ClearSaleing Confidential October 3, 2007 The  Clear Sale ing  Webinar Series 7 Advanced Paid Search Strategies  Used by L...
Strategy #1 Connect your offline back office to your online advertising ClearSaleing Confidential
Integrate online advertising to your back office ClearSaleing Confidential Proprietary Back Office Direct Hits Keyword = M...
ClearSaleing Confidential Tie your inbound calls to your online advertising Strategy #2
Offline sales tracking <ul><li>Assign an ID to each keyword </li></ul><ul><li>Dynamically insert keyword ID on your websit...
Strategy #3 Use profit as your guiding metric ClearSaleing Confidential
PPC metrics are flawed <ul><li>Leads  can increase… Profit   can decrease </li></ul><ul><li>Revenue  can increase… Profit ...
Pick the  best  lead ClearSaleing Confidential 30 year mortgage Lead Cost:  $48 Fixed mortgage Lead Cost:  $104 Mortgage L...
Strategy #4 Look at the cumulative effect of your advertising ClearSaleing Confidential
Never underestimate the value of air conditioning ClearSaleing Confidential Should I close the doors to save on my electri...
ClearSaleing Confidential November 15, 2006 Most common Purchase Paths Average # of clicks to sale:  3.75 Path Purchase Pa...
How can I use the Purchase Path? <ul><li>AdWords (mortgage) > AdWords (30 yr mortgage) > (80/10/10 loan) >  $9K   Sale </l...
Strategy #5 Use search queries as a basis for  new keywords and negatives ClearSaleing Confidential
What’s the ideal recommendation tool? <ul><li>Ideal = </li></ul>ClearSaleing Confidential Sorry, this does not exist…but a...
Use the information available to you <ul><li>Search query = reputable moving company </li></ul><ul><li>Keyword = moving co...
Continued…negatives <ul><li>Search query = rent truck moving company </li></ul><ul><li>Keyword = moving company </li></ul>...
Strategy #6 Implement an alert system ClearSaleing Confidential
Why use alerts? <ul><li>Impossible to keep your eye on 1,000’s of keywords all the time </li></ul><ul><li>Saves time by al...
Types of Alerts <ul><li>Compare date range A to date range B and  alert  me if… </li></ul><ul><ul><li>Sales  </li></ul></u...
How to set up alerts <ul><li>Directly from the ad sources in some cases (Google, Yahoo, etc) </li></ul><ul><li>Make use of...
Strategy #7 Follow the sophisticated methodology used by direct marketers to earn the maximum profit ClearSaleing Confiden...
5-Step methodology for increasing profit ClearSaleing Confidential Ad Spend Profits 20K 40K Identify Ad Waste Eliminate Wa...
The 7 advanced strategies <ul><li>Connect your back office to your online advertising  </li></ul><ul><li>Tie your inbound ...
ClearSaleing Confidential Adam S. Goldberg [email_address] 1.800.592.0463 Blog:  www.clearsaleing.com/blog
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7 Advanced Paid Search Strategies used by Leading Direct Marketers

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For those Direct Marketers who did not have time to attend this webinar, we have this presentation. It will be very useful as you move to a more sophisticated online marketing environment. Created by an ex Google insider, Adam Goldberg. For more information, visit http://www.clearsaleing.com/blog/archives/2007/12/05/7-advanced-paid-search-strategies-used-by-leading-direct-marketers/

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  • Announcements : 2 minutes before – webinar will start at 1:35 to allow for later arrivals and will last around 20-25 minutes At 1:35 - Intro yourself – Doug Winenger, Sr. Marketing Analyst, oversee account management dept - Adam couldn’t be with us today due to illness, etc - This webinar will be presented again on September 19 and October 3 at 1:30 PM EST and we are expecting Adam to be the presenter - If you need to leave the conference call, please use mute button rather than hold - If the webinar console is blocking view you can minimize it using the arrow symbol - If you have questions during the webinar – please use the chat box to submit them, I will try to respond to those as we go, or at the very least, I will address them at the end; please refrain from asking them during the presentation -There will be six poll questions during the webinar, featuring live poll results, several of these happen near the beginning of the webinar - When you exit webinar, please take a few moment to complete the exit survey
  • 7 Advanced Paid Search Strategies used by Leading Direct Marketers

    1. 1. ClearSaleing Confidential October 3, 2007 The Clear Sale ing Webinar Series 7 Advanced Paid Search Strategies Used by Leading Direct Marketers Presented by Adam Goldberg a former Google Insider and Co-Founder of Clear Sale ing
    2. 2. Strategy #1 Connect your offline back office to your online advertising ClearSaleing Confidential
    3. 3. Integrate online advertising to your back office ClearSaleing Confidential Proprietary Back Office Direct Hits Keyword = Mortgage Source = Yahoo
    4. 4. ClearSaleing Confidential Tie your inbound calls to your online advertising Strategy #2
    5. 5. Offline sales tracking <ul><li>Assign an ID to each keyword </li></ul><ul><li>Dynamically insert keyword ID on your website </li></ul><ul><li>Have sales person capture keyword ID along with other contact information </li></ul><ul><li>Run a sales report that shows sales with keyword ID’s </li></ul><ul><li>Determine if those keywords are profitable </li></ul>ClearSaleing Confidential Keyword = mortgage = ID 3378
    6. 6. Strategy #3 Use profit as your guiding metric ClearSaleing Confidential
    7. 7. PPC metrics are flawed <ul><li>Leads can increase… Profit can decrease </li></ul><ul><li>Revenue can increase… Profit can decrease </li></ul><ul><li>Conversion Rate can increase… Profit can decrease </li></ul><ul><li>CPA, CPL or Cost/Conversion can decrease… Profit can decrease </li></ul><ul><li>Sales can increase… Profit can decrease </li></ul><ul><li>ROAS can increase… Profit can decrease </li></ul>ClearSaleing Confidential
    8. 8. Pick the best lead ClearSaleing Confidential 30 year mortgage Lead Cost: $48 Fixed mortgage Lead Cost: $104 Mortgage Lead Cost: $75 Leads/Sale 66.67 Ad Cost/Sale $3,200 Leads/Sale 20 Ad Cost/Sale $2,080 Leads/Sale 33.33 Ad Cost/Sale $2,500 Sale Price $3,100 Profit ($100) Sale Price $4,100 Profit $2,020 Sale Price $4,900 Profit $2,400
    9. 9. Strategy #4 Look at the cumulative effect of your advertising ClearSaleing Confidential
    10. 10. Never underestimate the value of air conditioning ClearSaleing Confidential Should I close the doors to save on my electric bill?
    11. 11. ClearSaleing Confidential November 15, 2006 Most common Purchase Paths Average # of clicks to sale: 3.75 Path Purchase Path 1 AdWords (4 year university) > AdWords (top business program) > AdWords (XYZ University) > Sale Purchase Path 2 Moving.com > AdWords (company name) > Sale Purchase Path 3 AdWords (enterprise software) > AdWords (CRM) >AdWords (CRM property mgmt) > AdWords (Real Page) > AdWords (company name) > Sale Purchase Path 4 Nextag (Hot tub) > Nextag (10 person hot tub) > Nextag (Concerto) > Sale
    12. 12. How can I use the Purchase Path? <ul><li>AdWords (mortgage) > AdWords (30 yr mortgage) > (80/10/10 loan) > $9K Sale </li></ul>ClearSaleing Confidential ROI Type First Last Even Credit Allocation $9K mortgage $9K 80/10/10 loan $3K mortgage $3K 30 yr mortgage $3K 80/10/10 loan
    13. 13. Strategy #5 Use search queries as a basis for new keywords and negatives ClearSaleing Confidential
    14. 14. What’s the ideal recommendation tool? <ul><li>Ideal = </li></ul>ClearSaleing Confidential 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
    15. 15. Use the information available to you <ul><li>Search query = reputable moving company </li></ul><ul><li>Keyword = moving company </li></ul><ul><li>Keyword match type = broad </li></ul><ul><li>Conversion = $4,700 sale </li></ul><ul><li>New keyword = reputable moving </li></ul><ul><ul><li>company </li></ul></ul><ul><li>New keyword match type = exact </li></ul><ul><li>Advantages = Know it works, cheaper CPC, higher QSR, more targeted </li></ul>ClearSaleing Confidential
    16. 16. Continued…negatives <ul><li>Search query = rent truck moving company </li></ul><ul><li>Keyword = moving company </li></ul><ul><li>Keyword match type = broad </li></ul><ul><li>Conversion = $0 </li></ul><ul><li>Negative keyword = rent and truck </li></ul><ul><li>Advantages = target right audience, don’t waste ad dollars </li></ul>ClearSaleing Confidential
    17. 17. Strategy #6 Implement an alert system ClearSaleing Confidential
    18. 18. Why use alerts? <ul><li>Impossible to keep your eye on 1,000’s of keywords all the time </li></ul><ul><li>Saves time by allowing you to focus </li></ul><ul><li>Insurance against human error </li></ul><ul><li>Ability to automate responses to alerts </li></ul>ClearSaleing Confidential
    19. 19. Types of Alerts <ul><li>Compare date range A to date range B and alert me if… </li></ul><ul><ul><li>Sales </li></ul></ul><ul><ul><li>Profit </li></ul></ul><ul><ul><li>Leads </li></ul></ul><ul><li>Alert me when a metric increases by X or decreases by Y </li></ul><ul><ul><li>Ad Spend </li></ul></ul><ul><ul><li>Conversion rate </li></ul></ul><ul><ul><li>Ad position </li></ul></ul><ul><li>Alert me if goal X will not be reached </li></ul><ul><ul><li>1000 leads in next 30 days </li></ul></ul><ul><ul><li>Spend $250,000 in advertising this month </li></ul></ul><ul><ul><li>Close 100 new deals this month </li></ul></ul><ul><li>* Make sure you are being alerted only when data is statistically sound </li></ul>ClearSaleing Confidential
    20. 20. How to set up alerts <ul><li>Directly from the ad sources in some cases (Google, Yahoo, etc) </li></ul><ul><li>Make use of the API </li></ul><ul><li>Build internal tools </li></ul><ul><li>Buy an off the shelf product </li></ul>ClearSaleing Confidential
    21. 21. Strategy #7 Follow the sophisticated methodology used by direct marketers to earn the maximum profit ClearSaleing Confidential
    22. 22. 5-Step methodology for increasing profit ClearSaleing Confidential Ad Spend Profits 20K 40K Identify Ad Waste Eliminate Waste Buy Maximum Clicks Add Ad Sources Time Optimize Business
    23. 23. The 7 advanced strategies <ul><li>Connect your back office to your online advertising </li></ul><ul><li>Tie your inbound calls to your online advertising </li></ul><ul><li>Use profit as your guiding metric </li></ul><ul><li>Look at the cumulative effect of your advertising </li></ul><ul><li>Use search queries as a basis for new keywords and negatives </li></ul><ul><li>Implement an alert system </li></ul><ul><li>Follow the sophisticated methodology used by direct marketers to earn the maximum profit </li></ul>ClearSaleing Confidential
    24. 24. ClearSaleing Confidential Adam S. Goldberg [email_address] 1.800.592.0463 Blog: www.clearsaleing.com/blog
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