Top 11 PPC Strategies For GreaterReturn on InvestmentOnline Marketing Showby Sri Sharma, Managing Director

1. Attract Customers through the Buying CycleUnderstand commercial intent of keywordCreate adcopy relative to the Buying CycleAnalyse data using click path analysisFocus on conversion to transactional intent through adcopy and landing pagesAwarenessInterestDesireActionLaptop ReviewsWidgetLaptopsWidgetModel4935 Laptop ComputerMore traffic, more sales

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

Increasing Transactional Intent for EvansSpecific discount promotion landing pages and adcopiesfor early stage buying cycle keywords

2. Add Negative Keywords RegularlyGoogle Adwords Search Query Report – find new negatives regularlyIs your keyword commercial? Check out MSN Adlabs commercial intention toolStop paying for poor traffic

Google Adwords Search Query Report – find new negatives regularly

Is your keyword commercial? Check out MSN Adlabs commercial intention tool

3. Decrease Reliance on Broad & Phrase MatchGoogle Adwords Search Query Reportshows search queries your Broad/Phrase Match keywords triggered: add as Exact MatchesExtract keywords from your PPC Sales Reports Higher Quality Score, Lower CPCs

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

Keywords from Keyword Level Sales ReportsFind which keywords are generating sales and reduce broad/phrase match reliance

4. PPC Optimisation through Day-PartingIncrease exposure for Thursday using Google, Yahoo, MSN adschedulingCreate bespoke campaigns for peak times with tailored adcopy and landing pages e.g. around Payday Increase your relevance & profit !

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

5. PPC Optimisation through Geo-TargetingCreate a seperate campaign for London e.g. test ‘London’ in adcopy and london customer specific landing pagesTarget keywords e.g. ‘hotels in London’Increase your relevance & profit !

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’

Regional Geo-targeting for AirlinesBespoke campaign with ‘from London’ adcopy and london customer specific landing pages

6. Integrate !With Client promotionsBe fast off the mark to promote new offersWith other marketing channelsIdentify new keywords from campaignsTarget campaigns by e.g regional geotargetingAlign strategies & feed information both waysFast Changing MarketsReact to market news through your PPCThink differently and Find more sales !

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

Integrating Beth Ditto Collection at EvansFinding new keywordsto increase conversions!

7. Grow your Keyword ListsKeyword Tools e.g. Google Sets, Client XML Feeds, Keyword DiscoveryFrom within your campaign e.g. Google Search Query Report, PPC Keyword Level Sales ReportInternal site search dataMore traffic and More Revenue

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

Internal Site SearchFind keywords searched on the site, find favourite categories

8. Understand your Competitor StrategyTrack competitor activity on your brandAssess competitor activity across geographic location and time of dayCreate your most effective strategy for growthCompetitor Keywords e.g. Google Website Trends, SpyFu, Google Keyword ToolMore traffic and More Revenue

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

Google Website TrendsFind related competitor sites, keywords and traffic trends

9. Run Multivariate TestsTrack on a keyword levelTest combinations of adcopies and landing pagesStart simple with a baselineIncrease traffic and sales

Track on a keyword level

Test combinations of adcopies and landing pages

Start simple with a baseline

10. Optimise Campaigns for Public HolidaysIntegrate PPC with national public holidaysIntegrate PPC with key festivals and dates (e.g. Use Google Calenders, www.bank-holidays.com)Increase relevance and Conversions

Integrate PPC with national public holidays

Integrate PPC with key festivals and dates (e.g. Use Google Calenders, www.bank-holidays.com)

11. Be Different!Use adcopy to stand out differently from your competitorsTest Key phrase variations:Pricing in adcopyDiscount offers‘From...£xx‘ ‘Save up to xx%’‘Order Now!’Increase traffic and sales

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!’

Thanks ...and Get in TouchEmail : sri@netmediaplanet.comCall: +44 (0) 203 008 8321www.netmediaplanet.comTweet me: @srisharmaOur tips are: delicious.com/netmediaplanet

Email : sri@netmediaplanet.com

Call: +44 (0) 203 008 8321

www.netmediaplanet.com

Tweet me: @srisharma

Our tips are: delicious.com/netmediaplanet