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

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    Notes on slide 1

    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

    1 Favorite

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

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

    + Sri SharmaSri Sharma, 4 months ago

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