The document discusses tiered bidding strategies for Bing Ads. It recommends setting the highest bids for exact match keywords which have high conversion rates and low costs. It suggests setting phrase and broad match bids at lower percentages of the initial bid to spend more on keywords with more control. It also addresses separating ad groups by match type and managing negative keywords across groups. Excel templates are provided to help set bids based on performance while maintaining a tiered structure.

1. Bing Ads: Tiered Bidding Strategies
SMX WEST 2014

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Tiered Bidding
WHAT & WHY

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Why Tier Bids?
Tiered bids with highest bids on exact match utilize high
conversion rates and low conversion costs for exact.

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What is Tiered Bidding?
Exact Match 100%
Initial Bid
Phrase & Modified
Broad Match 80% Bid
Broad Match
20% Initial Bid
Modified Broad Match
Variations 40-60% Initial
Bid
Spend the most where you have the most control!

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Should I Separate Ad Groups By
Match Type?
MEH, YOU CAN…

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Separate Match Type Ad Groups +
Negative Keywords
Managing Large Negative Keyword Inventories:
Ad serve control between ad groups requires cross referenced negative
keywords.
• Broad Ad Group:
• Negatives = -‘BMM KWs’, -“Phrase KWs” & -[Exact KWs]
Leads to Errors | Expansion is More Work | Accounts Get Huge
Broad Match Ad Group:
House Slippers
Negative Keywords:
- +house +slippers
- “house slippers
- [house slippers]
- +house +slipper
- “house slipper
- [house slipper]

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Separate Match Type Ad Groups +
Negative Broad Match
No Negative Broad Match:
You can’t separate negative BMM on Bing because Bing doesn’t have a
negative broad match.

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Separate Match Type Ad Groups +
Low Volume
When it comes to market share…

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So…

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What About Bidding for Performance?
YOU CAN DO BOTH!

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Teired vs. Performance Based
Tug of War!
Keeping up with a tiered strategy while bidding for performance can be
infuriating. But you can do both with the help of excel.

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Excel How To:
First Steps:
1. Download performance data for desired time frame into editor.
2. Download KWs with performance data and prepare sheets.

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Excel How To:
Prepare Sheets:
1. Campaigns targeting same networks, devices, and geos.
2. Campaigns target different networks, devices, and geos.
3. Campaigns target different networks, devices, geos or
campaign match typing.

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Prepare Action KW Sheet
1. In your “Action KW” sheet(s) create a new column to the far
left of the worksheet (column A) - duplicate your entire
“Keyword” column there.
2. Add 2 columns to the right of the “Bid” column. - Name them
“Action” (Column K) and “New Bid/Status” (Column L).

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Performance Review – Action KW
Sheet
1. In your “Action KW” sheet(s), review performance based on
target KPIs.
2. Indicate desired bid or status changes in the “Action” column
to the right of the current bid.
*Don’t calculate the new bids in the “New Bid/Status” column.

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Match Actions – All KW Sheet
1. In the corresponding “All KW” sheet(s), you need to match up
the desired action with all match type versions of a given KW.
2. In the “Action” column of the “All KW” sheet, make a vlookup
that references the column A of the “All KW” sheet against
column A of the “Action KW” sheet.

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Calculate New Bids – All KW Sheet
In the “All KW” filter out any non action terms & calculate the “New
Bid/Status” column based on the current bid and desired bid or status
change. If it’s a Pause or Activate, just write that in the “New
Bid/Status” column.

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Match Bid Mods to KW Match Type
New “Bing Changes” sheet and copy the columns “Campaign”, “Ad
Group”, “Keyword”, “Match Type”, and “New Bid/Status” from each
“All KW” sheet. These are the changes you then paste into editor to
upload.

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Download Sample Sheet:
Downloads:
Example Completed Sheet: http://bit.ly/1k4aJCh
Step By Step Instructions: http://bit.ly/OtNwQc

20. THANKS SO MUCH FOR HAVING ME!
Heather Cooan
@HeatherCooan
LinkedIn.com/in/hcooan
Heather is Director of Client Services for Clix
Marketing, regular writer and speaker.
Heather contributes to many publications and
served as a technical editor of Google AdWords –
Managing Your Advertising Program (O’Reilly
Media, 2011).
Clix Marketing is an independent digital media firm
specializing in paid display, search, and social
advertising.
HeatherCooan.com
ClixMarketing.com/blog