Proven Strateges Earn More R O I From Your Paid Search


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  • Proven Strateges Earn More R O I From Your Paid Search

    1. 1. Proven Strategies to Earn More ROI from your Paid Search Campaigns a4u expo by Sri Sharma, Managing Director
    2. 2. About Me <ul><li>6 years in PPC, Online Professional since 99 </li></ul><ul><li>Paid on CPA </li></ul><ul><li>One of the largest UK and International PPC Affiliates </li></ul><ul><li>Love my PPC  </li></ul>
    3. 3. <ul><li>Agenda </li></ul><ul><li>Increase Quality Traffic </li></ul><ul><li>Increase Conversions </li></ul><ul><li>Decrease Costs </li></ul><ul><li>Increase Commissions </li></ul>
    4. 4. Increase Quality Traffic # 1
    5. 5. Find New Keywords Build extensive new keyword lists <ul><li>Google Sets </li></ul><ul><li>Keyword Discovery </li></ul><ul><li>Google Keyword Tool </li></ul><ul><li>Hitwise </li></ul><ul><li>Merchant Feeds </li></ul><ul><ul><li>Raw Feed ‘acme navy blue formal cotton shirt size 13’ gives long & short tail keywords </li></ul></ul>
    6. 6. Brainstorm new keywords for a campaign Google Sets
    7. 7. Find Competitor Keywords Outsmart competitor keyword strategy <ul><li>Google Website Trends </li></ul><ul><li>Google Keyword Tool </li></ul><ul><li>PPC Bully </li></ul><ul><li>KeyCompete </li></ul><ul><li>SpyFu </li></ul>
    8. 8. Find related competitor sites, keywords and traffic trends Google Website Trends
    9. 9. Find keywords from competitor websites, trends and get Adgroup structure ideas Google Keyword Tool
    10. 10. Find Keywords From Your PPC Campaigns Find hidden keyword gems <ul><li>Keywords from your affiliate sales reports </li></ul><ul><li>Google SK tool </li></ul><ul><li>Google Adwords Search Query Report </li></ul><ul><li>Campaign related marketing collateral </li></ul>
    11. 11. Find which keywords are generating sales and replace broad/phrase match reliance ! Keywords from Affiliate Sales Reports
    12. 12. Compare your campaign to your site, find new keywords and add them your PPC Campaign Google SK Tool
    13. 13. Find Keywords From Your PPC Campaigns Find hidden keyword gems <ul><li>Google Adwords Search Query Report </li></ul><ul><ul><li>shows search queries your broad/phrase match keywords triggered: add exact matches </li></ul></ul><ul><li>Marketing collateral – find keywords in posters, banners, people search for them! </li></ul>
    14. 14. Create Mispells & Keywords Combinations Extend your Keyword lists <ul><li>Rapid Keywords </li></ul><ul><li>SEOBook Keyword List Generator </li></ul><ul><li>RevenueWire Keyword Manager </li></ul><ul><li>Fat Fingers – eBay typos </li></ul>
    15. 15. Create keyword mispells Rapid Keyword
    16. 16. Create keyword mispells, combinations and it’s free! RevenueWire Keyword Manager
    17. 17. Improve your CTR (Click Through Rate) More traffic, more sales <ul><li>Create adcopy relative to the Buying Cycle </li></ul><ul><li>BUT for sales generation, focus on transactional adcopies and test based on EPC </li></ul><ul><li>Be different to competitors </li></ul><ul><ul><li>Say ‘Save 25%’ if others are saying ‘Save €20’ </li></ul></ul>Awareness Interest Education Comparison Purchase Laptop computer Laptop info Laptop reviews Acer laptops Acer Aspire 4935
    18. 18. <ul><li>Is your keyword commercial? Check out MSN Adlabs commercial intention tool </li></ul><ul><li>Google Adwords Search Query Report – find new negatives regularly </li></ul>Add Negative Keywords Stop paying for poor traffic
    19. 19. Increase Conversions # 2
    20. 20. <ul><li>Read a good landing page optimisation book e.g. Sitetuners book </li></ul><ul><li>Use Google Analytics </li></ul><ul><ul><li>Drill down to keyword level </li></ul></ul><ul><ul><li>Track internal site search </li></ul></ul>Increase Landing Page Conversion Increase traffic and sales
    21. 21. <ul><li>Like CrazyEgg and see where people are clicking – is it clickable? </li></ul>Use Heatmaps Improve site click through rate
    22. 22. Increase Landing Page Conversion Improve traffic and sales! <ul><li>Run multivariate tests and start simple e.g. Use Google Optimiser </li></ul><ul><li>Deeplink smart e.g low value generic products to shopping cart </li></ul><ul><li>Don’t assume what your competitors do is right/better/good </li></ul><ul><li>Follow the full sales funnel in your approach </li></ul><ul><li>Be relevant for the user! </li></ul>
    23. 23. Synchronise ! Think differently and Find more sales ! <ul><li>With merchant promotion </li></ul><ul><ul><li>Be fast off the mark to test new copy </li></ul></ul><ul><li>With other marketing channels </li></ul><ul><ul><li>Pickup keywords from merchant copy in magazines/papers/posters/display ads </li></ul></ul><ul><ul><li>Search is great for closing the deal! </li></ul></ul><ul><li>Fast Changing Markets </li></ul><ul><ul><li>Use Google Alerts, Yahoo Pipes to get news alerts and react through your PPC </li></ul></ul>
    24. 24. Test Ad Scheduling Increase your activity at peak times <ul><li>Pull sales data from your affiliate network </li></ul><ul><li>Compare to Adspend </li></ul>
    25. 25. Optimise by Ad Scheduling Increase your relevance & profit ! <ul><li>Increase exposure for Thursday using Google, MSN adscheduling </li></ul><ul><li>Create bespoke campaigns for peak times with tailored adcopy and landing pages e.g. around Payday </li></ul>
    26. 26. Test Geo-targeting Increase your activity in key locations <ul><li>Pull sales data from your affiliate network showing geographic location (you may need an IP to location tool eg ipligence) </li></ul><ul><li>Compare to Adspend </li></ul>
    27. 27. Optimise by Geo-targeting Increase your relevance & profit ! <ul><li>Create a seperate campaign for London e.g test ‘London’ in adcopy </li></ul><ul><li>Target keywords e.g. ‘hotels in London’ </li></ul>
    28. 28. Test Demographic Targeting Understand your audience <ul><li>Ask merchant for demographics of your purchasers </li></ul><ul><li>Use insight tools e.g. MSN Adlabs Demographic Predictions </li></ul>
    29. 29. Target Your Audience Demographic Improve your relevance & profit ! <ul><li>MSN Adcenter and Google Content Network allow demographic targeting </li></ul><ul><li>Test bespoke adcopy and landing page copy e.g. Adcopy ‘ladies boot cut jeans’ </li></ul>
    30. 30. Decrease Costs # 3
    31. 31. Decrease CPC (Cost Per Click) Spend less, increase your profit <ul><li>Granular campaign structure, keep it tight! </li></ul><ul><ul><li>keywords, adcopy, landing page </li></ul></ul><ul><li>CTR is the biggest factor in Quality Score </li></ul><ul><li>Reduce reliance on more expensive broad & phrase match keywords </li></ul><ul><ul><li>If bidding on [green shoes size 10], add [blue shoes size 9]... </li></ul></ul><ul><ul><li>Add exact match keywords over broad/phrase </li></ul></ul><ul><li>Be relevant for your user </li></ul>
    32. 32. Time Saving Tips Spend less time, increase your profit <ul><li>Use Google Adwords Editor and MSN Adcenter Desktop </li></ul><ul><ul><li>Functions to grouping keywords & creating tight adcopies </li></ul></ul>
    33. 33. Save a lot of time and generate more sales! Upload Google Campaigns to Yahoo & MSN
    34. 34. Time Saving Tips Spend less time, increase your profit <ul><li>Aggregate commission and adspend data e.g 3 rd party Affmeter (untested) </li></ul><ul><li>Create internal reports that let you see impressions -> clicks -> conversion rate -> EPC per keyword profile (geo location, time/date of sale, demo) </li></ul>
    35. 35. Increase Commissions # 4
    36. 36. How to Increase Commissions Create a long term partnership <ul><li>First drive results for your merchant & affiliate network partners </li></ul><ul><li>It’s about relationship – build credibility as a trusted partner </li></ul><ul><li>Write simple proposals for commission rate increases & bonus incentives for driving more sales </li></ul><ul><li>Innovate to find different search channels and negotiate what you need to make it work for you </li></ul>
    37. 37. In Summary Increases your ROI & Profits # 3 Decrease Costs # 4 Increase Commissions # 2 Increase Conversions # 1 Increase Quality Traffic
    38. 38. Thanks ...and Get in Touch <ul><li>Email : [email_address] </li></ul><ul><li>Call: +44 (0) 203 008 8321 </li></ul><ul><li> </li></ul><ul><li>Tweet me: @srisharma </li></ul><ul><li>Our tips are: </li></ul>