unlocking advertiser insights with big data

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


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


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.


Data gives you the WHAT, so people can uncover the WHY

Process


Data and analytics process

How can advertisers leverage the data available in Search


Bing Ads Data and Analytics Team

With vast amounts of data available, Bing Ads is:


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.



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



Sample output advertisers receive:




Sample output advertisers

may receive:



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.



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



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



* Sample output for the travel vertical: Top Performing Ad Combinations


Data and analytics process

Unlocking advertiser insights with:


Doing more with data

Providing Advertisers Insights and Tools

Delivering Transparency to Advertisers

Making Marketplace Improvements


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

https://twitter.com/BingAds

http://linkd.in/1evlGtD

https://www.facebook.com/BingAds

http://advertise.bingads.microsoft.com/en-us/blogpost/128957/bing-ads-blog/three-key-tips-for-romancing-valentines-day-shoppers

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Appendix


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.



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.

-

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



* Sample output advertisers may receive


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



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



* Sample output advertisers receive In pilot with select advertisers

unlocking advertiser insights with big data

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