proven strateges earn more r o i from your paid search

Proven Strategies to

Earn More ROI from your

Paid Search Campaigns

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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