© 2010 Net Media Planet 1
Proven Strategies Earn more ROI for your Paid Search Campaigns
Sri Sharma Managing Director
© 2010 Net Media Planet
agenda01 about me02 increase quality traffic03 increase conversions04 decrease costs05 increase commissions
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01 7 years in PPC – online professional since 199902 paid on CPA03 large affiliate and agency04 love PPC
about me
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Increase Quality Traffic
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new keywords01 nothing beats brainstorming
Google sets02 keyword discovery, Google
keyword tool, hitwise 03 merchant feeds 04 google SK tool
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Google sets
brainstorm new keywords for a campaign
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Google SK tool
compare your PPC campaign to your site, find new keywords
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Competitor keywords01 Google website trends 02 Google keyword tool03 PPC bully 04 key compete05 spy fu
Outsmart competitor keyword strategy
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Website trends
find related competitor sites, keywords and traffic trends
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Google keyword tool
find keywords from
competitor websites,
trends & get adgroup
structure ideas
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Reduce broad / phrase match reliance
01 Google adwords search query report 02 keyword level sales report
Higher quality score, Lower CPC’s
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Reduce broad / phrase match reliance
find out which keywords are generating sales and replace broad/phrase match reliance!
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Extend keyword lists01 rapid keywords 02 SEO book keyword list generator
03 revenuewire keyword manager04 fat fingers ebay typos
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Rapid keyword
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Revenue wire keyword manager
create keyword misspells, combinations and it’s free!
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Add negative keywords
01 Google adwords search query report
02 is your keyword commercial? check out MSN adlabs commerical intention tool
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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
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Increase Conversations
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Show me the money…
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01 read an optimisation book e.g. sitetuners
02 use Google analyticsa. keyword level viewb. internal site search
Increase landing page conversions
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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
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Use heat maps
like crazyEgg and see where people are clicking is it clickable?Improve site click
through rate
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Test day parting
01 pull sales data reports
02 compare to ad spend Increase your activity at peak times
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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
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01 pull sales data report showing geographic location (you may need an IP to location tool eg. ipligence)
Test geo-targeting
Increase your activity in key locations
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Optimize by geo-targeting01 create a separate campaign for
London with tailored adcopy and landing pages
increase relevance and sales
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Test demographic targeting01 Ask merchant for
demographics of your purchasers
02 Use insight tools e.g. MSN Adlabs Demographic
Predictions
Understand your audience
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Target your audience demographic01 MSN adcenter and Google content
network allow demographic targeting02 test bespoke adcopy and landing page
copy e.g. adcopy ‘Bingo for ladies’
Improve your relevance & profit
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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
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Be different01 use adcopy to stand out from your
competitors02 test key phrase variations:
• pricing in adcopy• discount offers• ‘free…‘• ‘join today!’• ‘order now!’
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Optimize campaigns for public holidays
01. Integrate PPC with national public holidays02. Integrate PPC with key festivals and dates
Increase relevance and conversions
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Decrease Costs
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Tighten Your belt...
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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
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Time saving tips
Use Google Adwords Editor and MSN Adcenter desktop Functions to group keywords & create tight adcopies.
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Upload Google campaigns to Yahoo & MSN
Save time, generate more sales!
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Time saving tips
01 Aggregate sales and adspend data02 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
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Increase Commissions
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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
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In summary
decrease costs
increase commissions
increase conversions
increase quality traffic
4321
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2009
Thank youDo you have any questions?
E: [email protected] T: +44 (0) 203 008 8321Tweet me: @srisharmawww.netmediaplanet.com