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adCenterBasics,Tools&OptimizationBestPracticesThursday,8/11/11adCenterBasics,Tools&OptimizationBestPracticesThursday,8/11/11Yahoo!&BingMarketplaceBasics&BestPractices12AgendaTools3Yahoo!&Bing1•UnifiedMarketplace•PerformanceMetricsAPowerfulMarketplace31.3%SearchShare163MUniqueSearchers6billionMonthlysearches4.7billionvisitspermonthintheU.S.Yahoo!ishometo11#1propertiesintheU.S.178millionuniquevisitorsintheU.S.3rdmostvisitedsiteintheU.S.35%NotusingGoogleMarketPerformanceUpdatesWe’reseeingcontinuedstabilizationofthemarketplace,demonstratedbyimprovedROI.PerformancePreliminaryanalysisshowsstabilizationandimprovingCPAandconversionmetrics.•“Yahoo!SearchandBing’scombinedROIforadvertiserswas10%higherthanitwasayearago,whileGoogleAdWords’ROIfellby12%overthesameperiod.”-EfficientFrontier•“Conversionratesincreasedroughly12%,whileCPCsshoweddecreasesof~20%,relativetoGoogle.”-MarinSoftwareVolumeWecontinuouslymonitorthemarkettohelpmaximizeclicksandoptimizeROI.•Anongoing,richpipelineofexperimentsfromadCenterengineering,includingnewmatchingandoptimizationtechnologies,willhelpincrementallyimprovethemarketplace.Basics&BestPractices2VolumePerformanceBudgetStrategicInsights:Volume•WhereismyVolume?•Duetoadservingdifferences,advertisersaretypicallyexperiencinghigherperformingtrafficbutlowervolumeChallenge•KeywordExpansion•FiltrationPrevention•NegativeKeywordOptimization•AdDistributionInsightsKeywordsExpandingyourkeywordsetisintegraltomaintainingandimprovingyourcampaign’sperformanceinadCenter.Addingnewkeywordsusingthefollowingtacticsarebestpractices:UsetheSearchQueryreporttoexpandyourportfoliowithrelevantkeywords,andincreaseyourcontrolonkeywordsyouarematchingtoonphraseandbroadSingular/pluralvariationsandcommonmisspellingsaretreatedasindividualkeywordsandshouldbebiduponseparatelyTransferyourthirdpartyaccountsintoadCenterinordertomaintainparity,butbesuretoexpandthemtofillthegapsinmatchingCheckwithyourAMtoidentifynewkeywordopportunitiesBroadMatchWhenusingbroadmatch,youradappearsifasearchquery:ContainsallwordsinyourkeywordinadifferentorderWordsareinthesameorderbuthavetermsinbetweenthemIncludewordsthatarecloselyrelatedtoyourkeywords.PotentialgreaterROIandconversionratesDiscoveryofmorerelevantkeywordsMorereachasyoursearchadsappearonmorerelevantqueries.YouraccountrepresentativecanhelpyouidentifyinstanceswhereyouarenotbiddingonBroadThebenefitsofthismatchtypeinclude:AdServingadCenter’srelevanceandqualitymechanismsfocuson:CTRThreshold:MustmeetcertainCTRrequirementstoshowMinBid:$0.05toentersystem,butistypicallyhighertoshowLandingPageRelevance:adCentercrawlsLP’stodeterminerelevanceBestPractice:MonitorQualityScoreperformanceandcorrectlow-performingcomponentsIncreaseminimumbids(particularlyforlowervolumeterms)toensureparticipationEnsurethatlandingpageisdirectlyrelevanttotheuserqueryandkeywordKeywordLandingPagesUsingthemostrelevantlandingpagewillhelpdriveperformance,andimproveQualityScoresGeneralLandingPageKeyword:NikeRedShoesBetterLandingPageKeyword:NikeRedShoesBiddingIt’simportanttorememberthat:DefaultbidsaresetattheadgrouplevelKeywordlevelbidsaresetatthematchtypelevelTheminbidis$.05,buttypicallyrequiresmoretoshowNegativeKeywordsNegativeKeywordsinadCenter:HelpsyouoptimizeBroad&PhraseMatchtrafficWorksdifferentlyfromGoogleWhensetatlowerlevels,overridethoseathigherlevelswithinacampaignArelimitedat10,000atadgroup&campaignlevels.ArenolongernormalizedNegativesCheckwithyouraccountrepresentativetoidentifynegativesblockingkeywordsinyouraccountNegativekeywordsareappliedasphrasematch•Example:•Biddedkeyword=stockquote•Negativekeyword=freerealtimeLowerlevelnegativekeywordsoverridethehigherlevel•Example:•Ifyouhavenegativesatboththeadgroupandcampaignlevel,thoseatthecampaignlevelwillbeignoredIfoneofyournegativekeywordsisthesameasyourbiddedterm,yourkeywordwillnotserve•Example:•Biddedkeyword=businesschecking•NegativeKW=checking•“BusinessChecking”willnotserveSearchQueryAddisplays?freestockquoteyesrealtimestockquoteyesfreestockquoterealtimeyesfreerealtimestockquotenostockquotefreerealtimenoAdDistributionTherearetwowaystodisplayads:SearchAdsYoucandistributeadsonlytoBingandYahoo!-ownedwebsites,oronlytothird-partywebsitesthatuseBingsearchContentAdsYoucandistributeadsonMicrosoftorYahoo!ownedwebsites,aswellasparticipatingpartnerwebsitesWith43BcombinedmonthlyimpressionsavailableintheContentAdsNetwork,*ContentAdsareaneasyandefficientwaytoincreasebrandexposure.*MicrosoftInternalData,March2011ContentAds:AdDistributionContentAdsBestPracticesinclude:SeparateContentAdsfromSearchcampaignsUserelevant,highvolumekeywordsApplyandtesttargetingCreatecustomreportsUsingSiteTargeting,youcannowselectspecificYahoo!propertiesandcertainMicrosoftpropertiesonwhichtohaveyouradsappear.NewAvailablePropertiesforSiteTargetingYahoo!PropertyUniqueVisitorsYahoo!PropertyUniqueVisitorsAnswers*66MMusic21MAstrologyn/aNews*83MAutos*14MOMG*27MAvatars0.5MRealEstate*24MFinance*40MShopping*26MGames10MShine29MGroups*10MSports*51MHealth15MTravel*15MMovies*27MTV*21MMaps8MWeather11M*Siteran