Intro to AdWords

[object Object],sausage bratwurst cheddarwurst “ wisconsin bratwurst” “ italian sausage” [cotto salami] “ hunter sausage” [beef jerky] “ viking bratwurst”

BROAD MATCH sausage sausage sausage sausage bratwurst cheddarwurst “ summer sausage” bratwurst saussage “ smoked meats" “ german bratwurst” “ bavarian cheddarwurst”

PHRASE MATCH “ italian sausage” “ wisconsin bratwurst” “ hunter sausage” “ viking bratwurst” “ sweet italian sausage” “ genuine wisconsin bratwurst” “ delicious hunter sausage” “ Minnesota viking bratwurst”

EXACT MATCH [cotto salami] [beef jerky] “ cotto salami” “ authentic cotto salami”

[object Object],-kosher -equipment -gravy -calories

[object Object],-free -discount -case studies -about -career -education

WISCONSIN CAMPAIGN “ sausage” “ bratwurst” “ cheddarwurst” “ italian sausage” [beef jerky] -kosher -gravy -equipment NATIONAL CAMPAIGN “ wisconsin bratwurst” [cotto salami] “ hunter sausage” -kosher -calories VIKING CAMPAIGN “ viking bratwurst” “ viking sausage” -kosher -calories

REGIONAL PROBLEM – LOCAL BUSINESS RESULTS

Louie’s Finer Meats Home of award winning sausage and bratwurst . louiesfinermeats.com

Louie’s Finer Meats Home of award winning sausage and bratwurst. louiesfinermeats.com

[object Object],Louie’s Finer Meats Home of award winning {keyword: sausage and bratwurst}. louiesfinermeats.com Louie’s Finer Meats Home of award winning cotto salami . louiesfinermeats.com Louie’s Finer Meats Home of award winning sausage and bratwurst. louiesfinermeats.com

Louie’s {KeyWord:Finer Meats} Home of award winning {keyword: sausage and bratwurst}. louiesfinermeats.com/{KeyWord:Meats} Louie’s Cotto Salami Home of award winning cotto salami . louiesfinermeats.com/CottoSalami Louie’s Finer Meats Home of award winning sausage and bratwurst . louiesfinermeats.com/Meats

[object Object],KEYWORDS SHOULD APPEAR IN YOUR HEADLINE AND BODY

[object Object],AD COPY SHOULD RELATE TO YOUR LANDING PAGE

[object Object],AD COPY SHOULD BE CONSISE AND RELEVANT Buy Louie’s Cotto Salami Buy our award winning cotto salami and fine meats. louiesfinermeats.com/CottoSalami Handcrafted Meats A family owned business for over thirty-five years. louiesfinermeats.com

Louie’s Cotto Salami Buy our award winning cotto salami and fine meats. louiesfinermeats.com/CottoSalami Buy Louie’s Cotto Salami Buy our cotto salami , winner of 7 international awards. louiesfinermeats.com/CottoSalami COPY PERFORMANCE A/B TESTING

[object Object],ESTIMATED CONVERSION RATE NET PROFIT PER CONVERSION THEORETICAL BREAK EVEN BID

[object Object],[object Object]

[object Object],IS THIS AN EXISTING CUSTOMER?

[object Object],DID WE ALTER CUSTOMER BEHAVIOR?

[object Object],WAS THIS A ONE-OFF PURCHASE?

[object Object],USE BROAD KEYWORDS SYNDICATE TO GOOGLE’S PARTNERS HAVE NO KEYWORDS IN AD COPY LAND ON THE CLIENTS HOMEPAGE DON’T USE NEGATIVE KEYWORDS TEST MANY THINGS AT ONCE

[object Object],[object Object],[object Object],[object Object]

Photo Attributions Slide 38: '2006 US Cycle Pro Race - Team+T-Mobile‘ www.flickr.com/photos/57001982@N00/235930088 Slide 39: Don't stop innovation; http:/flickr.com/photos/mjb/7833919 Slide 41: Fail Whale: Copyright Yiying Lu http://www.yiyinglu.com/showcase/30.%20Illustration/01.%20Personal%20Illustrations/05.gif

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