Bing It On: AdLogic's Tale of Two Cities By Jake Hoopes
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Transcript of Bing It On: AdLogic's Tale of Two Cities By Jake Hoopes
![Page 1: Bing It On: AdLogic's Tale of Two Cities By Jake Hoopes](https://reader034.fdocuments.us/reader034/viewer/2022052504/546faebbaf795969348b458d/html5/thumbnails/1.jpg)
linkedin.com/in/jakehoopes #SMX @ShowroomLogic
Boos$ng Reach and Performance with Bing Ads #smx #24B
Wednesday, October 1st 2:45pm -‐ 3:30pm
“Bing It On: AdLogic’s Tale of Two Ci$es” by Jake Hoopes
Director of Product Development – ShowroomLogic.com
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linkedin.com/in/jakehoopes #SMX @ShowroomLogic
A Little Bit of Context
• Technology-Driven Automotive SEM Company • Founded in 2009 • Google AdWords Premier SMB Partner • Microsoft Bing Authorized Reseller • Inc. 500 #1 in Advertising & Marketing • #26 Overall
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linkedin.com/in/jakehoopes #SMX @ShowroomLogic
Rewind the Clock
June 2013 - August 2014
Series of Pilots and Betas involving up to 90 different dealerships Conducted over the course of 14 months Culminated with official product launch on September 1, 2014
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linkedin.com/in/jakehoopes #SMX @ShowroomLogic
Today’s Objectives
• Opportunity Market Share vs. Market Reach
• Financial Impact Unit Economics
• Features of AdWords & Bing Ads Parity & Disparity
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linkedin.com/in/jakehoopes #SMX @ShowroomLogic
Market Market, Who Has the Market?
Bing Market Share vs. Google Market Share
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linkedin.com/in/jakehoopes #SMX @ShowroomLogic
Google’s Thoughts on Google Google is conflicted...
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linkedin.com/in/jakehoopes #SMX @ShowroomLogic
Bing’s Thoughts on Google Bing agrees...
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linkedin.com/in/jakehoopes #SMX @ShowroomLogic
Google Gets Existential...
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linkedin.com/in/jakehoopes #SMX @ShowroomLogic
...and Bing Agrees
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linkedin.com/in/jakehoopes #SMX @ShowroomLogic
So What’s the Story?
Google: ~70% Yahoo!/Bing: ~30%
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linkedin.com/in/jakehoopes #SMX @ShowroomLogic
Market Share vs. Your Market Reach
How much additional market can YOU reach?
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linkedin.com/in/jakehoopes #SMX @ShowroomLogic
Case study 1
• National target (almost) • Established AdWords campaign • Lead generation focus • Test duration: 4 months
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linkedin.com/in/jakehoopes #SMX @ShowroomLogic
Data Sanitation & Normalization
1. Same keywords & campaign structure
2. Same geographic targets
3. Same bidding strategies
4. Campaigns running simultaneously
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linkedin.com/in/jakehoopes #SMX @ShowroomLogic
Case study 1
0%
10%
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30%
40%
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80%
90%
100%
impressions clicks
Bing Ads
Adwords
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linkedin.com/in/jakehoopes #SMX @ShowroomLogic
Case study 1
0%
10%
20%
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60%
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100%
impressions clicks conversions adspend
Bing Ads
Adwords
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linkedin.com/in/jakehoopes #SMX @ShowroomLogic
Case study 1 Performance of Bing Ads relative to AdWords
Cost Per Click: 22.8%
Cost Per Lead: 4.2%
Avg Position: 3.6 to 1.9
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linkedin.com/in/jakehoopes #SMX @ShowroomLogic
Case study 2
• Major U.S. metros • Lead generation • Long-tail Brand terms • Test duration: 5 months
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linkedin.com/in/jakehoopes #SMX @ShowroomLogic
Case study 2
0%
10%
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50%
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80%
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impressions clicks
Bing Ads
Adwords
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linkedin.com/in/jakehoopes #SMX @ShowroomLogic
Case study 2
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impressions clicks conversions adspend
Bing Ads
Adwords
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50%
100%
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linkedin.com/in/jakehoopes #SMX @ShowroomLogic
Case study 2
0%
10%
20%
30%
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50%
60%
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80%
90%
100%
impressions clicks conversions adspend
Bing Ads
Adwords
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linkedin.com/in/jakehoopes #SMX @ShowroomLogic
Case study 2
0% 10% 20% 30% 40% 50% 60% 70% 80% 90%
100%
Case study 1 Case study 2
Leads from syndicated search
Leads from owned & operated
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linkedin.com/in/jakehoopes #SMX @ShowroomLogic
Case study 2
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linkedin.com/in/jakehoopes #SMX @ShowroomLogic
Case study 2 Performance of Bing Ads relative to AdWords
Cost Per Click:
Cost Per Lead:
Avg Position:
54.4%
42.1%
4.8 to 3.9
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linkedin.com/in/jakehoopes #SMX @ShowroomLogic
Aggregated case study data
0.00%
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80.00%
100.00%
120.00%
0 100 200 300 400 500 600 700
Clicks *~90 participants over 9 months
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linkedin.com/in/jakehoopes #SMX @ShowroomLogic
Aggregated case study data
0.00%
20.00%
40.00%
60.00%
80.00%
100.00%
120.00%
0 100 200 300 400 500 600 700
Clicks *~90 participants over 9 months
![Page 26: Bing It On: AdLogic's Tale of Two Cities By Jake Hoopes](https://reader034.fdocuments.us/reader034/viewer/2022052504/546faebbaf795969348b458d/html5/thumbnails/26.jpg)
linkedin.com/in/jakehoopes #SMX @ShowroomLogic
Aggregated case study data
0.00%
20.00%
40.00%
60.00%
80.00%
100.00%
120.00%
0 100 200 300 400 500 600 700
Clicks *~90 participants over 9 months
![Page 27: Bing It On: AdLogic's Tale of Two Cities By Jake Hoopes](https://reader034.fdocuments.us/reader034/viewer/2022052504/546faebbaf795969348b458d/html5/thumbnails/27.jpg)
linkedin.com/in/jakehoopes #SMX @ShowroomLogic
Aggregated case study data: digging deeper
0%
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100%
Bing Clicks
Adwords Clicks
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linkedin.com/in/jakehoopes #SMX @ShowroomLogic
...and deeper
0% 10% 20% 30% 40% 50% 60% 70% 80% 90%
100%
Par
ticip
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D: 3
P
artic
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t ID
: 5
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: 11
Par
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D: 1
3 P
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: 15
Par
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D: 1
8 P
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: 21
Par
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D: 2
3 P
artic
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: 25
Par
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7 P
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Par
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1 P
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: 33
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8 P
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: 42
Par
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Par
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9 P
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Par
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3 P
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Par
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7 P
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Par
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3 P
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: 65
Par
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8 P
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: 70
Par
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D: 7
2 P
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: 74
Par
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Par
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05
Bing Clicks
Adwords Clicks
![Page 29: Bing It On: AdLogic's Tale of Two Cities By Jake Hoopes](https://reader034.fdocuments.us/reader034/viewer/2022052504/546faebbaf795969348b458d/html5/thumbnails/29.jpg)
linkedin.com/in/jakehoopes #SMX @ShowroomLogic
Features
• Device targeting
![Page 30: Bing It On: AdLogic's Tale of Two Cities By Jake Hoopes](https://reader034.fdocuments.us/reader034/viewer/2022052504/546faebbaf795969348b458d/html5/thumbnails/30.jpg)
linkedin.com/in/jakehoopes #SMX @ShowroomLogic
Features
• Device targeting • Network targeting
![Page 31: Bing It On: AdLogic's Tale of Two Cities By Jake Hoopes](https://reader034.fdocuments.us/reader034/viewer/2022052504/546faebbaf795969348b458d/html5/thumbnails/31.jpg)
linkedin.com/in/jakehoopes #SMX @ShowroomLogic
Features
• Device targeting • Network targeting • Day parting
![Page 32: Bing It On: AdLogic's Tale of Two Cities By Jake Hoopes](https://reader034.fdocuments.us/reader034/viewer/2022052504/546faebbaf795969348b458d/html5/thumbnails/32.jpg)
linkedin.com/in/jakehoopes #SMX @ShowroomLogic
Features
• Location targeting • Treatment of time zones • Location of controls: Adgroup vs. Campaign settings • Location of some data (impression share/share-of-voice)
![Page 33: Bing It On: AdLogic's Tale of Two Cities By Jake Hoopes](https://reader034.fdocuments.us/reader034/viewer/2022052504/546faebbaf795969348b458d/html5/thumbnails/33.jpg)
linkedin.com/in/jakehoopes #SMX @ShowroomLogic
That’s a Wrap
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