This session is for you if you use Paid Search, want to increase your profits, and are eager to learn practical tips to boost your income from your activity. Includes tips on; keyword strategy, managing large scale campaigns, automation, reducing labour time on your campaign and critically decreasing cost whilst increasing conversion and ROI.
Speaker: Sri Sharma, NetMediaPlanet
20. Increase landing page conversions 01read an optimisation book e.g. sitetuners 02use Google analytics a. keyword level view b. internal site search
21. Run conversion tests 01 run multivariate tests, start simple 02 don’t assume what your competitors are doing is right / better / good 03 deeplink smart 04 follow the full sales funnel 05 be relevant for the user 20
22. Use heat maps like crazyEgg and see where people are clicking is it clickable? Improve site click through rate 21
23. Test day parting 01pull sales data reports 02compare to ad spend Increase your activity at peak times 22
24. Optimize through day parting 01 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 23
25. Test geo-targeting 01 pull sales data report showing geographic location (you may need an IP to location tool eg. ipligence) Increase your activity in key locations 24
26. Optimize by geo-targeting 01 create a separate campaign for London with tailored adcopy and landing pages increase relevance and sales 25
27. Test demographic targeting 01 Ask merchant for demographics of your purchasers 02 Use insight tools e.g. MSN Adlabs Demographic Predictions Understand your audience 26
28. Target your audience demographic 01 MSN adcenter and Google content network allow demographic targeting 02 test bespoke adcopy and landing page copy e.g. adcopy ‘Bingo for ladies’ Improve your relevance & profit 27
36. Optimize campaigns for public holidays 01. Integrate PPC with national public holidays 02. Integrate PPC with key festivals and dates Increase relevance and conversions 30
39. Decrease CPC (cost per click) 01 Granular campaign structure, keep it tight! 02 Reduce reliance on expensive broad & phrase match keywords 03 Be relevant for your user 33
40. Time saving tips Use Google Adwords Editor and MSN Adcenter desktop Functions to group keywords & create tight adcopies. 34
42. Time saving tips 01 Aggregate sales and adspend data 02 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 36
45. How to increase commissions 01 drive results – builds credibility 02 great communications means more sales generating ideas 03 simple proposals for bonus incentives 04 innovate to find different channels 39
47. Thank you Do you have any questions? E: sr@netmediaplanet.com T: +44 (0) 203 008 8321 Tweet me: @srisharma www.netmediaplanet.com 2009 41
Notas del editor
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)
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
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!
Create Mispells & Keywords Combinations
Google Adwords Search Query Report – find new negatives regularly
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’
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
- See the EPC for Thursday and therefore increase your exposure.
This leads to higher CTR, lower CPC, more conversions also as more relevantAlso - Target keywords e.g. ‘hotels in London’
MSN Adcenter and Google Content Network allow demographic targeting- And create specific campaign with adcopies, landing pages specific to them
- Be quick off the mark to test new adcopy
Integrate with key festivals, public holidaysThink of ways to match adcopies around seasonality
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
System could be google with conversion tagging.Third party like dcstorm, kenshoo
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