essential paid search tools from excel to automation - jonathan dunkley
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www.minutesteak.co.uk part of the network
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Jonathan DunkleyManager Of Paid Search Minute Steak
4+ years PPC and digital experience
Who am I?
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Who do I work for?
Search & Social ecommerce marketing agency for niche retailers with smaller budgets
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What am I doing here today?
PPC tools & tips
Speed up analysis
Improve accountability
Increase profitability
Keep an eye on campaigns
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Instead of going deep in to bid and ad-copy management…
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…a couple of common PPC questions
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What are my competitors and affiliates doing with PPC?How do I measure offline conversions accurately?
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PPC Technology can help
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What are my competitors and affiliates doing with PPC?
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The PPC landscape
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What are they up to?
Competitors
SuppliersAffiliates
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How it works
Scrapes the Google SERP for a selected list of keywords.
Returns the PPC & organic listings
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Trademarks
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Pricing
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URL Hijacks
Detect if affiliates are using your URL on their PPC advert and then later redirecting traffic to your site.
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Restricted Keywords
Identify if affiliates or suppliers are bidding on your restricted keyword list
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How will this help you?
Identify – rogue suppliers, competitors & affiliatesReport – show ads, pricing & trademarks for selected termsAutomate – get alerted when violations are detected
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How do I measure offline conversions accurately?
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So I’m going to cheat…
This is a huge question
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… and look at 1 problem instead Phone leads and call tracking
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How it works
Dynamic phone number
Automatically recognise traffic sources
Ability to set up specific manual campaigns
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Track to Keyword/Referrer detail
User searches for a keyword and clicks
through to site
The customer sees the dynamic number for
that keyword or referrer
They then call in and possibly generate a sale
or lead for the business
AdInsight tracks the individual keyword or
referrer and reports it in the dashboard.
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Set up specific affiliate numbers
Specific tracked phone numbers for each
affiliate allows phone leads to be generated
without going to the site
Call 0800412030
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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
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Analytics Integration
Produces goal page on siteUse this to track within existing analyticsPull in keyword, lead, sale & revenue dataUse this data within reports and to aid keyword/affiliate analysis
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How will this help you?
Identify – calls, leads and sales from different sourcesReport – location, phone number and source of callAutomate – integrate with analytics. Alerted to missed calls
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In summary
Both great tools for giving further PPC insightGet the best value out of your PPC investmentThey do however need to be analysed and reported on.Start a conversation in your business
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www.minutesteak.co.ukfacebook.com/MinuteSteaktwitter.com/MinuteSteak Minute Steak, 62-70 Shorts Gardens, Covent Garden, London WC2H 9AH
+44(0)207 420 3500, [email protected]
Thank you