louie’s finer meats cumberland, wi potential keywords sausage bratwurst cheddarwurst “wisconsin...
TRANSCRIPT
AdWords
LOUIE’S FINER MEATS Cumberland, WI
POTENTIAL KEYWORDS
sausagebratwurstcheddarwurst“wisconsin
bratwurst”“italian sausage”[cotto salami]“hunter sausage”[beef jerky]“viking bratwurst”
BROAD MATCH
sausagesausagesausagesausagebratwurstcheddarwurst
“summer sausage”bratwurstsaussage“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”
NEGATIVE KEYWORDS
-kosher-equipment-gravy-calories
NEGATIVE KEYWORDS STARTER LIST
-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
WISCONSIN CAMPAIGN
NATIONAL CAMPAIGN
VIKING CAMPAIGN
REGIONAL PERFORMANCE VARIES
REGIONAL PROBLEM – LOCAL BUSINESS RESULTS
REGIONAL PROBLEM – LOCAL BUSINESS RESULTS
Louie’s Finer MeatsHome of award winningsausage and bratwurst.louiesfinermeats.com
Louie’s Finer MeatsHome of award winningsausage and bratwurst.louiesfinermeats.com
DYNAMIC KEYWORD INSERTION
Louie’s Finer MeatsHome of award winning{keyword: sausage and bratwurst}.louiesfinermeats.com
Louie’s Finer MeatsHome of award winningcotto salami.louiesfinermeats.com
Louie’s Finer MeatsHome of award winningsausage and bratwurst.louiesfinermeats.com
Louie’s {KeyWord:Finer Meats}Home of award winning{keyword: sausage and bratwurst}.louiesfinermeats.com/{KeyWord:Meats}
Louie’s Cotto SalamiHome of award winningcotto salami.louiesfinermeats.com/CottoSalami
Louie’s Finer MeatsHome of award winningsausage and bratwurst.louiesfinermeats.com/Meats
COPY TIP
KEYWORDS SHOULD APPEAR IN YOUR HEADLINE AND BODY
COPY TIP
AD COPY SHOULD RELATE TO YOUR LANDING PAGE
COPY TIP
AD COPY SHOULD BE
CONSISE AND RELEVANT
Buy Louie’s Cotto SalamiBuy our award winningcotto salami and fine meats.louiesfinermeats.com/CottoSalami
Handcrafted MeatsA family owned businessfor over thirty-five years.louiesfinermeats.com
AD PERFORMANCE
REVIEW
TESTREFINE
Louie’s Cotto SalamiBuy our award winningcotto salami and fine meats.louiesfinermeats.com/CottoSalami
Buy Louie’s Cotto SalamiBuy our cotto salami, winner of 7 international awards.louiesfinermeats.com/CottoSalami
COPY PERFORMANCE A/B TESTING
CAMPAIGN HIERARCHY
CAMPAIGN SETTINGS
CAMPAIGN SETTINGS
CAMPAIGN SETTINGS
BIDDING
ESTIMATED CONVERSION RATE
NET PROFIT PER CONVERSION
THEORETICAL BREAK EVEN BID
BIDDING
BID LOWER WHEN YOU ARE COMPETITIVELY WELL POSITIONED
BID HIGHER WHEN YOU ARE COMPERABLE OR WORSE THAN YOUR
COMPETITORS
SIMPLE ROI
$200 – Campaign Cost
145 Clicks@$1.38 Average CPC
8.3% Conversion Rate = 12 Sales
$24 Contribution Margin per Sale ($288 Profit)
44% ROI
REAL ROI COSTS
Costs
PeopleProcess
Tech
REAL ROI PROFITS
IS THIS AN EXISTING CUSTOMER?
EXISTING CUSTOMER
DID WE ALTER CUSTOMER BEHAVIOR?
NEW CUSTOMER
WAS THIS A ONE-OFF PURCHASE?
PERFORMANCE = CTR * CPC
RELEVANCE
FAIL WHALE
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
EXPENSIVE KEYWORDS
FREE RESOURCES
•Marketing and Advertising Using Google•AdWords Learning Center - http://www.google.com/adwords/learningcenter/•Inside AdWords - http://adwords.blogspot.com/
Photo Attributions
Slide 38: '2006 US Cycle Pro Race - Team+T-Mobile‘ www.flickr.com/photos/57001982@N00/235930088Slide 39: Don't stop innovation; http:/flickr.com/photos/mjb/7833919Slide 41: Fail Whale: Copyright Yiying Lu http://www.yiyinglu.com/showcase/30.%20Illustration/01.%20Personal%20Illustrations/05.gif