proven strateges earn more r o i from your paid search
Post on 13-May-2015
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Proven Strategies to
Earn More ROI from your
Paid Search Campaigns
a4u
expo
by Sri Sharma, Managing Director
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
Agenda
• Increase Quality Traffic• Increase Conversions • Decrease Costs• Increase Commissions
Increase Quality Traffic
#1
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
Google Sets
Brainstorm new keywords for a campaign
Find Competitor Keywords
Outsmart competitor keyword strategy
• Google Website Trends• Google Keyword Tool• PPC Bully• KeyCompete• SpyFu
Google Website Trends
Find related competitor sites, keywords and traffic trends
Google Keyword Tool
Find keywords from competitor websites, trends and get Adgroup structure ideas
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
Keywords from Affiliate Sales Reports
Find which keywords are generating sales and replace broad/phrase match reliance !
Google SK Tool
Compare your campaign to your site, find new keywords and add them your PPC Campaign
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!
Create Mispells & Keywords Combinations
Extend your Keyword lists
• Rapid Keywords• SEOBook Keyword List Generator• RevenueWire Keyword Manager• Fat Fingers – eBay typos
Rapid Keyword
Create keyword mispells
RevenueWire Keyword Manager
Create keyword mispells, combinations and it’s free!
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
• 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
Increase Conversions
#2
• 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
• Like CrazyEgg and see where people are clicking – is it clickable?
Use Heatmaps
Improve site click through rate
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!
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
Test Ad Scheduling
Increase your activity at peak times
• Pull sales data from your affiliate network
• Compare to Adspend
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
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
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’
Test Demographic Targeting
Understand your audience
• Ask merchant for demographics of your purchasers• Use insight tools e.g. MSN Adlabs Demographic
Predictions
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’
Decrease Costs
#3
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
Time Saving Tips
Spend less time, increase your profit
• Use Google Adwords Editor and MSN Adcenter Desktop• Functions to grouping keywords & creating tight
adcopies
Upload Google Campaigns to Yahoo & MSN
Save a lot of time and generate more sales!
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)
Increase Commissions
#4
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
In Summary
Increases your ROI & Profits
# 3 Decrease Costs
# 4 Increase Commissions
# 2 Increase Conversions
# 1 Increase Quality Traffic
Thanks ...and Get in Touch
• Email : sri@netmediaplanet.com • Call: +44 (0) 203 008 8321• www.netmediaplanet.com • Tweet me: @srisharma• Our tips are: delicious.com/netmediaplanet
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