louie’s finer meats cumberland, wi potential keywords sausage bratwurst cheddarwurst “wisconsin...
TRANSCRIPT
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AdWords
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LOUIE’S FINER MEATS Cumberland, WI
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POTENTIAL KEYWORDS
sausagebratwurstcheddarwurst“wisconsin
bratwurst”“italian sausage”[cotto salami]“hunter sausage”[beef jerky]“viking bratwurst”
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BROAD MATCH
sausagesausagesausagesausagebratwurstcheddarwurst
“summer sausage”bratwurstsaussage“smoked meats"“german bratwurst”“bavarian
cheddarwurst”
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PHRASE MATCH
“italian sausage”“wisconsin
bratwurst”“hunter sausage”“viking bratwurst”
“sweet italian sausage”“genuine wisconsin
bratwurst”“delicious hunter sausage”“Minnesota viking
bratwurst”
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EXACT MATCH
[cotto salami][beef jerky]
“cotto salami”
“authentic cotto salami”
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NEGATIVE KEYWORDS
-kosher-equipment-gravy-calories
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NEGATIVE KEYWORDS STARTER LIST
-free-discount-case studies-about-career-education
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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
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WISCONSIN CAMPAIGN
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NATIONAL CAMPAIGN
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VIKING CAMPAIGN
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REGIONAL PERFORMANCE VARIES
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REGIONAL PROBLEM – LOCAL BUSINESS RESULTS
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REGIONAL PROBLEM – LOCAL BUSINESS RESULTS
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Louie’s Finer MeatsHome of award winningsausage and bratwurst.louiesfinermeats.com
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Louie’s Finer MeatsHome of award winningsausage and bratwurst.louiesfinermeats.com
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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
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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
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COPY TIP
KEYWORDS SHOULD APPEAR IN YOUR HEADLINE AND BODY
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COPY TIP
AD COPY SHOULD RELATE TO YOUR LANDING PAGE
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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
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AD PERFORMANCE
REVIEW
TESTREFINE
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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
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CAMPAIGN HIERARCHY
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CAMPAIGN SETTINGS
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CAMPAIGN SETTINGS
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CAMPAIGN SETTINGS
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BIDDING
ESTIMATED CONVERSION RATE
NET PROFIT PER CONVERSION
THEORETICAL BREAK EVEN BID
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BIDDING
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BID LOWER WHEN YOU ARE COMPETITIVELY WELL POSITIONED
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BID HIGHER WHEN YOU ARE COMPERABLE OR WORSE THAN YOUR
COMPETITORS
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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
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REAL ROI COSTS
Costs
PeopleProcess
Tech
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REAL ROI PROFITS
IS THIS AN EXISTING CUSTOMER?
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EXISTING CUSTOMER
DID WE ALTER CUSTOMER BEHAVIOR?
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NEW CUSTOMER
WAS THIS A ONE-OFF PURCHASE?
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PERFORMANCE = CTR * CPC
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RELEVANCE
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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
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EXPENSIVE KEYWORDS
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FREE RESOURCES
•Marketing and Advertising Using Google•AdWords Learning Center - http://www.google.com/adwords/learningcenter/•Inside AdWords - http://adwords.blogspot.com/
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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