THE POWER OF
A Microsoft/Bing perspective ... how to monitor & track pay per click Campaign Performance ?15 June 2012Search University 4 Brussels
Together, We Are Building Scale…
Spring 2012
Oct.10 April 12
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…To Reach Critical Mass
Paid Search WW Footprint: 55 Markets WW Query Share: >15% WW Searchers: 500+M
2013
Quality ScoreShare Of Voice
Optimization SuggestionsadCenter
Desktop
DataAnalysisAction
Microsoft Ad IntelligenceCampaign analystics
Reports
Relevance
Conversion
How to monitor & track Campaign Performance in adCenter?
Holmes’ Method
Data(PAGES HTML)
Analysis(PERSONNES)
Action
Data
Dr Watson : "Holmes, you see everything.“
Sherlock Holmes : "I see no more than you, but I have trained myself to notice what I see.“
The Adventure of the Blanched SoldierSir Arthur Conan Doyle
Observation
Data
Spend, CTR%, Clicks, Impressions, Avg. CPC, Avg. CPM, Ave. position, Conversions, CPA, Last Modified
One-click synchronization with adCenter
adCenter Desktop Performance Statistics :
Data
Alerts and budget checks
See your campaign performance
View a fully customizable dashboard
The Home Tab is your first stop when you log in
adCenter: The Home Tab
Data
Save reports as template and schedule for email delivery
Apply a wide range of filters
Customize layout and columns
Run any performance or other type of report
adCenter: The Reports Tab
Tools: Microsoft Advertising Intelligence
Keyword research including traffic and demographics
Fully customizable parameters across search and content network
Holistic adCenter for each keyword by match type, position and vertical
Keyword generation by word, vertical or URL
Up-to-date information based on last 30 days, updated frequently
Data
Tools: Microsoft Advertising Intelligence
MAI is an easy-to-install Excel add-in
MAI helps advertisers to make educated decisions
Impression and click count, average CTR and CPC by position and match type
MAI delivers valuable data across all adCenter accounts
Data
Analysis
Sherlock Holmes : “… Each fact is suggestive in itself. Together they have a cumulative force.”
The Adventure of the Bruce-Partington PlansSir Arthur Conan Doyle
AnalysisCampaign Analytics -The Conversion Funnel
With campaign analytics, advertisers can increase the odds of users becoming a customer by not only capturing conversions, but also when users drop off the page during the process.
Landing Page (Product Detail)
Browse (Viewing product and pricing pages)
Prospect (Placing in shopping cart)
Conversion Page
Campaign Analytics offers the ability to define a maximum of five steps toward each goal, leading to the conversion step.
Tracking multiple conversion goals and steps
Analysis
Campaign AnalyticsReport Details: Goals
In this example, we see out of 5 steps that can be defined per goal, the advertiser defined 3.
Analysis Quality Score
Impression Share lost due to: • Budget• Rank• Bid• Keyword relevance • Landing page relevance
AnalysisImpression Share (Share of Voice)
If you are spending less than a dollar to earn a dollar, why would you ever stop?
Action
Sherlock Holmes : “Watson. Come at once if convenient. If inconvenient, come all the same. “
The Adventure of the Creeping ManSir Arthur Conan Doyle
ActionSuggestions
Holmes’ Method
Data(PAGES HTML)
Analysis(PERSONNES)
Action
Questions?
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