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