@bing_ads | @yang_ers

Can “Pay Per Click” effectively increase business leads & salesAndrew Yang (@yang_ers)Search Evangelist, Microsoft CanadaDec. 5, 2013

@bingads | @yang_ers

Question…..

How many times today were you

looking for something?

@bingads | @yang_ers

Wouldn’t it be great if you could…

Control your messageTarget the right audienceAlways appear at position #1Measure your ROI

@bing_ads | @yang_ers

Search Engine Results Page (SERP)

Paid

Organic

@bing_ads | @yang_ers 5

Pay Per Click vs. Search Engine Optimization

Search Engine Optimization (SEO)Also called…Natural SearchOrganic Search

Search engine optimization, natural or organic search (natural = organic)

Links that appear in the body of the search results

Search Engine Marketing (SEM)Also called…Pay per Click (PPC) Paid SearchSponsored Listings

Pay-per-click, paid search, denotes a cost paid by a marketer for every click through of a search listing

Links that appear at the top and to the right of the search results

@bing_ads | @yang_ers

Getting Started on Pay Per Click

How bidding works

Select your keywords

Create an enticing ad copy

Set your targeting

Take advantage of extensions

Track your conversions and statistics

@bing_ads | @yang_ers

How Bidding Works 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 clickAd Rank: Is a function of Quality Score and your Bid (higher is better)

Bidding Strategy- Set your bids to MAXIMIZE your revenue- Set a budget to ensure you don’t overspend - Measure, Measure, Measure

@bing_ads | @yang_ers 8

Keywords Selections

Select keywords that you want your ad to appear in

Keyword best practices:• Choose relevant keywords.

• Group similar keywords.

Match Type best practices:• Start with broad match or

all match types and refine.

• Bid by match type, if appropriate for more high-quality traffic.

Match Type

Description ExampleKeyword Matched Query

Volume

Reach

TrafficRelevanc

e

Exact Delivers ad when keyword matches searcher’s term exactly.

Buy Coffee Buy Coffee

Low High

Phrase Delivers ad when the word or words in your keyword match—in exact order—the words in a searcher’s query.

Buy Coffee Buy Coffee Buy Coffee Maker Buy Coffee Filter How to Buy Coffee

Medium Medium

Broad Delivers ad when the word or words in your keyword match—in any order—the words in a searcher’s query.

Buy Coffee Buy Coffee Buy Coffee Maker Buy Coffee Filter How to Buy Coffee Buy Organic Coffee

Large Medium

@bing_ads | @yang_ers

Writing an Effective Ad

Great Ad!

Keep your ads relevant and

specific to the keyword set

Include a call to action

Highlight your point of

difference

Other Tips1. Emulate great

ads in your industry

2. Have rotating ads to test which ad performs the best

@bing_ads | @yang_ers

TargetingTargeting is available at the campaign and ad group level based on:

Tip: Incremental Bids can be applied to help improve the position of your ad when it is triggered by a target group

Geographical Location(Country, State, DMA or

City based on IP address)

Day of the weekTime of day

(based on the user’s time zone)

Gender and age(based on login info)

Device/ OS

@bing_ads | @yang_ers

Local Ad Extensions +30-35%

+15-25% SitelinkExtensions

Long Ad Titles +7%

*Based on internal data 2012

Search Extensions

@bingads | @yang_ers

Finally…

Track everything with your campaigns

@bing_ads | @yang_ers

Bing AdsCoupon Redemption

@bing_ads | @yang_ers

Go to: www.bingads.com

@bing_ads | @yang_ers 15

Go to: Accounts & Billings Payment Methods

- Add payment information

- Accept the following forms- Credit Cards- Paypal- Invoicing call:

1-800-518-5689

@bing_ads | @yang_ers 16

Locate your coupon code

@bing_ads | @yang_ers 17

Accounts & Billings: Coupon Info

@bing_ads | @yang_ers 18

Set your budget! Campaigns Budget Set your target (Save)

@bing_ads | @yang_ers 19

Where to go for resources

- 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 20

Wrap up

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

@bing_ads | @yang_ers