hey welcome back to the Bing ads boot camp it’s the Nomad brat all right week five lesson one we’re gonna talk about something that’s thrilling called segmenting data but let’s spice it up a bit and call it finding buried treasure because that sounds way more exciting than segmenting data all right so what is segmenting basically it’s just presenting and analyzing the data I don’t don’t fall asleep that’s relevant to your business you should be really excited because in the data is all the gold that’s what we’re we’re digging for the buried treasure so in Bing there’s basically two ways of doing basic segmenting that you want to kind of always do on a regular basis there’s columns and segments and I’ll show you more about those in a little bit so why you need to segment one thing is to judge potential with competitive metrics that probably doesn’t make much sense yet I’ll show you in a demonstration what competitive metrics are they’re basically just like different little metrics that show you how you’re doing compared to other people on the network that are bidding on the same keywords so you can kind of judge like depending on your niche your bids your budget etc your business your goals it’s always different but you can judge your potential like you can see well you know if I bid 10 more cents I’m gonna be up on the first page so Bing will show you a lot of that stuff and you can decide for yourself whether you want to be on the first page or you want to keep getting the clicks that aren’t on the first page or every one small being on the first page and you don’t mind depending on your budget so why do you need to segment another reason is looking for buried treasure so you’re looking for profitable segments in you know all this data that you’re looking through for example a network or device type if you find that all of your customers are coming from mobile then you’re going to want to completely you know turn down or eliminate computer people and tablet people tablet is a pretty common one that doesn’t convert as well at least not right now so you know if you find that nobody buys from tablets and you’ve spent let’s say you’ve spent $1,000 and you’ve made you know 800 but then you go look at your segments and you see that 300 of that was spent on a tablet or tablets and you had zero conversions then you can easily just eliminate tablets and now all of a sudden you went from you spend a thousand dollars to make 802 you spent seven hundred dollars to make eight hundred so that’s like the difference in these segments it’s pretty important so how do you do it step one I’ll show you in a minute here is to set up your most important columns this is for your kind of daily segmenting just checking on things daily or weekly or monthly however often you check your your account it’s up to you but you’ve set up your most important columns so they’re really easy in your in your main dashboard to see what’s going on in regular basis the things that are important to you step 2 is segmenting intentionally by device or network so like I just mentioned you’re going to keep watch of these columns over time and you’re going to look for buried treasure so these are going to be things that stand out to you patterns that emerge where you see like I just explained with the tablet example you’re going to look for patterns of things that are performing better than others you can also make adjustments based on competitive metrics so yeah like I explained it’s going to show you where you fall in all of the people competing in your space so you can make adjustments to either a bit higher to get more impressions or a bit lower to get fewer or things like that so competitive metrics are important as well and I know they were they were kind of overwhelming for me to learn in the beginning so I’ll try to break them down in a simple way that you can understand pretty easily I’ll do that with a demonstration though so thanks for watching this video I’ll see you in the next one so I’m gonna show you here in this this area how to set up your columns which columns you should start with and how to set up your segments I think I’ve covered segments in another one but we’ll cover it again briefly alright so columns you’re gonna go here and go to modify columns and then there’s all sorts of different things you can add I’ll just kind of explain what some of them are bid strategy type that’s you know manual okay that that is not that important in my opinion search bid so that’s your bid for this whole campaign generally I don’t pay too much attention to the ad group bid because I usually just pay attention more to the keywords so let’s look at let’s look at the keywords so for this one then the bid is more important to me so you’re bidding every single keyword I’m paying from the keyword a that will get great results I’m not actually running this campaign this is just to show you guys how this all works match type I think is very important to know or it can be I guess for organization the bid the bid strategy is not that important delivery that’s just saying if it’s if it’s going if it’s delivering or not it’ll be pretty easy to see labels I’ve never used clicks obvious that’s how many clicks you’ve gotten impressions obvious that’s how many impressions well it might not be obvious actually an impression is when your ad is shown so it might get shown a hundred times but it only gets clicked once and then your click-through rate would be one out of a hundred which would be one percent that’s how click-through rate is determined impressions are just any time your ad shows up on someone’s screen so that’s an important one that’s a good one to know especially in the beginning it’s good to see like impressions are starting to come in so even if you don’t have any clicks yet you know that it’s going out there it’s starting to get impressions that’s good click-through rate great to know very good average CPC very good your average cost per click that’s an that’s really important for measuring against your cost per acquisition spend that’s really important for knowing how much you’ve spent on each keyword down each campaign on each ad group and these columns will be slightly different for each you know area of Bing for keywords for ad groups for for campaigns but we’ll cover as many as we can average position this means your average position in the search so like on average we’re on the search page did you show up were you in position one which is at the top position to position three etc it goes down don’t pay too much attention to this I know most you know like Bing will probably advise you to want to be higher and they say that clicks higher up in the search tend to perform better I don’t really know if that’s true it doesn’t I don’t think about it too much the average position it can be interesting or it can be important and I’m sure there are some people who know just how important it might be but I have never found it to be all that important at the end of the day if you’re spending money and you’re making more money I don’t really care whether the ads are positioned you may have different strategies if you’re trying to like take over an industry or something you might always want to be in position one but that’ll just tell you on average where your where your ads are showing up and you can bid higher to get higher up in the position on average so that’s one way we got so by the way to add these things to your columns you simply just click add and then click apply and it will appear over here so these columns are going to be the things that you’re gonna be checking most often like at a glance this is your dashboard to show you kind of the health of your your campaigns Quality Score can be important that is basically bings determination of how relevant your landing page is to your ad copy so basically they they can read the keywords on your page that’s that’s really important they can tell how long somebody stays on your page if all of your clicks are getting to your page and then leaving within half a second they’re gonna give it a low quality score if you have an ad that says you know get the best pizza in town and it goes to a landing page that’s all about you know football equipment it’s going to get a bad quality score and Bing can figure that out just like AdWords can figure it out they can read what’s on the page they can tell if peep engage with it or not so quality score can be good to know custom parameters I don’t really use these landing page down I don’t really use that as a as a column down here in performance clicks good to know impressions good to know click-through rate good to know CPC spend we ever talked to talked about that average position I have a CPM this has never mattered to me I don’t know maybe it does some people it doesn’t matter to me it’s just basically like how expensive your ads are on their network but it doesn’t matter to me conversions CPA really important that’s great conversions conversion rate this is all awesome now if you end up figuring out I don’t know if I’ll cover it in this course it’s a bit advanced but but very very relevant to some businesses especially e-commerce type stuff if you can set up your revenue to show up accurately through Bing you know every time you make a sale it reports exactly how much you made then this can be huge revenue return on adspend these can be really big but if you’re for example doing affiliate stuff you’re not going to have that revenue stuff coming in it’s not going to be reported in Bing so you can just ignore this and then competitive so this is what we were just talking about here impression share is loss to budget is loss to rank at experience blah blah blah these are these are the competitive metrics I was talking about so over time you can add these columns I’ll show you I just added a whole bunch of columns so now all these columns are going to show up you know whenever I look at whatever they’re they’re all going to be there so that’s how you set up your columns so I would take landing page off but quality score good to know CPA conversions okay pressure share is loss to budget okay so there are little descriptions of what this is the percentage of impression shared lost due to insufficient budget this number is high you may want to increase your budget they’re always gonna have like little little things to nudge you towards increasing your budget that’s how you get okay you get better in their system by paying more I mean just like every system the more you pay the more you play but you don’t always have to do that so they will encourage you to do that as a solution to everything that is their solution pay more money but you don’t always have to you can use your creativity and skills and knowledge that you’re getting from this training and your experience to make your own decisions eventually you don’t always have to bid what they’re telling you to bid remember that okay so is loss to budget is basically saying impressions share okay if let’s say this is thirty percent that means that out of the 100 times your ad could have shown you were shown 30 percent of you were shown thirty of those times and what they’re saying is that if you bid more you’ll get higher you’ll get placed higher in the auction against other competitors and instead of thirty percent of the time you’ll get shown forty percent it’s time fifty percent in time they by the way we’ll talk more about the auction and an advanced thing but basically nobody can own a hundred percent of the auction share they want people to be competitive so don’t worry that you can never bid with the big dawgs you probably can at least get some of the impressions so impression share is going to tell you where you rank compared to other people in this particular niche for these keywords and the more you bid the more impressions share yet now if if your niche is not very competitive you’ll just automatically get the most impression share because you’ll be the highest bidder so you could get 80 and 90 percent of the impression share is lost to budget so this is saying this is how much impression share you’re losing because your budget isn’t high enough so obviously that’s geared towards getting you to spend more money but it can be good to know if you if you’re only showing you know four percent of the time then maybe you should increase your budget to get shown more it’s good to know is loss to add relevance okay this is another thing that they’re nudging you to try to improve the relevance of your ads so if you’re writing relevant ads this shouldn’t matter to you at all but you know some people probably try to write crappy ads and it doesn’t serve being well they don’t want to be showing crappy irrelevant ads on their platforms so they want to encourage you and they wore dyou with more impression share so if you have good ads that people click on that’s actually really valuable to both Google and Bing if their ads are getting clicked on at a high rate so they really want you to create really relevant ads that’s probably their top priority even above making money is just having ads that people will click on because that means people aren’t ignoring their ads if people start ignoring their ads they’re their Sol and they won’t be able to charge as much for their ad space so they need their ads to be good quality and relevant to what the person searching for so they do reward you for rank or add relevance is loss to expected CTR I don’t really know what this means I haven’t really looked at it expected low expected click-through rate I’m guessing they just have an automated way to guess at the relevance of your ad before it’s actually performing is lost to bid but okay so budget is actually the budget for your campaign like how much like you could say you could put a budget on your campaign say 100 bucks a day 20 bucks a day five dollars a day $10,000 a day and they’re saying okay so yeah actually these two are different the thing I was talking about before is is loss to bid so if you’re bidding on a keyword and you’re bidding 20 cents and they’re saying you’re losing 90 percent of your impression share because of your bid if you bid it up to 30 cents you’re gonna get you know 30 40 50 60 percent but you’re only getting like 10 percent so that’s the bid is lost to to budget is more like your budget is at $10 a day but we have so much more traffic to give you if you just increase your budget we’re filling up that $10 a day every single day and if you were to bump it up to $100 they’ll give you a little like meter of if you were to bump it up to $20 a day you’d be getting literally double all the same exact quality of clicks and it will give you will just give you more clicks if you bump it up to you know and every every niche every keyword etc has its own limit you know some not that many people are searching for some keywords so you can’t even if you set your budget to you know a hundred thousand dollars a day on a keyword if there’s only ten people a month searching for it you’re not gonna you’re not gonna spend a hundred thousand dollars a day so that all just depends on on your keywords but that’s really good to know it’s good to know especially if it’s going well if you’re making money from a campaign then it’s great to know that there’s more clicks to be bought if you’re making money from ten dollars a day let’s say you’re making twenty dollars well theoretically and this doesn’t always happen but theoretically if you bump that up to fifty dollars a day you should be making a hundred dollars etc etc so it’s good to know that there’s more budget that just means there’s more room to scale so this is a good metric to pay attention to all right so that’s how you set up your columns you can look at more of those columns to see if any of them might be relevant to you the next thing which we I know we’ve covered in other sections I’ll just go over it quickly here again is segmenting so you might look for all these these options here just just periodically check in on them and look for patterns say device type that’s very useful that is that can really matter well in this case I haven’t actually run any traffic’s but you’ve seen this before in the program there’s computer tablet and mobile will show up down here and there will be wild differences in the performance so you can either bid down one of them if they’re not performing as well or bid them up if they’re performing great or if one of them is just dead just you can just cut it out of the campaign so that is a really important one Network we’ve looked at before again it’s not going to show because there’s no traffic in this one but that is you know Bing versus syndicated if you set up your campaigns properly this shouldn’t matter too much but you know time of day this can be important as well I don’t usually look at this as much in being because it’s kind of hard I do it more in Google they make it a lot easier but you may see something crazy you know if you go days of the week probably would be the most likely to reveal something I was just talking with a high-end Google rep and they said that a lot of their clients if they did he just finds that very often his clients don’t get any or they’ll their cost per acquisition is way higher on Saturday and Sunday people just aren’t looking for their product at that time so they he will often consult with them and tell them to you know look at the days of the week see if that is true and then either bid down or turn off the ads on those two days so you can do that in Bing as well lots of cool fun data to keep track of this is how you segment and track your data on the path to uncovering buried treasure look for the buried treasure look for the the keywords the in the segments that are doing really well and you know give more attention to them give them more budget etc look for the ones that are performing poorly and get rid of them alright thanks for watching I’ll see you in the next video