Why The Yahoo/Bing Merge Matters But Is This Really A Good Enough Reason? (And is it really 33.8%?)
So Really…Why Does It MatterCreated the secondlargest search engine in theUS 163 million uniquesearchers Over 4 billion searches ~ 27% of U.S. searchqueries on Yahoo! Search,Bing and partner sites
Initial ThoughtsThe Merger Myths:• cost per click (CPC) rise• cost per acquistion (CPA) rise• conversion rates fall• click thru rates (CTR) worsenWhat 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
Setting up AdCenterOnce You Have an AdCenter account: • Home Tab • Distribution Settings • Demographic Targeting
Distribution Methods If there is one setting you need to pay attention to….this is it break out ALL your campaigns to target Only Bingand Yahoo! Websites and another that targets Only Bing and Yahoo! Syndicated search partners
Demographic TargetingTarget by gender and age – Search Campaigns Too! Click thru up Rate 5x
Final ThoughtsSo 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 necessaryBut most of all…Enjoy the wedding!
Presentation Agenda SitelinksAd Sitelinks is a new feature of AdWords that allows you to attract more usersand 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 adsOne-line format
Presentation AgendaSo Why Sitelinks are Important?
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: SitelinksBest Practices byGoogle
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
Presentation Agenda Product ExtensionsYou need:• Google Merchant Center Account• Product data feed