@bing_ads | @yang_ers

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

@bingads | @yang_ers

Question…..

How many times today were you

looking for something?

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On Bing….

In 2013 Canadians Searched for:

Tirecraft Firestone Michelin Winter Tires

Tires

5405 9231 19251 21115

229995

Source: Bing Ads Intelligence – Jan. 2014 pull

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Consumers Seek Local Information

48% of mobile and 36% of PC searchers visit a local business

7 out of 10 consumers look online first for local business info

40% of offline transactions start with online search

30% of all search queries have local intent

*Data based in US market. 4

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Position Matters

Source: Bing Ads Intelligence – Jan. 2014 pull

• The higher one ranks the greater clicks they receive• The value of PPC campaigns is generating more clicks in a relevant

manner

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Do we agree that….

=

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Wouldn’t it be great if you could…

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

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Search Engine Results Page (SERP)

Paid

Organic

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Search Engine Results Page (SERP) - Local

Local Listing

s

Local Listings are:

• Queries based on IP and 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

Paid

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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

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Pay vs. Organic Result (Query – Winter Tires)

Anatomy of a Result

1. Ad Title2. Display URL3. Ad Copy4. Sitelink Extensions

Paid

Organic

1

1

2

2

3

3

4

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Learning Search Lingo

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Terminology• 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

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Canada Online Advertising Statistics

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Internet Ad Revenue Growth by Verticals

Source: : IAB Canada

2008 2009 2010 2011 2012

622 741907

10811308

490578

688

840

916

460

467

587

576

584

Search Display Classifieds Video Email Video Gaming Mobile

$1.24B$1.61B

$1.85B

$2.28B

$3.09B

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How Does PPC work?

Simple Answer…You pay us when somebody clicks

on your Ad

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BiddingQuality 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)

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Quality Score Continued

1-5Below Average

6Average

7-10Above Average

Assi

gned

at K

W le

vel

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Quality Score Continued

Landing Page

Relevance

Landing Page User Experienc

e

Keyword Relevance

(Ad Quality)

• Weighted heaviest

• Largely based on CTR

• Relationship between query, ad and Landing Page content

• Reflects how well your site adheres to adCenter Editorial Guidelines

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PPC Items

Select your keywords

Create an enticing ad copy

Set your targeting

Take advantage of extensions

Track your conversions and statistics

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Keywords Types

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

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Keyword Strategy – Keyword distribution

Search FrequencyHigh Low

High

Low

Cost

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Keyword Strategy - Marketing Funnel Awareness

Consideration

Conversion

• Target keywords to awareness about your company

• Bids should be lower

• Comparison Shopping

• Bid on competitors or comparison keywords• Keywords indicating immediacy of purchasing

• Traditionally higher bids

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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

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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 week

Time of day(based on the user’s time zone)

Gender and age(based on login info)

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Local Ad Extensions +30-35%

+15-25% SitelinkExtensions

Long Ad Titles +7%

*Based on internal data 2012

Search Extensions

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Finally…

Track everything with your campaigns

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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

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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

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@bing_ads | @yang_ers