Bing Helps You Improve How You Match Your SQRs
April 19, 2013
Bing has decided to bring another analysis tool to the table this month. PPC Heroes love anything that makes the path between us and extreme optimization as short as possible. The most recent features applies to Search Query Reports
We know that SQRs are great resources for finding keyword expansion leads (not to mention hilarious and bizarre queries!). You may find that you’re broad matching to the wrong target, but if set as an exact match, you may get perfectly qualified leads. Using broad match modified types might help narrow the volume of traffic while you work to identify just what exact match would be best. SQR insights can allow you to control traffic by placing negatives in the ad group or campaign.
So now that Bing is on the Enhanced wagon, what does that mean? Amanda already told us that Bing was beginning to set pieces into place so that they could better accommodate Google’s newest heir Enhanced Campaigns.
But what are Enhanced Search Queries? Same kind of thing? A suspicious coincidence in choice of industry jargon?
Bing knows they need to up the ante with their tools and features, and these SQR modifications are one of the first steps. As of last week, Bing is offering new query reporting insights.
- the STOP word: A term used in searching out a product, service, or piece of information. Examples include “what,” “how,” and “where.” On top of that, Bing SQR will also include specific segmentation of punctuation such as quotation marks, question marks, and number signs.
For searches prior to April 11, 2013- business as usual. You were simply returned searches as they were executed, such as “where can I get a deep-friend Twinkie?”
In the post-April 11 world, the “where” of this query grabs a status on the search query list, as do things such as ? & “ and !!
Post-April 11, 2013: “where can I get a deep-friend Twinkie” can be distinguished from the question “what does it cost to get a deep-friend Twinkie?”
So Bing is letting you access your actual search terms as they really occur, including the punctuation. Now, my previous example is based on searching for deep-fried foods, a pattern I take seasonal joy in.
Unfortunately, I have not yet had the pleasure of having a client that focuses on deep-fryable foods. For this reason, we’ll take a look at another account that operates in Bing. We’ll comb through the Search Query results and identify how the Bing brains want us to use the info!
First, go to the reports tab. Select your date range of choice for your SQR. You’ll want to tweak the columns so you can get the keyword it was matched to, as well as the match type. I also added my conversion data from the performance statistics tab.
This will get you’re a report for which you can identify what exactly you’re trying to nail down. Now, some of you may have been doing this manually but searching for variations of your keywords, seeking out uses of “where” “what” and “how”, but Bing has joined the segmentation party and now it is simple.
I highlighted in anything that had the search terms “what” or “how to”. I then went through the conversions and highlighted in any of those searches that converted, and highlighted in any that had a CTR of over 40% with no conversions (indicating a potential negative keyword opportunity). What I found was that some of those search phrases, such as “What can I do….” actually end up converting. Contrastingly, perhaps the term “naturally” should not be included in this ad group, as the CTR is 52% and yet no conversions.
Bing understands that we’re constantly refining how we look at our data and the ways in which we dissect it. This approach to assessing SQRs may help you get a fresh take on your data or, if nothing else, save you some time in organizing your spreadsheets.
Have you found this or similar tools useful? Feeling pretty good about Bing holding their own in the wake of such a busy year for Google? Let us know, especially if you’re that lucky duck with an account based around deep-fried magic!
Expanded Text Ads Come To Google AdWords Editor
Advertisers have been able to create expanded text ads, but couldn't utilize AdWords Editor. That has now changed with the release of the latest version of AdWords Editor.
Bidding Farewell to Adwords Converted Clicks: Don't Panic
AdWords will soon be saying goodbye to the "Converted Clicks" metric. Learn more about what this means for your account and how to prepare for the transition.
Olympic PPC Ad Strategies
How spectators consume sporting events and a massive expansion in the digital space will prove to shake up who and how advertisers reach their audiences.
A bi-weekly newsletter packed full of resources and strategies that will help make you a better PPC expert.
Hanapin Marketing | The PPC Agency of Experts Behind PPC Hero
Hanapin's PPC Resources Are Now Ungated!
You can now access Hanapin's whitepapers and toolkits without having to fill out a form!
View Ad Creative Through The Eyes Of Your Searchers
Learn to understand that ads do not live in the vacuum of an excel sheet and common practices should be tested.
[New Webinar!] 11 Red Flags To Watch Out For When Working With An Agency
Leveraging Analytics For Remarketing: Picking The Ripest Fruit
Remarketing prevalence is well founded based on competitive returns in both volume and efficiency. With that said, this "low hanging fruit" world isn't always easy to pick.
How To Analyze Time-Of-Day Performance For Luxury Products
The importance of ad schedules varies across industries, services, and products. For e-commerce companies that sell luxury goods, ad schedules are more crucial.
One Week Left to Save 25% at Hero Conf London!
You still have time to join us for Hero Conf London, 24-26 October at etc.venues St Paul's at 25% off the conference price. But time is running out.
4 Common Questions Prospects Ask Me During The Sales Process
There’s always new, hot topics and questions we get asked by prospects to see what our company’s take is, and how we go about implementing from a services perspective. Read what our most common questions are.
Mobile Price Extensions Rolling Out In AdWords
It looks like "Christmas in July" has come to Google. Recently announced price extensions are designed to help mobile marketers qualify clicks and inform prospective consumers.
[New Whitepaper!] 4 Ways To Survive PPC Campaigns for the Healthcare Market...
This whitepaper will highlight four examples of how thinking at the corners can help boost your PPC performance in the healthcare industry.
Create Visually Appealing Reports With Google Data Studio
When we talk about what tasks tend to eat up a significant chunk of time, reporting is surely mentioned. You may want to explore another option - Google Data Studio.