4. Consumers Seek Local Information
30% of all search queries have local intent
40% of offline transactions start with online search
48% of mobile and 36% of PC searchers visit a local business
@bing_ads | @yang_ers
7. Wouldn’t it be great if you
could…
Control your message
Target the right audience
Always appear at position #1
Measure your ROI
@bingads | @yang_ers
9. 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
9
10. Search Engine Marketing (SEM)
Also called…
Pay per Click (PPC)
Paid Search
Sponsored Listings
Search Engine Optimization (SEO)
Also called…
Natural Search
Organic Search
Pay-per-click, paid search, denotes a cost paid by
a marketer for every click through of a search
listing
Search engine optimization, natural or organic
search (natural = organic)
Links that appear at the top and to the right of
the search results
@bing_ads | @yang_ers
Links that appear in the body of the search results
1
11. Paid
Anatomy of a Result
Organic
@bing_ads | @yang_ers
1.
2.
3.
4.
Ad Title
Display URL
Ad Copy
Sitelink Extensions
1
13. •
•
•
•
•
•
•
•
•
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
@bing_ads | @yang_ers
1
16. How Does PPC work?
Simple Answer…
You pay us when somebody clicks on your Ad
@bing_ads | @yang_ers
17. 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
18. 7-10
Assigned at KW level
Above Average
6
Average
1-5
Below Average
@bing_ads | @yang_ers
18
19. 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
19
20. 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
23. 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
23
bids
24. 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
24
25. 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
28. - 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
28
29. 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
29
Was it a restaurant? Was travel location? New cars? An extremely rare video game? How many of you turned to a search engine? A lot of you turned to search engine.
Quick question anybody want to guess how many times Cdns searched for tire on Bing??Roughly for a total of 285000 queries285k, just on Bing alone! If google has the other 90% of the marketshare, they will have about ~3M searches on these queries alone And this is not including your competitors like Canadian Tire, Costco. Etc…
Now thinking about all the times you searched, and apply that to your business and the message and goals you are trying to achieve.You can do that with Pay per click advertising! Alright everybody that concludes my presentation Can “Pay Per Click” effectively increase business leads & sales.
This is a Search engine results page. Take a look at it. See where does your eyes gravitate towards? Look at the messaging that is there. Some termin
Now thinking about all the times you searched, and apply that to your business and the message and goals you are trying to achieve.You can do that with Pay per click advertising! Alright everybody that concludes my presentation Can “Pay Per Click” effectively increase business leads & sales.
Highlight where the industry is in Canada. Showcase the Search revenue
Use your analytics tool of choice, see what metrics matter:Conversions? Dwell timeROI, are you making money? Tell Rotman Story… Is 50k for three phone calls worth it??Yes?No?Don’t know?