Top 11 PPC Strategies For GreaterReturn on Investment

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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 : sri@netmediaplanet.com • Call: +44 (0) 203 008 8321• www.netmediaplanet.com • Tweet me: @srisharma• Our tips are: delicious.com/netmediaplanet