The document discusses tools to help analyze paid search (PPC) campaigns. It describes a tool that scrapes search engine results pages to identify competitors, affiliates, and suppliers bidding on keywords. It also discusses call tracking software that dynamically assigns phone numbers to track offline conversions by source. These tools provide insights into external bidding and accurate attribution of leads and sales to aid PPC optimization and ROI.
15. URL Hijacks
Detect if affiliates
are using your
URL on their PPC
advert and then
later redirecting
traffic to your
site.
16. Restricted Keywords
Identify if
affiliates or
suppliers are
bidding on your
restricted
keyword list
17. How will this help you?
Identify – rogue
suppliers, competitors &
affiliates show ads, pricing &
Report –
trademarks for selected terms
Automate – get alerted when
violations are detected
18. How do I measure offline
conversions accurately?
19. This is a huge question
So I’m going to cheat…
20. … and look atand call tracking
Phone leads 1 problem instead
21. How it works
Dynamic phone number
Automatically recognise traffic sources
Ability to set up specific manual campaigns
22. Track to Keyword/Referrer detail
Theycustomer seesa keyword and clicksa or
The then call in and individual keyword for
AdInsight tracks the possibly generate sale
User searches for the dynamic number
or lead for theor referrer the dashboard.
that keywordreports it in
referrer and business
through to site
23. Set up specific affiliate numbers
Call 0800412030
Specific tracked phone numbers for each
affiliate allows phone leads to be generated
without going to the site
24. Record lead and revenue data
At the end of the
call sales staff are
asked to key in
the result of the
call.
Revenue can be
included
25. Analytics Integration
Produces goal page on site
Use this to track within
existing analytics
Pull in keyword, lead, sale &
revenue data
Use this data within reports
and to aid keyword/affiliate
analysis
26. How will this help you?
Identify – calls, leads and sales
from different sources
Report – location, phone
number and source of call
Automate – integrate with
analytics. Alerted to missed calls
27. In summary
Both great tools for giving
further PPC insight
Get the best value out of your
PPC investment
They do however need to be
analysed and reported on.
Start a conversation in your
business
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