proven strategies - earn more roi for your paid search campaigns - igaming london affiliate...

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Proven Strategies Earn more ROI for your Paid Search Campaigns

Sri Sharma Managing Director

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agenda01 about me02 increase quality traffic03 increase conversions04 decrease costs05 increase commissions

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01 7 years in PPC – online professional since 199902 paid on CPA03 large affiliate and agency04 love PPC

about me

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Increase Quality Traffic

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new keywords01 nothing beats brainstorming

Google sets02 keyword discovery, Google

keyword tool, hitwise 03 merchant feeds 04 google SK tool

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Google sets

brainstorm new keywords for a campaign

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Google SK tool

compare your PPC campaign to your site, find new keywords

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Competitor keywords01 Google website trends 02 Google keyword tool03 PPC bully 04 key compete05 spy fu

Outsmart competitor keyword strategy

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Website trends

find related competitor sites, keywords and traffic trends

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Google keyword tool

find keywords from

competitor websites,

trends & get adgroup

structure ideas

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Reduce broad / phrase match reliance

01 Google adwords search query report 02 keyword level sales report

Higher quality score, Lower CPC’s

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Reduce broad / phrase match reliance

find out which keywords are generating sales and replace broad/phrase match reliance!

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Extend keyword lists01 rapid keywords 02 SEO book keyword list generator

03 revenuewire keyword manager04 fat fingers ebay typos

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Rapid keyword

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Revenue wire keyword manager

create keyword misspells, combinations and it’s free!

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Add negative keywords

01 Google adwords search query report

02 is your keyword commercial? check out MSN adlabs commerical intention tool

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01 create ad copy relative to buying cycle

02 focus on transactional intent03 analyse the click path

Attract customers through the buying cycle

Awareness Interest Education Comparison Purchase

Laptop computer

Laptop info

Laptop reviews

Acer laptops Acer Aspire 4935

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Increase Conversations

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Show me the money…

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01 read an optimisation book e.g. sitetuners

02 use Google analyticsa. keyword level viewb. internal site search

Increase landing page conversions

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Run conversion tests01 run multivariate tests, start simple 02 don’t assume what your competitors are doing is right / better / good03 deeplink smart 04 follow the full sales funnel 05 be relevant for the user

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Use heat maps

like crazyEgg and see where people are clicking is it clickable?Improve site click

through rate

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Test day parting

01 pull sales data reports

02 compare to ad spend Increase your activity at peak times

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Optimize through day parting01 increase exposure for Thursday using

Google, MSN adscheduling

02 create bespoke campaigns for peak times with tailored adcopy and landing pages e.g. around payday

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01 pull sales data report showing geographic location (you may need an IP to location tool eg. ipligence)

Test geo-targeting

Increase your activity in key locations

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Optimize by geo-targeting01 create a separate campaign for

London with tailored adcopy and landing pages

increase relevance and sales

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Test demographic targeting01 Ask merchant for

demographics of your purchasers

02 Use insight tools e.g. MSN Adlabs Demographic

Predictions

Understand your audience

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Target your audience demographic01 MSN adcenter and Google content

network allow demographic targeting02 test bespoke adcopy and landing page

copy e.g. adcopy ‘Bingo for ladies’

Improve your relevance & profit

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01 with merchant promotion• be quick off the mark to test

02 with other marketing channels• pickup keywords from copy in

magazines/papers/posters/display ads• search is great for closing the deal!

03 fast changing markets• use Google alerts, yahoo pipes to get

news alerts and react through PPC

Synchronise

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Be different01 use adcopy to stand out from your

competitors02 test key phrase variations:

• pricing in adcopy• discount offers• ‘free…‘• ‘join today!’• ‘order now!’

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Optimize campaigns for public holidays

01. Integrate PPC with national public holidays02. Integrate PPC with key festivals and dates

Increase relevance and conversions

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Decrease Costs

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Tighten Your belt...

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Decrease CPC (cost per click)01 Granular campaign structure, keep it

tight!02 Reduce reliance on expensive broad &

phrase match keywords03 Be relevant for your user

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Time saving tips

Use Google Adwords Editor and MSN Adcenter desktop Functions to group keywords & create tight adcopies.

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Upload Google campaigns to Yahoo & MSN

Save time, generate more sales!

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Time saving tips

01 Aggregate sales and adspend data02 Create internal reports that let you see

impressions -> clicks -> conversion rate -> EPC per keyword profile (geo location,

time/date of sale, demo)

Spend less time, increase your profit

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Increase Commissions

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01 drive results – builds credibility02 great communications means more

sales generating ideas03 simple proposals for bonus

incentives04 innovate to find different channels

How to increase commissions

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In summary

decrease costs

increase commissions

increase conversions

increase quality traffic

4321

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2009

Thank youDo you have any questions?

E: sri@netmediaplanet.com T: +44 (0) 203 008 8321Tweet me: @srisharmawww.netmediaplanet.com