Why the Bing/Yahoo Merger Matters & Holiday PPC Tips


Published on

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.

Published in: Technology, Design
  • Be the first to comment

  • Be the first to like this

No Downloads
Total views
On SlideShare
From Embeds
Number of Embeds
Embeds 0
No embeds

No notes for slide

Why the Bing/Yahoo Merger Matters & Holiday PPC Tips

  1. 1. Binghoo! & Holiday PPC Tips Ian Mackie – Sr. Client Manager Serge Bondar – Client Manager
  2. 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. 3. BingHoo!Ian Mackie– Client Manager
  4. 4. Why The Yahoo/Bing Merge Matters But Is This Really A Good Enough Reason? (And is it really 33.8%?)
  5. 5. So Really…Why Does It MatterCreated 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
  6. 6. 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
  7. 7. Setting up AdCenterOnce You Have an AdCenter account: • Home Tab • Distribution Settings • Demographic Targeting
  8. 8. The Home TabThe “Home” Tab
  9. 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 Bingand Yahoo! Websites and another that targets Only Bing and Yahoo! Syndicated search partners
  10. 10. Demographic TargetingTarget by gender and age – Search Campaigns Too! Click thru up Rate 5x
  11. 11. How To Read The Numbers Run some reports!
  12. 12. Publisher Performance ReportPublisher Performance Report What websites your ads are appearing on
  13. 13. Performance by network and domain
  14. 14. Overall costs per domain
  15. 15. 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!
  16. 16. Ad Extensions Google Adwords
  17. 17. Presentation Agenda What are Ad Extensions?• Location Extensions• Phone Extensions• Sitelinks• Product Extensions• Product Listing Ads
  18. 18. Presentation AgendaEnable Ad Extensions in AdWords
  19. 19. Presentation Agenda Location ExtensionsComputer Mobile
  20. 20. Presentation Agenda Location ExtensionsRequirement:• Google Places AccountBenefits:• Easily reach local customers• Attract attention and raise awareness• Promote brand, products and services
  21. 21. Presentation Agenda Phone ExtensionsSource: GoogleIntroduction to Mobile Ads
  22. 22. Presentation Agenda Phone Extensions
  23. 23. 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
  24. 24. Presentation AgendaSo Why Sitelinks are Important?
  25. 25. Presentation Agenda Increase Conversion RatesSource: SitelinksBest Practices byGoogle
  26. 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: SitelinksBest Practices byGoogle
  27. 27. PresentationSitelinks Setting up Agenda
  28. 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. 29. Presentation Agenda Product ExtensionsYou need:• Google Merchant Center Account• Product data feed
  30. 30. Presentation AgendaGoogle Merchant Center
  31. 31. Presentation AgendaExtensions vs. Listing Ads Product Listing Ads Product Extensions
  32. 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. 33. PresentationA Q & Agenda
  34. 34. Presentation Agenda Contact Information• Ian Mackie - ianm@pointit.com• Serge Bondar – sergeb@pointit.com