How to choice keyword in a bing ads campaign

20 replies
  • PPC/SEM
  • |
Hi,

i'm try to sell a clickbank product using PPC campaign on bing ads.

But i have some doubt about how to choice the right keyword

Two questions:

In a situation like this:



i think that best keyword get
  • Low Avg CPC
  • High CTR

So i think that a good choice could be take third row. Right?

Another doubt is about keyword type.

What is the difference between:
  • Exact
  • Phrase
  • Broad

What is the right options?

Thank you in advance
#ads #bing #bing ads #bingads #campaign #choice #click bank #clickbank #cpc #keyword
  • Profile picture of the author solarwarrior
    It depends on your keywords too.
    For example, "free iphone" will have a CTR around 30-40% easily among apple fans but it won't generate profit for you.
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    • Profile picture of the author redbuttonplayer
      Originally Posted by solarwarrior View Post

      It depends on your keywords too.
      For example, "free iphone" will have a CTR around 30-40% easily among apple fans but it won't generate profit for you.
      Thank you solarwarrior.

      Ok, you right.

      In your example, probably there is a great competition, so it's very hard make a profit.
      Right?

      But in normal case, how do you choice best keyword?

      What would be the ideal combination of parameters (Searches, Clicks, CTR, CPC)

      Obviously i'm not asking for the bingo numbers, but i would like to know if my way to evaluate cpc campaign parameters is right or maybe I'm doing something wrong.
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  • Profile picture of the author MooreSuccess
    hey RedButtonPlayer,

    Exact means what the customer actually types in the search box

    Phrase = they have the main content in the search box - ex search term: fastest weight loss program
    your key word phrase might be weight loss which would qualify your keyword.

    Broad just mean you have the key word that they are searching for.

    Hope that shines a little light for you
    MooreSuccess
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    • Profile picture of the author redbuttonplayer
      Originally Posted by MooreSuccess View Post

      hey RedButtonPlayer,

      Exact means what the customer actually types in the search box

      Phrase = they have the main content in the search box - ex search term: fastest weight loss program
      your key word phrase might be weight loss which would qualify your keyword.

      Broad just mean you have the key word that they are searching for.

      Hope that shines a little light for you
      MooreSuccess
      Thank you MooreSuccess.

      What do you think about that?
      What is the best option (or combination) ?
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      • Profile picture of the author MooreSuccess
        I usually start out with phrase for most of my words when I am trying to figure out which keywords to use. As my list get shorter I might go to broad on low impression keywords and exact on high end keywords.

        Let me know how you do.
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        • Profile picture of the author redbuttonplayer
          Originally Posted by MooreSuccess View Post

          I usually start out with phrase for most of my words when I am trying to figure out which keywords to use. As my list get shorter I might go to broad on low impression keywords and exact on high end keywords.

          Let me know how you do.
          Of course MooreSuccess. I'll report on this post my result.

          Your suggest is helpful. Thank you.
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  • Profile picture of the author Samfakroon
    Please note looking at which keyword to use and which not to use is not the right way, what you should do is take all the buyer keyword avoiding free and put it in you campaign for test. Track your campaign using funnel flux voluum cpv lab or imobitrax and if no money then prosper 202.

    That way you will be able to understand what is converting and what is not and according to that optimise your campaign.

    In beginning go for all broad 0.30 bid but if you have god testing budget go for broad, phrase, and Exact for all keywords. I begin with 800 - 2500 keywords for a start.

    I also use google keyword tool and then seave out keywords using bing ads inteligence tool.

    Hope this helps.

    Thank You

    Sameer
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    • Profile picture of the author redbuttonplayer
      Originally Posted by Samfakroon View Post

      Please note looking at which keyword to use and which not to use is not the right way, what you should do is take all the buyer keyword avoiding free and put it in you campaign for test. Track your campaign using funnel flux voluum cpv lab or imobitrax and if no money then prosper 202.

      That way you will be able to understand what is converting and what is not and according to that optimise your campaign.

      In beginning go for all broad 0.30 bid but if you have god testing budget go for broad, phrase, and Exact for all keywords. I begin with 800 - 2500 keywords for a start.

      I also use google keyword tool and then seave out keywords using bing ads inteligence tool.

      Hope this helps.

      Thank You

      Sameer
      Ok Sameer thank you for your suggestions.

      I have a question for you.

      I think that start a test campaign with 800 - 2500 keywords can be very expensive. I'm wrong?

      How much should I invest as testing budget?
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      • Profile picture of the author cooler1
        Originally Posted by redbuttonplayer View Post

        Ok Sameer thank you for your suggestions.

        I have a question for you.

        I think that start a test campaign with 800 - 2500 keywords can be very expensive. I'm wrong?

        How much should I invest as testing budget?
        Yes, it will be expensive, particularly if you're using broad match. Although if you bid on that many keywords, a lot of them won't get any clicks because they won't be relavent enough to your lander or ads.

        The testing budget. Usually, it's best to spend at least twice the payout of the product, so if the product has a $20 commission then spend about $40 on testing.
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        • Profile picture of the author redbuttonplayer
          Originally Posted by cooler1 View Post

          Yes, it will be expensive, particularly if you're using broad match. Although if you bid on that many keywords, a lot of them won't get any clicks because they won't be relavent enough to your lander or ads.

          The testing budget. Usually, it's best to spend at least twice the payout of the product, so if the product has a $20 commission then spend about $40 on testing.
          uhm ... cooler1,

          thank you for your feedback, but what you say seems more expensive ...

          so if i have a clickbank product that cost 500$ (they exists) i should spend 1000$ to test my campaign???
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          • Profile picture of the author solarwarrior
            Originally Posted by redbuttonplayer View Post

            uhm ... cooler1,

            thank you for your feedback, but what you say seems more expensive ...

            so if i have a clickbank product that cost 500$ (they exists) i should spend 1000$ to test my campaign???
            No. It depends on competition and your campaign.
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  • Profile picture of the author Evan Dickinson
    Hi,

    You should start targeting the keywords with possibly a good search count. When you have some data in your hand then refine you keywords list based on the data and conversion rates.

    For targeting the keywords use a balance combination of broad and phrase match.
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    • Profile picture of the author redbuttonplayer
      Originally Posted by Evan Dickinson View Post

      Hi,

      You should start targeting the keywords with possibly a good search count. When you have some data in your hand then refine you keywords list based on the data and conversion rates.

      For targeting the keywords use a balance combination of broad and phrase match.
      Thank you Evan Dickinson.

      Let me do the same question

      How much should I invest as testing budget?
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  • Profile picture of the author dburk
    Hi redbuttonplayer,

    Generally speaking the best converting and most profitable keywords are typically those with the highest CPC, almost never those with low CPC.

    Don't get fooled by low CPC. Myopically focusing on low CPC has tanked more marketing campaigns than most people could imagine.

    First thing to realize is that CPC prices are set by your competitors that are directly competing against you in the ad auction, not by the ad platform. Low CPC is a signal that your fellow competing advertisers have found very little value in advertising on those keywords. Low priced CPC is often over-priced due to so many new and inexperienced advertiser's that are hoping their "fools gold" turns out to be real gold, it usually doesn't.

    On the other hand, High CPCs are sometimes undervalued because inexperienced and incompetent advertisers are often intimidated by the higher per click cost. Those higher CPC prices can often scare aware significant numbers of competitors allowing for a higher ROAS than you might have gotten otherwise.

    I'm a big advocate of testing both high and low CPC keywords as long as they are extremely relevant. Don't let the higher CPC intimidate you into missing out on more profits.

    Now to you question about different keyword match types. The first thing you need to understand is that a "keyword" and a "search term" are not the same thing. Search terms are what people type into search engines and keywords are what the search engine uses to decide whether or not to include your ad in the ad auction.

    The match type of your keyword determines how closely a search term must match your keyword before it will be entered into the ad auction for that search term.

    A broad match keyword will trigger ad impressions for a broad range of related keywords, including many that may not be relevant at all to your advertisement. You should use them sparingly and always monitor the actual search terms that are triggering your ad so that you can add negative match keywords to block your ad from displaying on irrelevant search terms.

    Phrase match keywords will be considered for the ad auction if the search term contains the keyword anywhere withing the search phrase. Those search terms will tend to be more relevant in most cases but may still trigger ads for some irrelevant search terms so you still need to monitor and apply negative keywords where appropriate.

    Exact match keywords will only be considered for the ad auction when the search term exactly matches the keyword (or a close variant). Exact match keywords allow you to more precisely target search terms and should be the primary keyword match type for all of your search terms that you want to explicitly target.

    HTH
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    • Profile picture of the author redbuttonplayer
      Originally Posted by dburk View Post

      I'm a big advocate of testing both high and low CPC keywords as long as they are extremely relevant. Don't let the higher CPC intimidate you into missing out on more profits.
      Thank you dburk, your feedback is great.

      I really appreciate your point of view about High CPC vs Low CPC and i think so.
      Many thank also for your explanation about broad match, phrase match and exact match. Now it's clear for me.

      But including Higher CPC on a test campaign can be very expencive (specially for a test campaign ...)

      For example:



      after 10 click i could spend about 50$ (without considering other ketword and that CPC in table are avg values)

      So you say that i should include also this keyword in my test campaign?

      What should i invest in a test campaign of this type?

      Maybe it could be better exclude keyword too expencive with an high competition level or not?
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      • Profile picture of the author dburk
        Originally Posted by redbuttonplayer View Post

        after 10 click i could spend about 50$ (without considering other ketword and that CPC in table are avg values)

        So you say that i should include also this keyword in my test campaign?

        What should i invest in a test campaign of this type?

        Maybe it could be better exclude keyword too expencive with an high competition level or not?

        It seems you are making the rookie mistake of assuming that a click from one keyword is worth exactly the same as a click from another keyword. You could very likey make 10 times the profit from those so called "expensive" keywords that you might make from a low cost keyword.

        Profit is calculated by the following formula:

        (VPC - CPC) * C = P

        VPC = Value Per Click
        CPC = Cost Per Click
        C = Clicks
        P = Profit

        As you can see, utilizing the formula for calculating profit, the CPC can be any amount and as long as the VPC is greater it will be profitable. You cannot know the VPC without first testing.

        And again, I point out that your competitors have already found that the value per click is very much higher for those keywords than other ones that you may be testing. You can ignore that if you wish, but is meaningful data that you are ignoring.

        As always it is paramount that you consider how relevant the term is for your business model. Do not ignore the most relevant terms just because the CPC is higher than average. Likewise, do not test irrelevant terms just because the CPC is lower than average. Relevance is the primary factor for choosing your keywords, let that be the final arbiter for choosing best keywords for testing.
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        • Profile picture of the author MooreSuccess
          Dan,

          With your profit equation. Would the VPC be considered the average CPC after running that keyword for some time?
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          • Profile picture of the author dburk
            Originally Posted by MooreSuccess View Post

            Dan,

            With your profit equation. Would the VPC be considered the average CPC after running that keyword for some time?
            Value per click is calculated by measuring your total net revenue divided by the number of clicks.

            (Value Per Conversion) * (Number of Conversions) = Total Conversion Value

            Value Per Click = (Total Conversion Value) / (Number of Clicks)

            Since you are paying for "clicks" you want to calculate the value per click at the individual keyword level. Next, calculate the Cost Per Click at the individual keyword level.

            Then apply the formula for calculating profit that I introduced in my previous post:

            Profit is calculated by the following formula:

            (VPC - CPC) * C = P

            VPC = Value Per Click
            CPC = Cost Per Click
            C = Clicks
            P = Profit
            By subtracting your CPC (Cost Per Click) from your VPC (Value Per Click) you get your average profit per click, which you then multiply by the number of clicks to find your total profit for the keyword.

            As long as you have a positive profit number then the CPC is not "expensive" it is in fact profitable. It is only "expensive" when your Profit is negative (a loss) then it could be called "expensive".

            HTH
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  • Profile picture of the author imgoddess
    ive played with bing for years, first i would use their keyword tool and select all broad keywords only, seems if you mixed them w phrase or match the dont give as much impressions. also i would do 50-100 kws per adgroup only, dont go to big, also I would bid 30-50c, search only because bing partners and content is mostly fraudulent traffic in my exp, hope it helps
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    • Profile picture of the author MooreSuccess
      Imgoddess,

      I have also seen that syndicate partners is very weird traffic. I called up bing and was looking where most of my impressions was coming from and it was from search engines that I have never heard of. the good thing is that I was getting great impressions and my CPC was very cheap (.09 per click) but since the impressions was so high the ctr was terrible.

      Once I focused on Bing, Yahoo, and Aol my CPC and CTR went up and my Impressions went down dramatically.
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