copyright © 2010 Trada, Inc. All materials are company confidential and may not be distributed without expressed permission.
Agenda!
1 Best Practices for Getting a Client Started!2 Switching Your Time From The Tactical to The
Strategic!3 Mining Keyword Gold!4 Integrating Your PPC Campaign Into the Rest of
Your Marketing Campaign!5 Results Reporting!6 Overview of Trada!7 Q&A!
copyright © 2010 Trada, Inc. All materials are company confidential and may not be distributed without expressed permission.
Meet Dan Tisser!
• Dan has been working with all kinds of businesses in the realm of search marketing. From the smallest garage based business to major players in moving & storage, newspapers and credit card processing. His time away from Trada is spent on his mountain bike, recovering from knee surgery and making fun of NASCAR.!
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Best Practices: Getting a Client Started!
• E-commerce!• Lead Generation!
• Branding!
copyright © 2010 Trada, Inc. All materials are company confidential and may not be distributed without expressed permission.
E-Commerce: Mapping Your Site!
Womens Mens
Casual Formal Brand Color
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E-Commerce!
copyright © 2010 Trada, Inc. All materials are company confidential and may not be distributed without expressed permission.
E-Commerce: Ask The Right Questions!
Key Differen*ators
Best Seller?!
Inventory?!
Sales Items?!
Exclusivity?!
Promotions?!
copyright © 2010 Trada, Inc. All materials are company confidential and may not be distributed without expressed permission.
Lead Generation!
copyright © 2010 Trada, Inc. All materials are company confidential and may not be distributed without expressed permission.
Lead Generation: Buying Cycle!
copyright © 2010 Trada, Inc. All materials are company confidential and may not be distributed without expressed permission.
Branding Campaign!
copyright © 2010 Trada, Inc. All materials are company confidential and may not be distributed without expressed permission.
Branding Campaign: Best Practices!
• Set expectations with your clients on results!
• Tight geo-targeting with IP broadcasting!• Geo-targeting with keywords (Pacific
Heights, the Mission, Union Square, Castro)!
• Put your phone # in the ad!• Consider dayparting!
copyright © 2010 Trada, Inc – All materials are company confidential and may not be distributed without express permission.
http://trada.com http://trada.com/blog @trada!
Switching Your Time From The Tactical to The Strategic
copyright © 2010 Trada, Inc. All materials are company confidential and may not be distributed without expressed permission.
Switch Your Time From Tactical to Strategic!
• Front load your time!• Map your website!• Prepare ad groups, write ad copy!• Choose search networks!• Launch your campaign all at once!
copyright © 2010 Trada, Inc. All materials are company confidential and may not be distributed without expressed permission.
Know Where To Spend Your Time!
copyright © 2010 Trada, Inc. All materials are company confidential and may not be distributed without expressed permission.
Site Health!
Usability! Good User Experience! Easy to Find What Youʼre Looking For! Easy to Read!
Strong Organic Rankings! Strong Landing Pages! Relevant Keywords! Site Speed! Content !
copyright © 2010 Trada, Inc. All materials are company confidential and may not be distributed without expressed permission.
Know User Behavior!
• Start with your client to understand their customer!
• Understand the buying cycle!• Dayparting – week/weekend!• Ask the call center!• Use your lead form!
copyright © 2010 Trada, Inc. All materials are company confidential and may not be distributed without expressed permission.
Learn the Space!
• Learn the industry!• Learn what the trends are!• Understand what people are talking
about!• Read blogs!• Ask your client for!key information!
copyright © 2010 Trada, Inc. All materials are company confidential and may not be distributed without expressed permission.
Manicure Your Campaigns!
• Manicure ad groups • Remove keywords that drive impressions but not
clicks • Put them in their own ad groups and test • A/B split your landing pages • Change ONE variable at a time • Let changes sit • THEN…start all over again!
copyright © 2010 Trada, Inc – All materials are company confidential and may not be distributed without express permission.
http://trada.com http://trada.com/blog @trada!
Mining Keyword Gold
copyright © 2010 Trada, Inc. All materials are company confidential and may not be distributed without expressed permission.
Mining Long-Tail Keywords!
copyright © 2010 Trada, Inc. All materials are company confidential and may not be distributed without expressed permission.
Why Longtail Keywords Convert!
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Build Permutations on Keyword Gold!
• Find keyword gold? Build permutations.!
Collins Pick Axe!
Collins Pick Axe Wood Handle!Collins Pick Axe 16” Wood Handle!Collins Pick Axe 16” !Collins 16” Pick Axe Wood Handle!
copyright © 2010 Trada, Inc. All materials are company confidential and may not be distributed without expressed permission.
Dive Into The Data!
copyright © 2010 Trada, Inc. All materials are company confidential and may not be distributed without expressed permission.
Tools of the Trade!
Search-based keyword tool
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Integrating Your PPC Campaign Into the Rest of Your Marketing Campaign
copyright © 2010 Trada, Inc. All materials are company confidential and may not be distributed without expressed permission.
Using PPC for Marketing!
• Leverage it for SEO purposes!• Employ consistent messaging with your
PPC ads!• Use PPC to refine messaging!• PPC as a feedback loop!
copyright © 2010 Trada, Inc. All materials are company confidential and may not be distributed without expressed permission.
Consistent Messaging!
copyright © 2010 Trada, Inc. All materials are company confidential and may not be distributed without expressed permission.
Microsites!Lead Form!
copyright © 2010 Trada, Inc – All materials are company confidential and may not be distributed without express permission.
http://trada.com http://trada.com/blog @trada!
Results Reporting
copyright © 2010 Trada, Inc. All materials are company confidential and may not be distributed without expressed permission.
Set Clear Goals!
• Determine what are your conversions!• Determine what success is for your clients!• Determine your clientsʼ CPA!• Determine how much they can pay for a sales
lead!
E-Commerce Lead Generation Branding
copyright © 2010 Trada, Inc. All materials are company confidential and may not be distributed without expressed permission.
Set Clear Goals…Continued!
• Determining your CPA!• Determine your average cost of sale • Determine how much you can afford to spend on
sales and marketing • This is your target CPA (cost per acquisition)
copyright © 2010 Trada, Inc. All materials are company confidential and may not be distributed without expressed permission.
Close The Feedback Loop!
• Determine what youʼre willing to share!• Provide back agreed-upon metrics!
Conversions
Click Volume
Ad Spend
copyright © 2010 Trada, Inc – All materials are company confidential and may not be distributed without express permission.
http://trada.com http://trada.com/blog @trada!
Overview of Trada
copyright © 2010 Trada, Inc. All materials are company confidential and may not be distributed without expressed permission.
You Can Also Use Trada
The problem: Paid search is hard, time-consuming and meticulous.!
The solution: Get a crowd of experts to work together on your clientʼs campaign.!
There are no fees for you or your clients to use Trada, so running PPC campaigns in our marketplace won't cut into your profit margins.!
http://trada.com http://trada.com/blog @trada!
copyright © 2010 Trada, Inc. All materials are company confidential and may not be distributed without expressed permission.
You Can Also Use Trada
Tradaʼs crowdsourced model puts dozens of certified experts to work on your campaigns at the same time.!
http://trada.com http://trada.com/blog @trada!
copyright © 2010 Trada, Inc. All materials are company confidential and may not be distributed without expressed permission.
You Can Also Use Trada
Trada for Agencies!
• Trada helps you scale your paid search campaigns!• Set-up clients’ campaigns in Trada, and add new
campaigns on demand • Review and approve ad copy and keywords created by
Trada optimizers • Communicate directly with Trada optimizers on strategy
and feedback • Generate customizable and exportable campaign reports
for their clients!
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copyright © 2010 Trada, Inc. All materials are company confidential and may not be distributed without expressed permission.
Questions? Letʼs Hear Them!!
http://trada.com http://trada.com/blog @trada!
copyright © 2009 Trada, Inc – All materials are company confidential and may not be distributed without express permission.
How to Contact Trada
Dan Tisser Account Manager, 303.437.3154 Email me at d*[email protected] www.trada.com
Elaine Ellis Marke*ng Manager, 720.252.8105 Email me at [email protected] www.trada.com
Bill Adkins VP of Sales, 303.558.7102 Email me at [email protected] www.trada.com
http://trada.com http://trada.com/blog @trada