2 advanced ppc

@bing_ads | @yang_ers

PPC In-depth Presentation

Andrew Yang (@yang_ers)

Search Evangelist, Microsoft Canada


Modules we have designed

Creating a PPC Campaign

for your business

SEO and PPC Deep Dive

Introduction Online

Advertising


Review

@bing_ads | @yang_ers4

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Paid

Organic

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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


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


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


Understanding Costs


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


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)

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1


1-5Below Average

6Average

7-10Above Average

Ass

ign

ed

at

KW

leve

l


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


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


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


Search FrequencyHigh Low

High

Low

Cost


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


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).


Ad Copy: Good and Bad


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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5

@bingads | @yang_ers

Track everything with your campaigns

@bingads | @yang_ers

Budgeting


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


Local Ad

Extensions+30-35%

+15-25% Sitelink

Extensions

Long Ad Titles +7%

*Based on internal data 2012

Search Extensions

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@bing_ads | @yang_ers 33

- 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

http://community.bingads.microsoft.com/ads/en/bingads/b/blog/

http://advertise.bingads.microsoft.com/en-ca/courses

http://www.bingadspro.com/ca

@bing_ads | @yang_ers 34

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

2 advanced ppc

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