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Testing Strategies for Bing

by josephwilson86
4 replies
  • PPC/SEM
    • |
Hey,

I just started using Bing for traffic and so far I've tried two different testing strategies but I was wondering how you guys organize your campaigns to get the best data and what else you test.

I'm testing search network vs content network and different matching options to see which one gets me the lowest cpa. Originally I wasn't running the networks separately and ended up spending most of my budget on the content network and not getting any conversions despite getting lots of clicks so I turned off the content network and my cpc went way up but I started getting conversions so obviously cpa went down.

Right now I'm testing a high volume keyword that was getting conversions with just a broad match and both networks running. I've got 6 versions of it running with their own tracking links so I'll be able to see which one gets me the lowest cpa:

campaign/keyword: 'make money online'
ad groups: search network broad match
phrase match
exact match
content network broad match
phrase match
exact match

The goal is to find out which one gets me the lowest cpa for a trial offer I'm promoting so I can just run my whole budget to it and maximize ROI. Anybody think there might be major differences in cpa from different ads? Different ads might pull different people right? So in theory different ads could pull better or worse customers? So far I'm just testing different ads to get the lowest cpc, not testing their conversions.

I've got 3 ads running for each of them but the ads don't have their own tracking links. After reading what I've typed I'm thinking this is a mistake, seems like I could further optimize by tracking the cpa of each ad too right?

Once I've got some more data I'll run the search criteria report to find out which search terms or phrases from the broad and phrase matches are getting the most clicks and I'll separate them out to their own ad groups so I can write better ads for them.

I haven't started adding negative keywords yet, not really sure how to determine which ones need to be blocked, maybe just check the search criteria report and block the obviously unrelated ones that are getting impressions?

I've been reading Perry Marshalls book on adwords, am deff gonna re read it when I get done. I've got a lot to learn. Any input would be greatly appreciated.
#bing #strategies
  • Profile picture of the author josephwilson86
    Oh and I should add that originally I was running to mobile and through the bing reporting features I found out that most of that content network traffic was going coming from a mobile site so I set it up to run only on laptops under the assumption that part of my lack of conversions were from my lp not working well on mobile.

    This is really what made me want to test search vs. content so I'll know for sure. I don't think I'll bother testing mobile since my lp doesn't work well with mobile anyways. I can't imagine getting very good results from it.
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    • Profile picture of the author RunMarty
      I would stick to the search results only until you have a good grasp of it. Also, when trying for a specific result, like an opt in conversion, I use phrase or exact keywords, usually phrase. When only attempting to bring as many eyes as possible, I use broad.

      However, if there is a single word keyword that I feel May convert, I might give it a go on broad and see how it performs.
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  • Profile picture of the author LucidWebMarketing
    Bing is not much different in concept to Adwords or other PPC.

    Keep search and content networks separate. They are different ways to advertise and therefore require different types of ads. You should not use ads optimized for search in the content network. You cannot compare the two.

    You may want to split mobile from computers as well and take advantage of that segment. Again, it's different so ads may need to be different. Or drop mobiles entirely if it's not suitable for what you are selling.

    Frankly, Adwords content network is better and most extensive so I tend to use it instead. For that matter, is your offer suitable for the content network? Not all products or services are. I don't use content for every thing.

    Stay away from broad match types. Like Adwords, Bing now has broad match modified so if you must use broad match, use the modified version instead.
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    Profitable PPC Campaigns Don't Happen By Accident
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  • Profile picture of the author Muhammad Saleem Malik
    Try Facebook for Teespring rather then Bing as it is quite expensive the FB.
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