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LAC 2010 - Strategies to Earn More from your Affiliate Paid Search Campaign
 

LAC 2010 - Strategies to Earn More from your Affiliate Paid Search Campaign

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This session is for you if you use Paid Search, want to increase your profits, and are eager to learn practical tips to boost your income from your activity. Includes tips on; keyword strategy, ...

This session is for you if you use Paid Search, want to increase your profits, and are eager to learn practical tips to boost your income from your activity. Includes tips on; keyword strategy, managing large scale campaigns, automation, reducing labour time on your campaign and critically decreasing cost whilst increasing conversion and ROI.

Speaker: Sri Sharma, NetMediaPlanet

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  • Targetting at those of you going PPC for gambling sector and other sector. Quite detailed so some useful tactics and tips. Valuable if you are doing ppc as aff, agency or brand.(cant do ppc as an affiliate, some ways around based on - do agency work, represent your gambling client in uk)
  • Nothing beats brainstorming- Consider why someone may travel somewhere, then think about the words they may search for eg ‘gap year’Merchant Feeds- Raw Feed ‘acme navy blue formal cotton shirt size 13’ gives long & short tail keywords
  • Google Adwords Search Query Reportshows search queries your broad/phrase match keywords triggered: add exact matchesAffiliate Sales reportsFind keywords that drove a sale that you are missing as exact match that were triggering by broad/phrase matchMarketing collateral – find keywords in posters, banners, people search for them!
  • Create Mispells & Keywords Combinations
  • Google Adwords Search Query Report – find new negatives regularly
  • But focus on transactional - Transactional adcopy and landing pages test based on EPCAnalyse the click path so perhaps you can afford to bid earlier in the buying cycle, contrast what you do to email marketing…Be different to competitorsSay ‘Save 25%’ if others are saying ‘Save €20’
  • Keyword -> adcopy -> click -> aff landing page/s -> click -> merchant page/s -> purchaseRun multivariate tests and start simple - e.g. Use Google OptimiserDeeplink smart - e.g low value generic products straight to shopping cart on merchant siteBe relevant for the user!- This goes back to the whole google quality score, make everything valuable for the user
  • People love images, are your’s clickable?
  • Keyword -> adcopy -> click -> aff landing page/s -> click -> merchant page/s -> purchase
  • - See the EPC for Thursday and therefore increase your exposure.
  • This leads to higher CTR, lower CPC, more conversions also as more relevantAlso - Target keywords e.g. ‘hotels in London’
  • MSN Adcenter and Google Content Network allow demographic targeting- And create specific campaign with adcopies, landing pages specific to them
  • - Be quick off the mark to test new adcopy
  • Integrate with key festivals, public holidaysThink of ways to match adcopies around seasonality
  • Granular campaign structure, keep it tight!keywords, adcopy, landing pageReduce reliance on more expensive broad & phrase match keywordsIf bidding on [green shoes size 10], add [blue shoes size 9]...Add exact match keywords over broad/phrase
  • System could be google with conversion tagging.Third party like dcstorm, kenshoo
  • This applies if you are affiliate and no matter whether PPC, SEO or other:Write simple proposals for commission rate increases & bonus incentives for driving more salesInnovate to find different channels (inc search)- and negotiate what you need to make it work for you- Collect email if you are not doing so

LAC 2010 - Strategies to Earn More from your Affiliate Paid Search Campaign LAC 2010 - Strategies to Earn More from your Affiliate Paid Search Campaign Presentation Transcript

  • Proven Strategies
    Earn more ROI for your Paid Search Campaigns
    Sri Sharma Managing Director
    0
  • agenda
    01 about me
    02 increase quality traffic
    03 increase conversions
    04 decrease costs
    05 increase commissions
  • about me
    01 7 years in PPC – online professional since 1999
    02 paid on CPA
    03 large affiliate and agency
    04 love PPC
    2
  • 2Increase Quality Traffic
    3
  • new keywords
    01 nothing beats brainstorming Google sets
    02 keyword discovery, Google keyword tool, hitwise
    03 merchant feeds
    04 google SK tool
    4
  • Google sets
    brainstorm new keywords for a campaign
    5
  • Google SK tool
    compare your PPC campaign to your site, find new keywords
    6
  • Competitor keywords
    01 Google website trends
    02 Google keyword tool
    03 PPC bully
    04 key compete
    05 spy fu
    Outsmart competitor
    keyword strategy
    7
  • Website trends
    find related competitorsites, keywords and traffic trends
    8
  • Google keyword tool
    find keywords from competitorwebsites, trends & get adgroup structure ideas
    9
  • Reduce broad /
    phrase match reliance
    01 Google adwords search query report
    02 keyword level sales report
    Higher quality score,
    Lower CPC’s
    10
  • Reduce broad / phrase match reliance
    find out which keywords are generating sales and replace broad/phrase match reliance!
    11
  • Extend keyword lists
    01 rapid keywords
    02 SEO book keyword list generator
    03 revenuewire keyword manager
    04 fat fingers – ebay typos
    12
  • Rapid keyword
    13
  • Revenue wire keyword manager
    create keyword misspells, combinations and it’s free!
    14
  • Add negative keywords
    01 Google adwords search query report
    02 is your keyword commercial? check out MSN adlabs commerical intention tool
    15
  • Attract customers through the buying cycle
    01 create ad copy relative to buying cycle
    02 focus on transactional intent
    03analyse the click path
    16
  • 17
    3Increase Conversations
  • Show
    me
    the
    money…
    18
  • Increase landing page conversions
    01read an optimisation book e.g. sitetuners
    02use Google analytics
    a. keyword level view
    b. internal site search
  • Run conversion tests
    01 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
    20
  • Use heat maps
    like crazyEgg and see where people are clicking is it clickable?
    Improve site click
    through rate
    21
  • Test day parting
    01pull sales data reports
    02compare to ad spend
    Increase your activity
    at peak times
    22
  • Optimize through day parting
    01 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
    23
  • Test geo-targeting
    01 pull sales data report showing geographic location (you may need an IP to location tool eg. ipligence)
    Increase your activity
    in key locations
    24
  • Optimize by geo-targeting
    01 create a separate campaign for London with tailored adcopy and landing pages
    increase relevance
    and sales
    25
  • Test demographic targeting
    01 Ask merchant for demographics of your purchasers
    02 Use insight tools e.g. MSN Adlabs Demographic Predictions
    Understand
    your audience
    26
  • Target your audience demographic
    01 MSN adcenter and Google content network allow demographic targeting
    02 test bespoke adcopy and landing page copy e.g. adcopy ‘Bingo for ladies’
    Improve your
    relevance & profit
    27
  • Synchronise
    01 with merchant promotion
    • be quick off the mark to test
    02 with other marketing channels
    • pickup keywords from copy in magazines/papers/posters/display ads
    • search is great for closing the deal!
    03 fast changing markets
    • use Google alerts, yahoo pipes to get news alerts and react through PPC
    28
  • Be different
    01 use adcopy to stand out from your competitors
    02 test key phrase variations:
    • pricing in adcopy
    • discount offers
    • ‘free…‘
    • ‘join today!’
    • ‘order now!’
    29
  • Optimize campaigns for
    public holidays
    01. Integrate PPC with national public holidays
    02. Integrate PPC with key festivals and dates
    Increase relevance
    and conversions
    30
  • 31
    3Decrease Costs
  • Tighten
    Your belt...
    32
  • Decrease CPC (cost per click)
    01 Granular campaign structure, keep it tight!
    02 Reduce reliance on expensive broad & phrase match keywords
    03 Be relevant for your user
    33
  • Time saving tips
    Use Google Adwords Editor and MSN Adcenter desktop Functions to group keywords & create tight adcopies.
    34
  • Upload Google campaigns to
    Yahoo & MSN
    Save time, generate more sales!
    35
  • Time saving tips
    01 Aggregate sales and adspend data
    02 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
    36
  • 4Increase Commissions
    37
  • 38
  • How to increase commissions
    01 drive results – builds credibility
    02 great communications means more sales generating ideas
    03 simple proposals for bonus incentives
    04 innovate to find different channels
    39
  • In summary
    1
    increase quality traffic
    2
    increase conversions
    3
    decrease costs
    4
    increase commissions
    40
  • Thank you
    Do you have any questions?
    E: sr@netmediaplanet.com
    T: +44 (0) 203 008 8321
    Tweet me: @srisharma
    www.netmediaplanet.com
    2009
    41