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.

1. Binghoo! & Holiday PPC Tips
Ian Mackie – Sr. Client Manager
Serge Bondar – Client Manager

2. About Point It
Presentation Agenda
• 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

3. BingHoo!
Ian Mackie– Client Manager

4. Why The Yahoo/Bing Merge Matters
But Is This Really A Good Enough Reason?
(And is it really 33.8%?)

5. 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

6. 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

7. Setting up AdCenter
Once You Have an AdCenter account:
• Home Tab
• Distribution Settings
• Demographic Targeting

8. The Home Tab
The “Home” Tab

9. 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

10. Demographic Targeting
Target by gender and age – Search Campaigns Too!
Click thru up Rate 5x

11. How To Read The Numbers
Run some reports!

12. Publisher Performance Report
Publisher Performance Report
What websites your ads are appearing on

13. Performance by network and domain

14. Overall costs per domain

15. 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!

16. Ad Extensions
Google Adwords

17. Presentation Agenda
What are Ad Extensions?
• Location Extensions
• Phone Extensions
• Sitelinks
• Product Extensions
• Product Listing Ads

18. Presentation Agenda
Enable Ad Extensions in AdWords

19. Presentation Agenda
Location Extensions
Computer Mobile

20. Presentation Agenda
Location Extensions
Requirement:
• Google Places Account
Benefits:
• Easily reach local customers
• Attract attention and raise awareness
• Promote brand, products and services

21. Presentation Agenda
Phone Extensions
Source: Google
Introduction to Mobile Ads

22. Presentation Agenda
Phone Extensions

23. Presentation Agenda
Sitelinks
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
30% average
increase in
clickthrough rate vs.
standard text ads
One-line format

24. Presentation Agenda
So Why Sitelinks are Important?

25. Presentation Agenda
Increase Conversion Rates
Source: Sitelinks
Best Practices by
Google

26. Presentation Agenda
Brand 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
Google

27. PresentationSitelinks
Setting up Agenda

28. Presentation Agenda
Sitelinks 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

29. Presentation Agenda
Product Extensions
You need:
• Google Merchant Center Account
• Product data feed

30. Presentation Agenda
Google Merchant Center

31. Presentation Agenda
Extensions vs. Listing Ads
Product
Listing Ads
Product
Extensions

32. Presentation Agenda
Summary
• Location Extensions – Reach Locally
• Phone Extensions – Click-to-Call
• Sitelinks – Increase CTR, Promo Tool, Branding
• Product Ads – Display Product Images

33. PresentationA
Q & Agenda

34. Presentation Agenda
Contact Information
• Ian Mackie - ianm@pointit.com
• Serge Bondar – sergeb@pointit.com