Gabriel Kwakyi - MSFT
Posted on 04/22/14

Quick quiz: what do your ad rank, quality score, CPC, impression share and ROI all have to do with each other?

The answer is that they are all directly influenced by your CTR! When it comes to improving the yield of your search advertising campaigns, increasing your CTR is not only one of the most valuable activities, but it’s also very measurable and there are many ways to optimize it! For example, any of these activities can improve your CTR yield:

  • Negating underperforming search queries
  • Writing more relevant and appealing ad copy
  • Adding phrase and exact match types
  • Reducing underperforming dimensions through exclusions and bid multipliers
  • Raising keyword bids

Of this list, item number one, negating search queries with poor CTR has always been an appealing option since it both reduces irrelevancy and low ROI clicks. However, traditionally only search queries that have produced one or more click within the data period selected have been shown in reporting. This meant that the queries with the largest negative impact were hidden from analytical scrutiny: those with A) a CTR of 0% and B) a contribution weight to overall calculated CTR of hundreds, thousands or sometimes more impressions.

With a March 2014 Bing Ads update, Bing took a big step forward in data transparency, allowing advertisers to take advantage of 20-40 times more data volume and make critical improvements to campaigns.

Let’s take a look at a quick illustration: consider the possible dilemma of Pandora Radio and Pandora Jewelry. If a broad match keyword, Pandora, has 10,000 impressions and 1,000 clicks, the calculated CTR is 10%. Within those 9,000 impressions that received no click, though, there would more than likely be a few irrelevant queries hiding from traditional detection since they received no clicks.

Now, with the new search terms with 0 clicks data update, Pandora Radio could improve its CTR significantly by discovering more irrelevant terms to negate. For instance, let’s say that the query “Pandora jewelry” had matched to Pandora and garnered 1,000 impressions, but no clicks. By negating this query not relevant to Pandora Radio’s business, the outcome is that Pandora’s broad match Pandora keyword would not only see its CTR improve to 11.1%, but also likely some quality score improvements, all with virtually no additional effort!

Upgrades like surfacing zero click queries, behind-the-scenes broad match algorithmic improvements and marketplace insight improvements highlight the continual efforts by the dedicated Bing Ads user experience teams to build a better advertising platform. Feel free to connect and let us know how we’re doing, what else you’d like to see in the Bing Ads Feature Suggestion Forums, or on Twitter @BingAds.

Happy optimizing!

-Gabriel Kwakyi

Tags: campaign analytics, reporting
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