Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.

Intro to AdWords

1,074 views

Published on

An introduction to AdWords for USM GOMCHA students

  • Be the first to comment

Intro to AdWords

  1. 2. <ul><li>LOUIE’S FINER MEATS Cumberland, WI </li></ul>
  2. 3. <ul><li>POTENTIAL KEYWORDS </li></ul>sausage bratwurst cheddarwurst “ wisconsin bratwurst” “ italian sausage” [cotto salami] “ hunter sausage” [beef jerky] “ viking bratwurst”
  3. 4. BROAD MATCH sausage sausage sausage sausage bratwurst cheddarwurst “ summer sausage” bratwurst saussage “ smoked meats&quot; “ german bratwurst” “ bavarian cheddarwurst”
  4. 5. PHRASE MATCH “ italian sausage” “ wisconsin bratwurst” “ hunter sausage” “ viking bratwurst” “ sweet italian sausage” “ genuine wisconsin bratwurst” “ delicious hunter sausage” “ Minnesota viking bratwurst”
  5. 6. EXACT MATCH [cotto salami] [beef jerky] “ cotto salami” “ authentic cotto salami”
  6. 7. <ul><li>NEGATIVE KEYWORDS </li></ul>-kosher -equipment -gravy -calories
  7. 8. <ul><li>NEGATIVE KEYWORDS STARTER LIST </li></ul>-free -discount -case studies -about -career -education
  8. 9. 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
  9. 10. WISCONSIN CAMPAIGN
  10. 11. NATIONAL CAMPAIGN
  11. 12. VIKING CAMPAIGN
  12. 13. <ul><li>REGIONAL PERFORMANCE VARIES </li></ul>
  13. 14. REGIONAL PROBLEM – LOCAL BUSINESS RESULTS
  14. 15. REGIONAL PROBLEM – LOCAL BUSINESS RESULTS
  15. 16. Louie’s Finer Meats Home of award winning sausage and bratwurst . louiesfinermeats.com
  16. 17. Louie’s Finer Meats Home of award winning sausage and bratwurst. louiesfinermeats.com
  17. 18. <ul><li>DYNAMIC KEYWORD INSERTION </li></ul>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
  18. 19. 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
  19. 20. <ul><li>COPY TIP </li></ul>KEYWORDS SHOULD APPEAR IN YOUR HEADLINE AND BODY
  20. 21. <ul><li>COPY TIP </li></ul>AD COPY SHOULD RELATE TO YOUR LANDING PAGE
  21. 22. <ul><li>COPY TIP </li></ul>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
  22. 23. AD PERFORMANCE
  23. 24. 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
  24. 25. <ul><li>CAMPAIGN HIERARCHY </li></ul>
  25. 26. <ul><li>CAMPAIGN SETTINGS </li></ul>
  26. 27. <ul><li>CAMPAIGN SETTINGS </li></ul>
  27. 28. <ul><li>CAMPAIGN SETTINGS </li></ul>
  28. 29. <ul><li>BIDDING </li></ul>ESTIMATED CONVERSION RATE NET PROFIT PER CONVERSION THEORETICAL BREAK EVEN BID
  29. 30. <ul><li>BIDDING </li></ul>
  30. 31. <ul><li>BID LOWER WHEN YOU ARE </li></ul><ul><li>COMPETITIVELY WELL POSITIONED </li></ul>
  31. 32. <ul><li>BID HIGHER WHEN YOU ARE </li></ul><ul><li>COMPERABLE OR WORSE THAN YOUR COMPETITORS </li></ul>
  32. 33. <ul><li>SIMPLE ROI </li></ul>
  33. 34. REAL ROI COSTS
  34. 35. <ul><li>REAL ROI PROFITS </li></ul>IS THIS AN EXISTING CUSTOMER?
  35. 36. <ul><li>EXISTING CUSTOMER </li></ul>DID WE ALTER CUSTOMER BEHAVIOR?
  36. 37. <ul><li>NEW CUSTOMER </li></ul>WAS THIS A ONE-OFF PURCHASE?
  37. 38. <ul><li>PERFORMANCE = CTR * CPC </li></ul>
  38. 39. <ul><li>RELEVANCE </li></ul>
  39. 41. <ul><li>FAIL WHALE </li></ul>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
  40. 42. <ul><li>EXPENSIVE KEYWORDS </li></ul>
  41. 43. <ul><li>FREE RESOURCES </li></ul><ul><li>Marketing and Advertising Using Google </li></ul><ul><li>AdWords Learning Center - http://www.google.com/adwords/learningcenter/ </li></ul><ul><li>Inside AdWords - http://adwords.blogspot.com/ </li></ul>
  42. 44. 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

×