This document provides an overview of paid search basics. It discusses how digital consumers are constantly connected across different devices and platforms. It explains that search engines are the leading source of information for consumers in their purchase journey. Paid search results allow advertisers to have more control over their message and presence compared to organic search results. The benefits of search engine marketing include increased relevance, transparency into conversions and ROI, and the ability to drive incremental traffic beyond organic search. Key aspects of paid search like broad match keywords, quality score, and mobile optimization are also covered.

1. Google Confidential and Proprietary
Paid Search Basics
April 19, 2015

2. Google Confidential and Proprietary
Channel Sales
Kristin Coit
Head of Directory & Web
Hosting Partnerships
Introductions
Elizabeth Parker
Partner Sales Executive
Business Development

3. Google Confidential and Proprietary
Objectives
The Digital Consumer. A Recap.
Search Engine Results Page (SERP) Basics
Why Paid is Important
Benefits of Search Engine Marketing (SEM)

4. Google Confidential and Proprietary
The Digital Consumer.
A Recap.

5. Google Confidential and Proprietary
2.2
Hours a day (in the US)
on mobile content
Hours a day with digital
5+
Source: eMarketer, 2014.
As consumers, we’re constantly connected...

6. Google Confidential and Proprietary
Day EveningMorningNight
Hourly Distribution of Searches by Platform
(doesn’t reflect absolute traffic volume)
Source: Google Internal Data, 2011. % of each platform’s traffic shown hourly for one day.
Does not indicate absolute or relative traffic volumes.
...but how we’re connected varies.

7. Google Confidential and Proprietary
4:03pm
1:48pm
9:02am
11:43pm
10:40am
7:36pm
10:02pm
9:51am
2:19pm
8:03pm
11:11am
1:02am
Businesses want to be there, and be relevant.

8. Google Confidential and Proprietary
10.7 sources
Consumers consult an
average of 10.7 sources
prior to purchase
Consumers are hyper-informed before purchasing
Digital is changing the Advertising Landscape.
of U.S. Internet users go online to
search for information about
products and services78%

9. Google Confidential and Proprietary
Search
“how to buy a
new car”
Read
News article for advice on
different brands, models &
specs
Email
friend for car and
dealer advice
Visit
Automotive site to
read reviews and
compare
Search
“Honda dealers
in Sacramento”
Visit
Honda
dealer
Conversion
Re-marketing
Display Ads
Making the Path to Purchase More Complex.

10. Google Confidential and Proprietary
Search
“how to buy a
new car”
Read
News article for advice on
different brands, models &
specs
Email
friend for car and
dealer advice
Visit
Automotive site to
read reviews and
compare
Search
“Honda dealers
in Sacramento”
Visit
Honda de
Conversion
Re-marketing
Display Ads
Search is Key to Any Digital Advertising
Strategy.

11. Google Confidential and Proprietary
For local services customers, search engines
are the leading source of information
Review sites
or apps
39%
Local service
comparison sites/apps
38%
Coupon or daily
deal sites/apps
32%
Social networking
sites or apps
27%
Search Engines
74%
Brand, company
sites or apps
49%
Map sites or apps
42%
Online Sources of Local Services Information (Any Device)
Source: Google/Ipsos, Industry Multi-Screen Study: Local Services, 2013. Base: Total Respondents (2012). Q. Which websites or applications
("apps") did you access in the last 6 months for your local services planning? Methodology Note: All participants were screened-in on category-
specific service usage, use of Internet as a resource for local services and general smartphone usage.

12. Google Confidential and Proprietary
Search Engine Results Page
(SERP) Basics

13. Google Confidential and Proprietary
query
paid
results
Anatomy of Search Engine Results Page
organic
results

14. Google Confidential and Proprietary
Difference Between Organic & Paid Results

15. Google Confidential and Proprietary
Why Paid is Important

16. Google Confidential and Proprietary
Your customers expect to find you1
Control your message
Real estate matters
Paid + Organic: Drive more traffic
Direct potential customers
Why Paid is Important
2
3
4
5

17. Google Confidential and Proprietary
Search Engine Results Page Heat Map
(After 8 seconds)
● ¾ of consumers expect leading brands to be at the top of the
page
● ⅓ associate placement with a company’s prominence
1. Customers Expect to Find You

18. Google Confidential and Proprietary
Structuring An Account For Success
2. Control Your Message

19. Google Confidential and Proprietary
3. Direct Potential Customers

20. Google Confidential and Proprietary
4. Real Estate Matters

21. Google Confidential and ProprietarySource: Studies Show Search Ads Drive 89% Incremental Traffic, Research @ Google, July 21, 2013.
“Advertisers that pause their search advertising campaigns
sometimes cite concerns about how much of the traffic to
the sites is truly incremental to clicks on natural
search results.”
Studies show search ads drive
89% incremental traffic on avg
For local SMBs, search
ads drive 98% incremental
traffic on avg
5. Paid + Organic: Drive More Traffic

22. Google Confidential and Proprietary
Benefits of Search Engine
Marketing (SEM)

23. Google Confidential and Proprietary
Presence
Meet consumer
expectations
Immediacy
SEO takes time and
is not guaranteed
Incremental Traffic
beyond Organic
Results
Targeted Reach
user intent + scaled
message
Increased Relevance
hyper-local targeting
and message control
Transparency
track conversions +
ROI
Source: Studies Show Search Ads Drive 89% Incremental Traffic, Research @ Google, July 21, 2013.
VersusOrganic
VersusotherMedia
Benefits of Search Engine Marketing

24. Google Confidential and Proprietary
Generate Leads and
Identify Prospects
Branding
Build Awareness &
Educate Prospects
Advertiser objectives
• Targeted impressions
• Qualified visits to your
site
• Event registrations
• Newsletter registrations
Generate Sales &
Acquire New
Customers
• Sales Conversions
• Site Registrations
• Catalog Requests
Success measurements
Customizable to Advertisers Goals

25. Google Confidential and Proprietary
● Control Cost (Flexible Budget)
● Control Daily Spending Limit
● Control and Tailor Marketing Message
● Control and tailor targeting by Audience, Device, Day-
part, Geography
● Conversion or Call tracking
You Have Control and Can Measure Results

26. Google Confidential and Proprietary
Technology Levels the Playing Field for SMBs

27. Google Confidential and Proprietary
Intent
● What people want
Context
● Device
● Location
● Time
Relevance
● The right ad
at the right moment
for people’s intent
and their context
Americas LCS Summit January 2013
Context is a key driver of relevance – and results
12:30 pm
Downtown
On phone On laptop
7:10 pm
Residential
Pizza
Example of SEM Technology

28. Google Confidential and Proprietary
Key Takeaways
be there, be relevant; your customers
expect to find you.
small to medium sized businesses can
compete; technology levels the playing
field
SEM is immediate, gives you control,
and transparency

29. Google Confidential and Proprietary
29 Google confidential
Jump in!
Google Confidential and Proprietary 29

31. 
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BingElizabethP

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34. Phrase Match
Allows your ad to
show for searches
that include the
exact phrase and
possibly includes
other words as well.
Broad Match
Your ad will show
on similar phrases
and close variations
of the keyword a
user searches for.
Exact Match
The ad displays if
the searcher uses
only the exact words
bid on, in the exact
order you bid on
them.

35. 70%
more clicks with
broad match
compared to using
exact match alone
56%
untapped
conversions available
through broad
match
30%
of daily searches are
new — and broad
match helps you
reach them
Source: Internal Microsoft data, March 2014. Based on U.S. data for PC only.

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0
10000
20000
30000
40000
50000
60000
70000
80000
Jan Feb Mar Apr May Jun Jul Aug
Start testing
your campaign
Eliminate and adjust
underperforming
keywords/ads
Continue to monitor
performance, run reports,
and adjust bids to remain
competitive.

39. 73%
19%
6%
2%
% of clicks per position

40. Optimize for Mobile - Due to the limited ad placements, bids for smartphones may need to
be higher than PC bids to make it more likely that your ad will serve.
Because the CTR is potentially higher for these ads, your actual CPC is often less.
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42. 1. Internal Microsoft study, 818 accounts, 2014

43. 1. Bing.com data for all ads displayed in mainline position in response to local queries, Q1 2014

46. • Ads/Keywords
loaded into Bing
Ads or AdWords
An editorial review is
performed
• Eligible
• Pending Editorial
Review
• Disapproved
If disapproved,
advertiser can appeal • Manual review
performed
Ads will begin serving if
approved
If disapproved, ads are
not eligible to serve

48. Quality Score

49. What To Do Why And How To Do It
Link your destination URLs to the
correct webpages
Customers aren't pleased if they click your ad title and end up on a page
unrelated to the ad content. So if your ad is selling green teas, users should
land on a page about green teas instead of one about teapots.
One landing page per product If your business sells different products or offers a suite of services, create
individual landing pages for each of your products or services
Keep advertising links on your
webpages to a minimum
Websites whose content includes a large amount of advertising, without
offering any other significant value to site visitors, are not attractive to
customers. Instead, focus your content on what potential customers really
want to know about - your services or products.
Improve your website quality If your website is slow and difficult to understand, your potential customers
will go elsewhere. Make sure your landing page loads quickly and is easy to
read. Try reducing the number of graphic images or taking other appropriate
measures to help it load faster.
For More Information: http://advertise.bingads.microsoft.com/en-us/help-topic/how-to/50813/what-is-my-quality-score-and-why-does-it-matter

51.  Ensure Your Ads & Keywords
Are Editorially Compliant and
Have A High Quality Score
 Utilize Broad Match
 Ensure You’re Competitive
 Remove Low Performing Ads
 Review Targeting For Accuracy
 Utilize Analytics & Regularly
Run Report to Learn More
About Your Customers
 Add Sitelink Extensions
 Add Location Extensions
 Ensure Search Parity Across
All Search Engines And Adjust
Bids As Appropriate