Intro to PPC - Tirecraft National Meeting

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Intro to PPC presentation, presented at the Tirecraft National Meeting

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Intro to PPC - Tirecraft National Meeting

  1. 1. Can “Pay Per Click” effectively increase business leads & sales Andrew Yang (@yang_ers) Search Evangelist, Microsoft Canada @bing_ads | @yang_ers
  2. 2. Question….. How many times today were you looking for something? @bingads | @yang_ers
  3. 3. In 2013 Canadians Searched for: 229995 5405 9231 Tirecraft Firestone @bing_ads | @yang_ers 19251 21115 Michelin Winter Tires Source: Bing Ads Intelligence – Jan. 2014 pull Tires 3
  4. 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
  5. 5. @bing_ads | @yang_ers Source: Bing Ads Intelligence – Jan. 2014 pull 5
  6. 6. = @bing_ads | @yang_ers 6
  7. 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
  8. 8. Paid Organic @bing_ads | @yang_ers 8
  9. 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. 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. 11. Paid Anatomy of a Result Organic @bing_ads | @yang_ers 1. 2. 3. 4. Ad Title Display URL Ad Copy Sitelink Extensions 1
  12. 12. Learning Search Lingo @bing_ads | @yang_ers
  13. 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
  14. 14. Canada Online Advertising Statistics @bing_ads | @yang_ers
  15. 15. $3.09B $2.28B $1.85B $1.24B 584 576 $1.61B 587 916 467 840 460 688 578 490 622 2008 2009 Search Source: : IAB Canada @bing_ads | @yang_ers 907 741 Display 2010 Classifieds Video 1308 1081 2011 Email Video Gaming 2012 Mobile 15
  16. 16. How Does PPC work? Simple Answer… You pay us when somebody clicks on your Ad @bing_ads | @yang_ers
  17. 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. 18. 7-10 Assigned at KW level Above Average 6 Average 1-5 Below Average @bing_ads | @yang_ers 18
  19. 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. 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
  21. 21. Select keywords that you want your ad to appear in @bing_ads | @yang_ers 2
  22. 22. High Cost Low High @bing_ads | @yang_ers Search Frequency Low 22
  23. 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. 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. 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
  26. 26. Long Ad Titles +7% Sitelink Extensions +15-25% Local Ad Extensions +30-35% @bing_ads | @yang_ers *Based on internal data 2012 2
  27. 27. Finally… Track everything with your campaigns @bingads | @yang_ers
  28. 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. 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
  30. 30. @bing_ads | @yang_ers
  31. 31. @bing_ads | @yang_ers

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