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Can “Pay Per Click” effectively increase business leads & salesAndrew Yang (@yang_ers)Search Evangelist, Microsoft CanadaDec. 5, 2013
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Question…..
How many times today were you
looking for something?
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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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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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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
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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
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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
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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 weekTime of day
(based on the user’s time zone)
Gender and age(based on login info)
Device/ OS
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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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Bing AdsCoupon Redemption
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Go to: www.bingads.com
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Go to: Accounts & Billings Payment Methods
- Add payment information
- Accept the following forms- Credit Cards- Paypal- Invoicing call:
1-800-518-5689
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Locate your coupon code
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Accounts & Billings: Coupon Info
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Set your budget! Campaigns Budget Set your target (Save)
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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
@bing_ads | @yang_ers
@bing_ads | @yang_ers
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