Bill martin how to get started on paid search

2. What is Paid Search
Or how can giving money to
Google and Bing help get
customers to my front door

3. Presented by Bill Martin
• Certified by Google in Google AdWords since 2006
• Bing Ads Accredited
• Bing Ads Advisory Council 2014
• Bing Partner Summit 2013 participant
• Chosen in 2015 as one of 5 top Agencies in North America by Google as
“doing it right”
• Joined Big Wing Interactive Jan 2012
• Degrees in Astrophysics and Mathematics
• Passionate about data driven results
• Leads a team of 4 AdWords/Bing Certified individuals – more certified
personnel than any other agency in the state.

4. What Is Paid Search aka, PPC, aka SEM
PPC ads appear above and beside the organic listings in the
Search Engine Result Page (SERP) Normally denoted by a
“ad” symbol.

5. The visible area on a SERP is dominated by PPC Ads “above the fold” or
before scrolling

6. “I never click on Ads”
97% of Google’s total
Revenue comes from
its PPC ad platform :
AdWords.
Tens of Millions of
people click on
PPC ads in
Google, Yahoo and
Bing

7. We Have SEO So We Don‘t Need PPC
• Different Types of Keywords Drive Different Search
Behavior
• Search Queries with High Commercial Intent are Often
Dominated by PPC Ads Above the Fold.
• PPC ads often “steal” clicks from SEO.
• SEO isn’t 100% reliable to show for top rankings.
• SEO isn’t responsive to quick changes

8. SEO + PPC for the Win!!
Source: Bing Case Study – John Gagnon May 2015

9. Why are people clicking on
ads and not just organic
listings?

10. #1 answer on the board –

11. #1 answer on the board –

12. Google and other search engines want
people to find what they are looking for

13. Google and other search engines want
people to find what they are looking for
If a user doesn’t find what they are looking for they will go to
another search engine and try that one

14. Search Engines Insure Relevancy
with Quality Score
Quality Score is :
• Keyword to landing
page relevancy
• Keyword to ad
relevancy
• User experience on
the web page
• SEO is even more
important as it
enhances landing
page relevancy

15. Symbiotic Relationship of Ad to
Quality Score

16. How do Quality Scores affect my bottom line and thusly
drive up the quality of the SERP?
Google / Bing Will Stop Showing
Ads Regularly and when they do
show you will pay a lot more

17. How do Quality Scores affect my bottom line and thusly
drive up the quality of the SERP?
Google / Bing Will Stop Showing
Ads Regularly and when they do
show you will pay a lot more

18. • The Quality Score is How the search engines
insure that the user has a Good Experience
• Relevant ads are driven to the top of the page for
less cost if they have good QS.
• Paid ads work well because they show people the
exact products and services they are searching
for even if they may not show in the top Organic
Search Listings
• Ads are only shown to people who have already
pre-qualified themselves by using specified
keywords.

19. • Advantages to Pay Per Click Advertising
– Immediate Visibility – Changes in SEO work can take
weeks to months to notice
– Minute control over what triggers your ad – completely
customizable
– Budget flexibility – you only pay when people click on
your ad, spend as little as $15/day
– Analytical results on what is or is not working for you
on your website.
– Choose Geo-targeting and Daytime parting.
– Directed Advertising to Search Networks and Devices
– Ads Target Any Page In the Site You Want

20. What Makes a Good PPC Account
Establish Clearly Defined Goals
Research In How People Find You
Solid Account Structure
A/B testing of Ads / Keywords
Negative Keyword Lists
Have Landing Pages Optimized for
Conversions

21. Establish Clearly Defined Goals
• Are you looking for Leads?
• Are you selling a product or
service?
• Are you measuring
engagement with a page,
video, or other online
activity?
• What Is it that YOU do?

22. Understand Your
Customers Search
Psychology
• You / your industry call your product “this”. Your
customers call it “that”
• Test the use of industry / vertical terms but use
common names that people use
• Examples:
– “used” vs. “pre-owned” or “certified pre-owned”
– “storm cellar” vs. “steel, in-garage, underground storm
shelter”

23. Create a Solid Account Structure
• Campaigns – control spend and
targeting
• Adgroups – tightly knit groupings of
keywords about specific idea or
product
• Keywords – What people type to get
said product/service/information
• Multiple Ads pointing to quality
landing pages with good calls to
action TEST- “A/B” sometimes “C”

24. Negative Keyword Matching
“Music is the silence between the notes“
Its just as important what is not matched in a search as what is.
Negative Terms Terms will show for Terms you won't show for
Jewelry Foil Fencing Jeweler Fence
post Competition fencing fence posts
farm olympic fencing Farm Fencing
- Claude Debussy, composer 1875
Search Term : Fencing

25. Good Landing Page is Key
• Best advertising in the world leading to a Landing
Page designed without your goals in mind will fail
• Convince people to complete the goal
• Create a way they can do it
• Simple singular calls to action – keep it simple

26. Adwords is Not Always a Good Fit
• Unique product that no one knows to search for?
Another method might be better start then follow
with Adwords
• Your targeted audience is niche with lots of
irrelevant terms showing alongside relevant high
CPC searches
• Too competitive: high CPC keywords making it
impossible to achieve positive ROI
• Bad non-converting landing pages – its not magic

27. Thank You for Your Time
Bill Martin, Senior Manager of Paid
Search – Big Wing Interactive
wmartin@bigwing.com
405-475-3364