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Proven Strateges Earn More  R O I From Your Paid Search
Proven Strateges Earn More  R O I From Your Paid Search
Proven Strateges Earn More  R O I From Your Paid Search
Proven Strateges Earn More  R O I From Your Paid Search
Proven Strateges Earn More  R O I From Your Paid Search
Proven Strateges Earn More  R O I From Your Paid Search
Proven Strateges Earn More  R O I From Your Paid Search
Proven Strateges Earn More  R O I From Your Paid Search
Proven Strateges Earn More  R O I From Your Paid Search
Proven Strateges Earn More  R O I From Your Paid Search
Proven Strateges Earn More  R O I From Your Paid Search
Proven Strateges Earn More  R O I From Your Paid Search
Proven Strateges Earn More  R O I From Your Paid Search
Proven Strateges Earn More  R O I From Your Paid Search
Proven Strateges Earn More  R O I From Your Paid Search
Proven Strateges Earn More  R O I From Your Paid Search
Proven Strateges Earn More  R O I From Your Paid Search
Proven Strateges Earn More  R O I From Your Paid Search
Proven Strateges Earn More  R O I From Your Paid Search
Proven Strateges Earn More  R O I From Your Paid Search
Proven Strateges Earn More  R O I From Your Paid Search
Proven Strateges Earn More  R O I From Your Paid Search
Proven Strateges Earn More  R O I From Your Paid Search
Proven Strateges Earn More  R O I From Your Paid Search
Proven Strateges Earn More  R O I From Your Paid Search
Proven Strateges Earn More  R O I From Your Paid Search
Proven Strateges Earn More  R O I From Your Paid Search
Proven Strateges Earn More  R O I From Your Paid Search
Proven Strateges Earn More  R O I From Your Paid Search
Proven Strateges Earn More  R O I From Your Paid Search
Proven Strateges Earn More  R O I From Your Paid Search
Proven Strateges Earn More  R O I From Your Paid Search
Proven Strateges Earn More  R O I From Your Paid Search
Proven Strateges Earn More  R O I From Your Paid Search
Proven Strateges Earn More  R O I From Your Paid Search
Proven Strateges Earn More  R O I From Your Paid Search
Proven Strateges Earn More  R O I From Your Paid Search
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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    • 1. Proven Strategies to Earn More ROI from your Paid Search Campaigns a4u expo by Sri Sharma, Managing Director
    • 2. About Me <ul><li>6 years in PPC, Online Professional since 99 </li></ul><ul><li>Paid on CPA </li></ul><ul><li>One of the largest UK and International PPC Affiliates </li></ul><ul><li>Love my PPC  </li></ul>
    • 3. <ul><li>Agenda </li></ul><ul><li>Increase Quality Traffic </li></ul><ul><li>Increase Conversions </li></ul><ul><li>Decrease Costs </li></ul><ul><li>Increase Commissions </li></ul>
    • 4. Increase Quality Traffic # 1
    • 5. Find New Keywords Build extensive new keyword lists <ul><li>Google Sets </li></ul><ul><li>Keyword Discovery </li></ul><ul><li>Google Keyword Tool </li></ul><ul><li>Hitwise </li></ul><ul><li>Merchant Feeds </li></ul><ul><ul><li>Raw Feed ‘acme navy blue formal cotton shirt size 13’ gives long & short tail keywords </li></ul></ul>
    • 6. Brainstorm new keywords for a campaign Google Sets
    • 7. Find Competitor Keywords Outsmart competitor keyword strategy <ul><li>Google Website Trends </li></ul><ul><li>Google Keyword Tool </li></ul><ul><li>PPC Bully </li></ul><ul><li>KeyCompete </li></ul><ul><li>SpyFu </li></ul>
    • 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 <ul><li>Keywords from your affiliate sales reports </li></ul><ul><li>Google SK tool </li></ul><ul><li>Google Adwords Search Query Report </li></ul><ul><li>Campaign related marketing collateral </li></ul>
    • 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 <ul><li>Google Adwords Search Query Report </li></ul><ul><ul><li>shows search queries your broad/phrase match keywords triggered: add exact matches </li></ul></ul><ul><li>Marketing collateral – find keywords in posters, banners, people search for them! </li></ul>
    • 14. Create Mispells & Keywords Combinations Extend your Keyword lists <ul><li>Rapid Keywords </li></ul><ul><li>SEOBook Keyword List Generator </li></ul><ul><li>RevenueWire Keyword Manager </li></ul><ul><li>Fat Fingers – eBay typos </li></ul>
    • 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 <ul><li>Create adcopy relative to the Buying Cycle </li></ul><ul><li>BUT for sales generation, focus on transactional adcopies and test based on EPC </li></ul><ul><li>Be different to competitors </li></ul><ul><ul><li>Say ‘Save 25%’ if others are saying ‘Save €20’ </li></ul></ul>Awareness Interest Education Comparison Purchase Laptop computer Laptop info Laptop reviews Acer laptops Acer Aspire 4935
    • 18. <ul><li>Is your keyword commercial? Check out MSN Adlabs commercial intention tool </li></ul><ul><li>Google Adwords Search Query Report – find new negatives regularly </li></ul>Add Negative Keywords Stop paying for poor traffic
    • 19. Increase Conversions # 2
    • 20. <ul><li>Read a good landing page optimisation book e.g. Sitetuners book </li></ul><ul><li>Use Google Analytics </li></ul><ul><ul><li>Drill down to keyword level </li></ul></ul><ul><ul><li>Track internal site search </li></ul></ul>Increase Landing Page Conversion Increase traffic and sales
    • 21. <ul><li>Like CrazyEgg and see where people are clicking – is it clickable? </li></ul>Use Heatmaps Improve site click through rate
    • 22. Increase Landing Page Conversion Improve traffic and sales! <ul><li>Run multivariate tests and start simple e.g. Use Google Optimiser </li></ul><ul><li>Deeplink smart e.g low value generic products to shopping cart </li></ul><ul><li>Don’t assume what your competitors do is right/better/good </li></ul><ul><li>Follow the full sales funnel in your approach </li></ul><ul><li>Be relevant for the user! </li></ul>
    • 23. Synchronise ! Think differently and Find more sales ! <ul><li>With merchant promotion </li></ul><ul><ul><li>Be fast off the mark to test new copy </li></ul></ul><ul><li>With other marketing channels </li></ul><ul><ul><li>Pickup keywords from merchant copy in magazines/papers/posters/display ads </li></ul></ul><ul><ul><li>Search is great for closing the deal! </li></ul></ul><ul><li>Fast Changing Markets </li></ul><ul><ul><li>Use Google Alerts, Yahoo Pipes to get news alerts and react through your PPC </li></ul></ul>
    • 24. Test Ad Scheduling Increase your activity at peak times <ul><li>Pull sales data from your affiliate network </li></ul><ul><li>Compare to Adspend </li></ul>
    • 25. Optimise by Ad Scheduling Increase your relevance & profit ! <ul><li>Increase exposure for Thursday using Google, MSN adscheduling </li></ul><ul><li>Create bespoke campaigns for peak times with tailored adcopy and landing pages e.g. around Payday </li></ul>
    • 26. Test Geo-targeting Increase your activity in key locations <ul><li>Pull sales data from your affiliate network showing geographic location (you may need an IP to location tool eg ipligence) </li></ul><ul><li>Compare to Adspend </li></ul>
    • 27. Optimise by Geo-targeting Increase your relevance & profit ! <ul><li>Create a seperate campaign for London e.g test ‘London’ in adcopy </li></ul><ul><li>Target keywords e.g. ‘hotels in London’ </li></ul>
    • 28. Test Demographic Targeting Understand your audience <ul><li>Ask merchant for demographics of your purchasers </li></ul><ul><li>Use insight tools e.g. MSN Adlabs Demographic Predictions </li></ul>
    • 29. Target Your Audience Demographic Improve your relevance & profit ! <ul><li>MSN Adcenter and Google Content Network allow demographic targeting </li></ul><ul><li>Test bespoke adcopy and landing page copy e.g. Adcopy ‘ladies boot cut jeans’ </li></ul>
    • 30. Decrease Costs # 3
    • 31. Decrease CPC (Cost Per Click) Spend less, increase your profit <ul><li>Granular campaign structure, keep it tight! </li></ul><ul><ul><li>keywords, adcopy, landing page </li></ul></ul><ul><li>CTR is the biggest factor in Quality Score </li></ul><ul><li>Reduce reliance on more expensive broad & phrase match keywords </li></ul><ul><ul><li>If bidding on [green shoes size 10], add [blue shoes size 9]... </li></ul></ul><ul><ul><li>Add exact match keywords over broad/phrase </li></ul></ul><ul><li>Be relevant for your user </li></ul>
    • 32. Time Saving Tips Spend less time, increase your profit <ul><li>Use Google Adwords Editor and MSN Adcenter Desktop </li></ul><ul><ul><li>Functions to grouping keywords & creating tight adcopies </li></ul></ul>
    • 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 <ul><li>Aggregate commission and adspend data e.g 3 rd party Affmeter (untested) </li></ul><ul><li>Create internal reports that let you see impressions -> clicks -> conversion rate -> EPC per keyword profile (geo location, time/date of sale, demo) </li></ul>
    • 35. Increase Commissions # 4
    • 36. How to Increase Commissions Create a long term partnership <ul><li>First drive results for your merchant & affiliate network partners </li></ul><ul><li>It’s about relationship – build credibility as a trusted partner </li></ul><ul><li>Write simple proposals for commission rate increases & bonus incentives for driving more sales </li></ul><ul><li>Innovate to find different search channels and negotiate what you need to make it work for you </li></ul>
    • 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 <ul><li>Email : [email_address] </li></ul><ul><li>Call: +44 (0) 203 008 8321 </li></ul><ul><li>www.netmediaplanet.com </li></ul><ul><li>Tweet me: @srisharma </li></ul><ul><li>Our tips are: delicious.com/netmediaplanet </li></ul>

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