agencies: stop letting ppc suck your margins dry

http://trada.com http://trada.com/blog @trada!

Agencies:! Stop Letting PPC Suck

Your Margins Dry!

copyright © 2010 Trada, Inc. All materials are company confidential and may not be distributed without expressed permission.

Agenda!

1  Best Practices for Getting a Client Started!2  Switching Your Time From The Tactical to The

Strategic!3  Mining Keyword Gold!4  Integrating Your PPC Campaign Into the Rest of

Your Marketing Campaign!5  Results Reporting!6  Overview of Trada!7  Q&A!


Meet Dan Tisser!

•  Dan has been working with all kinds of businesses in the realm of search marketing. From the smallest garage based business to major players in moving & storage, newspapers and credit card processing. His time away from Trada is spent on his mountain bike, recovering from knee surgery and making fun of NASCAR.!


Best Practices: Getting a Client Started!

• E-commerce!• Lead Generation!

• Branding!


E-Commerce: Mapping Your Site!

Womens Mens

Casual Formal Brand Color


E-Commerce!


E-Commerce: Ask The Right Questions!

Key Differen*ators

Best Seller?!

Inventory?!

Sales Items?!

Exclusivity?!

Promotions?!


Lead Generation!


Lead Generation: Buying Cycle!


Branding Campaign!


Branding Campaign: Best Practices!

•  Set expectations with your clients on results!

•  Tight geo-targeting with IP broadcasting!•  Geo-targeting with keywords (Pacific

Heights, the Mission, Union Square, Castro)!

•  Put your phone # in the ad!•  Consider dayparting!

copyright © 2010 Trada, Inc – All materials are company confidential and may not be distributed without express permission.


Switching Your Time From The Tactical to The Strategic


Switch Your Time From Tactical to Strategic!

•  Front load your time!•  Map your website!•  Prepare ad groups, write ad copy!•  Choose search networks!•  Launch your campaign all at once!


Know Where To Spend Your Time!


Site Health!

 Usability! Good User Experience! Easy to Find What Youʼre Looking For! Easy to Read!

 Strong Organic Rankings! Strong Landing Pages! Relevant Keywords! Site Speed! Content !


Know User Behavior!

•  Start with your client to understand their customer!

•  Understand the buying cycle!•  Dayparting – week/weekend!•  Ask the call center!•  Use your lead form!


Learn the Space!

•  Learn the industry!•  Learn what the trends are!•  Understand what people are talking

about!•  Read blogs!•  Ask your client for!key information!


Manicure Your Campaigns!

•  Manicure ad groups •  Remove keywords that drive impressions but not

clicks •  Put them in their own ad groups and test •  A/B split your landing pages •  Change ONE variable at a time •  Let changes sit •  THEN…start all over again!



Mining Keyword Gold


Mining Long-Tail Keywords!


Why Longtail Keywords Convert!


Build Permutations on Keyword Gold!

•  Find keyword gold? Build permutations.!

Collins Pick Axe!

Collins Pick Axe Wood Handle!Collins Pick Axe 16” Wood Handle!Collins Pick Axe 16” !Collins 16” Pick Axe Wood Handle!


Dive Into The Data!


Tools of the Trade!

Search-based keyword tool



Integrating Your PPC Campaign Into the Rest of Your Marketing Campaign


Using PPC for Marketing!

•  Leverage it for SEO purposes!•  Employ consistent messaging with your

PPC ads!•  Use PPC to refine messaging!•  PPC as a feedback loop!


Consistent Messaging!


Microsites!Lead Form!



Results Reporting


Set Clear Goals!

•  Determine what are your conversions!•  Determine what success is for your clients!•  Determine your clientsʼ CPA!•  Determine how much they can pay for a sales

lead!

E-Commerce Lead Generation Branding


Set Clear Goals…Continued!

•  Determining your CPA!•  Determine your average cost of sale •  Determine how much you can afford to spend on

sales and marketing •  This is your target CPA (cost per acquisition)


Close The Feedback Loop!

•  Determine what youʼre willing to share!•  Provide back agreed-upon metrics!

Conversions

Click Volume

Ad Spend



Overview of Trada


You Can Also Use Trada

The problem: Paid search is hard, time-consuming and meticulous.!

The solution: Get a crowd of experts to work together on your clientʼs campaign.!

There are no fees for you or your clients to use Trada, so running PPC campaigns in our marketplace won't cut into your profit margins.!




Tradaʼs crowdsourced model puts dozens of certified experts to work on your campaigns at the same time.!




Trada for Agencies!

•  Trada helps you scale your paid search campaigns!•  Set-up clients’ campaigns in Trada, and add new

campaigns on demand •  Review and approve ad copy and keywords created by

Trada optimizers •  Communicate directly with Trada optimizers on strategy

and feedback •  Generate customizable and exportable campaign reports

for their clients!



Questions? Letʼs Hear Them!!



How to Contact Trada

Dan Tisser Account Manager, 303.437.3154 Email me at d*[email protected] www.trada.com

Elaine Ellis Marke*ng Manager, 720.252.8105 Email me at [email protected] www.trada.com

Bill Adkins VP of Sales, 303.558.7102 Email me at [email protected] www.trada.com

http://trada.com http://trada.com/blog @trada

agencies: stop letting ppc suck your margins dry

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