Download - The Science of Brand Bidding in Search
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The Science of Brand Bidding
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Microsoft Confidentialhttp://aka.ms/bingadswebinars #bingadswebinars
Frances Donegan-RyanSEM Pro Marketing ManagerBing Ads, Microsoft@FrancesDR
Lars HirschDirector of Advertiser ScienceBing Ads, Microsoft@larshirsch
MJ DePalmaSEM Pro Community ManagerBing Ads, Microsoft@mjdepalma
Today’s Webinar Speaker Today’s Webinar SpeakerToday’s Webinar Host
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Here’s what you’ll learn:• Bing Advertiser Science Team’s overall brand experiment
results• Brand results in the Retail, Finance, and Travel industries• How to design your own Brand term experiment• How to use our Statistical relevance worksheet (T-test template
for download)
Agenda
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What’s Advertiser Science?
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Advertiser Science
1. Analyze our Bing Ads auction
2. Turn the data into action for our advertisers
3. Share results and methods
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“To bid or not to bid on brand terms?”
Data scientists at Bing Ads recently tackled a big question that advertisers wrestle with…
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Our brand analysis
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1. When a brand term ad was not present on the search results page
2. When a brand term ad was present on the search results page
We compared two scenarios
brandbrand.co
mproduct
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Click realityBrand OrganicBrand AdCompetitor OrganicCompetitor Ad
Social Network
No Brand Ad
Wireless Brand
No Brand Ad
Telecom Brand
No Brand Ad
Retail Brand
No Brand Ad
100%
80%
60%
40%
20%
0%
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We analyzed 400,000 impressions for Travel on Bing in December 2014
Travel
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When no brand ad is present, the brand received 61% of clicks on the search results page.
Travel
Source: Bing Ads Internal Data, December 2014.
People clicked the top organic positions
No brand ad
61%
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No brand ad
61%
39%Your competitor
You
Competitors are getting nearly 40% of clicks when no brand ad is
present.
Travel
Source: Bing Ads Internal Data, December 2014.
Brand ad in main line position 1 and top organic listings.
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Without a brand ad present, competitors capture nearly half of
the clicksTravel
Source: Bing Ads Internal Data, December 2014.
www.[brand].com [brand].com flights
[brand] flight search
0%20%40%60%80%
100%
73% 57% 51%
27% 43% 48%
Brand Not on ML1 and Competitor Ad Present
Brand organic Competitor ad
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Don’t let your competitors steal your customers!
Travel
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Gain
Brand ad +
organic61%
27%
That’s 27% more clicks as a result of brand term bidding. Travel
Source: Bing Ads Internal Data, December 2014.
Brand ad in main line position 1 and top organic listings.
No brand ad
61%
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Let’s break it down Travel
Incremental (paid) clicks from the brand ad.
Overlap: paid clicks
43%Brand ad +
organic
18%27%
Source: Bing Ads Internal Data, December 2014.
Brand ad in main line position 1 and top organic listings.
Total: 88%
No brand ad
61%
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Question still left unanswered
What happens with competitors clicks when we do advertise on brand terms?
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88%
No brand ad
61%
Brand ad + organic
39% 12%Your competitor
You
Your competitor
You
Competitors are getting nearly 40% of clicks when no brand ad is
present.
Travel
Source: Bing Ads Internal Data, December 2014.
Brand ad in main line position 1 and top organic listings.
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High fives all around for this major travel website! Competitor ads captured
only up to 11% of clicks.Travel
Source: Bing Ads Internal Data, December 2014.
“Travel brand” represents actual results of a top travel industry brand.
[brand] [brand] car rentals www.[brand].com0%20%40%60%80%
100%
48%23%
45%
51%66%
54%
1% 11% 1%Brand on ML1 and Competitor Ad Present
Brand organic Brand ad Competitor ad
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We analyzed 3 million impressions for Retail on Bing in December 2014
Retail
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Let’s recap
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“A great offense wins games but a great defense wins championships.”
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1. PLAY OFFENSE Brand term
bidding helps deliver more clicks.
2. PLAY DEFENSE Brand term
bidding means fewer clicks to competitors.
Brand term bidding is a strategy that allows you to play offense and defense at the same time.
Bidding on your brand terms reduces opportunities to capture your customers or their mindshare if they bid on your terms.
1
2
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1. Getting a lower “click-yield” or rate of clicks/searches, even with a strong SEO strategy in place.
What do I risk if I don’t bid on my terms?
As we saw, you can risk losing nearly half of clicks if you don’t bid on your terms.
1
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1. Losing clicks to competitors attempting to “conquest” the searches for your brand.
What do I risk if I don’t bid on my terms?
Don’t let your competitors steal demand for your brand – your clicks and leads.
As we saw, you can risk losing nearly half of clicks if you don’t bid on your brand terms.
2
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Average branded click lift
Financial
Services
+33%
Retail+51%
Travel+44%
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Average competitor click loss
Financial
Services
-57%
Retail-43%
Travel-44%
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How to design your own brand experiment
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It determines if there is a statistically significant difference between two data sets
And you definitely want a statistically significant difference if your experiment is to yield reliable results!
Central to experimentation is the Students t-test
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Download these two data sets:1. Organic clicks2. Paid clicks
Set up your t-test to start your brand experiment
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• Step 1 - organize your brand keywords into one or more separate campaigns
• Step 2 - Use Bing Ads’ Day of Week targeting to enable/disable brand campaigns every other day
• Step 3 - Compare each day’s total brand clicks for the brand enabled days with the brand disabled days, using t-test
Brand Experiment Type 1 – Days of the Week
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• You want the t-value to be <0.1 to be statistically significant
• If it’s not – it probably is because you need to gather more data to have a larger sample set
• Or – there’s not a difference large enough to be able to prove running a brand term makes a difference
Interpreting the Results Brand Experiment Type 1 – Days of the Week
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• Step 1 - Identify pairs of metro areas with similar customer profiles for your business
• Step 2 - Start with as many as you can identify up to 20, so it’s manageable to start (even number for pairs)
• Step 3 - Randomly select metro area from each pair into treatment – (metros are assigned a number)
free True Random Number Generator https://www.random.org/
Brand Experiment Type 2 - Geo
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• Step 4 - Measure combined organic + paid clicks by metro area before experiment
• Step 5 – Enable geo targeting on brand campaigns
Brand Experiment Type 2 - Geo
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Interpreting the Results Download t-test
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1. Have patience 2. Implement3. Wash, rinse & repeat
Safety Considerations
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• Decide on a brand bidding experiment type• Have patience; you might run the experiment several times to
reach a statistically relevant pool of data• Use the results to expand your brand keywords with targeted
campaign precision and more data-driven confidence• Play offense and defense if your experiment tells you to!• Finally put to rest the office debate, to bid or not to bid on
your brand terms!
The Science of Brand Bidding Webinar recap
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Q A
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Microsoft Confidentialhttp://aka.ms/bingadswebinars #bingadswebinars
Frances Donegan-RyanSEM Pro Marketing ManagerBing Ads, Microsoft@FrancesDR
Lars HirschDirector of Advertiser ScienceBing Ads, Microsoft@larshirsch
MJ DePalmaSEM Pro Community ManagerBing Ads, Microsoft@mjdepalma
Today’s Webinar Speaker Today’s Webinar SpeakerToday’s Webinar Host
Thank you! And stay in touch…
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Additional Questions?
#AskBingAds
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Join us next time…
http://aka.ms/keywordattribution
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Thank you!
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Appendix
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Easy to use online t-test calculator*http://www.physics.csbsju.edu/stats/t-test_bulk_form.html *Credit to College of Saint Benedict Saint John’s University
Read more if you really want to geek-out:https://en.wikipedia.org/wiki/Student%27s_t-test http://www.physics.csbsju.edu/stats/t-test.html
Reading & resources
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“travel brand” flight“retail brand”.com
For the retail industry, when no brand ad is present, the brand received 60% of
clicks on the search results page – from organic listings.
Retail
Source: Bing Ads Internal Data, December 2014.
No brand ad
60% People clicked the top organic positions.
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Competitors are getting 40% of clicks when no brand ad is
present.
Retail
No brand ad
60%
40%
91%
Brand ad + organic
9% Your competitor
You
Your competitor
You
Source: Bing Ads Internal Data, December 2014.
Brand ad in main line position 1 and top organic listings.
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Clicks increased by 53% when a brand ad was present.Retail
Gain
Brand ad + organic
60%
32%
Source: Bing Ads Internal Data, December 2014.
Brand ad in main line position 1 and top organic listings.
No brand ad
60%
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Yes, some paid clicks you may have received anyway. But you also received 53%
incremental clicks!Retail
Incremental (paid) clicks from the brand ad.Overlap: Paid clicks you may
have received free anyway from
organic listing.
No brand ad
60%49%
Brand ad + organic
11%
32%
Source: Bing Ads Internal Data, December 2014.
Brand ad in main line position 1 and top organic listings.
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Without a brand ad present, this major retail company’s competitors can capture over
half of the clicks.Retail
Source: Bing Ads Internal Data, December 2014.
[bran
d] fur
niture
[bran
d] bri
dal re
gistry
[bran
d] ba
by re
gistry
0%40%80%
57% 34% 69%2% 5%6%40% 61% 25%
Brand Not on ML1 and Competitor Ad Present
Brand organic Competitor organic Competitor ad
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Competitor ads captured only up to 11% of clicks
with a brand ad present.Retail
[brand] bridal [brand] home [brand] furniture sale
0%
20%
40%
60%
80%
100%
67% 64% 67%
15% 33% 14%3%1%
5%15% 2% 14%
Brand on ML1 and Competitor Ad Present
Brand organic Brand ad Competitor organic Competitor ad