intro to ppc - tirecraft national meeting
DESCRIPTION
Intro to PPC presentation, presented at the Tirecraft National MeetingTRANSCRIPT
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@bing_ads | @yang_ers
Can “Pay Per Click” effectively increase business leads & salesAndrew Yang (@yang_ers)Search Evangelist, Microsoft Canada
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@bingads | @yang_ers
Question…..
How many times today were you
looking for something?
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@bing_ads | @yang_ers 3
On Bing….
In 2013 Canadians Searched for:
Tirecraft Firestone Michelin Winter Tires
Tires
5405 9231 19251 21115
229995
Source: Bing Ads Intelligence – Jan. 2014 pull
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@bing_ads | @yang_ers
Consumers Seek Local Information
48% of mobile and 36% of PC searchers visit a local business
7 out of 10 consumers look online first for local business info
40% of offline transactions start with online search
30% of all search queries have local intent
*Data based in US market. 4
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@bing_ads | @yang_ers 5
Position Matters
Source: Bing Ads Intelligence – Jan. 2014 pull
• The higher one ranks the greater clicks they receive• The value of PPC campaigns is generating more clicks in a relevant
manner
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@bing_ads | @yang_ers 6
Do we agree that….
=
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@bingads | @yang_ers
Wouldn’t it be great if you could…
Control your messageTarget the right audienceAlways appear at position #1Measure your ROI
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@bing_ads | @yang_ers 8
Search Engine Results Page (SERP)
Paid
Organic
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@bing_ads | @yang_ers 9
Search Engine Results Page (SERP) - Local
Local Listing
s
Local Listings are:
• Queries based on IP and location keywords
• Part of the SEO or organic aspect of search
• Beneficial in helping customers find your store
• Increasing relevancy and driving traffic to your site and store
Paid
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@bing_ads | @yang_ers 10
Pay Per Click vs. Search Engine Optimization
Search Engine Optimization (SEO)Also called…Natural SearchOrganic Search
Search engine optimization, natural or organic search (natural = organic)
Links that appear in the body of the search results
Search Engine Marketing (SEM)Also called…Pay per Click (PPC) Paid SearchSponsored Listings
Pay-per-click, paid search, denotes a cost paid by a marketer for every click through of a search listing
Links that appear at the top and to the right of the search results
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@bing_ads | @yang_ers 11
Pay vs. Organic Result (Query – Winter Tires)
Anatomy of a Result
1. Ad Title2. Display URL3. Ad Copy4. Sitelink Extensions
Paid
Organic
1
1
2
2
3
3
4
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@bing_ads | @yang_ers
Learning Search Lingo
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@bing_ads | @yang_ers 13
Terminology• Impressions – How many times your ad is viewed• Clicks – How many times your ad has been clicked• Click Thru Rates (CTR) – Clicks / Impressions• Cost per 1000 Impressions (CPM) – Cost to show a thousand
impressions• Cost per Click (CPC) - Cost each time somebody clicks• Cost per Acquisition (CPA) – Cost to acquire a customer • Mainline – In the “body” of the results• Right rail – To the right of the results• Position <x> - Where your ad is being served
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@bing_ads | @yang_ers
Canada Online Advertising Statistics
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@bing_ads | @yang_ers 15
Internet Ad Revenue Growth by Verticals
Source: : IAB Canada
2008 2009 2010 2011 2012
622 741907
10811308
490578
688
840
916
460
467
587
576
584
Search Display Classifieds Video Email Video Gaming Mobile
$1.24B$1.61B
$1.85B
$2.28B
$3.09B
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@bing_ads | @yang_ers
How Does PPC work?
Simple Answer…You pay us when somebody clicks
on your Ad
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@bing_ads | @yang_ers 17
BiddingQuality Score (0 to 10): Guidance on how to improve your ad to increase traffic and revenue. Based on:
- Keyword relevance- Landing Page relevance- Landing Page user experience
Cost-per-click (CPC): How much you are paying for each clickAd Rank: Is a function of Quality Score and your Bid (higher is better)
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@bing_ads | @yang_ers 18
Quality Score Continued
1-5Below Average
6Average
7-10Above Average
Assi
gned
at K
W le
vel
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@bing_ads | @yang_ers 19
Quality Score Continued
Landing Page
Relevance
Landing Page User Experienc
e
Keyword Relevance
(Ad Quality)
• Weighted heaviest
• Largely based on CTR
• Relationship between query, ad and Landing Page content
• Reflects how well your site adheres to adCenter Editorial Guidelines
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@bing_ads | @yang_ers
PPC Items
Select your keywords
Create an enticing ad copy
Set your targeting
Take advantage of extensions
Track your conversions and statistics
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@bing_ads | @yang_ers 21
Keywords Types
Select keywords that you want your ad to appear in
Keyword best practices:• Choose relevant keywords.
• Group similar keywords.
Match Type best practices:• Start with broad match or
all match types and refine.
• Bid by match type, if appropriate for more high-quality traffic.
Match Type
Description ExampleKeyword Matched Query
Volume
Reach
TrafficRelevanc
e
Exact Delivers ad when keyword matches searcher’s term exactly.
Buy Coffee Buy Coffee
Low High
Phrase Delivers ad when the word or words in your keyword match—in exact order—the words in a searcher’s query.
Buy Coffee Buy Coffee Buy Coffee Maker Buy Coffee Filter How to Buy Coffee
Medium Medium
Broad Delivers ad when the word or words in your keyword match—in any order—the words in a searcher’s query.
Buy Coffee Buy Coffee Buy Coffee Maker Buy Coffee Filter How to Buy Coffee Buy Organic Coffee
Large Medium
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@bing_ads | @yang_ers 22
Keyword Strategy – Keyword distribution
Search FrequencyHigh Low
High
Low
Cost
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@bing_ads | @yang_ers 23
Keyword Strategy - Marketing Funnel Awareness
Consideration
Conversion
• Target keywords to awareness about your company
• Bids should be lower
• Comparison Shopping
• Bid on competitors or comparison keywords• Keywords indicating immediacy of purchasing
• Traditionally higher bids
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@bing_ads | @yang_ers 24
Writing an Effective Ad
Great Ad!
Keep your ads relevant and specific
to the keyword set
Include a call to action
Highlight your point of difference
Other Tips1. Emulate great
ads in your industry
2. Have rotating ads to test which ad performs the best
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@bing_ads | @yang_ers 25
TargetingTargeting is available at the campaign and ad group level based on:
Tip: Incremental Bids can be applied to help improve the position of your ad when it is triggered by a target group
Geographical Location(Country, State, DMA or City based
on IP address)Day of the week
Time of day(based on the user’s time zone)
Gender and age(based on login info)
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@bing_ads | @yang_ers 26
Local Ad Extensions +30-35%
+15-25% SitelinkExtensions
Long Ad Titles +7%
*Based on internal data 2012
Search Extensions
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@bingads | @yang_ers
Finally…
Track everything with your campaigns
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@bing_ads | @yang_ers 28
Where to go for resources
- Bing Ads Blog - http://community.bingads.microsoft.com/ads/en/bingads/b/blog/- Bing Ads Twitter Handle - @Bing Ads- Like us on Facebook - facebook.com/BingAds- Bing Ads Training Materials - http://advertise.bingads.microsoft.com/en-ca/courses
- Become an Accredited Professional (free to take)www.bingadspro.com/ca
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@bing_ads | @yang_ers 29
Wrap up
1. Use Pay Per Click advertising to control your message, target your customers, control your ROI
2. Focus on your message and what distinguishes your products from others
3. Measure, measure, measure
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@bing_ads | @yang_ers
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@bing_ads | @yang_ers