SEM & CSOA, KSP Training

1. SEM & CSOA, KSP Training 07/10/2009

2. Contents of the Training • Goals • Introduce SEM • Introduce KSP • Introduce CSOA • Q&A • Exercise Training Guider

3. Search Website Advertiser Distribution

4. Content Website Advertiser Distribution

5. Display advertiser Advertiser Distribution

6. Management of Advertiser Account Campaign 25个 AdGroup100个 Campaign Name Status Monthly budget Search Network Language Targeting Location Targeting Start Date End Date Negative keyword Ads Status Title Description Line 1 Description Line 2 Display URL Destination URL AccountName Password Status Description Currency Time zone country or territory Time Zone keyword Status Match Type Current bid （Max CPC） AdGroup Name Status Default search bid（min cpc bid） Negative keyword Negative keyword keyword Match Type Keyword 2000个 Advertiser Manage

7. Account • Account name allows 200characters • Accountproperties： Number, Name, IO Budget, customer, agency, country, currency, service segment, sales segment • Account lifecycle status： active（31）, inactive（32）, deleted（33） • AccountPause status： 0, 1 Advertiser Manage

8. Campaign • Campaign name allows 100characters • Campaign properties： • Name, Time zone, Campaign Budget（Daily Budget, Monthly Budget）, Negative Keyword, Track conversions • Campaignlifecycle status： • active（121）, deleted（123） • CampaignPause status： • paused（124）, not paused（125）, budget pause（126）, budget user pause（127） Advertiser Manage

9. Ad groups • Ad group nameallows 50characters • Ad groupproperties： Name, Start date, end date , Ad distribution options（Search Network , Content Network）, Negative Keyword, Targeting (language-marketing) • Ad grouplifecycle status： active（141） , draft（140） , deleted（143） • Ad groupPause status： paused(144), not paused(145) Advertiser Manage

10. Ad • Adrules： • Minimum word count.: • Ad title + Ad text >= 6 words • Character limitations: • Ad title: 25 characters (include space) • Ad text: 70 characters (include space) • Display URL: 35 characters • Destination URL: 1,022 characters • Adlifecycle status： • submit（71）, deleted（75） Advertiser Manage

11. Ad – Dynamic text • Three type of dynamic text Keyword {keyword} Destination URL {param1} Placeholders {param2} {param3} Advertiser Manage

12. Keyword • Keywordrules： Keyword: max 100 characters Negative keyword: max 1024 characters Search Match type: Exact, Phrase, Broad   Destination URL{param1}   Placeholder {param2}   Placeholder {param3}   Bid on keywords: min bid 0.05   incremental bids for targeting: Bid for location, day, time, age, or gender • Keywordlifecycle status： active（161）, cancelled（162）, disapproved（163） Advertiser Manage

13. Keyword – Search Match type • keyword: flower delivery • Exact: • only match search query: flower delivery • Phrase: • match search queries: flower delivery, fresh flower delivery, flower deliver quickly, fresh flower delivery quickly • don’t match: delivery flower, fresh flower • Broad: • match search queries: flower delivery, flower, delivery, delivery flower, red flower Advertiser Manage

14. Keyword - Negative Keyword • You can add negative keyword to: • campaign, ad group, special keyword • The priority of negative keyword: • special keyword > ad group > campaign • Reference website: adcenter.microsoft.com • username: API_msft_adlab3(account name) • password: CL82!dzlqc Advertiser Manage

15. Contents of the Training Contents Introduce SEM Introduce KSP Introduce CSOA Q&A Exercise Training Guider

16. KSP Introduce • Provide some algorithms to analyze keyword performance, without considering some account, but language – marketing (represent as distributionchennalid in DB). • The ksp algorithms just return normalized keyword data which contains data of keywords having same normalized keyword. • We just use the algorithm monetization and its medium is search. • It provide three types of time: lastday, lastweek, last30days • five match types: all, aggregate, broad, exact, phrase. • ten position: 1~8,all, aggregate • even time can limited with startdate and enddate • e.g. TermMonetizationInternal.GetTermKPIs(“flower”) • Ksp server: http://kspv5/explorer/explorer.aspx KSP

17. Contents of the Training Contents Introduce SEM Introduce KSP Introduce CSOA Q&A Exercise Training Guider

18. Goals of CSOA • The goal of CSO (MAS): is to provide the VIP services to the VIP client to push for more sales for adCenter and ensure customer satisfaction • The goal of our CSOA: is designed to be used by anyone from the CSO (MAS) team CSO Analytics

19. Key Performance Indicator • 一个付费广告因为bid的关键词匹配上而被显示在结果页上相应的位置，会产生5个基本参数指标： Impression:广告被显示一次，Impression增1. Position: 记录每次展示的位置. Click:广告被点击一次，Click增1. Conversion:广告的转化次数. Spend:广告被点击一次，广告商为此付费. Advertising KPIs

20. Key Performance Indicator Conrate avgPos #of KW CPC CTR 点击率（CTR: Click Through-Rate） CTR = sum (click) / sum (impression) * 100% 转化率 conversionrate = sum (conversion) / sum (click) * 100% 一个account或customer在一段时间内使用的kw数 点击付费（CPC: Cost Per Click） CPC = sum (spend) / sum (click) 平均位置 avgPos = sum (position) / sum (impression) 由上面5个基本参数指标，能派生出5个更具评价性的指标。 Advertising KPIs

21. Some Special Terms • CPC: Cost-Per-Click : 每次点击费用，the actual cost per click depends on the keyword bid, the match types, any incremental bids, other advertisers' bids, and ad performance. • CPM: Cost Per Mille每千次展示费用 • CPA (Cost-Per-Action)：每次行动费用 Action include: registration for a newsletter, request for information, white paper download, having reached a particular important page within the site, or visits to the "contact us" page. • ROI: Return on Investment （投资回报率）和利润 • Normalized keyword: 规范化keyword • Negative Keyword: 否定关键字可在用户使用包含某个特定词语的搜索查询时阻止您的 广告显示。A specific word or phrase that helps to prevent your ad from being displayed to customers who are unlikely to click your ad • Incremental Bidding:location, day of week, time of day, customer age, or customer gender Advertising KPIs

22. Introduce of CSOA • Manage accounts. • Recommend keyword. • Use 10 KPIs to analyze customer/account/campaign/keyword/ad performance. • Apply KSP. CSO Analytics

23. Manage Accounts • Add accounts into client manager. The accounts have existed in CSO DB, you can add them to client manager, or move/copy them to different node (group), even delete them in client manager. • Update accounts’ property. Account’s managers and segment maybe change, so need to provide update strategy to users, they can update account’s property and submit to check even apply to our DB. • Add accounts into our DB. There are some accounts which don’t exist in our DB, we need to find them and add them to our DB. After finding the accounts you want to add, you need to complement the country, region, segments, vertical and managers, and then submit the detail content to check. If checking pass, the accounts will be added to our DB and its segments, vertical, country, region, and managers properties will be added to corresponding tables. Even if the customer of the account not in our DB, need to add the customer and apply the accounts’ properties to customer. CSO Analytics

24. Recommend Keyword • To use keywords more effectively, user will adjust their keywords, therefore they can expander basic keyword and qualifier to get more keywords, and then use editorial tool check whether the keyword can bid. • Two tools: Expander Tool, Editorial tool CSO Analytics

25. Analyze Performance data • Customer level Customer view: compare selected customers with competitors which contain accounts in selected accounts’ verticals. Top customer view: top customers in selected verticals, by accounts’ vertical and customers’ vertical in selected vertical and its subverticals. • Account level portfolio view: analysis accounts’ performance data in two financial years and forecast their budget using. account view: top account view: CSO Analytics

26. Analyze Performance data • Campaign level campaign budget view: analyze campaign budget using and forecast current month. campaign view: • Keyword level keyword analysis: analyze keyword data in some accounts and analyze keyword structure. keyword view: share of voice: compare keyword in selected accounts against competitors( all accounts in language – marketing, or accounts in same verticals with selected accounts) campaign tune up: CSO Analytics

27. Analyze Performance data • Ad level Ad copy analysis: analyze impact of special characters, words, call to action, brand, trademark in ad title and ad body. • Vertical level vertical benchmark view: analyze accounts’ impact to some vertical. vertical view: analyze vertical and its subvertical performance data. CSO Analytics

28. Other Analysis • Analyze geographical distribution of campaign performance data • Analyze age and gender distribution of campaign performance data CSO Analytics

29. Apply KSP • KSP provides monetization algorithm to analyze keyword data in language – marketing (shown distributionchannelid in DB), not in special accounts. • Positional analysis, analyze what you should do to adjust the position of keyword. • Keyword gap analysis, analyze how many keywords at least get the most click coverage. • Keyword monetization analysis, analyze impact of keywords’ match type and structure. • Share of adCenter, compare accounts KPIs data against language – marketing KPIs data for some keywords. CSO Analytics

30. Data relationship • account(advertisercustomerid)->customer • Account(accountid)->dim_account(segment,vertical) • Dim_account(account_team_id)->dim_account_team(country,region,managers’ alias) • Campaign(accountid)->account • Order(campaignid)->campaign • Order(orderid)->keywordorder(keywordorderid,keywordordername) • Orderitem(orderid)->order • Ad(orderid)->order

31. Contents of the Training • Contents • Introduce SEM • Introduce KSP • Introduce CSOA • Q&A • Exercise • Thank you • for your arrival ! Training Guider

32. Any questions • About SEM about association: like keyword with ads • About CSOA about country of account, distributionchannelid of keyword • About KSP about calling algorithm Q & A

33. Exercise • Using adCenter generate keyword performance reporter on account FTD_PFX and match type is broad and time range is last 30 days, even compare the data with share of voice. • Using monetization generate performance data of keywords ‘womens in lingerie’ and ‘womens lingerie’, and time is last month, try two kinds of language – marketing, any match type and any position, observe the data changing. Exercise