SLCSEM.org hosted search ads evangelist John Gagnon of Bing Ads on August 14, 2013 for a Search Tools night. John's presentation included demos of how to use keyword and audience tools including bing ads intelligence and PowerMap.

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$500
Nov 18th, 2012, in Austin…

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Nov 18th, 2012, in
Austin…
117,429

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More Demand  Fixed Supply = Higher
Price

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August 29th 2013
in Salt Lake City
45,017
+Again: 9/7, 9/14, 10/3, 10/12, 11/9 & 11/30
Alum &
Students

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September 7th 2013
In Provo
63,725+
Again: 9/21*, 9/27, 10/12, 10/25, 11/16,
11/23
Alum &
Students

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#predictive

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Bing Ads Tools & Research

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1,000

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Big Bing Ads Recap 2013
SearchEngineWatch.com Article Recap
Audience
Insights
Big List of
Features
Enhanced
Campaign
s

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Rich visualization and
tools
Streamlined campaign management saves time
Bing Ads UX
Analytics and
transparency
Change History
Search Term
Keyword
Distribution

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Bing Ads UX
Analytics and
transparency
Share of Voice Reporting
Easily identify impressions and clicks lost
BUDGET RANK BID
LANDING
PAGE
KEYWORD
RELEVANC
E

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Combine QS & SOV
SearchEngineWatch.com Article on Bidding Strategy
Budget
(Budget not
enough or
settings)
Landing Page
Relevance
(LP Relevance Score is
Poor, content doesn’t
match)
Keyword
Relevanc
e
(CTR is too low)
Min. Bid
(Bid too low)
Rank
(combo of Bid x
CTR is not
competitive)
Ad
Impression

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#excel

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Bing Ads Intelligence
Demo

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#predictive
Public Data + Consumer
Behavior

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August 21st 2013
70,000+ Students

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$72.5
B2nd Most, Only behind Winter
Holidays

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When Parents Will Shop for Back-to-
School

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When does the 1st Day of School really start?

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What does this look like in
Excel?
2.4M Illinois 856k
Wisconsin
7.2M California 3.8M New York

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What does this look like in
Excel?
Number of Students Going Back to School by 1st Day

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Back-to-School Visualization

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#byodBring Your Own Data

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Bing Ads Recap: New Features & Ad Copy Research
Excel in Excel: Bing Ads Intelligence
Be Predictive & Visualize: Available Data + PowerMap
Use Bing Ads

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0.01 Seconds the “Length of a Fingernail”
NathanAdrian, Gold Medalist in 100m freestyle [swimming]

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Thank
You!@jmgagnon | @bingads | #SLCSEM

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What words in ad copy drive better
performance? Better quality.

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Ad Copy Variables: Travel Edition
5.6 Billion
searches /month
250k Ads
300M Impressions

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Identified 23 Common Variables

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Ad Quality:Ads with Variables inAd Title orAd
Description have higher quality on average

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KW Rates
Fare
s
Book
now
Compar
e
Price
Points Offers
Discoun
t % Off
Coupo
n Cheap
Low
cost Affordable
Low
Price
Guar.
Satis
Guar.
Officia
l Site Dest. Reserv.
Save
Now
Savin
g param TM s
No
Variabl
e
Keyword
Rates
Fares
Book now
Compare
Price
Points
Offers
Discounts
% Off
Coupon
Cheap
Low cost
Affordable
Official Site
Destination
Reservatio
n
Save Now
Saving
param
TM
symbols
No Variable
Ad Titles
AdDescription
Great Bad No DataGood
Performance Heatmap by Ad Combination

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{KW} Rates Fares
Book
now
Comp
are
Price
Points Offers
Disco
unt % Off
Coup
on
Chea
p
Low
cost
Afford
able
Low
Price
Satis
Guar.
Officia
l Site
Dest
. Reserv.
Save
Now
Savin
g
{Param
} TMs None
{Keyword}
Rates
Fares
Book now
Compare
Price Points
Offers
Discounts
% Off
Coupon
Cheap
Low cost
Affordable
Official Site
Destination
Reservation
Save Now
Saving
{Param}
TM symbols
No Variable
Ad Titles
AdDescription
Which Combinations Work?
Great Good

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Top Combos by Travel Sub-vertical
Air
Price Points Cheap Price Points
% Off Coupon Fares
DisplayURL.com DisplayURL.com DisplayURL.com
Car
Price Points Price Points {Keyword}
Cheap Book now {Param}
DisplayURL.com DisplayURL.com DisplayURL.com
Cruises
{Param} {Param} % Off
Cheap Discounts {Param}
DisplayURL.com DisplayURL.com DisplayURL.com
General Travel
Reservations Savings Coupon
Discounts Coupon {Param}
DisplayURL.com DisplayURL.com DisplayURL.com
Lodging
Price Points Book now Official site
Coupon Book now Compare
DisplayURL.com DisplayURL.com DisplayURL.com

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3 Takeaways

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Ad Copy Variables: Finance
Edition
• Analyzed all ads with at least 5 impressions serving on non-brand
keywords in the financial services vertical for a 30 day period.
• Identified 120 primary variables within the ad titles and ad descriptions
and measured the ad quality of these variables when used in
combination.
• Broke out by: Credit Cards, Mortgage, Banking, Auto Insurance &
Health Insurance
200k Ads
500M Impressions

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• Safe" was strong in the ad title, while "Fast" and "Savings" had solid ad quality
performance in the ad description. Branding terms were removed from the keywords and ad
copy variables that were tested so, for example, the term “Safe” was not part of the “Safe Auto” brand.
• Combining “safe” in the title had especially strong results when paired with “free”,
“fast”, “quote(s)”, or “auto” in the ad description.
Ad Descriptions
AdTitles
Great Bad No DataGood
Auto Insurance | Ad Performance
Heatmap
$ % Auto Car
Could
Save Coverage Discount Easy Fast Free Get Insurance Keyword Param Policy Quote Rate Safe Save
Savi
ngs NoVar
$
Auto
Car
Coverage
Discount
Free
Get
Insurance
Keyword
Param
Quote(s)
Rate
Safe
Save
NoVar
Key Points:

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Ad Descriptions
AdTitles
Mobile $ % Apply Bank Checking Compare Fee(s) Find Free Now Online Open Rate Savings Yield NoVar
$
Apply
Bank
Checking
Compare
Find
Keyword
Online
Open
Param
Rate
Savings
Yield
NoVar
Banking | Ad Performance
Heatmap
Great Bad No DataGood
• The top performing combination was to include “rate” in the title and “yield” in the
description.
• “Online” and “find” showed strong ad quality as they were present across several
top title/ad description combinations.
Key Points:

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Ad Descriptions
AdTitles
Great Bad No DataGood
APR $ % Apply Approval
Bad
credit Best Cashback Compare Fee Find Interest Offer(s) Param Reward(s) Secured NoVar
APR
$
%
Apply
Approval
Bad credit
Best
Cashback
Fee
Interest
Keyword
Offer(s)
Param
Reward(s)
Secured
NoVar
Credit Cards | Ad Performance Heatmap
• “APR” and the dollar sign performed better in the ad description than in the ad title.
• "Fee" improved quality when used in the ad description.
• “Approval” and “bad credit” both did very well when included in either the title or
description.
Key Points:

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Ad Descriptions
AdTitles
Great Bad No DataGood
$ Affordable Apply Cheap Compare Coverage Dental Exam Health Insurance Keyword Learn
Low
cost Medical Param Plan Plans Quote Save Savings NoVar
$
Affordable
Cheap
Compare
Coverage
Dental
Exam
Health
Insurance
Keyword
Low cost
Medical
Param
Plan
Plans
Quote
Savings
NoVar
Health Insurance | Ad Performance Heatmap
• When describing value, use the word "affordable" in the ad title and avoid the word
"savings".
• “Exam” when included in the title was a top performer.
• The dollar sign experienced positive ad quality when used in Health Insurance ads,
which was not the case in every vertical.
Key Points: