http://www.pointit.com - This presentation examines the Bing/Yahoo merger, and why it matters from a PPC perspective. It also covers Holiday PPC tips for search engine marketers.
2. About Point It
Presentation Agenda
• Launched in April 2002
• PPC & SEO
• $50 MM in managed
media
• 18 team members, 40+ yrs
of SEM experience
• Servicing clients across all
verticals and revenue
models
4. Why The Yahoo/Bing Merge Matters
But Is This Really A Good Enough Reason?
(And is it really 33.8%?)
5. So Really…Why Does It Matter
Created the second
largest search engine in the
US
163 million unique
searchers
Over 4 billion searches
~ 27% of U.S. search
queries on Yahoo! Search,
Bing and partner sites
6. Initial Thoughts
The Merger Myths:
• cost per click (CPC) rise
• cost per acquistion (CPA) rise
• conversion rates fall
• click thru rates (CTR) worsen
What we’re actually seeing:
• Traffic spiked, of course
• We did see an initial rise in CPC, but…
• CPC have begun to fall
• CPA have decreased in many
instances
• CTR has been mixed
7. Setting up AdCenter
Once You Have an AdCenter account:
• Home Tab
• Distribution Settings
• Demographic Targeting
9. Distribution Methods
If there is one setting you need to pay attention to….this is it
break out ALL your campaigns to target Only Bing
and Yahoo! Websites and another that targets Only
Bing and Yahoo! Syndicated search partners
15. Final Thoughts
So what do you need to do?
Mirror all your campaigns
•“Only Bing and Yahoo websites”
•“Only Bing and Yahoo syndicated
search partners”
Adjust bids if necessary
But most of all…
Enjoy the wedding!
23. Presentation Agenda
Sitelinks
Ad Sitelinks is a new feature of AdWords that allows you to attract more users
and move them further down the purchase funnel by providing additional links
to content deeper within your sites.
Two-line format
30% average
increase in
clickthrough rate vs.
standard text ads
One-line format
25. Presentation Agenda
Increase Conversion Rates
Source: Sitelinks
Best Practices by
Google
26. Presentation Agenda
Brand Messaging
Ad Sitelinks can increase your opportunity for brand messaging by leveraging
the additional ad real estate to showcase your brand assets.
Source: Sitelinks
Best Practices by
Google
28. Presentation Agenda
Sitelinks Best Practices
• Keep it short
• Strong call to action
• Ensure the Sitelinks are valid for all ad
groups/keywords
• Ensure that the Sitelinks are relevant to
the landing page
29. Presentation Agenda
Product Extensions
You need:
• Google Merchant Center Account
• Product data feed
