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Proven Strateges Earn More  R O I From Your Paid Search
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Proven Strateges Earn More R O I From Your Paid Search


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  • Transcript

    • 1. Proven Strategies to Earn More ROI from your Paid Search Campaigns a4u expo by Sri Sharma, Managing Director
    • 2. 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 
    • 3.
      • Agenda
      • Increase Quality Traffic
      • Increase Conversions
      • Decrease Costs
      • Increase Commissions
    • 4. Increase Quality Traffic # 1
    • 5. 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
    • 6. Brainstorm new keywords for a campaign Google Sets
    • 7. Find Competitor Keywords Outsmart competitor keyword strategy
      • Google Website Trends
      • Google Keyword Tool
      • PPC Bully
      • KeyCompete
      • SpyFu
    • 8. Find related competitor sites, keywords and traffic trends Google Website Trends
    • 9. Find keywords from competitor websites, trends and get Adgroup structure ideas Google Keyword Tool
    • 10. 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
    • 11. Find which keywords are generating sales and replace broad/phrase match reliance ! Keywords from Affiliate Sales Reports
    • 12. Compare your campaign to your site, find new keywords and add them your PPC Campaign Google SK Tool
    • 13. 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!
    • 14. Create Mispells & Keywords Combinations Extend your Keyword lists
      • Rapid Keywords
      • SEOBook Keyword List Generator
      • RevenueWire Keyword Manager
      • Fat Fingers – eBay typos
    • 15. Create keyword mispells Rapid Keyword
    • 16. Create keyword mispells, combinations and it’s free! RevenueWire Keyword Manager
    • 17. 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
    • 18.
      • 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
    • 19. Increase Conversions # 2
    • 20.
      • 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
    • 21.
      • Like CrazyEgg and see where people are clicking – is it clickable?
      Use Heatmaps Improve site click through rate
    • 22. 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!
    • 23. 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
    • 24. Test Ad Scheduling Increase your activity at peak times
      • Pull sales data from your affiliate network
      • Compare to Adspend
    • 25. 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
    • 26. 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
    • 27. 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’
    • 28. Test Demographic Targeting Understand your audience
      • Ask merchant for demographics of your purchasers
      • Use insight tools e.g. MSN Adlabs Demographic Predictions
    • 29. 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’
    • 30. Decrease Costs # 3
    • 31. 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
    • 32. Time Saving Tips Spend less time, increase your profit
      • Use Google Adwords Editor and MSN Adcenter Desktop
        • Functions to grouping keywords & creating tight adcopies
    • 33. Save a lot of time and generate more sales! Upload Google Campaigns to Yahoo & MSN
    • 34. Time Saving Tips Spend less time, increase your profit
      • Aggregate commission and adspend data e.g 3 rd 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)
    • 35. Increase Commissions # 4
    • 36. 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
    • 37. In Summary Increases your ROI & Profits # 3 Decrease Costs # 4 Increase Commissions # 2 Increase Conversions # 1 Increase Quality Traffic
    • 38. Thanks ...and Get in Touch
      • Email : [email_address]
      • Call: +44 (0) 203 008 8321
      • Tweet me: @srisharma
      • Our tips are: