John Gagnon - Lovely Search Trends and Techniques for Marketers and Data Geeks

Search Love San Diego 2014

Transcript

1. Lovely Search Trends and Techniques for Marketers and Data Geeks John Gagnon Bing Ads Evangelist @jmgagnon @jmgagnon | @bingads #searchlove #searchlove
2. @jmgagnon @bingads Step back. Look up. @jmgagnon | @bingad Step back. Look up.
4. Today we’re talking about: The context of data Mobile: Be #1 What’s new Predictive Marketing | #searchlove @jmgagnon | @bingads
5. + @jmgagnon | @bingads | #searchlove
6. @jmgagnon | @bingads | #searchlove
7. @jmgagnon | @bingads | #searchlove
8. @jmgagnon | @bingads | #searchlove
9. @jmgagnon | @bingads Context. | #searchlove
10. Context = timing = profitability | #searchlove @jmgagnon | @bingads
11. @jmgagnon @bingads $500 Nov 16th, 2012 | in Austin TX | #searchlove @jmgagnon | @bingads
12. @jmgagnon @bingads 117,429 Nov 16th, 2012 | in Austin TX | #searchlove @jmgagnon | @bingads
13. More demand + fixed supply = higher price @jmgagnon @bingads | #searchlove
14. $50 < $450 @jmgagnon @bingads | #searchlove
15. Nov 15th, 2013 | in Austin TX 113,162 | #searchlove @jmgagnon | @bingads
16. @jmgagnon @bingads $505.74 Going once, going twice… | #searchlove @jmgagnon | @bingads
17. The Simpsons moment: Formula 1 is the driver @jmgagnon @bingads | #searchlove
18. Example Campaign Plan Landing Pages: Highlight event offers Ad titles and descriptions: Discounts, special packages Important keywords Event specific keywords Inventory: Hold onto inventory, create special packages Cross-Channel: Align timing of demand generating media retargeting, social Bids/budget: Make sure your budget is robust | #searchlove @jmgagnon | @bingads
19. @JmGagnon | August 30th, 2012 in Seattle | #searchlove
20. @JmGagnon | Regular season game Largest conference in Seattle Cruise ship is in town Regular season game Pre-season game | #searchlove
21. @jmgagnon @bingads Mini Black Fridays Multiple Predictable #searchlove @jmgagnon | @bingads
22. $50 < $450 | #searchlove @jmgagnon | @bingads
23. Calculate your break-even CPC How much money
 you make per action Conversions per click The most you can responsibly pay for a click – and still make money CPA CVR x = Break-even CPC @jmgagnon | @bingads | #searchlove | #searchlove
24. Change your break-even CPC CPA CVR x = Break-even CPC @jmgagnon | @bingads • Improve LP’s • Better targeting • Smart exclusion | #searchlove
25. Change your break-even CPC CPA CVR x = Break-even CPC @jmgagnon | @bingads Average Order Size | #searchlove
26. Break seasons down into predictable & measurable “micro-events” | #searchlove
27. Today we’re talking about: The context of data Mobile: Be #1 What’s new Predictive Marketing | #searchlove @jmgagnon | @bingads
28. Cortana goes here Bing + Cortana
29. 177% Year Over Year Growth: Bing Ads Mobile Clicks +177% Source: Bing Ads Internal Data 2013-Q1 2013-Q2 2013-Q3 2013-Q4 2014-Q1 2014-Q2 mobile Ad Clicks | #searchlove
30. Mobile first: Next gen mobile search experiences @jmgagnon | @bingads 70% of mobile queries on Bing Ads are from iOS platform | #searchlove
31. iOS Users Drive Majority of mCommerce Transactions In spite of Android’s lead in device share Source: Custora Mobile Pulse, July 2014 | #searchlove
32. Richer mobile ads drive consumer engagement @jmgagnon | @bingads | #searchlove
33. @adCenter @jmgagnon 0.01 Seconds - the “Length of a Fingernail”
 Nathan Adrian, Gold Medalist in 100m freestyle [swimming] @jmgagnon @bingads
34. Today we’re talking about: The context of data Mobile: Be #1 What’s new Predictive Marketing | #searchlove @jmgagnon | @bingads
35. Study: Brand term bidding research from Bing Ads Should SEM campaigns bid on their own brand terms? @jmgagnon | @bingads
36. Methodology of the study ! Financial services vertical January – March 2014 ! 50 MILLION impressions | #searchlove @jmgagnon | @bingads
37. @jmgagnon | @bingads Brand term bidding + SEO delivers more clicks Bing Ads Internal Data | #searchlove
38. But do we cannibalize SEO? Bing Ads Internal Data @jmgagnon | @bingads | #searchlove
39. Brand term bidding benefits ! Control the conquest More traffic ! Testing offers and Landing pages | #searchlove @jmgagnon | @bingads
40. The brand term bidding debate continues Get the complete white paper at slideshare.net/bingads | #searchlove @jmgagnon | @bingads
41. comScore Explicit Core Search (custom), June 2014. monthly searches on Yahoo Bing Network 5.6B of the search market What you need to know about Bing | 29% @jmgagnon | @bingads
42. The YBN unique audience is strong across verticals Audience data represents Bing Web and Yahoo U.S. Web Search from comScore qSearch (custom), US, September 2013. Industry categories based on comScore classifications. Autos Business 
 & Finance Education Telecom Travel Retail 12M 22M 17M 10M 15M 30M 17M 32M 33M 13M 21M 66M Unique Total Users who also Google Unique YBN 1 Million users What you need to know about Bing | @jmgagnon | @bingads
43. Before After @jmgagnon | @bingads Visual Refresh
44. Bing Product Ads Product Ads put the searcher closer to a purchase decision. Products Ads include custom images from an advertiser’s own product catalog, plus promotional text, pricing and your company name. @jmgagnon | @bingads | #searchlove
45. Improved targeting – Early August Target users by zip code Serve ads in 15 minute scheduled increments Target by intent – searching for or viewing pages
 about your targeted location Big UI improvements and speed increases Manage more keywords in one view, over 1 million keywords Auto-tagging enabled Electronic IOs @jmgagnon | @bingad #searchlove
46. @jmgagnon | @bingads Collaborate. Share. Interact. Power BI’s Q&A Keyword Performance Data. | #searchlove
47. @jmgagnon | @bingads Power BI: Q&A and Bing Ads Data | #searchlove
48. Today we’re talking about: The context of data Mobile: Be #1 What’s new Predictive Marketing | #searchlove @jmgagnon | @bingads
49. @jmgagnon @bingads Mini Black Fridays Multiple Predictable #searchlove @jmgagnon | @bingads
50. @jmgagnon | @bingads Half the top shopping days occur the same week Source: Experian.com, Jan 2014 Fridays are top shopping days. Top 10 transaction days – Holiday 2013 Event Day Transaction rank Cyber Monday Monday 1 Black Friday Friday 2 Thanksgiving Thursday 3 Sunday after Black Friday Sunday 4 November 15th Friday 5 Day Before Thanksgiving Wednesday 6 November 8th Friday 7 12 days until Christmas Friday 8 Day after Cyber Monday Tuesday 9 7 days until Christmas Wednesday 10 | #searchlove
51. Black Friday 11/29/13 Black Friday shopping starts 
 before the sun comes up. 55% of shoppers checked availability of an item via mobile before going to the store. Time zone is PST. IBM Core Metrics, 2012 @jmgagnon @bingads iab, Nov 2013 | #searchlove
52. $72.5B Second highest spending 
 period, behind winter holidays @jmgagnon @bingads | #searchlove
53. September 2, 2014 132,000+ students @jmgagnon @bingads | #searchlove
54. When does the 1st day of school really start? September 4th, 2014 New York City, the largest school district in the US, will have 1,000,000 students back in school August 
 25th, 2014 All 5,000,000 of Texas’s 
 K-12 Public School students go back August 
 1st, 2014 All 180,000 of Hawaii’s 
 K-12 Public School students go back @jmgagnon @bingads | #searchlove
55. When parents will shop for back-to-school 2012 Use staggered start dates to hit the 1 week to 1 month sweet spot. Two months for New York means, July 9, whereas it means June 5 for Hawaii. 22.4% will shop as early as June. <6% will shop the ‘week of’ or ‘after’ school starts. Keep budgets low during this time. 2 Months prior 1 Months prior 1-2 Weeks prior Week of After 22.3% 47.8% 24.0% 2.7% 3.2% @jmgagnon @bingads | #searchlove
56. What does this look like in Excel? @jmgagnon @bingads | #searchlove
57. What does this look like in Excel? Number of students going back to school by 1st day @jmgagnon @bingads | #searchlove
58. Back-to-school visualization Texas Great Lakes New York Arkansas @jmgagnon @bingads | #searchlove
59. | #searchlove @jmgagnon @bingads
60. @JmGagnon | @BingAds Bing Maps + Excel Charting on Steroids | #searchlove
61. Example Action Plan Tools Power Map, Power BI, Tableau Ad Copy Back to School Bids Incremental bids by geo during peaks Structure Separate for major school districts: TX, NYC, LA @jmgagnon @bingads
62. @jmgagnon | @bingads #searchlove
63. @jmgagnon @bingads Step back. Look up. @jmgagnon | @bingad Understanding context leads to better timing and profitability ! Work for the #1 spot on mobile ! Unlock data with awesome tools ! ! ! Key takeaways @jmgagnon @bingads #searchlove
64. @jmgagnon @bingads Want account rep? john.Gagnon@microsoft.com Thank You!