What is Paid Search
Or how can giving money to Google and Bing help get
customers to my front door
Presented by Bill Martin• Certified by Google in Google AdWords since 2006• Bing Ads Accredited • Bing Ads Advisory Council 2014• Bing Partner Summit 2013 participant• Chosen in 2015 as one of 5 top Agencies in North America by Google as
“doing it right” • Joined Big Wing Interactive Jan 2012• Degrees in Astrophysics and Mathematics• Passionate about data driven results • Leads a team of 4 AdWords/Bing Certified individuals – more certified
personnel than any other agency in the state.
What Is Paid Search aka, PPC, aka SEM
PPC ads appear above and beside the organic listings in the Search Engine Result Page (SERP) Normally denoted by a “ad” symbol.
The visible area on a SERP is dominated by PPC Ads “above the fold” or before scrolling
“I never click on Ads” 97% of Google’s total Revenue comes from its PPC ad platform : AdWords.
Tens of Millions of people click on PPC ads in Google, Yahoo and Bing
We Have SEO So We Don‘t Need PPC
• Different Types of Keywords Drive Different Search Behavior
• Search Queries with High Commercial Intent are Often Dominated by PPC Ads Above the Fold.
• PPC ads often “steal” clicks from SEO. • SEO isn’t 100% reliable to show for top rankings.• SEO isn’t responsive to quick changes
SEO + PPC for the Win!!
Source: Bing Case Study – John Gagnon May 2015
Why are people clicking on ads and not just organic
listings?
#1 answer on the board –
#1 answer on the board –
RELEVANCE!!!
Google and other search engines want people to find what they are looking for
Google and other search engines want people to find what they are looking for
If a user doesn’t find what they are looking for they will go to another search engine and try that one
Search Engines Insure Relevancy with Quality Score
Quality Score is :• Keyword to
landing page relevancy
• Keyword to ad relevancy
• User experience on the web page
• SEO is even more important as it enhances landing page relevancy
Symbiotic Relationship of Ad to Quality Score
How do Quality Scores affect my bottom line and thusly drive up the quality of the SERP?
Google / Bing Will Stop Showing Ads Regularly and when they do show you will pay a lot more
How do Quality Scores affect my bottom line and thusly drive up the quality of the SERP?
Google / Bing Will Stop Showing Ads Regularly and when they do show you will pay a lot more
It is in an advertisers best interest to provide relevant ad listings
• The Quality Score is How the search engines insure that the user has a Good Experience
• Relevant ads are driven to the top of the page for less cost if they have good QS.
• Paid ads work well because they show people the exact products and services they are searching for even if they may not show in the top Organic Search Listings
• Ads are only shown to people who have already pre-qualified themselves by using specified keywords.
• Advantages to Pay Per Click Advertising– Immediate Visibility – Changes in SEO work can take
weeks to months to notice – Minute control over what triggers your ad – completely
customizable– Budget flexibility – you only pay when people click on
your ad, spend as little as $15/day– Analytical results on what is or is not working for you
on your website.– Choose Geo-targeting and Daytime parting. – Directed Advertising to Search Networks and Devices– Ads Target Any Page In the Site You Want
What Makes a Good PPC AccountEstablish Clearly Defined GoalsResearch In How People Find YouSolid Account StructureA/B testing of Ads / KeywordsNegative Keyword ListsHave Landing Pages Optimized for
Conversions
Establish Clearly Defined Goals
• Are you looking for Leads?• Are you selling a product or
service?• Are you measuring
engagement with a page, video, or other online activity?
• What Is it that YOU do?
Understand Your Customers Search
Psychology• You / your industry call your product “this”. Your
customers call it “that” • Test the use of industry / vertical terms but use
common names that people use• Examples:
– “used” vs. “pre-owned” or “certified pre-owned” – “storm cellar” vs. “steel, in-garage, underground storm
shelter”
Create a Solid Account Structure
• Campaigns – control spend and targeting
• Adgroups – tightly knit groupings of keywords about specific idea or product
• Keywords – What people type to get said product/service/information
• Multiple Ads pointing to quality landing pages with good calls to action TEST- “A/B” sometimes “C”
Negative Keyword Matching“Music is the silence between the notes“
Its just as important what is not matched in a search as what is.
Negative Terms Terms will show for Terms you won't show for
Jewelry Foil Fencing Jeweler Fence
post Competition fencing fence posts
farm olympic fencing Farm Fencing
- Claude Debussy, composer 1875
Search Term : Fencing
Good Landing Page is Key
• Best advertising in the world leading to a Landing Page designed without your goals in mind will fail
• Convince people to complete the goal • Create a way they can do it • Simple singular calls to action – keep it simple
Adwords is Not Always a Good Fit
• Unique product that no one knows to search for? Another method might be better start then follow with Adwords
• Your targeted audience is niche with lots of irrelevant terms showing alongside relevant high CPC searches
• Too competitive: high CPC keywords making it impossible to achieve positive ROI
• Bad non-converting landing pages – its not magic
Thank You for Your Time
Bill Martin, Senior Manager of Paid Search – Big Wing Interactive