proven strateges earn more r o i from your paid search
TRANSCRIPT
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Proven Strategies to
Earn More ROI from your
Paid Search Campaigns
a4u
expo
by Sri Sharma, Managing Director
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About Me
• 6 years in PPC, Online Professional since 99• Paid on CPA• One of the largest UK and International PPC
Affiliates• Love my PPC
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Agenda
• Increase Quality Traffic• Increase Conversions • Decrease Costs• Increase Commissions
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Increase Quality Traffic
#1
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Find New Keywords
Build extensive new keyword lists
• Google Sets• Keyword Discovery• Google Keyword Tool• Hitwise• Merchant Feeds• Raw Feed ‘acme navy blue formal cotton shirt
size 13’ gives long & short tail keywords
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Google Sets
Brainstorm new keywords for a campaign
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Find Competitor Keywords
Outsmart competitor keyword strategy
• Google Website Trends• Google Keyword Tool• PPC Bully• KeyCompete• SpyFu
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Google Website Trends
Find related competitor sites, keywords and traffic trends
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Google Keyword Tool
Find keywords from competitor websites, trends and get Adgroup structure ideas
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Find Keywords From Your PPC Campaigns
Find hidden keyword gems
• Keywords from your affiliate sales reports• Google SK tool• Google Adwords Search Query Report• Campaign related marketing collateral
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Keywords from Affiliate Sales Reports
Find which keywords are generating sales and replace broad/phrase match reliance !
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Google SK Tool
Compare your campaign to your site, find new keywords and add them your PPC Campaign
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Find Keywords From Your PPC Campaigns
Find hidden keyword gems
• Google Adwords Search Query Report• shows search queries your broad/phrase
match keywords triggered: add exact matches
• Marketing collateral – find keywords in posters, banners, people search for them!
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Create Mispells & Keywords Combinations
Extend your Keyword lists
• Rapid Keywords• SEOBook Keyword List Generator• RevenueWire Keyword Manager• Fat Fingers – eBay typos
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Rapid Keyword
Create keyword mispells
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RevenueWire Keyword Manager
Create keyword mispells, combinations and it’s free!
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Improve your CTR (Click Through Rate)
More traffic, more sales
• Create adcopy relative to the Buying Cycle
• BUT for sales generation, focus on transactional adcopies and test based on EPC
• Be different to competitors• Say ‘Save 25%’ if others are saying ‘Save €20’
Awareness Interest Education Comparison Purchase
Laptop computer
Laptop info
Laptop reviews
Acer laptops Acer Aspire 4935
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• Is your keyword commercial? Check out MSN Adlabs commercial intention tool
• Google Adwords Search Query Report – find new negatives regularly
Add Negative Keywords
Stop paying for poor traffic
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Increase Conversions
#2
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• Read a good landing page optimisation book e.g. Sitetuners book
• Use Google Analytics• Drill down to keyword level• Track internal site search
Increase Landing Page Conversion
Increase traffic and sales
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• Like CrazyEgg and see where people are clicking – is it clickable?
Use Heatmaps
Improve site click through rate
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Increase Landing Page Conversion
Improve traffic and sales!
• Run multivariate tests and start simple e.g. Use Google Optimiser
• Deeplink smart e.g low value generic products to shopping cart
• Don’t assume what your competitors do is right/better/good
• Follow the full sales funnel in your approach• Be relevant for the user!
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Synchronise !
Think differently and Find more sales !
• With merchant promotion• Be fast off the mark to test new copy
• With other marketing channels• Pickup keywords from merchant copy in
magazines/papers/posters/display ads• Search is great for closing the deal!
• Fast Changing Markets• Use Google Alerts, Yahoo Pipes to get news alerts
and react through your PPC
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Test Ad Scheduling
Increase your activity at peak times
• Pull sales data from your affiliate network
• Compare to Adspend
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Optimise by Ad Scheduling
Increase your relevance & profit !
• Increase exposure for Thursday using Google, MSN adscheduling
• Create bespoke campaigns for peak times with tailored adcopy and landing pages e.g. around Payday
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Test Geo-targeting
Increase your activity in key locations
• Pull sales data from your affiliate network showing geographic location (you may need an IP to location tool eg ipligence)
• Compare to Adspend
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Optimise by Geo-targeting
Increase your relevance & profit !
• Create a seperate campaign for London e.g test ‘London’ in adcopy
• Target keywords e.g. ‘hotels in London’
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Test Demographic Targeting
Understand your audience
• Ask merchant for demographics of your purchasers• Use insight tools e.g. MSN Adlabs Demographic
Predictions
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Target Your Audience Demographic
Improve your relevance & profit !
• MSN Adcenter and Google Content Network allow demographic targeting
• Test bespoke adcopy and landing page copy e.g. Adcopy ‘ladies boot cut jeans’
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Decrease Costs
#3
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Decrease CPC (Cost Per Click)
Spend less, increase your profit
• Granular campaign structure, keep it tight!• keywords, adcopy, landing page
• CTR is the biggest factor in Quality Score• Reduce reliance on more expensive broad &
phrase match keywords• If bidding on [green shoes size 10], add [blue
shoes size 9]...• Add exact match keywords over broad/phrase
• Be relevant for your user
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Time Saving Tips
Spend less time, increase your profit
• Use Google Adwords Editor and MSN Adcenter Desktop• Functions to grouping keywords & creating tight
adcopies
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Upload Google Campaigns to Yahoo & MSN
Save a lot of time and generate more sales!
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Time Saving Tips
Spend less time, increase your profit
• Aggregate commission and adspend data e.g 3rd party Affmeter (untested)
• Create internal reports that let you see impressions -> clicks -> conversion rate -> EPC per keyword profile (geo location, time/date of sale, demo)
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Increase Commissions
#4
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How to Increase Commissions
Create a long term partnership
• First drive results for your merchant & affiliate network partners
• It’s about relationship – build credibility as a trusted partner
• Write simple proposals for commission rate increases & bonus incentives for driving more sales
• Innovate to find different search channels and negotiate what you need to make it work for you
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In Summary
Increases your ROI & Profits
# 3 Decrease Costs
# 4 Increase Commissions
# 2 Increase Conversions
# 1 Increase Quality Traffic
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Thanks ...and Get in Touch
• Email : [email protected] • Call: +44 (0) 203 008 8321• www.netmediaplanet.com • Tweet me: @srisharma• Our tips are: delicious.com/netmediaplanet