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

wmartin@bigwing.com405-475-3364