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@bing_ads | @yang_ers
PPC In-depth Presentation
Andrew Yang (@yang_ers)
Search Evangelist, Microsoft Canada
@bing_ads | @yang_ers
Modules we have designed
Creating a PPC Campaign
for your business
SEO and PPC Deep Dive
Introduction Online
Advertising
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Review
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=
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Paid
Organic
5
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Search Engine Results Page (SERP) - Local
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Local
Listings
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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Benefits of Bing Places for Business
Enables businesses to claim listings
and be found by millions of Bing users
Engaging customers searching online
before they step foot in your store
Enriched business information drives
higher online conversion
Easy to use and takes minutes to
complete
www.bingplaces.com
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Simple Sign Up in 3 StepsStep 1
• Find your business on Bing, OR
• Create a new business listing
• Support bulk upload
Step 2
• Verify ownership via mail or phone
• Agency verification process
supported
Step 3
• Listings show up on Bing search results
on PC, tablet and mobile devices
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Understanding Costs
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Terminology
Acquisition Metrics
Search• Function of “relevancy” and the bid is your
rank on the paid search area
• Amount you bid = Cost Per Click (CPC)
• CPM = Cost per impression / Cost per Mille (m = 1000 page views)
• $20 CPM $20 for 1000 views
Efficiency Metrics
Other Metrics• CTR = Click through rate, proxy of how
“effective” your ad is
• CPA = Cost per acquisition, used to measure the marketing spend
• ROI = Return on Investment, usually an internal measure for the effectiveness of the online advertising campaign
• Impressions = How many times your ads has been seen
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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 click
Ad Rank: Is a function of Quality Score and your Bid (higher is better)
1
1
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1-5Below Average
6Average
7-10Above Average
Ass
ign
ed
at
KW
leve
l
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Landing Page
Relevance
Landing Page
User
Experience
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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Select keywords that you want your ad to appear in
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Keyword Match Type - Example
ExactCheap Tires
Buy Cheap Tires
Cheap Tires Hamilton Phrase
Phrase
Broad
BroadCheap Winter Tires
Cheap Toyo TiresKeyword: Cheap Tires
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Broad Match Type Keyword – Hockey Tickets
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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 Tips
1. Emulate great ads in your industry
2. Have rotating ads to test which ad performs the best
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Microsoft Confidential
Editorial Guidelines
Creating ads that are relevant, clear and accurate Do Don’t
Use correct grammar, punctuation and spelling
Include unproven claims or endorsements in your ads or on
your landing pages
Repeat phrases (for example, “Sale, sale, sale…”)
Use offensive or inappropriate language.
Include unnecessary symbols to draw attention to ad copy (for
example: Ca$h).
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Ad Copy: Good and Bad
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Targeting
Targeting 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)Device/ OS
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Track everything with your campaigns
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Budgeting
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Standard Billing
• Your billing cycle date (when you get billed each month) will be the
same calendar day your account was set up, or when your campaign
reaches its billing threshold
• Your billing threshold is your account credit limit, which is initially $50
• If you pay by credit card you can pay your bill immediately, rather
than wait for your credit card account to be charged
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Local Ad
Extensions+30-35%
+15-25% Sitelink
Extensions
Long Ad Titles +7%
*Based on internal data 2012
Search Extensions
3
2
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- 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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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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