The document discusses tools to help analyze paid search (PPC) campaigns. It describes a tool that scrapes search engine results pages to identify competitors, affiliates, and suppliers bidding on keywords. It also discusses call tracking software that dynamically assigns phone numbers to track offline conversions by source. These tools provide insights into external bidding and accurate attribution of leads and sales to aid PPC optimization and ROI.

1. www.minutesteak.co.uk part of the network

2. Who am I?
Jonathan Dunkley
Manager Of Paid Search
Minute Steak
4+ years PPC and digital
experience

3. Who do I work for?
Search & Social ecommerce
marketing agency for niche
retailers with smaller
budgets

4. What am I doing here today?
PPC tools & tips
Speed up analysis
Improve accountability
Keep an eye on campaigns
Increase profitability

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

6. …a couple of common PPC
questions

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

8. PPC Technology can help

9. What are my competitors and
affiliates doing with PPC?

10. The PPC landscape

11. What are they up to?
Suppliers
Affiliates
Competitors

12. How it works
Scrapes the
Google SERP for
a selected list
of keywords.
Returns the PPC
& organic
listings

13. Trademarks

14. Pricing

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

16. Restricted Keywords
Identify if
affiliates or
suppliers are
bidding on your
restricted
keyword list

17. How will this help you?
Identify – rogue
suppliers, competitors &
affiliates show ads, pricing &
Report –
trademarks for selected terms
Automate – get alerted when
violations are detected

18. How do I measure offline
conversions accurately?

19. This is a huge question
So I’m going to cheat…

20. … and look atand call tracking
Phone leads 1 problem instead

21. How it works
Dynamic phone number
Automatically recognise traffic sources
Ability to set up specific manual campaigns

22. Track to Keyword/Referrer detail
Theycustomer seesa keyword and clicksa or
The then call in and individual keyword for
AdInsight tracks the possibly generate sale
User searches for the dynamic number
or lead for theor referrer the dashboard.
that keywordreports it in
referrer and business
through to site

23. Set up specific affiliate numbers
Call 0800412030
Specific tracked phone numbers for each
affiliate allows phone leads to be generated
without going to the site

24. 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

25. Analytics Integration
Produces goal page on site
Use this to track within
existing analytics
Pull in keyword, lead, sale &
revenue data
Use this data within reports
and to aid keyword/affiliate
analysis

26. How will this help you?
Identify – calls, leads and sales
from different sources
Report – location, phone
number and source of call
Automate – integrate with
analytics. Alerted to missed calls

27. In summary
Both great tools for giving
further PPC insight
Get the best value out of your
PPC investment
They do however need to be
analysed and reported on.
Start a conversation in your
business

28. www.minutesteak.co.uk Thank you
facebook.com/MinuteSteak
Minute Steak, 62-70 Shorts Gardens, Covent Garden, London WC2H 9AH
twitter.com/MinuteSteak +44(0)207 420 3500, contact.us@minutesteak.co.uk