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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 to increase your paid search marketing campaign results and ROI.

Proven Strategies to increase your paid search marketing campaign results and ROI.

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  • 1. Proven Strategies
    Earn more ROI for your Paid Search Campaigns
    Sri Sharma Managing Director
    0
  • 2. agenda
    01 about me
    02 increase quality traffic
    03 increase conversions
    04 decrease costs
    05 increase commissions
  • 3. about me
    01 7 years in PPC – online professional since 1999
    02 paid on CPA
    03 large affiliate and agency
    04 love PPC
    2
  • 4. 2Increase Quality Traffic
    3
  • 5. new keywords
    01 nothing beats brainstorming Google sets
    02 keyword discovery, Google keyword tool, hitwise
    03 merchant feeds
    04 google SK tool
    4
  • 6. Google sets
    brainstorm new keywords for a campaign
    5
  • 7. Google SK tool
    compare your PPC campaign to your site, find new keywords
    6
  • 8. Competitor keywords
    01 Google website trends
    02 Google keyword tool
    03 PPC bully
    04key compete
    05spy fu
    Outsmart competitor
    keyword strategy
    7
  • 9. Website trends
    find related competitorsites, keywords and traffic trends
    8
  • 10. Google keyword tool
    find keywords from competitorwebsites, trends & get adgroup structure ideas
    9
  • 11. Reduce broad /
    phrase match reliance
    01 Google adwords search query report
    02 keyword level sales report
    Higher quality score,
    Lower CPC’s
    10
  • 12. Reduce broad / phrase match reliance
    find out which keywords are generating sales and replace broad/phrase match reliance!
    11
  • 13. Extend keyword lists
    01 rapid keywords
    02 SEO book keyword list generator
    03revenuewire keyword manager
    04fat fingers ebaytypos
    12
  • 14. Rapid keyword
    13
  • 15. Revenue wire keyword manager
    create keyword misspells, combinations and it’s free!
    14
  • 16. Add negative keywords
    01 Google adwords search query report
    02 is your keyword commercial? check out MSN adlabs commerical intention tool
    15
  • 17. Attract customers through the buying cycle
    01 create ad copy relative to buying cycle
    02 focus on transactional intent
    03analyse the click path
    16
  • 18. 17
    3Increase Conversations
  • 19. Show
    me
    the
    money…
    18
  • 20. Increase landing page conversions
    01read an optimisation book e.g. sitetuners
    02use Google analytics
    a. keyword level view
    b. internal site search
  • 21. 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
  • 22. Use heat maps
    like crazyEgg and see where people are clicking is it clickable?
    Improve site click
    through rate
    21
  • 23. Test day parting
    01pull sales data reports
    02compare to ad spend
    Increase your activity
    at peak times
    22
  • 24. 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
  • 25. 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
  • 26. Optimize by geo-targeting
    01 create a separate campaign for London with tailored adcopy and landing pages
    increase relevance
    and sales
    25
  • 27. 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
  • 28. 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
  • 29. 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
    • 30. 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
  • 31. Be different
    01 use adcopy to stand out from your competitors
    02 test key phrase variations:
    29
  • 36. 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
  • 37. 31
    3Decrease Costs
  • 38. Tighten
    Your belt...
    32
  • 39. 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
  • 40. Time saving tips
    Use Google Adwords Editor and MSN Adcenter desktop Functions to group keywords & create tight adcopies.
    34
  • 41. Upload Google campaigns to
    Yahoo & MSN
    Save time, generate more sales!
    35
  • 42. 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
  • 43. 4Increase Commissions
    37
  • 44. 38
  • 45. 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
  • 46. In summary
    1
    increase quality traffic
    2
    increase conversions
    3
    decrease costs
    4
    increase commissions
    40
  • 47. Thank you
    Do you have any questions?
    E: sri@netmediaplanet.com
    T: +44 (0) 203 008 8321
    Tweet me: @srisharma
    www.netmediaplanet.com
    2009
    41