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expo proven strategies -

earn more ROI for your Paid Search Campaignsby Sri Sharma, Managing Director

agenda01 about me02 increase quality traffic03 increase conversions04 decrease costs05 increase commissions

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expo

01 6 years in PPC – online professional since 199902 paid on CPA03 large UK & international PPC affiliate04 love PPC

about me

increase quality traffic

2PART

new keywords01 nothing beats brainstorming - google sets02 keyword discovery, google keyword tool, hitwise 03 merchant feeds 04 google SK tool

google sets

brainstorm new keywords for a campaign

google SK tool

compare your PPC campaign to your site, find new keywords

competitor keywords01 google website trends 02 google keyword tool03 PPC bully 04 key compete05 spy fu

Outsmart competitor keyword strategy

website trends

find related competitor sites, keywords and traffic trends

google keyword tool

find keywords from competitor websites,

trends & get adgroup structure

ideas

reduce broad / phrase match reliance

01 google adwords search query report

02 affiliate keyword level sales report

Higher quality score, Lower CPC’s

reduce broad / phrase match reliance

find out which keywords are generating sales and replace broad/phrase match reliance!

extend keyword lists

01 rapid keywords 02 SEO book keyword list generator 03 revenuewire keyword manager04 fat fingers –ebay typos

rapid keyword

revenue wire keyword manager

create keyword misspells, combinations and it’s free!

add negative keywords

01 google adwords search query report 02 is your keyword commercial? check out

MSN adlabs commerical intention tool

01 create ad copy relative to buying cycle

02 focus on transactional intent03 analyse the click path

attract customers through the buying cycle

Awareness Interest Education Comparison Purchase

Laptop computer

Laptop info

Laptop reviews

Acer laptops Acer Aspire 4935

increase conversions

3PART

Show me the money....

01 read an optimisation book e.g. sitetuners

02 use google analyticsa. keyword level viewb. internal site search

increase landing page conversions

run conversion tests01 run multivariate tests, start simple 02 don’t assume what your competitors are doing is right / better / good03 deeplink smart 04 follow the full sales funnel 05 be relevant for the user

use heat maps

like crazyEgg and see where people are clicking – is it clickable? Improve site click

through rate

test day parting01 pull sales data from your

affiliate network

02 compare to ad spend Increase your activity at peak times

optimize through day parting01 increase exposure for Thursday using Google, MSN

adscheduling

02 create bespoke campaigns for peak times with tailored adcopy and landing pages e.g. around payday

01 pull affiliate network sales data showing geographic location (you may need an IP to location

tool eg. ipligence)

test geo-targeting

Increase your activity in key locations

optimize by geo-targeting01 create a separate campaign for London with

tailored adcopy and landing pages

increase relevance and sales

test demographic targeting01 Ask merchant for

demographics of your purchasers

02 Use insight tools e.g. MSN Adlabs Demographic

Predictions

Understand your audience

target your audience demographic

01 MSN adcenter and google content network allow demographic targeting

02 test bespoke adcopy and landing page copy e.g. adcopy ‘ladies boot cut jeans’

Improve your relevance & profit

01 with merchant promotion• be quick off the mark to test

02 with other marketing channels• pickup keywords from copy in

magazines/papers/posters/display ads• search is great for closing the deal!

03 fast changing markets• use google alerts, yahoo pipes to get news alerts

and react through PPC

synchronise

be different

01 use adcopy to stand out from your competitors

02 test key phrase variations:• pricing in adcopy• discount offers• ‘from...£xx‘• ‘save up to xx%’• ‘order now!’

optimize campaigns for public holidays

01. Integrate PPC with national public holidays02. Integrate PPC with key festivals and dates

Increase relevance and conversions

decrease costs

3PART

Tighten your belt...

decrease CPC (cost per click)

01 Granular campaign structure, keep it tight!02 Reduce reliance on expensive broad &

phrase match keywords03 Be relevant for your user

time saving tips

use Google Adwords Editor and MSN Adcenter desktop• Functions to group keywords & create tight adcopies

upload Google campaigns to Yahoo & MSN

Save time, generate more sales!

time saving tips

01 Aggregate commission and adspend data in a system

02 Create internal reports that let you see impressions -> clicks -> conversion rate ->

EPC per keyword profile (geo location, time/date of sale, demo)

Spend less time, increase your profit

Increase commissions

4PART

01 drive results – builds credibility02 great communications means more sales

generating ideas03 simple proposals for bonus incentives04 innovate to find different channels

how to increase commissions

in summary

decrease costs

increase commissions

increase conversions

increase quality traffic

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Thanks and get in touch...

Email: sri@netmediaplanet.com Call: +44 (0) 203 008 8321www.netmediaplanet.com Tweet me: @srisharmaOur tips are: delicious.com/netmediaplanet