How To Create, Test and Optimize Paid Search Ads
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Transcript of How To Create, Test and Optimize Paid Search Ads
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Creating, Testing, and Optimizing Paid Search AdsDusty Haws, Creative Lead, Yahoo
SMX West
March 12, 2014
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Source: Yahoo! Internal Data
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• Long Ad Titles
• A/B Testing Controls for
Ads and Landing Pages
• Landing Page Relevance
Quality Score
• Optimizing Ads for Match
Type Delivery
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Long Ad Titles – What are they?A feature that automatically reformats your mainline ads to improve performance.
DASH ( – ) Description
If the first sentence of the ad
description ends with a period,
question or exclamation mark,
and fits on the title line (62
characters on Yahoo and Bing).
PIPE ( | ) Domain URL
If the first sentence of the ad
description copy does not fit,
the display URL will be
appended to the title instead.
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Why concentrate on the mainline?
Mainline currently wins 88% of all clicks (up from 77% last year).
Optimizing for Long Ad Titles can help increase overall CTR.
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Long Ad Titles – A Recent Example
The advertiser saw over 35% lift in CTR across brand and non-brand
ad groups serving in the mainline.
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How Many of Your Ads are in the ML?
Use the Ad
Performance
Report in the
Bing Ads UI to
see how many
of your ads are
serving in the
mainline.
Bing and Yahoo search - Other
19%
Bing and Yahoo
search -Top44%
Syndicated search partners - Other
9%
Syndicated search
partners -Top28%
Impressions
Utilize the Ad
Performance
report to modify
any existing ads.
Simply filter the
“Top vs Other”
column, sort by
impressions, and
edit.
Ad title Ad description Impressions Top vs Other
{KeyWord:Prom Dress Sale} Don't Wait to Be Asked! Buy Your Prom Dress Today! 367202Bing and Yahoo
Search - Top
40% Off Prom GownsSave More on Your Prom Gowns When You Buy
From Us!333679
Bing and Yahoo Search - Top
Prom AccessoriesSave Money for Your Date! Order Prom Accessories
at Discount.200351
Bing and Yahoo Search - Top
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How to Write Ads for Long Ad TitlesUse the Ad Preview tool in the UI and Bing Ads Editor
If you are creating new ads on a bulk sheet, it’s a solid idea to keep the
first part of your ad within 35 characters (including punctuation).
Description limit is 71 characters with end punctuation.
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Long Ad Titles – Best Practices
• Include your best deals and offers, such as
Discounts, Promos, Holiday Specials, Free Shipping
& Returns, etc.
• Be sure your best offers are unique and competitive
with other ads.
• Create a sense of urgency with phrases like, “Hurry!
Limited Time Offer”, “Prices Just Dropped”, “Don’t
Wait – Limited Supplies”.
• Have fun…but like prom, follow the
guidelines!
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Match Type Delivery and Ads
In the ad above, the content is available on the site but the ad copy and
the landing page could be refined by adding the search query as a
keyword on Exact Match.
Phrase and Broad Match are important to capture more traffic and
conversions. But sometimes your ad may need tweaking to improve
relevancy.
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Converting Match Types for AdsIt’s important to note that on Broad/Phrase match, the same search query
can map to several different keywords in your account; thus creating a
variety of different ads and landing pages.
When the client added “skechers sandals” as a keyword, they enjoyed
higher ad relevance, CTR, and rank.
Search Query Keywordskechers sandals skecher shoeskechers sandals sketchers saleskechers sandals sketchers shoeskechers sandals sketchers bootsskechers sandals skechers muleskechers sandals skechers sneaker
When adding Broad/Phrase queries as new Exact Match keywords, the
algo will rank Exact with a higher relevancy score. The typical outcome
will usually be more relevant ads with lower CPCs or higher positioning
with less to pay.
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Checking for Match Type Delivery
Running a Search Query report is the fastest way to check your account for
match type delivery and which search queries you will want to add as new
keywords.
Broad34%
Exact56%
Phrase10%
Clicks
Search query Keyword Delivered match type Impressions Clicks
kate spade outlet kate spade flip flops Broad 2034 450
osiris shoes buy osiris footwear Broad 1264 430
lilly pulitzer Lilly Pulitzer clothing Broad 5717 406
ugg boots clearance ugg Phrase 2836 313
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Great ads everywhere…which to choose?
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Ad Copy + Landing PageAttractive ad copy is a great way to win clicks and improve performance.
But where the user lands is just as important!
So we need to go beyond looking at CTR to measure
successful ads.
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A/B Testing and Landing Pages
The ad optimized for LAT plus the cleaner and more modern landing
page showed increased user engagement.
The advertiser saw over 90% YoY increase with conversions for two
keywords. CPC decreased approximately 25%.This travel advertiser tested high volume flight-related keywords with two
unique landing pages (existing LP vs newer modern LP) and ads on O&O
only, PC/Tablet, and even ad rotation.
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A/B Testing and Landing Pages
It’s important to find the right ad copy/landing page combination that
works best toward the overall user experience.
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Pop Quiz!
How many signals do you think are measured by
Bing Ads to gauge the quality of your ad?
Can you name all those signals for me,
please?
Approximately
600• Landing Page Text
• Ad Text
• Click-back rates
• User dwell time
Includes:
• Page load time
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Checking for Poor Landing Page Relevance
0
500,000
1,000,000
1,500,000
2,000,000
2,500,000
3,000,000
3,500,000
4,000,000
Exact Phrase Broad Exact Phrase Broad
1 2
Impressions
Poor No ProblemYou should expect to see more Broad/Phrase impressions with “Poor LPR”, but
if you see more “poor” Exact impressions then you’ll need to investigate these
first.
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Ad Testing – Where to Start?
• Filter your keyword report and develop an idea of why the ads and landing pages might
be underperforming.
Network
Distribution
Ad
Rotation
Device
Targeting
Keyword ImpressionsDelivered
match typeLanding page relevance Destination URL Conversions
7 10528 Exact 1 http://www.rms.com/redirect? 0
michael kors 7084 Exact 1 http://www.rms.com/redirect? 1
uggs 5208 Exact 1 http://www.rms.com/redirect? 2
Hugo Boss 2529 Exact 1 http://www.rms.com/redirect? 3
ugg australia 2177 Exact 1 http://www.rms.com/redirect? 1
ash 1991 Exact 1 http://www.rms.com/redirect? 0
• Concentrate on where you want to test your idea with new ads and landing pages, such
as poor LPR ad groups, or high spend/low conversion ad groups.
• Consider the options you have to keep your test focused, including:
Match
Type
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Thinking About LP and User Intent
How well your landing page is measured and scored can depend on
how well it may satisfy the user intent to end their search.
“london hotel”“spirit airlines”“hp”
Strongly SatisfiesWeakly Satisfies
Likely Satisfies
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And Finally…
• Every vertical and marketplace has its own challenges and sometimes has
more specific guidelines, such as pharma and adult.
• Know what is essential within your marketplace in order to know how to be
unique.
• The mainline is increasingly becoming more competitive because that is
where most of the clicks and conversions happen. The engines will continue
to experiment with new SERP layouts and features. Make sure your ads
take advantage of these features to increase your real estate.
• Don’t let your third-party management tools do all of the work. There are
always opportunities that you can find to increase efficiencies and improve
your ads by utilizing the UI reporting.
• The goal of your ad is to not only to win clicks but to build trust with the user
for future conversions.
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Time’s Up!(thank you)