Post on 20-Aug-2015
Microsoft Confidential
Unlocking Advertiser Insights with Big Data
April 2014
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Today’s discussion
Big data trends
Opportunities for advertisers
Unlocking insights with Bing Ads
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Large data volumes
Multiple data types
Real-time data creation
User generated
Mobility Hardware and storage economics
Big data is driving us to a tipping point
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158M Unique searchers
1.2B Impressions / day
Over 400B ads served / year
410M Searches / day
Big Data in the Yahoo Bing Network
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Data available to advertisers
1st Party data:
The data that you own. Can include data from behaviors, actions or interests demonstrated across your website(s); data you have in your CRM; subscription data; social data.
3rd Party data:
Data owned by other companies. Generated on other platforms and often aggregated from other websites. There are many companies out there that sell third-party data.
Public data:
Information that can be freely used and is openly accessible for anyone to use.
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Data gives you the WHAT, so people can uncover the WHY
Process
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Data and analytics process
How can advertisers leverage the data available in Search
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Bing Ads Data and Analytics Team
With vast amounts of data available, Bing Ads is:
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Prediction: Advertiser Forecasting
Helping advertisers to plan budgeting in the medium and long term (3 – 18 months)
Objectives:
Analyze and predict search query volume, impression volume, click volume and cost for millions of bidded keywords and billions of queries.
Advertiser Benefit:
Help advertisers to plan budgeting in the medium and long term.
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Prediction: Advertiser Forecasting
Methodology
Utilize historical performance and seasonality for both advertisers and the marketplace to predict search volume, potential spend and clicks.
Continued refinement by comparing predicted results versus actuals to ensure quality and tune recommendations.
Time series regression modeling
Cross validate
Estimate
Predict
Time
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Prediction: Advertiser Forecasting
Sample output advertisers receive:
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Prediction: Advertiser Forecasting
Sample output advertisers
may receive:
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Optimization: Ad Copy Variable Analysis
Enabling advertisers to write the most effective ad copy
Objectives:
Determine which combinations, attributes and ad formats drive the highest CTR.
Advertiser Benefit:
A better ad copy testing framework that identifies which combinations and variables will drive the best CTR on a vertical, sub vertical level.
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Optimization: Ad Copy Variable Analysis
Methodology
Identify a controlled and common set of keywords to analyze thousands of ads in each vertical.
Control for ad position, user signals, algorithmic changes, brand terms and more.
Examine which variables and ad combinations drive the best ad quality.
Available across retail, education, finance, travel, auto verticals and sub verticals
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Optimization: Ad Copy Variable Analysis
Sample output for the travel vertical: Heat Map Analysis
KW Rates Fares
Book
now Compare
Price
Points Offers Discount % Off Coupon Cheap
Low
cost Affordable
Low
Price
Guar.
Satis
Guar.
Official
Site Dest. Reserv.
Save
Now Saving param TM s
No
Variable
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
Ad
Desc
rip
tio
n
Great Bad No Data Good
KW Rates Fares Book now Compare
Price
Points Offers Discount % Off Coupon Cheap
Low
cost Affordable
Low Price
Guar. Satis Guar.
Official
Site Dest. Reserv.
Save
Now Saving param TM s
No
Variable
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
Great Good
Microsoft Confidential
Optimization: Ad Copy Variable Analysis
* Sample output for the travel vertical: Top Performing Ad Combinations
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Data and analytics process
Unlocking advertiser insights with:
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Doing more with data
Providing Advertisers Insights and Tools
Delivering Transparency to Advertisers
Making Marketplace Improvements
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Connect with your account team or a Search Specialist to learn more about Bing Ads today.
Follow us
Learn
Engage
1-800-518-5689 or check out Getting started
@bingads linkd.in/1evlGtD
facebook.com/bingads Instagram.com/bingads
slideshare.net/bingads youtube.com/bingads
blog.bingads.com
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Appendix
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Prediction: Keyword Correlation
Enabling advertisers to better anticipate how searchers will behave
Objectives:
Identify user trends and patterns in search volume, click volume and other signals.
Advertiser Benefit:
Introduce new keyword opportunities for advertisers and better bid and budget management.
Microsoft Confidential
Prediction: Keyword Correlation
Methodology
Use a known keyword or “seed” term to determine baseline trend.
Assume queries driven by the same intent would have a similar trend.
Use a correlation coefficient to measure the “similarity” of the trend.
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20,000
40,000
60,000
80,000
100,000
120,000
140,000
160,000
180,000
flowers
valentine day
edible arrangements
chocolates
love
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Prediction: Keyword Correlation
* Sample output advertisers may receive
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Attribution: Keyword Assist
Enabling advertisers to better understand impact of non-converting keywords
Objectives:
Identify the search path a user takes prior to conversion to better understand search behavior.
Advertiser Benefit:
Introduce new keyword opportunities for advertisers that are in a searchers conversion path. Helping advertisers understand attribution and affinity of terms they may not be bidding on.
In pilot with select advertisers
Microsoft Confidential
Attribution: Keyword Assist
Methodology
1. Establish the converted term to trace back prior search queries.
2. Calculate the similarity of converted term and prior searches and degree of exclusivity.
3. Calculate the user diversity
4. Calculate the frequency of the pattern and pair of converted term and prior search queries
Kauai Vacation
hawaiian
airlines
hyatt
resort
avis
In pilot with select advertisers
Microsoft Confidential
Attribution: Keyword Assist
* Sample output advertisers receive In pilot with select advertisers