why the bing/yahoo merger matters & holiday ppc tips
DESCRIPTION
http://www.pointit.com - This presentation examines the Bing/Yahoo merger, and why it matters from a PPC perspective. It also covers Holiday PPC tips for search engine marketers.TRANSCRIPT
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
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
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 - [email protected]
• Serge Bondar – [email protected]