Bing Presentaion - Donate & Learn Online Marketing Expo! Dec 4 - 2013
By Andrew Yang
Search Evangelist at Microsoft Canada
Small and medium business owners are always in the hunt for a quick and cost effective way to increase their leads and sales. In this session find out how Search Engine Marketing works, how to evaluate its effectiveness and how you can leverage this powerful marketing tool to help your business grow.
Andrew is a Search Evangelist for Microsoft Canada. He is responsible for educating, promoting and evangelizing the Bing Ads platforms. This includes support for Bing Ads Web, Bing Ads Editor, Bing Ads Intelligence, API and the various social media platforms that Bing Ads is on. He also takes great pride in representing the users of Bing Ads.
Prior to joining Microsoft, Andrew worked for a variety of technology companies from Google, Bell and Telus. Andrew holds a Bachelors in Engineering Science from the University of Western Ontario and MBA from University of Toronto.
SEO Forecasting by Nitin Manchanda at Berlin SEO & Content Club
Bing Ads - Can ‘Pay Per Click’ effectively increase business leads & sales?
1. Can “Pay Per Click” effectively increase
business leads & sales
Andrew Yang (@yang_ers)
Search Evangelist, Microsoft Canada
Dec. 5, 2013
@bing_ads | @yang_ers
3. 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
5. 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
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6. Getting Started on Pay Per Click
How bidding works
Select your keywords
Create an enticing ad copy
Set your targeting
Take advantage of extensions
Track your conversions and statistics
@bing_ads | @yang_ers
7. 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)
Bidding Strategy
- Set your bids to MAXIMIZE your revenue
- Set a budget to ensure you don’t overspend
- Measure, Measure, Measure
@bing_ads | @yang_ers
9. 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
10. 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
19. - 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
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20. 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
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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.
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
Use your analytics tool of choice, see what metrics matter:Conversions? Dwell timeROI, are you making money?