Proven Strategies to Earn More ROI from your Paid Search Campaigns a4u 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 

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

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

Keyword Discovery

Google Keyword Tool

Hitwise

Merchant Feeds

Raw Feed ‘acme navy blue formal cotton shirt size 13’ gives long & short tail keywords

Brainstorm new keywords for a campaign Google Sets

Find Competitor Keywords Outsmart competitor keyword strategy Google Website Trends Google Keyword Tool PPC Bully KeyCompete SpyFu

Google Website Trends

Google Keyword Tool

PPC Bully

KeyCompete

SpyFu

Find related competitor sites, keywords and traffic trends Google Website Trends

Find keywords from competitor websites, trends and get Adgroup structure ideas Google Keyword Tool

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 your affiliate sales reports

Google SK tool

Google Adwords Search Query Report

Campaign related marketing collateral

Find which keywords are generating sales and replace broad/phrase match reliance ! Keywords from Affiliate Sales Reports

Compare your campaign to your site, find new keywords and add them your PPC Campaign Google SK Tool

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!

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 Keywords

SEOBook Keyword List Generator

RevenueWire Keyword Manager

Fat Fingers – eBay typos

Create keyword mispells Rapid Keyword

Create keyword mispells, combinations and it’s free! RevenueWire Keyword Manager

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

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’

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

Is your keyword commercial? Check out MSN Adlabs commercial intention tool

Google Adwords Search Query Report – find new negatives regularly

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

Read a good landing page optimisation book e.g. Sitetuners book

Use Google Analytics

Drill down to keyword level

Track internal site search

Like CrazyEgg and see where people are clicking – is it clickable? Use Heatmaps Improve site click through rate

Like CrazyEgg and see where people are clicking – is it clickable?

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!

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

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

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

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

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’

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

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’

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

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

Use Google Adwords Editor and MSN Adcenter Desktop

Functions to grouping keywords & creating tight adcopies

Save a lot of time and generate more sales! Upload Google Campaigns to Yahoo & MSN

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)

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)

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

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 : [email_address] Call: +44 (0) 203 008 8321 www.netmediaplanet.com Tweet me: @srisharma Our tips are: delicious.com/netmediaplanet

Email : [email_address]

Call: +44 (0) 203 008 8321

www.netmediaplanet.com

Tweet me: @srisharma

Our tips are: delicious.com/netmediaplanet