ClearSaleing Confidential

October 3, 2007

The ClearSaleing Webinar Series

7 Advanced Paid Search Strategies Used by Leading Direct Marketers

Presented by Adam Goldberg a formerGoogle Insider and Co-Founder of ClearSaleing

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Strategy #1

Connect your offline back office

to your online advertising

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Integrate online advertising to your back office

Proprietary Back OfficeDirect Hits

Keyword = Mortgage

Source = Yahoo

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Tie your inbound calls to your online advertising

Strategy #2

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Offline sales tracking

1. Assign an ID to each keyword

2. Dynamically insert keyword ID on your website

3. Have sales person capture keyword ID along with other contact information

4. Run a sales report that shows sales with keyword ID’s

5. Determine if those keywords are profitable

Keyword = mortgage = ID 3378

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Strategy #3

Use profit as your guiding metric

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PPC metrics are flawed

» Leads can increase…Profit can decrease

» Revenue can increase…Profit can decrease

» Conversion Rate can increase…Profit can decrease

» CPA, CPL or Cost/Conversion can decrease…Profit can decrease

» Sales can increase…Profit can decrease

» ROAS can increase…Profit can decrease

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Pick the best lead

30 year mortgage

Lead Cost: $48

Fixed mortgage

Lead Cost: $104

Mortgage

Lead Cost: $75

Leads/Sale 66.67

Ad Cost/Sale $3,200

Leads/Sale 20

Ad Cost/Sale $2,080

Leads/Sale 33.33

Ad Cost/Sale $2,500

Sale Price $3,100

Profit ($100)

Sale Price $4,100

Profit $2,020

Sale Price $4,900

Profit $2,400

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Strategy #4

Look at the cumulativeLook at the cumulative

effect of your advertisingeffect of your advertising

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Never underestimate the value of air conditioning

Should I close the doors to save on my electric bill?

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November 15, 2006Most common Purchase Paths

Average # of clicks to sale: 3.75

Path

Purchase Path 1 AdWords (4 year university) > AdWords (top business program) > AdWords (XYZ University) > Sale

Purchase Path 2 Moving.com > AdWords (company name) > Sale

Purchase Path 3 AdWords (enterprise software) > AdWords (CRM) >AdWords (CRM property mgmt) > AdWords (Real Page) > AdWords (company name) >Sale

Purchase Path 4 Nextag (Hot tub) > Nextag (10 person hot tub) > Nextag (Concerto) > Sale

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How can I use the Purchase Path?

AdWords (mortgage) > AdWords (30 yr mortgage) > (80/10/10 loan) > $9K Sale

ROI Type First Last Even

Credit Allocation $9K mortgage $9K 80/10/10 loan $3K mortgage

$3K 30 yr mortgage

$3K 80/10/10 loan

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Strategy #5

Use search queries as a basis for

new keywords and negatives

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What’s the ideal recommendation tool?

Ideal =

Sorry, this does not exist…but

a recommendation tool that can accurately tell you the ROI on a new keyword prior to adding it to your campaign

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Use the information available to you

» Search query = reputable moving company

» Keyword = moving company

» Keyword match type = broad

» Conversion = $4,700 sale

» New keyword = reputable moving company

» New keyword match type = exact

» Advantages = Know it works, cheaper CPC, higher QSR, more targeted

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Continued…negatives

» Search query = rent truck moving company

» Keyword = moving company

» Keyword match type = broad

» Conversion = $0

» Negative keyword = rent and truck

» Advantages = target right audience, don’t waste ad dollars

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Strategy #6

Implement an alert system

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Why use alerts?

» Impossible to keep your eye on 1,000’s of keywords all the time

» Saves time by allowing you to focus

» Insurance against human error

» Ability to automate responses to alerts

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Types of Alerts

» Compare date range A to date range B and alert me if…– Sales – Profit– Leads

» Alert me when a metric increases by X or decreases by Y– Ad Spend– Conversion rate– Ad position

» Alert me if goal X will not be reached– 1000 leads in next 30 days– Spend $250,000 in advertising this month– Close 100 new deals this month

* Make sure you are being alerted only when data is statistically sound

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How to set up alerts

» Directly from the ad sources in some cases (Google, Yahoo, etc)

» Make use of the API

» Build internal tools

» Buy an off the shelf product

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Strategy #7

Follow the sophisticated methodology used by direct marketers to earn the maximum profit

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5-Step methodology for increasing profit

Ad Spend

Profits

20K

40K

Identify Ad Waste Eliminate Waste Buy Maximum Clicks Add Ad Sources

TimeOptimize Business

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The 7 advanced strategies

1. Connect your back office to your online advertising

2. Tie your inbound calls to your online advertising

3. Use profit as your guiding metric

4. Look at the cumulative effect of your advertising

5. Use search queries as a basis for new keywords and negatives

6. Implement an alert system

7. Follow the sophisticated methodology used by direct marketers to earn the maximum profit

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Adam S. Goldberg

adam.goldberg@clearsaleing.com

1.800.592.0463

Blog: www.clearsaleing.com/blog