadswebinars Here’s what you’ll learn: • Bing Advertiser Science Team’s overall brand experiment results • Brand results in the Retail, Finance, and Travel industries • How to design your own Brand term experiment • How to use our Statistical relevance worksheet (T-test template for download) Agenda
- 5. Advertiser Science 1. Analyze our Bing Ads auction 2. Turn the data into action for our advertisers 3. Share results and methods
- 6. “To bid or not to bid on brand terms?” Data scientists at Bing Ads recently tackled a big question that advertisers wrestle with…
- 8. 1. When a brand term ad was not present on the search results page 2. When a brand term ad was present on the search results page We compared two scenarios brand brand.com product
- 9. Brand Organic Brand Ad Competitor Organic Competitor Ad Social Network No Brand Ad Wireless Brand No Brand Ad Telecom Brand No Brand Ad Retail Brand No Brand Ad 100% 80% 60% 40% 20% 0%
- 10. We analyzed 400,000 impressions for Travel on Bing in December 2014 Travel
- 11. When no brand ad is present, the brand received 61% of clicks on the search results page. Travel Source: Bing Ads Internal Data, December 2014 People clicked the top organic positions No brand ad 61%
- 12. No brand ad 61% 39% Your competitor You Competitors are getting nearly 40% of clicks when no brand ad is present. Travel Source: Bing Ads Internal Data, December 2014. Brand ad in main line position 1 and top organic listings.
- 13. Without a brand ad present, competitors capture nearly half of the clicks Travel Source: Bing Ads Internal Data, December 2014. 73% 57% 51% 27% 43% 48% 0% 20% 40% 60% 80% 100% www.[brand].com [brand].com flights [brand] flight search Brand Not on ML1 and Competitor Ad Present Brand organic Competitor ad
- 14. Don’t let your competitors steal your customers! Travel
- 15. Gain Brand ad + organic 61% 27% That’s 27% more clicks as a result of brand term bidding. Travel Source: Bing Ads Internal Data, December 2014. Brand ad in main line position 1 and top organic listings. No brand ad 61%
- 16. Let’s break it downTravel Incremental (paid) clicks from the brand ad. Overlap: paid clicks 43% Brand ad + organic 18% 27% Source: Bing Ads Internal Data, December 2014. Brand ad in main line position 1 and top organic listings. Total: 88% No brand ad 61%
- 17. Microsoft Confidential http://aka.ms/bingadswebinars #bingadswebinars Question still left unanswered What happens with competitors clicks when we do advertise on brand terms?
- 18. 88% No brand ad 61% Brand ad + organic 39% 12%Your competitor You Your competitor You Competitors are getting nearly 40% of clicks when no brand ad is present. Travel Source: Bing Ads Internal Data, December 2014. Brand ad in main line position 1 and top organic listings.
- 19. High fives all around for this major travel website! Competitor ads captured only up to 11% of clicks. Travel Source: Bing Ads Internal Data, December 2014. “Travel brand” represents actual results of a top travel industry brand. 48% 23% 45% 51% 66% 54% 1% 11% 1% 0% 20% 40% 60% 80% 100% [brand] [brand] car rentals www.[brand].com Brand on ML1 and Competitor Ad Present Brand organic Brand ad Competitor ad
- 20. We analyzed 3 million impressions for Retail on Bing in December 2014 Retail
- 23. 1. PLAY OFFENSE Brand term bidding helps deliver more clicks. 2. PLAY DEFENSE Brand term bidding means fewer clicks to competitors. Brand term bidding is a strategy that allows you to play offense and defense at the same time. Bidding on your brand terms reduces opportunities to capture your customers or their mindshare if they bid on your terms. 1 2
- 24. 1. Getting a lower “click- yield” or rate of clicks/searches, even with a strong SEO strategy in place. What do I risk if I don’t bid on my terms? As we saw, you can risk losing nearly half of clicks if you don’t bid on your terms. 1
- 25. 1. Losing clicks to competitors attempting to “conquest” the searches for your brand. What do I risk if I don’t bid on my terms? Don’t let your competitors steal demand for your brand – your clicks and leads. As we saw, you can risk losing nearly half of clicks if you don’t bid on your brand terms. 2
- 26. Average branded click lift Financial Services +33% Retail +51% Travel +44%
- 27. Average competitor click loss Financial Services -57% Retail -43% Travel -44%
- 29. Microsoft Confidential http://aka.ms/bingadswebinars #bingadswebinars It determines if there is a statistically significant difference between two data sets And you definitely want a statistically significant difference if your experiment is to yield reliable results! Central to experimentation is the Students t-test
- 30. Microsoft Confidential http://aka.ms/bingadswebinars #bingadswebinars Download these two data sets: 1. Organic clicks 2. Paid clicks Set up your t-test to start your brand experiment
- 31. Microsoft Confidential http://aka.ms/bingadswebinars #bingadswebinars • Step 1 - organize your brand keywords into one or more separate campaigns • Step 2 - Use Bing Ads’ Day of Week targeting to enable/disable brand campaigns every other day • Step 3 - Compare each day’s total brand clicks for the brand enabled days with the brand disabled days, using t-test Brand Experiment Type 1 – Days of the Week
- 32. Microsoft Confidential http://aka.ms/bingadswebinars #bingadswebinars • You want the t-value to be <0.1 to be statistically significant • If it’s not – it probably is because you need to gather more data to have a larger sample set • Or – there’s not a difference large enough to be able to prove running a brand term makes a difference Interpreting the Results Brand Experiment Type 1 – Days of the Week
- 33. Microsoft Confidential http://aka.ms/bingadswebinars #bingadswebinars • Step 1 - Identify pairs of metro areas with similar customer profiles for your business • Step 2 - Start with as many as you can identify up to 20, so it’s manageable to start (even number for pairs) • Step 3 - Randomly select metro area from each pair into treatment – (metros are assigned a number) free True Random Number Generator https://www.random.org/ Brand Experiment Type 2 - Geo
- 34. Microsoft Confidential http://aka.ms/bingadswebinars #bingadswebinars • Step 4 - Measure combined organic + paid clicks by metro area before experiment • Step 5 – Enable geo targeting on brand campaigns Brand Experiment Type 2 - Geo
- 35. Microsoft Confidential http://aka.ms/bingadswebinars #bingadswebinars Interpreting the Results Download t-test
- 38. Microsoft Confidential http://aka.ms/bingadswebinars #bingadswebinars 1. Have patience 2. Implement 3. Wash, rinse & repeat Safety Considerations
- 39. Microsoft Confidential http://aka.ms/bingadswebinars #bingadswebinars • Decide on a brand bidding experiment type • Have patience; you might run the experiment several times to reach a statistically relevant pool of data • Use the results to expand your brand keywords with targeted campaign precision and more data-driven confidence • Play offense and defense if your experiment tells you to! • Finally put to rest the office debate, to bid or not to bid on your brand terms! The Science of Brand Bidding Webinar recap
- 41. Microsoft Confidential http://aka.ms/bingadswebinars #bingadswebinars Frances Donegan-Ryan SEM Pro Marketing Manager Bing Ads, Microsoft @FrancesDR Lars Hirsch Director of Advertiser Science Bing Ads, Microsoft @larshirsch MJ DePalma SEM Pro Community Manager Bing Ads, Microsoft @mjdepalma Today’s Webinar Speaker Today’s Webinar SpeakerToday’s Webinar Host Thank you! And stay in touch…
- 42. Microsoft Confidential http://aka.ms/bingadswebinars #bingadswebinars Additional Questions? #AskBingAds
- 43. Microsoft Confidential http://aka.ms/bingadswebinars #bingadswebinars Join us next time… http://aka.ms/keywordattribution
- 46. Microsoft Confidential http://aka.ms/bingadswebinars #bingadswebinars Easy to use online t-test calculator* http://www.physics.csbsju.edu/stats/t-test_bulk_form.html *Credit to College of Saint Benedict Saint John’s University Read more if you really want to geek-out: https://en.wikipedia.org/wiki/Student%27s_t-test http://www.physics.csbsju.edu/stats/t-test.html Reading & resources
- 47. “travel brand” flight“retail brand”.com For the retail industry, when no brand ad is present, the brand received 60% of clicks on the search results page – from organic listings. Retail No brand ad 60% People clicked the top organic positions.
- 48. Competitors are getting 40% of clicks when no brand ad is present. Retail No brand ad 60% 40% 91% Brand ad + organic 9% Your competitor You Your competitor You Source: Bing Ads Internal Data, December 2014. Brand ad in main line position 1 and top organic listings.
- 49. Clicks increased by 53% when a brand ad was present. Retail Gain Brand ad + organic 60% 32% Source: Bing Ads Internal Data, December 2014. Brand ad in main line position 1 and top organic listings. No brand ad 60%
- 50. Yes, some paid clicks you may have received anyway. But you also received 53% incremental clicks! Retail Incremental (paid) clicks from the brand ad. Overlap: Paid clicks you may have received free anyway from organic listing. No brand ad 60% 49% Brand ad + organic 11% 32% Source: Bing Ads Internal Data, December 2014. Brand ad in main line position 1 and top organic listings.
- 51. Without a brand ad present, this major retail company’s competitors can capture over half of the clicksRetail Source: Bing Ads Internal Data, December 2014. 57% 34% 69% 2% 5% 6% 40% 61% 25% 0% 20% 40% 60% 80% 100% [brand] furniture [brand] bridal registry [brand] baby registry Brand Not on ML1 and Competitor Ad Present Brand organic Competitor organic Competitor ad
- 52. Competitor ads captured only up to 11% of clicks with a brand ad present. Retail 67% 64% 67% 15% 33% 14% 3% 1% 5% 15% 2% 14% 0% 20% 40% 60% 80% 100% [brand] bridal [brand] home [brand] furniture sale Brand on ML1 and Competitor Ad Present Brand organic Brand ad Competitor organic Competitor ad
Hinweis der Redaktion
- Welcome everyone to the Bing Ads Webinar on The Science of Brand Bidding. My name is MJ DePalma and I will be your host today. This is the first webinar with our Advertiser Science team and we are excited to share their findings and methods so you can achieve more with your advertising dollars and help you earn that bonus! Before we begin let’s review some housekeeping items to enhance your experience with us today. Our webinar console that you see is customizable, on your side, where you can click the content widgets that you see on your screen and move them around or size them for your screen size. You can expand your slide area by clicking on the maximize icon on the top right of the slide area or by dragging the bottom right corner of the slide area. If you have any technical difficulty, please click on the Help widget. It has a question mark icon and covers common technical issues. We recommend, if you can - to leave them as they are so you have the ability to see all the great resources and Q&A at the same time. For Q&A please feel free to input your questions as you have them but for the most part we will get to the list of questions at the end of the webinar and try to answer as many as possible. If we run out of time it will be answered later via email. We do capture all questions. You’ll see a Resource Widget in the upper right that we’ll refer to during the webinar, go ahead now and download the t-test excel spreadsheet so you’re ready to follow along later in the presentation and also for your convenience the deck is already available for download there as well. Also there are links to stay in touch with us in the deck. There’s also a Twitter widget that will enable your tweet right from the webinar with the #BingAds #BingAdsWebinars, which appear to your upper right under resources. An “On Demand” version of the webcast will be available approximately 4 days after the webcast and can be accessed at the link at the bottom of all the slides in our deck – It’s our Bing Ads Youtube Channel’s Webinar playlist. Last housekeeping item – we would love your participation in our survey at the end of the webinar so that we can improve in any way possible. Let’s begin by introducing who we have on the webcast today…..
- MJ will make introductions here….
- MJ: We’re so happy to have you listening today, as we talk about a topic we’re very excited about here at Bing. We’ll cover today: Bing Advertiser Science Team’s overall brand experiment results Brand results in the Retail, Finance, and Travel industries How to design your own Brand term experiment How to use our Statistical relevance worksheet (T-test template for download)
- MJ to hand this slide off to Lars…. Bing Ads internal Data Science team
- Lars – Here on the Advertiser Science Team we have 3 priorities Analyze and interpret Advertiser behavior and impact relative to marketplace dynamics. Identify, test and measure strategies that enable advertisers to take full advantage of Bing Ads. Enable sales channels and partners to leverage data insights to prioritize and drive efforts against the most meaningful activities.
- Lars : Obviously a question that many advertisers struggle with. Does brand ads just cannibalize free clicks, or is there some or a lot of incremental value in bidding on brand terms?
- Lars – we wanted to really understand the dynamics of brand ads and discover the truth - let’s dive into our brand analysis.
- Lars + Frances We found two things. Advertisers who bid on their brand terms received: More clicks. And fewer clicks went to competitors By bidding on your brand terms, you are playing offense and defense at the same time. Driving more clicks on offense, and preventing your competitors from winning clicks to your brand terms on defense. Score!
- Frances Well let’s first look at some real world examples……to just begin to answer this question Bars normalized to 100% when brand ad is present for each of the brand terms Degree of competitiveness Businss type - Subscription ongoing relationship vs transactional Intent of query - log in/existing account vs. explore, research Proxy for category
- Frances - And included the majority of the brand terms searched for in the travel vertical. Note: Brand terms with very few searches were not included – hey, we didn’t want to skew the study’s results!
- Lars + Frances
- Lars + Frances - THIS IS AVERAGE ACROSS Travel
- Lars + Frances A few examples from individual travel advertisers
- Frances – just what the slide says!
- Lars + Frances Think of it this way, that’s 45% growth in clicks…..
- Lars + Frances Our research shows that Brand term bidding helps deliver more clicks. What about cannibalization? Wouldn’t I receive some of those clicks anyway if I didn’t bid on my brand terms? Most of your free clicks are still free clicks, so it looks worth doing right?
- Frances
- Lars + Frances
- Lars + Frances
- We found two things. Advertisers who bid on their brand terms received: More clicks. And fewer clicks went to competitors.
- Frances: Right I’m a sports fan – any sport – huge fan – so let’s look at it this way.
- Frances: This is a win-win for you. You will increase the number of clicks coming to your site when you run a brand term campaign. AND you will ensure your competitors get few clicks for your searches with your brand terms.
- Frances My background is in SEO and I can tell you it’s a lot of work to get your site to ML 1-3 – I know you all know this – so to give those clicks away to your competitors is crazy. You/your SEO will freak out This is a great strategy to bring both your SEM/SEO ppl together on a project as well.
- Francs - Search is the end of the marketing funnel…. Think about all the money you are putting into TV and the top of the funnel…. Why loose them now after all the effort you’ve put into finding them, nurturing them, educating them across print, tv, radio, social media etc.
- Recap the three verticals in branded click gains
- Here again to recap are the average reductions in branded clicks going to your competitors, when you bid on your brand terms. In other words your competitors’ click loss!
- MJ will introduce this
- MJ to do this test…. Add slide on t-test Add link on how to do
- Lars- Add slide on t-test Add link on how to do
- Add slide on t-test Add link on how to do This is a great type of experiment for local advertisers….. Step 3 - Measure difference in combined organic and paid search between days when brand campaigns are active and inactive
- Add slide on t-test Add link on how to do
- If you are a local advertiser20-30 pairs is usually Similar means that demographics within metro area is similar across the attributes that matter for your business, e.g. age, interests, etc. Use t-test to understand if you have enough data
- If you are a local advertiser20-30 pairs is usually Similar means that demographics within metro area is similar across the attributes that matter for your business, e.g. age, interests, etc. Use t-test to understand if you have enough data
- Add slide on t-test Add link on how to do
- Add slide on t-test Add link on how to do
- Add slide on t-test Add link on how to do
- Frances: When you run an experience you always need to make sure you and your team don’t contaminate the results or get hurt by all the Bunsen burners and chemicals so keep these safety considerations in mind: You need to leave the test running to enjoy you have enough data to get statistically relevant results Once you have those results get going! Don’t sit on this data and let your competitors get a way with stealing your customers Once you’ve tested and implemented – don’t get complacent. Search doesn’t stand still so make sure you go back and keep testing the data to make sure you’re getting the best CTR you can.
- MJ ti run through, and Frances & lars to verbally confirm. – So here’s what I heard today – and chime in guys if you feel compelled… Play offense Aaaaannd defense if your experiment results tells you too – and if you don’t have the time or bandwidth to perform an experiment – you can rely on our vertical results as directional to play that crucial part of the game, my favorite part of the team - defense that wins championships ( I was a goalkeeper in soccer) If you decide to do an experiment, and we hope you do – decide on a type, have patience, keep running until you reach that threshold of statistical relevance and finally put to rest the office debate – whatever your outcome is. We hope this has been thought provoking, empowering event – for you to hopefully achieve more with your advertising dollars…. Now we’re going to take questions –
- MJ will have questions on the white board for you guys to answer
- Add slide on t-test Add link on how to do
- Lars + Frances
- Frances – we’re seeing the same thing as we did in Travel. Your competitors are eating your lunch!
- Lars + Frances
- Lars + Frances