Pay Per Click Advertising

Assumptions Google AdWords / Overture / Espotting. Higher CTR for a phrase = lower CPC for the phrase. (Google) Writing effective Adverts Dynamic keyword insertion

PPC Workshop More qualified keywords at a lower cost. More avenues for increased ROI PPC research methodology Higher organisation – more campaigns managed per person. Give you advantage over competitors

PPC Landscape PPC is becoming more expensive and competitive. No barriers to entering PPC space – mainstream publications. Times. BBC. Advertisers competing with affiliates – larger margins. Direct-to-merchant opportunities dwindling – existing ones dieing. Christmas bid prices inflate. Loss leaders ruining ROI. Bidding/ego wars ensue. Lower arbitrage margin. Prices reduce around February.

Keyword Research “Process of selecting keywords that are relevant to your site and are used by potential customers as query terms” Finding new terms – increasing campaign traffic. Not only terms you want to be found on, terms customers use to find you!

Keyword Research Tools

Homeowner Loans Initial Keyword List – no research. Homeowner loan (£6.00 CPC – 42,412 searches) Homeowner loans Secured loan (£6.46 CPC - 1,324,361 searches) Secured homeowner loan Home owner loan Home owner loans Initial Misspellings Home owner laon (£1.50 – 30 searches a month) Homeowner laons (£0.41 – no data for searches) Homeonwer loans (£0.12 – no data for searches)

Visimo.com

Secured tenant loans Debt consolidation loans Secured personal loans Any purpose loans Tenant loans Secured tenant loans

Wordtracker.com

Wordtracker Cheap homeowner loan Quick homeowner loan Homeowner loan uk Cheap secured loan

Overture Search Terms Personal loan homeowner Best homeowner loan England homeowner loan Online homeowner loan

Teoma Search Terms

Home Loan Personal Loan UK

Ask Search Terms Secured Loans UK Low cost loan Loans online decision

Loan calculator Homeowner loan quick Google Beta Terms

Target Variations of your Keywords Misspellings and Typos Abbreviations and Slang Plurals Synonyms Homeonwer Laon Consolodation APR CCJ 0% Loans Tenants Lend Borrow

Final Keyword List After Research Loan calculator Homeowner loan quick Secured Loans UK Low cost loan Loans online decision Home Loan Personal Loan UK Personal loan homeowner Best homeowner loan England homeowner loan Online homeowner loan Cheap homeowner loan Quick homeowner loan Homeowner loan uk Cheap secured loan Secured tenant loans Debt consolidation loans Secured personal loans Any purpose loans Tenant loans Secured tenant loans Before Research Homeowner loan Homeowner loans Secured loan Secured homeowner loan Home owner loan Home owner loans Home owner laon Homeowner laons Homeonwer loans

Group Keywords Home Owner LoanHomeowner Loan Secured LoanMisspellings “Home Owner Loan” keywords and variations “Homeowner Loan” keywords and variations “Secured Loan” keywords and variations Misspellings keywords and variations

Find Unique Selling Points Loan rates from 6.9% APR Instant Online Decision for loans of up to £100, Can borrow up to £500, Flexible Repayments Free Loan repayment insurance Pay back over 5, 10, 15 and 20 years Borrow against other assets Research the merchant Check the program info page Why are they better than other loan merchants? What are their key strengths? Call them up, pick the brains of the call center. Then write your creatives using the USP’s as Call To Actions…..

Group Keywords for Each Ad Home Owner LoanHomeowner Loan Secured LoanMisspellings Home Owner Loan All purpose Home Owner Loan Low Rates - Instant Online Decision Homeowner Loan All purpose Homeowner Loan Low Rates - Instant Online Decision Secured Loan All purpose Secured Loan Low Rates - Instant Online Decision Homeowner Loans All purpose Homeowner Loans Low Rates - Instant Online Decision

Test Creative Home Owner LoanHomeowner Loan Secured Loan Misspellings Home Owner Loan All purpose Home Owner Loan Low Rates - Instant Online Decision % CTR | £1.23 CPC | £2.30 EPC Homeowner Loan All purpose Homeowner Loan Low Rates - Instant Online Decision 8.3% CTR | £2.45 CPC | £2.25 EPC Secured Loan All purpose Secured Loan Low Rates - Instant Online Decision 6.3% CTR | £2.21 CPC | £4.52 EPC Homeowner Loans All purpose Homeowner Loans Low Rates - Instant Online Decision % CTR | £1.23 CPC | £1.52 EPC Home Owner Loan – Low Rates Apply Online for an Instant Decision Borrow up to £100,000 today! % CTR | £1.11 CPC | £2.36 EPC Homeowner Loan Instant Loan Decision for Homeowner Borrow up to £100,000 from 6.5% APR % CTR | £1.23 CPC | £2.30 EPC Secured Loan Apply Online for an Instant Decision Borrow up to £100,000 from 6.5% APR % CTR | £1.88 CPC | £2.30 EPC Homeowner Loans Apply Online for an Instant Decision Borrow up to £100,000 from 6.5% APR % CTR | £1.23 CPC | £2.30 EPC

CTR and ROI

Kodak brand name in titles and descriptions generated higher CTRs. Increased CTRs when Kodak brand used in camera model- related searches. DX4330 Cameras CTR: 5.7% Kodak DX4330 Cameras CTR: 6.6% Search: [dx4330] Kodak Camera Accessories CTR: 1.0% Digital Camera Accessory CTR: 2.1% Search: [digital camera accessories] The Kodak brand name was omitted for digital camera accessories. CTRs were higher and online orders for accessories increased. Power of Brand Names

Use of product names in ad titles and descriptions resulted in higher CTRs. For product-related searches, the use of product names in titles and descriptions typically improves conversion rates Kodak Digital Cameras CTR: 1.1% Search: [dx4330] DX4330 Digital Cameras CTR: 6.1% Kodak DX4330 Cameras CTR: 6.6% DX4330 Cameras CTR: 5.7% Product Names & Targeted Searches

“Users were nearly 50% more likely to click on listings in which the keyword was included in both the title and description.” Source: AC Nielsen - Aug (Quoted on Overture) “When the keyword is included at the beginning of the title and within the description, users rated the quality of the site 60% higher.” Source: AC Nielsen - Aug (Quoted on Overture) Kodak DX4330 Cameras CTR: 6.6% Search: [dx4330] DX4330 Kodak Cameras CTR: 6.8% Positioning & Order of Keywords

Digital Cameras CTR: Not Tested (Very Low) DX4330 Digital Cameras CTR: 6.1% Kodak DX4330 Cameras CTR: 6.6% DX4330 Kodak Cameras CTR: 6.8% Search: [dx4330] Extensive testing provided Kodak with first mover advantage opportunities with the launch of new camera models Kodak Cameras CTR: Not Tested (Low) Kodak Digital Cameras CTR: 1.1% DX4330 Cameras CTR: 5.7% Kodak LS443 Digital Camera New Product Launches – First Mover Advantage

Keyword Alternatives – Untapped Opportunities Low Digital Camera Prices CTR: 1.5% Low Price Digital Cameras CTR: 2.7% Cheap Digital Cameras CTR: 5.3% Cheaper Digital Cameras CTR: 6.7% Low Price Digital Cameras CTR: 2.7% Lower Price Digi Cameras CTR: 3.2% Digital Camera Bargains CTR: 6.0% Bargain Digital Cameras CTR: 11.7% Relative Prices – Click Motivators for Cheaper Deals Discounted Digi Cameras CTR: 5.2% Discount Digital Cameras CTR: 6.0% Low Cost Digital Cameras CTR: 10.5% Search: [Keywords = Titles] [low price …] [cheap …] Cheaper Digital Cameras CTR: 23.8% [cheapest …] Prices & Price-Related Keywords

Pre-Christmas – Delivery was Important New Year Sale – Greater Emphasis on Price Kodak Digital Cameras … free delivery … CTR: 5.2% Kodak Digital Cameras … guaranteed delivery … CTR: 5.7% Best Buy Digital Cameras CTR: 6.4% Digital Camera Clearance CTR: 22.2% Digital Camera Sale CTR: 7.9% Digi Cam Clearance Sale CTR: 25.0% Cheap Digital Cameras CTR: 4.8% Pre-ChristmasNew Year Search: [Keywords = Titles] [kodak digital cameras] [cheap digital cameras] Cheap Digital Cameras CTR: 6.2% Seasonal Variations in Price-Related Searches Seasonal Keywords & Motivators to Click

Avoided hype/gimmicks, superlatives & subjective words Ads were kept simple - short sentences … Capitalised on variations between services – plurals, word order … Capitalised on regional searches – [digital cameras uk] … Other Considerations “Users were over 50% more likely to click on listings with a factual title and description versus a ‘salesy’ listing.” Source: Study conducted by AC Nielsen - Aug (Quoted on Overture) Tested Time-Limited Incentives to Click ‘ Limited Offer’ … ‘Sale Ends …’

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