Inventive AdWords
                        Tricks for Better ROI
                        Short Story: Start simple, measure...
Today’s Message
                    • Search (and web) advertising are complex:
                        simplify by focusi...
The AdWords Problem
                    • Google AdWords is really complex
                     • Search: ad text, keyword...
Start with the segments
                    •   Two things you need to think about

                        • keywords:Wha...
Example




Tuesday, June 8, 2010
How to advertise this?




Tuesday, June 8, 2010
2-1-1 Section 8




Tuesday, June 8, 2010
2-1-1 Food Ads




Tuesday, June 8, 2010
ROI?
                    • Each click is costing $0.75
                    • At what rate can I convert these into
       ...
Takeaways
                    • Use AdWords to discover your segments
                    • Use internal data and estimati...
Learn More
                             AlgorithmicAdvertsing.com




Tuesday, June 8, 2010
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Adword Tricks For Roi At La2 M, Bud Gibson, June 2010

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Bud Gibson, shares some really practical lessons he’s learned from working on AdWords campaigns for 50 non-profits with little or no web marketing budget. These tricks have helped some of these organizations increase traffic up to 10 times and conversions up to 4 times.

Published in: Business, Technology, Design
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Adword Tricks For Roi At La2 M, Bud Gibson, June 2010

  1. 1. Inventive AdWords Tricks for Better ROI Short Story: Start simple, measure, revise simple Tuesday, June 8, 2010
  2. 2. Today’s Message • Search (and web) advertising are complex: simplify by focusing • ROI is about meeting the needs of market segments economically • Have to know segments first • Is the cost of acquiring customers in these segments less than the revenue per customer? Tuesday, June 8, 2010
  3. 3. The AdWords Problem • Google AdWords is really complex • Search: ad text, keywords, auction, cpc • Content: ad text, video, image, interactive, placements, keywords, contextual, auction, cpc, cpm • Huh!? How do I get ROI out of this? Tuesday, June 8, 2010
  4. 4. Start with the segments • Two things you need to think about • keywords:Whatseeking? potential customers are is it your • ad text:What iscustomers come to your these potential the promise that makes site? • Start with search: it gives the most direct answers Tuesday, June 8, 2010
  5. 5. Example Tuesday, June 8, 2010
  6. 6. How to advertise this? Tuesday, June 8, 2010
  7. 7. 2-1-1 Section 8 Tuesday, June 8, 2010
  8. 8. 2-1-1 Food Ads Tuesday, June 8, 2010
  9. 9. ROI? • Each click is costing $0.75 • At what rate can I convert these into customers? • acquisition cost = $0.75/(conversion rate) • Is my revenue per customer greater than my acquisition cost? • If yes, I have positive ROI Tuesday, June 8, 2010
  10. 10. Takeaways • Use AdWords to discover your segments • Use internal data and estimation to cost out the segments • Hire my students to help you with this • They did all of the work I presented today Tuesday, June 8, 2010
  11. 11. Learn More AlgorithmicAdvertsing.com Tuesday, June 8, 2010

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