6 Advanced Paid Search Strategies used by the Internet Retailer Top 500

  • 2,999 views
Uploaded on

The following presentation outlines 6 strategies that leading online marketers follow concerning paid search. To view a video of the presentation, please visit: …

The following presentation outlines 6 strategies that leading online marketers follow concerning paid search. To view a video of the presentation, please visit: http://www.clearsaleing.com/blog/archives/2007/09/30/webinar-video-6-advanced-paid-search-strategies-used-by-internet-retailer-top-500/

More in: Technology , Business
  • Full Name Full Name Comment goes here.
    Are you sure you want to
    Your message goes here
    Be the first to comment
No Downloads

Views

Total Views
2,999
On Slideshare
0
From Embeds
0
Number of Embeds
0

Actions

Shares
Downloads
64
Comments
0
Likes
1

Embeds 0

No embeds

Report content

Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel
    No notes for slide

Transcript

  • 1. September 6, 2007 The Clear Sale ing TM Webinar Series 6 Advanced Paid Search Strategies Used by the Internet Retailer Top 500 Presented by Adam Goldberg a former Google Insider and Co-Founder of Clear Sale ing TM
  • 2. The 6 advanced strategies
    • Use profit as your guiding metric
    • Look at the cumulative effect of your advertising
    • Connect your offline sales to your online advertising
    • Build a data warehouse
    • Use search queries as a basis for new keywords and negatives
    • Implement an alert system
  • 3. Strategy #1 Use profit as your guiding metric
  • 4. PPC metrics are flawed
    • Revenue can increase… Profit can decrease
    • Conversion Rate can increase… Profit can decrease
    • CPA or Cost Per Conversion can decrease… Profit can decrease
    • Sales can increase… Profit can decrease
    • ROAS can increase… Profit can decrease
  • 5. PPC metrics are flawed Plasma TV Cost per conversion: $375 LCD TV Cost per conversion: $450 Sale Price: $1,000 Sale Price: $3,000 Sale Price: $3,000 Product: PN 2387 Profit Margin: 13% Profit ($95) Product: PDP 4250 Profit Margin: 18% Profit $165 Product: LG 37LP1 Profit Margin: 24% Profit $270 Flat screen TV Cost per conversion: $225
  • 6. Strategy #2 Look at the cumulative effect of your advertising
  • 7. Not as valuable as you think
  • 8. Never underestimate the value of air conditioning Should I close the doors to save on my electric bill?
  • 9. November 15, 2006 Most common Purchase Paths TM Average # of clicks to sale: 2.75 Nextag (plasma TV) > Nextag (Pioneer plasma) > Nextag (PDP-HD50) > Sale Purchase Path TM 4 AdWords (modern lamp) > AdWords (modern floor lamp) >AdWords (ingo mauer) > AdWords (im-hotachille) > AdWords (company name) > Sale Purchase Path TM 3 Nextag (PDP-HD50) > AdWords (company name) > Sale Purchase Path TM 2 AdWords (Toaster Oven) > AdWords (GE toaster) > AdWords (TEM500) > Sale Purchase Path TM 1 Path
  • 10. How can I use the Purchase Path TM ?
    • AdWords (Toaster Oven) > AdWords (GE toaster) > (TEM500) > $90 Sale
    $30 Toaster Oven $30 GE Toaster $30 TEM500 $90 TEM500 $90 Toaster oven Credit Allocation Even Last First ROI Type
  • 11. Strategy #3 Connect your offline sales to your online advertising
  • 12. Offline sales tracking
    • Assign an ID to each keyword
    • Dynamically insert keyword ID on your website
    • Have sales person capture keyword ID along with other contact information
    • Run a sales report that shows sales with keyword ID’s
    • Determine if those keywords are profitable
    Keyword = flat screen = ID 3378
  • 13. Strategy #4 Build a data warehouse
  • 14. All sales are not created equal 5 Sales (CPA = $123) TV cable = $30 (Margin = 25%) TV stand = $199 (Margin = 15%) Plasma TV = $3999 (Margin = 8%) Flat Screen TV = $299 (Margin = 32%) Gift card = $25 (Margin = 27%)
  • 15. Mine your data
  • 16. Use the data you mine And/Or
  • 17. Strategy #5 Use search queries as a basis for new keywords and negatives
  • 18. What’s the ideal recommendation tool?
    • Ideal =
    Sorry, this does not exist…but a recommendation tool that can accurately tell you the ROI on a new keyword prior to adding it to your campaign
  • 19. Use the information available to you
    • Search query = 50 inch flat screen TV
    • Keyword = flat screen
    • Keyword match type = broad
    • Conversion = $4,700 sale
    • New keyword = 50 inch flat screen TV
    • New keyword match type = exact
    • Advantages = Know it works, cheaper CPC, higher QSR, more targeted
  • 20. Continued…negatives
    • Search query = flat screen computer monitor
    • Keyword = flat screen
    • Keyword match type = broad
    • Conversion = $0
    • Negative keyword = computer and monitor
    • Advantages = target right audience, don’t waste ad dollars
  • 21. Strategy #6 Implement an alert system
  • 22. Why use alerts?
    • Impossible to keep your eye on 10,000’s of keywords
    • Saves time by allowing you to focus
    • Insurance against human error
    • Ability to automate responses to alerts
  • 23. Types of Alerts
    • Compare date range A to date range B and alert me if…
      • Sales
      • Profit
      • Traffic
    • Alert me when a metric increases by X or decreases by Y
      • Ad Spend
      • Conversion rate
      • CTR
      • Ad position
    • * Make sure you are being alerted only when data is statistically sound
  • 24. How to set up alerts
    • Directly from the ad sources in some cases (Google, Yahoo, etc)
    • Make use of the API
    • Build internal tools
    • Buy an off the shelf product
  • 25. Bonus Strategy Methodology used by sophisticated advertisers to earn the maximum profit
  • 26. 5-Step methodology for increasing profit Ad Spend Profits 20K 40K Identify Ad Waste Eliminate Waste Buy Maximum Clicks Add Ad Sources Time Optimize Business
  • 27. Adam S. Goldberg [email_address] 1.800.592.0463 Blog: www.clearsaleing.com/blog TM