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

Top 11 PPC Strategies
For Greater
Return on Investment
Online Marketing Show
by Sri Sharma, Managing Director

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

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

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

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

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

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 !

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 !

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

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 !

Integrating Beth Ditto Collection at Evans
Finding new keywordsto increase conversions!

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

Internal Site Search
Find keywords searched on the site, find favourite categories

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

Google Website Trends
Find related competitor sites, keywords and traffic trends

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

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

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

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

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

by Net Media Planet on Jul 02, 2009

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