Top PPC Strategies for Greater ROI, Net Media Planet, Online Marketing Show

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Sri Sharma's talk on 'Top 11 PPC Strategies for Greater ROI' at the Online Marketing Show in June 2009.

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  • Dont exclude products you dont stock – let people find your substitute/complementary product- Test conversions to see actually what converts / doesnt
  • - If you have a small budget / competitive market – show at highest converting times of day to achieve best ROI
  • Geo-targetting possible on google, msn.Yahoo not possible.
  • 2 things:Collecting email addresses as opportunity identifying new keywords through marketwatch
  • Say what i twitter about, deliciousing about
  • Top PPC Strategies for Greater ROI, Net Media Planet, Online Marketing Show

    1. 1. Top 11 PPC Strategies <br />For Greater<br />Return on Investment<br />Online Marketing Show<br />by Sri Sharma, Managing Director<br />
    2. 2. 1. Attract Customers through the Buying Cycle<br /><ul><li>Understand commercial intent of keyword
    3. 3. Create adcopy relative to the Buying Cycle
    4. 4. Analyse data using click path analysis
    5. 5. Focus on conversion to transactional intent through adcopy and landing pages</li></ul>Awareness<br />Interest<br />Desire<br />Action<br />Laptop <br />Reviews<br />Widget<br />Laptops<br />Widget<br />Model<br />4935<br /> Laptop Computer<br />More traffic, more sales<br />
    6. 6. Increasing Transactional Intent for Evans<br />Specific discount promotion landing pages and adcopiesfor early stage buying cycle keywords<br />
    7. 7. 2. Add Negative Keywords Regularly<br /><ul><li>Google Adwords Search Query Report – find new negatives regularly
    8. 8. Is your keyword commercial? Check out MSN Adlabs commercial intention tool</li></ul>Stop paying for poor traffic<br />
    9. 9. 3. Decrease Reliance on Broad & Phrase Match<br /><ul><li>Google Adwords Search Query Report
    10. 10. shows search queries your Broad/Phrase Match keywords triggered: add as Exact Matches
    11. 11. Extract keywords from your PPC Sales Reports </li></ul>Higher Quality Score, Lower CPCs<br />
    12. 12. Keywords from Keyword Level Sales Reports<br />Find which keywords are generating sales and reduce broad/phrase match reliance<br />
    13. 13. 4. PPC Optimisation through Day-Parting<br /><ul><li>Increase exposure for Thursday using Google, Yahoo, MSN adscheduling
    14. 14. Create bespoke campaigns for peak times with tailored adcopy and landing pages e.g. around Payday </li></ul>Increase your relevance & profit ! <br />
    15. 15. 5. PPC Optimisation through Geo-Targeting<br /><ul><li>Create a seperate campaign for London e.g. test ‘London’ in adcopy and london customer specific landing pages
    16. 16. Target keywords e.g. ‘hotels in London’</li></ul>Increase your relevance & profit ! <br />
    17. 17. Regional Geo-targeting for Airlines<br />Bespoke campaign with ‘from London’ adcopy and london customer specific landing pages<br />
    18. 18. 6. Integrate !<br /><ul><li>With Client promotions
    19. 19. Be fast off the mark to promote new offers
    20. 20. With other marketing channels
    21. 21. Identify new keywords from campaigns
    22. 22. Target campaigns by e.g regional geotargeting
    23. 23. Align strategies & feed information both ways
    24. 24. Fast Changing Markets
    25. 25. React to market news through your PPC</li></ul>Think differently and Find more sales !<br />
    26. 26. Integrating Beth Ditto Collection at Evans<br />Finding new keywordsto increase conversions!<br />
    27. 27. 7. Grow your Keyword Lists<br /><ul><li>Keyword Tools e.g. Google Sets, Client XML Feeds, Keyword Discovery
    28. 28. From within your campaign e.g. Google Search Query Report, PPC Keyword Level Sales Report
    29. 29. Internal site search data</li></ul>More traffic and More Revenue<br />
    30. 30. Internal Site Search<br />Find keywords searched on the site, find favourite categories<br />
    31. 31. 8. Understand your Competitor Strategy<br /><ul><li>Track competitor activity on your brand
    32. 32. Assess competitor activity across geographic location and time of day
    33. 33. Create your most effective strategy for growth
    34. 34. Competitor Keywords e.g. Google Website Trends, SpyFu, Google Keyword Tool</li></ul>More traffic and More Revenue<br />
    35. 35. Google Website Trends<br />Find related competitor sites, keywords and traffic trends<br />
    36. 36. 9. Run Multivariate Tests<br /><ul><li>Track on a keyword level
    37. 37. Test combinations of adcopies and landing pages
    38. 38. Start simple with a baseline</li></ul>Increase traffic and sales<br />
    39. 39. 10. Optimise Campaigns for Public Holidays<br /><ul><li>Integrate PPC with national public holidays
    40. 40. Integrate PPC with key festivals and dates (e.g. Use Google Calenders, www.bank-holidays.com)</li></ul>Increase relevance and Conversions<br />
    41. 41. 11. Be Different!<br /><ul><li>Use adcopy to stand out differently from your competitors
    42. 42. Test Key phrase variations:
    43. 43. Pricing in adcopy
    44. 44. Discount offers
    45. 45. ‘From...£xx‘
    46. 46. ‘Save up to xx%’
    47. 47. ‘Order Now!’</li></ul>Increase traffic and sales<br />
    48. 48. Thanks ...and Get in Touch<br /><ul><li>Email : sri@netmediaplanet.com
    49. 49. Call: +44 (0) 203 008 8321
    50. 50. www.netmediaplanet.com
    51. 51. Tweet me: @srisharma
    52. 52. Our tips are: delicious.com/netmediaplanet</li>

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