proven strategies - earn more ROI for your Paid Search Campaignsa4u expoby Sri Sharma, Managing Director

agenda01about me02 increase quality traffic03 increase conversions04decrease costs05 increase commissionsa4u expo

about me01 6 years in PPC – online professional since 199902 paid on CPA03 large UK & international PPC affiliate04 love PPC

2PARTincrease quality traffic

new keywords01 nothing beats brainstorming - google sets02 keyword discovery, google keyword tool, hitwise 03 merchant feeds 04 google SK tool

google setsbrainstorm newkeywords for a campaign

google SK toolcompare your PPC campaign to your site, find new keywords

competitor keywords01 google website trends 02 google keyword tool 03 PPC bully 04 key compete05 spy fuOutsmart competitor keyword strategy

website trendsfind related competitor sites, keywords and traffic trends

google keyword toolfind keywords from competitor websites, trends & get adgroup structure ideas

reduce broad / phrase match reliance01googleadwords search query report 02 affiliate keyword level sales report Higher quality score, Lower CPC’s

reduce broad / phrase match reliance find out which keywordsare generating sales and replace broad/phrase match reliance!

extend keyword lists01 rapid keywords 02 SEO book keyword list generator 03 revenuewire keyword manager04 fat fingers –ebay typos

rapid keyword

revenue wire keyword managercreate keyword misspells, combinations and it’s free!

add negative keywords01googleadwords search query report 02 is your keyword commercial? check out MSN adlabscommerical intention tool

attract customers through the buying cycle01 create ad copy relative to buying cycle02 focus on transactional intent03 analyse the click path

3PARTincrease conversions

Show me the money....

increase landing page conversions01 read an optimisation book e.g. sitetuners02 use google analyticsa. keyword level view b. internal site search

run conversion tests01 run multivariate tests, start simple 02 don’t assume what your competitors are doing is right / better / good 03 deeplink smart 04 follow the full sales funnel 05 be relevant for the user

use heat maps like crazyEgg and see where people are clicking – is it clickable?Improve site click through rate

test day parting01 pull sales data from your affiliate network02 compare to ad spendIncrease your activity at peak times

optimize through day parting01 increase exposure for Thursday using Google, MSN adscheduling 02 create bespoke campaigns for peak times with tailored adcopy and landing pages e.g. around payday

test geo-targeting01 pull affiliate network sales data showing geographic location (you may need an IP to location tool eg. ipligence)Increase your activity in key locations

optimize by geo-targeting01 create a separate campaign for London with tailored adcopy and landing pagesincrease relevance and sales

test demographic targeting01 Ask merchant for demographics of your purchasers02 Use insight tools e.g. MSN Adlabs Demographic PredictionsUnderstand your audience

target your audience demographic01 MSN adcenter and google content network allow demographic targeting02 test bespoke adcopy and landing page copy e.g. adcopy ‘ladies boot cut jeans’Improve your relevance & profit

synchronise01 with merchant promotionbe quick off the mark to test02 with other marketing channelspickup keywords from copy in magazines/papers/posters/display adssearch is great for closing the deal!03 fast changing marketsuse google alerts, yahoo pipes to get news alerts and react through PPC

be quick off the mark to test

pickup keywords from copy in magazines/papers/posters/display ads

search is great for closing the deal!

use google alerts, yahoo pipes to get news alerts and react through PPC

be different01 use adcopy to stand out from your competitors02 test key phrase variations:pricing in adcopydiscount offers‘from...£xx‘ ‘save up to xx%’‘order now!’

pricing in adcopy

discount offers

‘from...£xx‘

‘save up to xx%’

‘order now!’

optimize campaigns for public holidays01. Integrate PPC with national public holidays02. Integrate PPC with key festivals and datesIncrease relevance and conversions

3PARTdecrease costs

Tighten your belt...

decrease CPC (cost per click)01 Granular campaign structure, keep it tight!02 Reduce reliance on expensive broad & phrase match keywords03 Be relevant for your user

time saving tipsuse Google Adwords Editor and MSN Adcenter desktopFunctions to group keywords & create tight adcopies

Functions to group keywords & create tight adcopies

upload Google campaigns to Yahoo & MSNSave time,generate more sales!

time saving tips01 Aggregate commission and adspend data in a system02 Create internal reports that let you see impressions -> clicks -> conversion rate -> EPC per keyword profile (geo location, time/date of sale, demo)Spend less time, increase your profit

4PARTIncrease commissions

how to increase commissions01 drive results – builds credibility02 great communications means more sales generating ideas03 simple proposals for bonus incentives04 innovate to find different channels

in summary1increase quality traffic2increase conversions3decrease costs4increase commissions

Thanks and get in touch...Email: sri@netmediaplanet.comCall: +44 (0) 203 008 8321www.netmediaplanet.comTweet me: @srisharmaOur tips are: delicious.com/netmediaplanet