Paid Search Basics & Best Practices (Bing, Google)

Google Confidential and Proprietary

Paid Search BasicsApril 19, 2015


Channel Sales

Kristin CoitHead of Directory & Web Hosting Partnerships

Introductions

Elizabeth ParkerPartner Sales ExecutiveBusiness Development


Objectives

The Digital Consumer. A Recap.

Search Engine Results Page (SERP) Basics

Why Paid is Important

Benefits of Search Engine Marketing (SEM)


The Digital Consumer.A Recap.


2.2Hours a day (in the US)

on mobile contentHours a day with digital

5+

Source: eMarketer, 2014.

As consumers, we’re constantly connected...


Day EveningMorningNight

Hourly Distribution of Searches by Platform(doesn’t reflect absolute traffic volume)

Source: Google Internal Data, 2011. % of each platform’s traffic shown hourly for one day. Does not indicate absolute or relative traffic volumes.

...but how we’re connected varies.


4:03pm

1:48pm

9:02am11:43pm

10:40am

7:36pm

10:02pm

9:51am

2:19pm

8:03pm11:11am

1:02am

Businesses want to be there, and be relevant.


10.7 sourcesConsumers consult an average of 10.7 sources prior to purchase

Consumers are hyper-informed before purchasing

Digital is changing the Advertising Landscape.

of U.S. Internet users go online to search for information about products and services78%


Search“how to buy a new car”

ReadNews article for advice on different brands, models & specs

Emailfriend for car and dealer advice

VisitAutomotive site to read reviews and compare

Search“Honda dealers in Sacramento”

VisitHonda dealer

Conversion

Re-marketing

Display Ads

Making the Path to Purchase More Complex.


Search“how to buy a new car”

ReadNews article for advice on different brands, models & specs

Emailfriend for car and dealer advice

VisitAutomotive site to read reviews and compare

Search“Honda dealers in Sacramento”

VisitHonda de

Conversion

Re-marketing

Display Ads

Search is Key to Any Digital Advertising Strategy.


For local services customers, search enginesare the leading source of information

Review sites or apps

39%Local service

comparison sites/apps

38%Coupon or daily deal sites/apps

32%Social networking

sites or apps

27%

Search Engines74%

Brand, company sites or apps

49%Map sites or apps

42%

Online Sources of Local Services Information (Any Device)

Source: Google/Ipsos, Industry Multi-Screen Study: Local Services, 2013. Base: Total Respondents (2012). Q. Which websites or applications ("apps") did you access in the last 6 months for your local services planning? Methodology Note: All participants were screened-in on category-specific service usage, use of Internet as a resource for local services and general smartphone usage.


Search Engine Results Page(SERP) Basics


query

paid results

Anatomy of Search Engine Results Page

organic results


Difference Between Organic & Paid Results


Your customers expect to find you1

Control your message

Real estate matters

Paid + Organic: Drive more traffic

Direct potential customers


2

3

4

5


Search Engine Results Page Heat Map

(After 8 seconds)

● ¾ of consumers expect leading brands to be at the top of the page

● ⅓ associate placement with a company’s prominence

1. Customers Expect to Find You

Google Confidential and ProprietaryStructuring An Account For Success

2. Control Your Message


3. Direct Potential Customers


4. Real Estate Matters

Google Confidential and ProprietarySource: Studies Show Search Ads Drive 89% Incremental Traffic, Research @ Google, July 21, 2013.

“Advertisers that pause their search advertising campaignssometimes cite concerns about how much of the traffic tothe sites is truly incremental to clicks on natural search results.”

Studies show search ads drive 89% incremental traffic on avg

For local SMBs, search ads drive 98% incremental traffic on avg

5. Paid + Organic: Drive More Traffic


Benefits of Search Engine Marketing (SEM)


PresenceMeet consumer expectations

ImmediacySEO takes time and is not guaranteed

Incremental Traffic beyond Organic Results

Targeted Reachuser intent + scaled message

Increased Relevancehyper-local targeting and message control

Transparencytrack conversions + ROI

Source: Studies Show Search Ads Drive 89% Incremental Traffic, Research @ Google, July 21, 2013.

Vers

us O

rgan

ic

Vers

us o

ther

Med

ia

Benefits of Search Engine Marketing


Generate Leads and Identify Prospects

BrandingBuild Awareness & Educate Prospects

Advertiser objectives

• Targeted impressions• Qualified visits to your

site

• Event registrations• Newsletter registrations

Generate Sales & Acquire New Customers

• Sales Conversions• Site Registrations• Catalog Requests

Success measurements

Customizable to Advertisers Goals


● Control Cost (Flexible Budget)

● Control Daily Spending Limit

● Control and Tailor Marketing Message

● Control and tailor targeting by Audience, Device, Day-part, Geography

● Conversion or Call tracking

You Have Control and Can Measure Results


Technology Levels the Playing Field for SMBs


Intent● What people want

Context● Device● Location● Time

Relevance● The right adat the right momentfor people’s intentand their context

Americas LCS Summit January 2013

Context is a key driver of relevance – and results

12:30 pm

Downtown

On phone On laptop

7:10 pm

Residential

Pizza

Example of SEM Technology


Key Takeaways

be there, be relevant; your customers expect to find you.

small to medium sized businesses can compete; technology levels the playing field

SEM is immediate, gives you control, and transparency


29 Google confidential

Jump in!

Google Confidential and Proprietary 29

BingElizabethP

Phrase MatchAllows your ad to show for searches that include the exact phrase and possibly includes

other words as well.

Broad MatchYour ad will show on similar phrases

and close variations of the keyword a user searches for.

Exact MatchThe ad displays if the searcher uses

only the exact words bid on, in the exact order you bid on

them.

70% more clicks with broad match compared to using exact match alone

56% untapped conversions available through broad match

30% of daily searches are new — and broad match helps you reach them

Source: Internal Microsoft data, March 2014. Based on U.S. data for PC only.

Los Angeles #1 Floristwww.LAFlorist.comLargest selection of flowers in Los Angeles!

Los Angeles Florist - $10 off special offerwww.LAFlorist.com/SpecialOfferHuge selection of fresh flowers - $10 off with every order. Order now!

Discount Los Angeles Floristwww.LAFlorist.com/BestPricesBest prices and largest selection in town – visit us now!

Source: YBN owned and Operated Properties, PC & Tablet; Jan – Aug 2014

0

10000

20000

30000

40000

50000

60000

70000

80000

Jan Feb Mar Apr May Jun Jul Aug

Start testing your campaign

Eliminate and adjust underperforming

keywords/ads

Continue to monitor performance, run reports, and adjust bids to remain

competitive.

73%

19%6%

2%

% of clicks per position

Optimize for Mobile - Due to the limited ad placements, bids for smartphones may need to be higher than PC bids to make it more likely that your ad will serve.

Because the CTR is potentially higher for these ads, your actual CPC is often less.

1. Internal Microsoft study, 818 accounts, 2014

1. Bing.com data for all ads displayed in mainline position in response to local queries, Q1 2014

• Ads/Keywords loaded into Bing Ads or AdWords

An editorial review is performed

• Eligible• Pending Editorial

Review• Disapproved

If disapproved, advertiser can appeal • Manual review

performed

Ads will begin serving if approved

If disapproved, ads are not eligible to serve

Quality Score

What To Do Why And How To Do It

Link your destination URLs to the correct webpages

Customers aren't pleased if they click your ad title and end up on a page unrelated to the ad content. So if your ad is selling green teas, users should land on a page about green teas instead of one about teapots.

One landing page per product If your business sells different products or offers a suite of services, create individual landing pages for each of your products or services

Keep advertising links on your webpages to a minimum

Websites whose content includes a large amount of advertising, without offering any other significant value to site visitors, are not attractive to customers. Instead, focus your content on what potential customers really want to know about - your services or products.

Improve your website quality If your website is slow and difficult to understand, your potential customers will go elsewhere. Make sure your landing page loads quickly and is easy to read. Try reducing the number of graphic images or taking other appropriate measures to help it load faster.

For More Information: http://advertise.bingads.microsoft.com/en-us/help-topic/how-to/50813/what-is-my-quality-score-and-why-does-it-matter

http://advertise.bingads.microsoft.com/en-us/help-topic/how-to/50813/what-is-my-quality-score-and-why-does-it-matter

Ensure Your Ads & Keywords Are Editorially Compliant and Have A High Quality Score

Utilize Broad Match

Ensure You’re Competitive

Remove Low Performing Ads

Review Targeting For Accuracy

Utilize Analytics & Regularly Run Report to Learn More About Your Customers

Add Sitelink Extensions

Add Location Extensions

Ensure Search Parity Across All Search Engines And Adjust Bids As Appropriate

Paid Search Basics & Best Practices (Bing, Google)

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