why the bing/yahoo merger matters & holiday ppc tips

Binghoo! & Holiday PPC Tips

Ian Mackie – Sr. Client Manager

Serge Bondar – Client Manager

Presentation AgendaAbout Point It

• Launched in April 2002

• PPC & SEO

• $50 MM in managed media

• 18 team members, 40+ yrs of SEM experience

• Servicing clients across all verticals and revenue models

BingHoo!

Ian Mackie– Client Manager

Why The Yahoo/Bing Merge Matters

But Is This Really A Good Enough Reason? (And is it really 33.8%?)

So Really…Why Does It Matter

Created the second

largest search engine in the

US

163 million unique

searchers

Over 4 billion searches

~ 27% of U.S. search

queries on Yahoo! Search,

Bing and partner sites

Initial Thoughts

The Merger Myths:

• cost per click (CPC) rise

• cost per acquistion (CPA) rise

• conversion rates fall

• click thru rates (CTR) worsen

What we’re actually seeing:

• Traffic spiked, of course

• We did see an initial rise in CPC, but…

• CPC have begun to fall

• CPA have decreased in many

instances

• CTR has been mixed

Setting up AdCenter

Once You Have an AdCenter account:

• Home Tab

• Distribution Settings

• Demographic Targeting

The Home Tab

The “Home” Tab

Distribution Methods

If there is one setting you need to pay attention to….this is it

break out ALL your campaigns to target Only Bing

and Yahoo! Websites and another that targets Only

Bing and Yahoo! Syndicated search partners

Demographic Targeting

Target by gender and age – Search Campaigns Too!

Click thru up Rate 5x

How To Read The Numbers

Run some reports!

Publisher Performance Report

Publisher Performance Report

What websites your ads are appearing on

Performance by network and domain

Overall costs per domain

Final Thoughts

So what do you need to do?

Mirror all your campaigns

•“Only Bing and Yahoo websites”

•“Only Bing and Yahoo syndicated

search partners”

Adjust bids if necessary

But most of all…

Enjoy the wedding!

Ad Extensions

Google Adwords

Presentation AgendaWhat are Ad Extensions?

• Location Extensions

• Phone Extensions

• Sitelinks

• Product Extensions

• Product Listing Ads

Presentation AgendaEnable Ad Extensions in AdWords

Presentation Agenda

Mobile

Location Extensions

Computer

Presentation AgendaLocation Extensions

Requirement:

• Google Places Account

Benefits:

• Easily reach local customers

• Attract attention and raise awareness

• Promote brand, products and services

Presentation AgendaPhone Extensions

Source: Google

Introduction to Mobile Ads

Presentation AgendaPhone Extensions

Presentation AgendaSitelinks

2

Ad Sitelinks is a new feature of AdWords that allows you to attract more users

and move them further down the purchase funnel by providing additional links

to content deeper within your sites.

Two-line format

One-line format

30% average

increase in

clickthrough rate vs.

standard text ads

Presentation AgendaSo Why Sitelinks are Important?

Presentation AgendaIncrease Conversion Rates

Source: Sitelinks

Best Practices by

Google

Presentation AgendaBrand Messaging

Ad Sitelinks can increase your opportunity for brand messaging by leveraging the additional ad real estate to showcase your brand assets.

Source: Sitelinks

Best Practices by

Google

Presentation AgendaSetting up Sitelinks

Presentation AgendaSitelinks Best Practices

• Keep it short

• Strong call to action

• Ensure the Sitelinks are valid for all ad

groups/keywords

• Ensure that the Sitelinks are relevant to

the landing page

Presentation AgendaProduct Extensions

You need:

• Google Merchant Center Account

• Product data feed

Presentation AgendaGoogle Merchant Center

Presentation AgendaExtensions vs. Listing Ads

Product

Extensions

Product

Listing Ads

Presentation AgendaSummary

• Location Extensions – Reach Locally

• Phone Extensions – Click-to-Call

• Sitelinks – Increase CTR, Promo Tool, Branding

• Product Ads – Display Product Images

Presentation AgendaQ & A

Presentation AgendaContact Information

• Ian Mackie - ianm@pointit.com

• Serge Bondar – sergeb@pointit.com