Date post: | 22-Nov-2014 |
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Business |
Upload: | net-media-planet |
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Top 11 PPC Strategies For GreaterReturn on Investment
Onl
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by Sri Sharma, Managing Director
• Understand commercial intent of keyword• Create adcopy relative to the Buying Cycle• Analyse data using click path analysis• Focus on conversion to transactional intent
through adcopy and landing pages
1. Attract Customers through the Buying Cycle
More traffic, more sales
Laptop Computer
Laptop Reviews
WidgetLaptops
WidgetModel4935
Awareness Interest Desire Action
Increasing Transactional Intent for Evans
Specific discount promotion landing pages and adcopiesfor early stage buying cycle keywords
• Google Adwords Search Query Report – find new negatives regularly
• Is your keyword commercial? Check out MSN Adlabs commercial intention tool
2. Add Negative Keywords Regularly
Stop paying for poor traffic
3. Decrease Reliance on Broad & Phrase Match
Higher Quality Score, Lower CPCs
• Google Adwords Search Query Report• shows search queries your Broad/Phrase
Match keywords triggered: add as Exact Matches
• Extract keywords from your PPC Sales Reports
Keywords from Keyword Level Sales Reports
Find which keywords are generating sales and reduce broad/phrase match reliance
4. PPC Optimisation through Day-Parting
Increase your relevance & profit !
• Increase exposure for Thursday using Google, Yahoo, MSN adscheduling
• Create bespoke campaigns for peak times with tailored adcopy and landing pages e.g. around Payday
5. PPC Optimisation through Geo-Targeting
Increase your relevance & profit !
• Create a seperate campaign for London e.g. test ‘London’ in adcopy and london customer specific landing pages
• Target keywords e.g. ‘hotels in London’
Regional Geo-targeting for Airlines
Bespoke campaign with ‘from London’ adcopy and london customer specific landing pages
6. Integrate !
Think differently and Find more sales !
• With Client promotions• Be fast off the mark to promote new offers
• With other marketing channels• Identify new keywords from campaigns• Target campaigns by e.g regional geotargeting• Align strategies & feed information both ways
• Fast Changing Markets• React to market news through your PPC
Integrating Beth Ditto Collection at Evans
Finding new keywordsto increase conversions!
7. Grow your Keyword Lists
More traffic and More Revenue
• Keyword Tools e.g. Google Sets, Client XML Feeds, Keyword Discovery
• From within your campaign e.g. Google Search Query Report, PPC Keyword Level Sales Report
• Internal site search data
Internal Site Search
Find keywords searched on the site, find favourite categories
8. Understand your Competitor Strategy
More traffic and More Revenue
• Track competitor activity on your brand• Assess competitor activity across geographic
location and time of day• Create your most effective strategy for growth• Competitor Keywords e.g. Google Website
Trends, SpyFu, Google Keyword Tool
Google Website Trends
Find related competitor sites, keywords and traffic trends
• Track on a keyword level• Test combinations of adcopies and landing pages• Start simple with a baseline
9. Run Multivariate Tests
Increase traffic and sales
• Integrate PPC with national public holidays• Integrate PPC with key festivals and dates (e.g. Use
Google Calenders, www.bank-holidays.com)
10. Optimise Campaigns for Public Holidays
Increase relevance and Conversions
• Use adcopy to stand out differently from your competitors
• Test Key phrase variations:• Pricing in adcopy• Discount offers• ‘From...£xx‘• ‘Save up to xx%’• ‘Order Now!’
11. Be Different!
Increase traffic and sales
Thanks ...and Get in Touch
• Email : [email protected] • Call: +44 (0) 203 008 8321• www.netmediaplanet.com • Tweet me: @srisharma• Our tips are: delicious.com/netmediaplanet