Essential paid search tools from excel to automation - Jonathan Dunkley

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www.minutesteak.co.uk part of the network

Transcript of Essential paid search tools from excel to automation - Jonathan Dunkley

Page 1: Essential paid search tools from excel to automation - Jonathan Dunkley

www.minutesteak.co.uk part of the network

Page 2: Essential paid search tools from excel to automation - Jonathan Dunkley

Jonathan DunkleyManager Of Paid Search Minute Steak

4+ years PPC and digital experience

Who am I?

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Who do I work for?

Search & Social ecommerce marketing agency for niche retailers with smaller budgets

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What am I doing here today?

PPC tools & tips

Speed up analysis

Improve accountability

Increase profitability

Keep an eye on campaigns

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Instead of going deep in to bid and ad-copy management…

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…a couple of common PPC questions

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What are my competitors and affiliates doing with PPC?How do I measure offline conversions accurately?

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PPC Technology can help

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What are my competitors and affiliates doing with PPC?

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The PPC landscape

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What are they up to?

Competitors

SuppliersAffiliates

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How it works

Scrapes the Google SERP for a selected list of keywords.

Returns the PPC & organic listings

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Trademarks

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Pricing

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URL Hijacks

Detect if affiliates are using your URL on their PPC advert and then later redirecting traffic to your site.

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Restricted Keywords

Identify if affiliates or suppliers are bidding on your restricted keyword list

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How will this help you?

Identify – rogue suppliers, competitors & affiliatesReport – show ads, pricing & trademarks for selected termsAutomate – get alerted when violations are detected

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How do I measure offline conversions accurately?

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So I’m going to cheat…

This is a huge question

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… and look at 1 problem instead Phone leads and call tracking

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How it works

Dynamic phone number

Automatically recognise traffic sources

Ability to set up specific manual campaigns

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Track to Keyword/Referrer detail

User searches for a keyword and clicks

through to site

The customer sees the dynamic number for

that keyword or referrer

They then call in and possibly generate a sale

or lead for the business

AdInsight tracks the individual keyword or

referrer and reports it in the dashboard.

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Set up specific affiliate numbers

Specific tracked phone numbers for each

affiliate allows phone leads to be generated

without going to the site

Call 0800412030

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Record lead and revenue data

At the end of the call sales staff are asked to key in the result of the call.

Revenue can be included

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Analytics Integration

Produces goal page on siteUse this to track within existing analyticsPull in keyword, lead, sale & revenue dataUse this data within reports and to aid keyword/affiliate analysis

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How will this help you?

Identify – calls, leads and sales from different sourcesReport – location, phone number and source of callAutomate – integrate with analytics. Alerted to missed calls

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In summary

Both great tools for giving further PPC insightGet the best value out of your PPC investmentThey do however need to be analysed and reported on.Start a conversation in your business

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www.minutesteak.co.ukfacebook.com/MinuteSteaktwitter.com/MinuteSteak Minute Steak, 62-70 Shorts Gardens, Covent Garden, London WC2H 9AH

+44(0)207 420 3500, [email protected]

Thank you