This document provides strategies for improving the performance of paid search campaigns. It discusses ways to increase quality traffic and conversions while decreasing costs. Specific tactics recommended include optimizing keywords, ad copy testing, landing page optimization, and leveraging tools to better target audiences. The goal is to drive more ROI through proven strategies for paid search.

1. Proven Strategies Earn more ROI for your Paid Search Campaigns Sri Sharma Managing Director 0

2. agenda 01 about me 02 increase quality traffic 03 increase conversions 04 decrease costs 05 increase commissions

3. about me 01 7 years in PPC – online professional since 1999 02 paid on CPA 03 large affiliate and agency 04 love PPC 2

4. 2Increase Quality Traffic 3

5. new keywords 01 nothing beats brainstorming Google sets 02 keyword discovery, Google keyword tool, hitwise 03 merchant feeds 04 google SK tool 4

6. Google sets brainstorm new keywords for a campaign 5

7. Google SK tool compare your PPC campaign to your site, find new keywords 6

8. Competitor keywords 01 Google website trends 02 Google keyword tool 03 PPC bully 04key compete 05spy fu Outsmart competitor keyword strategy 7

9. Website trends find related competitorsites, keywords and traffic trends 8

10. Google keyword tool find keywords from competitorwebsites, trends & get adgroup structure ideas 9

11. Reduce broad / phrase match reliance 01 Google adwords search query report 02 keyword level sales report Higher quality score, Lower CPC’s 10

12. Reduce broad / phrase match reliance find out which keywords are generating sales and replace broad/phrase match reliance! 11

13. Extend keyword lists 01 rapid keywords 02 SEO book keyword list generator 03revenuewire keyword manager 04fat fingers ebaytypos 12

14. Rapid keyword 13

15. Revenue wire keyword manager create keyword misspells, combinations and it’s free! 14

16. Add negative keywords 01 Google adwords search query report 02 is your keyword commercial? check out MSN adlabs commerical intention tool 15

17. Attract customers through the buying cycle 01 create ad copy relative to buying cycle 02 focus on transactional intent 03analyse the click path 16

18. 17 3Increase Conversations

19. Show me the money… 18

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

32. discount offers

33. ‘free…‘

34. ‘join today!’

35. ‘order now!’29

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

37. 31 3Decrease Costs

38. Tighten Your belt... 32

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

41. Upload Google campaigns to Yahoo & MSN Save time, generate more sales! 35

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

43. 4Increase Commissions 37

44. 38

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

46. In summary 1 increase quality traffic 2 increase conversions 3 decrease costs 4 increase commissions 40

47. Thank you Do you have any questions? E: sri@netmediaplanet.com T: +44 (0) 203 008 8321 Tweet me: @srisharma www.netmediaplanet.com 2009 41