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7 Advanced Paid Search Strategies used by Leading Direct Marketers
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- ClearSaleing Confidential October 3, 2007 The Clear Sale ing Webinar Series 7 Advanced Paid Search Strategies Used by Leading Direct Marketers Presented by Adam Goldberg a former Google Insider and Co-Founder of Clear Sale ing
- Strategy #1 Connect your offline back office to your online advertising ClearSaleing Confidential
- Integrate online advertising to your back office ClearSaleing Confidential Proprietary Back Office Direct Hits Keyword = Mortgage Source = Yahoo
- ClearSaleing Confidential Tie your inbound calls to your online advertising Strategy #2
- Offline sales tracking
- Assign an ID to each keyword
- Dynamically insert keyword ID on your website
- Have sales person capture keyword ID along with other contact information
- Run a sales report that shows sales with keyword ID’s
- Determine if those keywords are profitable
- Strategy #3 Use profit as your guiding metric ClearSaleing Confidential
- PPC metrics are flawed
- Leads can increase… Profit can decrease
- Revenue can increase… Profit can decrease
- Conversion Rate can increase… Profit can decrease
- CPA, CPL or Cost/Conversion can decrease… Profit can decrease
- Sales can increase… Profit can decrease
- ROAS can increase… Profit can decrease
- Pick the best lead ClearSaleing Confidential 30 year mortgage Lead Cost: $48 Fixed mortgage Lead Cost: $104 Mortgage Lead Cost: $75 Leads/Sale 66.67 Ad Cost/Sale $3,200 Leads/Sale 20 Ad Cost/Sale $2,080 Leads/Sale 33.33 Ad Cost/Sale $2,500 Sale Price $3,100 Profit ($100) Sale Price $4,100 Profit $2,020 Sale Price $4,900 Profit $2,400
- Strategy #4 Look at the cumulative effect of your advertising ClearSaleing Confidential
- Never underestimate the value of air conditioning ClearSaleing Confidential Should I close the doors to save on my electric bill?
- ClearSaleing Confidential November 15, 2006 Most common Purchase Paths Average # of clicks to sale: 3.75 Path Purchase Path 1 AdWords (4 year university) > AdWords (top business program) > AdWords (XYZ University) > Sale Purchase Path 2 Moving.com > AdWords (company name) > Sale Purchase Path 3 AdWords (enterprise software) > AdWords (CRM) >AdWords (CRM property mgmt) > AdWords (Real Page) > AdWords (company name) > Sale Purchase Path 4 Nextag (Hot tub) > Nextag (10 person hot tub) > Nextag (Concerto) > Sale
- How can I use the Purchase Path?
- AdWords (mortgage) > AdWords (30 yr mortgage) > (80/10/10 loan) > $9K Sale
- Strategy #5 Use search queries as a basis for new keywords and negatives ClearSaleing Confidential
- What’s the ideal recommendation tool?
- Ideal =
- Use the information available to you
- Search query = reputable moving company
- Keyword = moving company
- Keyword match type = broad
- Conversion = $4,700 sale
- New keyword = reputable moving
- company
- New keyword match type = exact
- Advantages = Know it works, cheaper CPC, higher QSR, more targeted
- Continued…negatives
- Search query = rent truck moving company
- Keyword = moving company
- Keyword match type = broad
- Conversion = $0
- Negative keyword = rent and truck
- Advantages = target right audience, don’t waste ad dollars
- Strategy #6 Implement an alert system ClearSaleing Confidential
- Why use alerts?
- Impossible to keep your eye on 1,000’s of keywords all the time
- Saves time by allowing you to focus
- Insurance against human error
- Ability to automate responses to alerts
- Types of Alerts
- Compare date range A to date range B and alert me if…
- Sales
- Profit
- Leads
- Alert me when a metric increases by X or decreases by Y
- Ad Spend
- Conversion rate
- Ad position
- Alert me if goal X will not be reached
- 1000 leads in next 30 days
- Spend $250,000 in advertising this month
- Close 100 new deals this month
- * Make sure you are being alerted only when data is statistically sound
- How to set up alerts
- Directly from the ad sources in some cases (Google, Yahoo, etc)
- Make use of the API
- Build internal tools
- Buy an off the shelf product
- Strategy #7 Follow the sophisticated methodology used by direct marketers to earn the maximum profit ClearSaleing Confidential
- 5-Step methodology for increasing profit ClearSaleing Confidential Ad Spend Profits 20K 40K Identify Ad Waste Eliminate Waste Buy Maximum Clicks Add Ad Sources Time Optimize Business
- The 7 advanced strategies
- Connect your back office to your online advertising
- Tie your inbound calls to your online advertising
- Use profit as your guiding metric
- Look at the cumulative effect of your advertising
- Use search queries as a basis for new keywords and negatives
- Implement an alert system
- Follow the sophisticated methodology used by direct marketers to earn the maximum profit
- ClearSaleing Confidential Adam S. Goldberg [email_address] 1.800.592.0463 Blog: www.clearsaleing.com/blog
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