Neverblue Webinar Wednesday - PPC

Asia Webinar WednesdayAsia Webinar WednesdayKelvin Leung – Affiliate Manager (Asia Pacific)

Andrew Wee – Affiliate Consultant

Nov 7, 2012

Today’s Webinar presented by…Kelvin LeungAffiliate Manager – Asia Pacific

-Over 7 years of internet marketing experience-Strong in SEO, PPC and SocialNet -Speaker of several Neverblue Interact Events at Hong Kong, New Delhi, Singapore, Shenzhen, Shanghai and Bangkok-Hold a B.Sc at University of Toronto and MBA at University of Iowa

Andrew WeeAffiliate Consultant

-Based in Singapore, background in psychology and writing-Involved in Internet marketing, e-commerce since 1997-CPA affiliate since 2006, focus on SEO and social media-Speaker at Affiliate Summit, Facebook Developer’s Garage-Trainer/consultant for PPC coaching, product development, marketing

Webinar outline

Introduction

Quick start for new affiliates

PPC Keyword Research Tips

Ad Copies and Split Testing Tips

PPC Landing Page Tips

Conclusion

Neverblue: Quick facts

CPA network Started in 2004Offices in North America, Europe, AsiaExpanded operations by opening Neverblue MobileOver 1,700 active campaignsBiggest verticals: Dating, Downloads, Finance#1 CPA Network ranked by 2012 Blue Book

Around The Globe

Neverblue HeadquartersVictoria, Canada

Neverblue EuropeLondon

Neverblue AsiaHong KongNeverblue Office

Los Angeles

“Anytime, Anywhere”

PPC Keyword ResearchUse this match type...

With this punctuation...

To trigger your ad on...

Example keywords

Ad may show When to use it

broad match none synonyms, related searches, and other relevant variations

low-carb diet plan carb-free foodslow-crab diets low calorie recipeslow-carbohydrate dietary program

-More clicks- Low Quality Score-Higher bid price

phrase match "keyword" a phrase and close variants of that phrase

“tennis shoes” red leather tennis shoes buy tennis shoes on sale red tenis shoes

-Higher CTR-Higher Quality Score- Lower bid price- my recommendation

exact match [keyword] an exact term and close variants of that exact term

[tennis shoes] tennis shoes -Highest CTR-Highest Quality Score-Lowest bid price

negative match -keyword searches without the term

-puppies

Split Test

Every angle should split test in different ad groups

For example: Pay Day Loan Campaign

Ad Group 1: Targeting to generic audienceAd Group 2: Targeting to people who needs to pay off their credit card billAd Group 3: Targeting to people who needs quick cash for small businesses

Landing Page

5 things that landing page should have…1) Headline2) Bullet Point3) Call to Action4) Testimonial 5) Simplicity

What to look for look when you do split test

Ad Group 1 Ad Group 2 Ad Group 3CTR 10% 3% 5%CR 0.50% 1% 3%

Split Test Out Keep Keep

Ad Group Level Keyword Level

Clicks Conversions ResultKw1 20 5 KeepKw2 30 5 KeepKw3 10 5 KeepKw4 200 7 OutKw5 120 7 OutKw6 23 3 KeepKw7 34 3 KeepKw8 67 1 OutKw9 1 0 Out

Kw10 2 0 Out

Successful PPC Campaigns

Misconceptions about paid traffic:1) It costs money2) You will lose money3) You will lose all your money4) Free traffic is better

(Objections usually by those who do not do much paid traffic promotion)

Successful PPC Campaigns

The right paid traffic mindset:Stage 1: You will lose money (initially)Stage 2: Aim to break evenStage 3: Aim to be profitableStage 4: Massively scale winning campaigns.

Successful PPC Campaigns

Budgeting:How much will you spend?

Regular PPC spend is better than one-time big spend.Example: Spending $500 per month for 12 months, is better than trying to spend $5,000 in a month.

Benefits:More time to analyse dataBenefit from experience on learning from previous monthMore time to develop, broaden, expand keyword targets

Reality check:It takes time to become good at PPC marketing, generally:1-2 months to become familiar3-6 months to be profitable6month to 1 year to become very successful

Successful PPC Campaigns

Stage 1 (1-2weeks): Testing, collecting keyword data

Research offer, study payoutDecide on your budget: 1) How much pay per click?2) What is conversion rate?3) What is your marketing goal?

Example:$5 payout dating offer.

Assume 10% conversion rate, Assume 50% profitWhat is your pay per click budget?Profit = $2.50 (50% of $5), 10 clicks to be profitable (10% conversion)Cost per click = $0.25 ($2.50 cost per lead, $5 payout = $2.50 profit)

Successful PPC Campaigns

Stage 1: Testing, collecting keyword data

How much to budget for the campaign?

Strategies:1) 2x offer payout2) $5 to $103) $30 to $50

Your testing budget is determined by amount of research/information you have.

Blind testing: 2x offer payout, test in mass (5-10 unknown offers at a time)Researched offer: $30 to $50 (as high as $100) IF you are VERY CONFIDENT in the offer. (ie: You MUST make this work).

Successful PPC Campaigns

Stage 2 (2weeks to 1month): Breaking even

What does your keyword data tell you?

Are you getting enough clickthroughs?Solution: improve adcopy, images, call to action

Are you getting enough conversions?Solution: rotate landing pages (better converting), adcopy images, split test similar offers

Successful PPC Campaigns

Stage 3,4 (as long as you’re making a profit!): Achieving profitablity, scaling

Intention: Stage 3: Achieving consistency in profit (aim for steady, stable $xxx/day. Sweet spot $1,000 or more per day)

Stage 4: What is similar traffic keywords, what other ad network gives you similar traffic quality.

Talk to your affiliate manager!

Next Out of Bounds – Thailand!

Affiliate competition recognising the best affiliates in Neverblue and Neverblue Email. Previous destinations:

Top affiliates in various categories get to interact, learn and network.

Ongoing now: Out of Bounds Thailand, in Phuket (March 13th to 18th)Current competition period: July 1 to Dec 31, 2012

Categories:Top revenue (10 winners)Top incremental revenue (based on highest increase) (4 winners)Top international (3 winners)Top mobile (1 winner)One random winner will be drawn

Visit http://NeverblueEscape.com to get contest details and participate

Thank YouKELVIN LEUNGAffiliate Manager – Asia Pacific Email: [email protected]: +852 3972-6123 ext 207Skype/Twitter: neverbluekelvin

ANDREW WEEAffiliate ConsultantEmail: [email protected]: +65 8198-4222 (Apple imessage and whatsapp enabled)Skype/AIM: andreww38

Next Webinar – Dec 5, 2012