Proven Strategies  <br />Earn more ROI for your Paid Search Campaigns<br />Sri Sharma  Managing Director<br />0<br />
agenda<br />01 	about me<br />02	increase quality traffic<br />03	increase conversions<br />04 	decrease costs<br />05	inc...
about me<br />01 	7 years in PPC – online 	professional since 1999<br />02	paid on CPA<br />03	large affiliate and 	agency...
2Increase Quality Traffic<br />3<br />
new keywords<br />01 	nothing beats brainstorming	          	Google sets<br />02	keyword discovery, Google 	keyword tool, ...
Google sets<br />brainstorm new keywords for a campaign<br />5<br />
Google SK tool<br />compare your PPC campaign to your site, find new keywords <br />6<br />
Competitor keywords<br />01 	Google website trends	          <br />02 	Google keyword tool	<br />03 	PPC bully	  <br />04k...
Website trends<br />find related competitorsites, keywords and traffic trends<br />8<br />
Google keyword tool<br />find keywords from competitorwebsites, trends & get adgroup structure ideas<br />9<br />
Reduce broad / <br />phrase match reliance<br />01 	Google adwords search query 	report	          <br />02	keyword level s...
Reduce broad / phrase match reliance <br />find out which keywords are  generating sales and replace broad/phrase match re...
Extend keyword lists<br />01 	rapid keywords	          <br />02	SEO book keyword list generator 	<br />03revenuewire keywo...
Rapid keyword<br />13<br />
Revenue wire keyword manager<br />create keyword misspells, combinations and  it’s free!<br />14<br />
Add negative keywords<br />01 	Google adwords search query report	          <br />02	is your keyword commercial? check out...
Attract customers through the buying cycle<br />01		create ad copy relative to buying cycle<br />02		focus on transactiona...
17<br />3Increase Conversations<br />
Show <br />me <br />the <br />money…<br />18<br />
Increase landing page conversions<br />01read an optimisation book e.g. sitetuners<br />02use Google analytics<br />a. key...
Run conversion tests<br />01	run multivariate tests, start simple	          <br />02	don’t assume what your competitors 	a...
Use heat maps<br />	like crazyEgg and see where people are clicking is it clickable?<br />Improve site click<br />        ...
Test day parting<br />01pull sales data reports<br />02compare to ad spend<br />Increase your  activity<br />             ...
Optimize through day parting<br />01		increase exposure for Thursday using Google, MSN 	adscheduling<br />02	create bespok...
Test geo-targeting<br />01		pull sales data report showing geographic location (you 	may need an IP to location tool eg. i...
Optimize by geo-targeting<br />01		create a separate campaign for London with 	tailored adcopy and landing pages<br />incr...
Test demographic targeting<br />01	Ask merchant for 	demographics of your 	purchasers<br />02	Use insight tools e.g. MSN 	...
Target your audience demographic<br />01	MSN adcenter and Google content network    	allow demographic targeting<br />02	t...
Synchronise<br />01	with merchant promotion<br /><ul><li>be quick off the mark to test</li></ul>02	with other marketing ch...
search is great for closing the deal!</li></ul>03	fast changing markets<br /><ul><li>use Google alerts, yahoo pipes to get...
Be different<br />01	use adcopy to stand out from your 	competitors<br />02	test key phrase variations:<br /><ul><li>prici...
discount offers
‘free…‘
 ‘join today!’
‘order now!’</li></ul>29<br />
Optimize campaigns for <br />public holidays<br />01.	Integrate PPC with national public holidays<br />02.	Integrate PPC w...
31<br />3Decrease Costs<br />
Tighten <br />Your belt...<br />32<br />
Decrease CPC (cost per click)<br />01	Granular campaign structure, keep it tight!<br />02	Reduce reliance on expensive bro...
Time saving tips<br />     Use Google Adwords Editor and MSN Adcenter desktop Functions to group keywords & create tight a...
Upload Google campaigns to <br />Yahoo & MSN<br />Save time, generate more sales!<br />35<br />
Time saving tips<br />01	Aggregate sales and adspend data<br />02	Create internal reports that let you see 	impressions -&...
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Proven Strategies - Earn more ROI for your Paid Search Campaigns - iGaming London Affiliate Conference - Net Media Planet

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Proven Strategies - Earn more ROI for your Paid Search Campaigns - iGaming London Affiliate Conference - Net Media Planet

  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 />04key compete<br />05spy 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 />03revenuewire keyword manager<br />04fat fingers ebaytypos<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: sri@netmediaplanet.com<br />T: +44 (0) 203 008 8321<br />Tweet me: @srisharma<br />www.netmediaplanet.com<br />2009<br />41<br />
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