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, managing large scale campaigns, automation, reducing labour time on your campaign and critically decreasing cost whilst increasing conversion and ROI.

Speaker: Sri Sharma, NetMediaPlanet

Published in: Technology, Design
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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

    1. 1. Proven Strategies <br />Earn more ROI for your Paid Search Campaigns<br />Sri Sharma Managing Director<br />0<br />
    2. 2. agenda<br />01 about me<br />02 increase quality traffic<br />03 increase conversions<br />04 decrease costs<br />05 increase commissions<br />
    3. 3. about me<br />01 7 years in PPC – online professional since 1999<br />02 paid on CPA<br />03 large affiliate and agency<br />04 love PPC<br />2<br />
    4. 4. 2Increase Quality Traffic<br />3<br />
    5. 5. new keywords<br />01 nothing beats brainstorming Google sets<br />02 keyword discovery, Google keyword tool, hitwise <br />03 merchant feeds <br />04 google SK tool<br />4<br />
    6. 6. Google sets<br />brainstorm new keywords for a campaign<br />5<br />
    7. 7. Google SK tool<br />compare your PPC campaign to your site, find new keywords <br />6<br />
    8. 8. Competitor keywords<br />01 Google website trends <br />02 Google keyword tool <br />03 PPC bully <br />04 key compete<br />05 spy fu<br />Outsmart competitor <br /> keyword strategy<br />7<br />
    9. 9. Website trends<br />find related competitorsites, keywords and traffic trends<br />8<br />
    10. 10. Google keyword tool<br />find keywords from competitorwebsites, trends & get adgroup structure ideas<br />9<br />
    11. 11. Reduce broad / <br />phrase match reliance<br />01 Google adwords search query report <br />02 keyword level sales report<br />Higher quality score,<br /> Lower CPC’s<br />10<br />
    12. 12. Reduce broad / phrase match reliance <br />find out which keywords are generating sales and replace broad/phrase match reliance!<br />11<br />
    13. 13. Extend keyword lists<br />01 rapid keywords <br />02 SEO book keyword list generator <br />03 revenuewire keyword manager<br />04 fat fingers – ebay typos<br />12<br />
    14. 14. Rapid keyword<br />13<br />
    15. 15. Revenue wire keyword manager<br />create keyword misspells, combinations and it’s free!<br />14<br />
    16. 16. Add negative keywords<br />01 Google adwords search query report <br />02 is your keyword commercial? check out MSN adlabs commerical intention tool<br />15<br />
    17. 17. Attract customers through the buying cycle<br />01 create ad copy relative to buying cycle<br />02 focus on transactional intent<br />03analyse the click path<br />16<br />
    18. 18. 17<br />3Increase Conversations<br />
    19. 19. Show <br />me <br />the <br />money…<br />18<br />
    20. 20. Increase landing page conversions<br />01read an optimisation book e.g. sitetuners<br />02use Google analytics<br />a. keyword level view<br /> b. internal site search<br />
    21. 21. Run conversion tests<br />01 run multivariate tests, start simple <br />02 don’t assume what your competitors are doing is right / better / good <br />03 deeplink smart <br />04 follow the full sales funnel <br />05 be relevant for the user<br />20<br />
    22. 22. Use heat maps<br />like crazyEgg and see where people are clicking is it clickable?<br />Improve site click<br /> through rate<br />21<br />
    23. 23. Test day parting<br />01pull sales data reports<br />02compare to ad spend<br />Increase your activity<br /> at peak times<br />22<br />
    24. 24. Optimize through day parting<br />01 increase exposure for Thursday using Google, MSN adscheduling<br />02 create bespoke campaigns for peak times with tailored adcopy and landing pages e.g. around payday <br />23<br />
    25. 25. Test geo-targeting<br />01 pull sales data report showing geographic location (you may need an IP to location tool eg. ipligence)<br />Increase your activity<br /> in key locations<br />24<br />
    26. 26. Optimize by geo-targeting<br />01 create a separate campaign for London with tailored adcopy and landing pages<br />increase relevance<br /> and sales<br />25<br />
    27. 27. Test demographic targeting<br />01 Ask merchant for demographics of your purchasers<br />02 Use insight tools e.g. MSN Adlabs Demographic Predictions<br />Understand <br /> your audience<br />26<br />
    28. 28. Target your audience demographic<br />01 MSN adcenter and Google content network allow demographic targeting<br />02 test bespoke adcopy and landing page copy e.g. adcopy ‘Bingo for ladies’<br />Improve your <br /> relevance & profit<br />27<br />
    29. 29. Synchronise<br />01 with merchant promotion<br /><ul><li>be quick off the mark to test</li></ul>02 with other marketing channels<br /><ul><li>pickup keywords from copy in magazines/papers/posters/display ads
    30. 30. search is great for closing the deal!</li></ul>03 fast changing markets<br /><ul><li>use Google alerts, yahoo pipes to get news alerts and react through PPC</li></ul>28<br />
    31. 31. Be different<br />01 use adcopy to stand out from your competitors<br />02 test key phrase variations:<br /><ul><li>pricing in adcopy
    32. 32. discount offers
    33. 33. ‘free…‘
    34. 34. ‘join today!’
    35. 35. ‘order now!’</li></ul>29<br />
    36. 36. Optimize campaigns for <br />public holidays<br />01. Integrate PPC with national public holidays<br />02. Integrate PPC with key festivals and dates<br />Increase relevance<br /> and conversions<br />30<br />
    37. 37. 31<br />3Decrease Costs<br />
    38. 38. Tighten <br />Your belt...<br />32<br />
    39. 39. Decrease CPC (cost per click)<br />01 Granular campaign structure, keep it tight!<br />02 Reduce reliance on expensive broad & phrase match keywords<br />03 Be relevant for your user<br />33<br />
    40. 40. Time saving tips<br /> Use Google Adwords Editor and MSN Adcenter desktop Functions to group keywords & create tight adcopies.<br />34<br />
    41. 41. Upload Google campaigns to <br />Yahoo & MSN<br />Save time, generate more sales!<br />35<br />
    42. 42. Time saving tips<br />01 Aggregate sales and adspend data<br />02 Create internal reports that let you see impressions -&gt; clicks -&gt; conversion rate -&gt; EPC per keyword profile (geo location, time/date of sale, demo)<br />Spend less time, <br /> increase your profit<br />36<br />
    43. 43. 4Increase Commissions<br />37<br />
    44. 44. 38<br />
    45. 45. How to increase commissions<br />01 drive results – builds credibility<br />02 great communications means more sales generating ideas<br />03 simple proposals for bonus incentives<br />04 innovate to find different channels <br />39<br />
    46. 46. In summary<br />1<br />increase quality traffic<br />2<br />increase conversions<br />3<br />decrease costs<br />4<br />increase commissions<br />40<br />
    47. 47. Thank you<br />Do you have any questions?<br />E:<br />T: +44 (0) 203 008 8321<br />Tweet me: @srisharma<br /><br />2009<br />41<br />