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.

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


Published on

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
  • Be the first to comment

  • Be the first to like this

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 Tuesday, June 8, 2010