Essential paid search tools from excel to automation - Jonathan Dunkley

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Jonathan DunkleyManager Of Paid Search Minute Steak

4+ years PPC and digital experience

Who am I?

Who do I work for?

Search & Social ecommerce marketing agency for niche retailers with smaller budgets

What am I doing here today?

PPC tools & tips

Speed up analysis

Improve accountability

Increase profitability

Keep an eye on campaigns

Instead of going deep in to bid and ad-copy management…

…a couple of common PPC questions

What are my competitors and affiliates doing with PPC?How do I measure offline conversions accurately?

PPC Technology can help

What are my competitors and affiliates doing with PPC?

The PPC landscape

What are they up to?

Competitors

SuppliersAffiliates

How it works

Scrapes the Google SERP for a selected list of keywords.

Returns the PPC & organic listings

Trademarks

Pricing

URL Hijacks

Detect if affiliates are using your URL on their PPC advert and then later redirecting traffic to your site.

Restricted Keywords

Identify if affiliates or suppliers are bidding on your restricted keyword list

How will this help you?

Identify – rogue suppliers, competitors & affiliatesReport – show ads, pricing & trademarks for selected termsAutomate – get alerted when violations are detected

How do I measure offline conversions accurately?

So I’m going to cheat…

This is a huge question

… and look at 1 problem instead Phone leads and call tracking

How it works

Dynamic phone number

Automatically recognise traffic sources

Ability to set up specific manual campaigns

Track to Keyword/Referrer detail

User searches for a keyword and clicks

through to site

The customer sees the dynamic number for

that keyword or referrer

They then call in and possibly generate a sale

or lead for the business

AdInsight tracks the individual keyword or

referrer and reports it in the dashboard.

Set up specific affiliate numbers

Specific tracked phone numbers for each

affiliate allows phone leads to be generated

without going to the site

Call 0800412030

Record lead and revenue data

At the end of the call sales staff are asked to key in the result of the call.

Revenue can be included

Analytics Integration

Produces goal page on siteUse this to track within existing analyticsPull in keyword, lead, sale & revenue dataUse this data within reports and to aid keyword/affiliate analysis

How will this help you?

Identify – calls, leads and sales from different sourcesReport – location, phone number and source of callAutomate – integrate with analytics. Alerted to missed calls

In summary

Both great tools for giving further PPC insightGet the best value out of your PPC investmentThey do however need to be analysed and reported on.Start a conversation in your business

www.minutesteak.co.ukfacebook.com/MinuteSteaktwitter.com/MinuteSteak Minute Steak, 62-70 Shorts Gardens, Covent Garden, London WC2H 9AH

+44(0)207 420 3500, contact.us@minutesteak.co.uk

Thank you