6. Search Engine Results Page (SERP) - Local
Paid
Local Listings are:
• Queries based on IP and
Local
Listings
@bing_ads | @yang_ers
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
7. Benefits of Bing Places for Business
www.bingplaces.com
Enables businesses to claim listings
and be found by millions of Bing users
Engaging customers searching online
before they step foot in your store
Enriched business information drives
higher online conversion
Easy to use and takes minutes to
complete
@bing_ads | @yang_ers
8. Simple Sign Up in 3 Steps
Step 1
•
•
•
Find your business on Bing, OR
Create a new business listing
Support bulk upload
@bing_ads | @yang_ers
Step 2
•
•
Verify ownership via mail or phone
Agency verification process
supported
Step 3
•
Listings show up on Bing search results
on PC, tablet and mobile devices
10. Terminology
Acquisition Metrics
Search
•
•
•
Efficiency Metrics
Other Metrics
Function of “relevancy” and the bid is your
rank on the paid search area
Amount you bid = Cost Per Click (CPC)
•
CPM = Cost per impression / Cost per Mille
(m = 1000 page views)
•
• $20 CPM $20 for 1000 views
@bing_ads | @yang_ers
•
•
CTR = Click through rate, proxy of how
“effective” your ad is
CPA = Cost per acquisition, used to measure
the marketing spend
ROI = Return on Investment, usually an
internal measure for the effectiveness of the
online advertising campaign
Impressions = How many times your ads has
been seen
11. Quality 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 click
Ad Rank: Is a function of Quality Score and your Bid (higher is better)
@bing_ads | @yang_ers
1
12. 7-10
Assigned at KW level
Above Average
6
Average
1-5
Below Average
@bing_ads | @yang_ers
12
13. Keyword
Relevance
(Ad Quality)
•
Weighted heaviest
•
Largely based on CTR
@bing_ads | @yang_ers
Landing Page
User
Experience
Landing Page
Relevance
•
Relationship between
query, ad and Landing
Page content
•
Reflects how well your
site adheres to adCenter
Editorial Guidelines
13
14. PPC Items
Select your keywords
Create an enticing ad copy
Set your targeting
Take advantage of extensions
Track your conversions and statistics
@bing_ads | @yang_ers
21. Keyword Strategy - Marketing Funnel
Awareness
Consideration
• Target keywords to
awareness about your
company
• Bids should be lower
• Comparison Shopping
• Bid on competitors or
comparison keywords
Conversion
@bing_ads | @yang_ers
• Keywords indicating
immediacy of
purchasing
• Traditionally higher
21
bids
22. Writing an Effective Ad
Other Tips
Keep your ads
relevant and
specific to the
keyword set
Highlight your
point of difference
Great Ad!
@bing_ads | @yang_ers
Emulate great
ads in your
industry
2. Have rotating
ads to test
which ad
performs the
best
1.
Include a call to
action
22
23. Editorial Guidelines
Creating ads that are relevant, clear and accurate
Use correct grammar, punctuation and spelling
Include unproven claims or endorsements in your ads or on
your landing pages
Repeat phrases (for example, “Sale, sale, sale…”)
Use offensive or inappropriate language.
Include unnecessary symbols to draw attention to ad copy (for
example: Ca$h).
Microsoft Confidential
Do
Don’t
25. Targeting
Targeting is available at the campaign and ad group level based on:
Geographical Location
(Country, State, DMA or City
based on IP address)
Time of day
Day of the week
Gender and age
(based on login info)
(based on the user’s time
zone)
Device/ OS
Tip: Incremental Bids can be applied to help improve the position of your ad when it is triggered by a target group
@bing_ads | @yang_ers
2
30. Standard Billing
• Your billing cycle date (when you get billed each month) will be the
same calendar day your account was set up, or when your campaign
reaches its billing threshold
• Your billing threshold is your account credit limit, which is initially $50
• If you pay by credit card you can pay your bill immediately, rather
than wait for your credit card account to be charged
@bing_ads | @yang_ers
32. Search Extensions
Long Ad Titles
+7%
Sitelink
Extensions
+15-25%
Local Ad
Extensions
+30-35%
@bing_ads | @yang_ers
*Based on internal data 2012
3
33. - 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
@bing_ads | @yang_ers
33
34. 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
@bing_ads | @yang_ers
34
