Essential paid search tools from excel to automation - Jonathan Dunkley
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Transcript of Essential paid search tools from excel to automation - Jonathan Dunkley
www.minutesteak.co.uk part of the network
Jonathan DunkleyManager Of Paid Search Minute Steak
4+ years PPC and digital experience
Who am I?
Who do I work for?
Search & Social ecommerce marketing agency for niche retailers with smaller budgets
What am I doing here today?
PPC tools & tips
Speed up analysis
Improve accountability
Increase profitability
Keep an eye on campaigns
Instead of going deep in to bid and ad-copy management…
…a couple of common PPC questions
What are my competitors and affiliates doing with PPC?How do I measure offline conversions accurately?
PPC Technology can help
What are my competitors and affiliates doing with PPC?
The PPC landscape
What are they up to?
Competitors
SuppliersAffiliates
How it works
Scrapes the Google SERP for a selected list of keywords.
Returns the PPC & organic listings
Trademarks
Pricing
URL Hijacks
Detect if affiliates are using your URL on their PPC advert and then later redirecting traffic to your site.
Restricted Keywords
Identify if affiliates or suppliers are bidding on your restricted keyword list
How will this help you?
Identify – rogue suppliers, competitors & affiliatesReport – show ads, pricing & trademarks for selected termsAutomate – get alerted when violations are detected
How do I measure offline conversions accurately?
So I’m going to cheat…
This is a huge question
… and look at 1 problem instead Phone leads and call tracking
How it works
Dynamic phone number
Automatically recognise traffic sources
Ability to set up specific manual campaigns
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.
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
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
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
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
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
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