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Proven Strategies  ,[object Object],Earn more ROI for your Paid Search Campaigns,[object Object],Sri Sharma  Managing Director,[object Object],0,[object Object]
agenda,[object Object],01 	about me,[object Object],02	increase quality traffic,[object Object],03	increase conversions,[object Object],04 	decrease costs,[object Object],05	increase commissions,[object Object]
about me,[object Object],01 	7 years in PPC – online 	professional since 1999,[object Object],02	paid on CPA,[object Object],03	large affiliate and agency,[object Object],04 	love PPC,[object Object],2,[object Object]
2Increase Quality Traffic,[object Object],3,[object Object]
new keywords,[object Object],01 	nothing beats brainstorming	          	Google sets,[object Object],02	keyword discovery, Google 	keyword tool, hitwise ,[object Object],03	merchant feeds	 ,[object Object],04 	google SK tool,[object Object],4,[object Object]
Google sets,[object Object],brainstorm new keywords for a campaign,[object Object],5,[object Object]
Google SK tool,[object Object],compare your PPC campaign to your site, find new keywords ,[object Object],6,[object Object]
Competitor keywords,[object Object],01 	Google website trends	          ,[object Object],02 	Google keyword tool	,[object Object],03 	PPC bully	  ,[object Object],04 	  key compete,[object Object],05 	  spy fu,[object Object],Outsmart competitor ,[object Object],          keyword strategy,[object Object],7,[object Object]
Website trends,[object Object],find related competitorsites, keywords and traffic trends,[object Object],8,[object Object]
Google keyword tool,[object Object],find keywords from competitorwebsites, trends & get adgroup structure ideas,[object Object],9,[object Object]
Reduce broad / ,[object Object],phrase match reliance,[object Object],01 	Google adwords search query 	report	          ,[object Object],02	keyword level sales report,[object Object],Higher quality score,,[object Object],                      Lower CPC’s,[object Object],10,[object Object]
Reduce broad / phrase match reliance ,[object Object],find out which keywords are  generating sales and replace broad/phrase match reliance!,[object Object],11,[object Object]
Extend keyword lists,[object Object],01 	rapid keywords	          ,[object Object],02	SEO book keyword list generator 	,[object Object],03	revenuewire keyword manager,[object Object],04	  fat fingers – ebay typos,[object Object],12,[object Object]
Rapid keyword,[object Object],13,[object Object]
Revenue wire keyword manager,[object Object],create keyword misspells, combinations and  it’s free!,[object Object],14,[object Object]
Add negative keywords,[object Object],01 	Google adwords search query report	          ,[object Object],02	is your keyword commercial? check out 	MSN adlabs commerical intention tool,[object Object],15,[object Object]
Attract customers through the buying cycle,[object Object],01		create ad copy relative to buying cycle,[object Object],02		focus on transactional intent,[object Object],03analyse the click path,[object Object],16,[object Object]
17,[object Object],3Increase Conversations,[object Object]
Show ,[object Object],me ,[object Object],the ,[object Object],money…,[object Object],18,[object Object]
Increase landing page conversions,[object Object],01read an optimisation book e.g. sitetuners,[object Object],02use Google analytics,[object Object],a. keyword level view,[object Object],	b. internal site search,[object Object]
Run conversion tests,[object Object],01	run multivariate tests, start simple	          ,[object Object],02	don’t assume what your competitors 	are doing is right / better / good	,[object Object],03	deeplink smart	  ,[object Object],04 	  follow the full sales funnel ,[object Object],05	  be relevant for the user,[object Object],20,[object Object]
Use heat maps,[object Object],like crazyEgg and see where people are clicking is it clickable?,[object Object],Improve site click,[object Object],            through rate,[object Object],21,[object Object]
Test day parting,[object Object],01pull sales data reports,[object Object],02compare to ad spend,[object Object],Increase your  activity,[object Object],                  at peak times,[object Object],22,[object Object]
Optimize through day parting,[object Object],01		increase exposure for Thursday using Google, MSN 	adscheduling,[object Object],02	create bespoke campaigns for peak times with tailored 	adcopy and landing pages e.g. around payday ,[object Object],23,[object Object]
Test geo-targeting,[object Object],01		pull sales data report showing geographic location (you 	may need an IP to location tool eg. ipligence),[object Object],Increase your  activity,[object Object],                in key locations,[object Object],24,[object Object]
Optimize by geo-targeting,[object Object],01		create a separate campaign for London with 	tailored adcopy and landing pages,[object Object],increase relevance,[object Object],                          and sales,[object Object],25,[object Object]
Test demographic targeting,[object Object],01	Ask merchant for 	demographics of your 	purchasers,[object Object],02	Use insight tools e.g. MSN 	Adlabs Demographic 	Predictions,[object Object],Understand ,[object Object],    your audience,[object Object],26,[object Object]
Target your audience demographic,[object Object],01	MSN adcenter and Google content network    	allow demographic targeting,[object Object],02	test bespoke adcopy and landing page copy 	e.g. adcopy ‘Bingo for ladies’,[object Object],Improve your ,[object Object],    relevance & profit,[object Object],27,[object Object]
Synchronise,[object Object],01	with merchant promotion,[object Object],[object Object],02	with other marketing channels,[object Object],[object Object]
search is great for closing the deal!03	fast changing markets,[object Object],[object Object],28,[object Object]
Be different,[object Object],01	use adcopy to stand out from your 	competitors,[object Object],02	test key phrase variations:,[object Object],[object Object]
discount offers
‘free…‘
 ‘join today!’
‘order now!’29,[object Object]
Optimize campaigns for ,[object Object],public holidays,[object Object],01.	Integrate PPC with national public holidays,[object Object],02.	Integrate PPC with key festivals and dates,[object Object],Increase relevance,[object Object],         and conversions,[object Object],30,[object Object]
31,[object Object],3Decrease Costs,[object Object]
Tighten ,[object Object],Your belt...,[object Object],32,[object Object]
Decrease CPC (cost per click),[object Object],01	Granular campaign structure, keep it tight!,[object Object],02	Reduce reliance on expensive broad & phrase 	match keywords,[object Object],03	Be relevant for your user,[object Object],33,[object Object]
Time saving tips,[object Object],     Use Google Adwords Editor and MSN Adcenter desktop Functions to group keywords & create tight adcopies.,[object Object],34,[object Object]
Upload Google campaigns to ,[object Object],Yahoo & MSN,[object Object],Save time, generate more sales!,[object Object],35,[object Object]
Time saving tips,[object Object],01	Aggregate sales and adspend data,[object Object],02	Create internal reports that let you see 	impressions -> clicks -> conversion rate -> 	EPC 	per keyword profile (geo location, 	time/date 	of sale, demo),[object Object],Spend less time, ,[object Object],    increase your profit,[object Object],36,[object Object]

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LAC 2010 - Strategies to Earn More from your Affiliate Paid Search Campaign

Notas do Editor

  1. Targetting at those of you going PPC for gambling sector and other sector. Quite detailed so some useful tactics and tips. Valuable if you are doing ppc as aff, agency or brand.(cant do ppc as an affiliate, some ways around based on - do agency work, represent your gambling client in uk)
  2. Nothing beats brainstorming- Consider why someone may travel somewhere, then think about the words they may search for eg ‘gap year’Merchant Feeds- Raw Feed ‘acme navy blue formal cotton shirt size 13’ gives long & short tail keywords
  3. Google Adwords Search Query Reportshows search queries your broad/phrase match keywords triggered: add exact matchesAffiliate Sales reportsFind keywords that drove a sale that you are missing as exact match that were triggering by broad/phrase matchMarketing collateral – find keywords in posters, banners, people search for them!
  4. Create Mispells & Keywords Combinations
  5. Google Adwords Search Query Report – find new negatives regularly
  6. But focus on transactional - Transactional adcopy and landing pages test based on EPCAnalyse the click path so perhaps you can afford to bid earlier in the buying cycle, contrast what you do to email marketing…Be different to competitorsSay ‘Save 25%’ if others are saying ‘Save €20’
  7. Keyword -> adcopy -> click -> aff landing page/s -> click -> merchant page/s -> purchaseRun multivariate tests and start simple - e.g. Use Google OptimiserDeeplink smart - e.g low value generic products straight to shopping cart on merchant siteBe relevant for the user!- This goes back to the whole google quality score, make everything valuable for the user
  8. People love images, are your’s clickable?
  9. Keyword -> adcopy -> click -> aff landing page/s -> click -> merchant page/s -> purchase
  10. - See the EPC for Thursday and therefore increase your exposure.
  11. This leads to higher CTR, lower CPC, more conversions also as more relevantAlso - Target keywords e.g. ‘hotels in London’
  12. MSN Adcenter and Google Content Network allow demographic targeting- And create specific campaign with adcopies, landing pages specific to them
  13. - Be quick off the mark to test new adcopy
  14. Integrate with key festivals, public holidaysThink of ways to match adcopies around seasonality
  15. Granular campaign structure, keep it tight!keywords, adcopy, landing pageReduce reliance on more expensive broad & phrase match keywordsIf bidding on [green shoes size 10], add [blue shoes size 9]...Add exact match keywords over broad/phrase
  16. System could be google with conversion tagging.Third party like dcstorm, kenshoo
  17. This applies if you are affiliate and no matter whether PPC, SEO or other:Write simple proposals for commission rate increases & bonus incentives for driving more salesInnovate to find different channels (inc search)- and negotiate what you need to make it work for you- Collect email if you are not doing so