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Slide 1: Inventive AdWords Tricks for Better ROI Short Story: Start simple, measure, revise simple Tuesday, June 8, 2010
Slide 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
Slide 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
Slide 4: Start with the segments • Two things you need to think about is it your • keywords:Whatseeking? potential customers are the promise that makes • ad text:What iscustomers come to your these potential site? • Tuesday, June 8, 2010 Start with search: it gives the most direct answers
Slide 5: Example Tuesday, June 8, 2010
Slide 6: How to advertise this? Tuesday, June 8, 2010
Slide 7: 2-1-1 Section 8 Tuesday, June 8, 2010
Slide 8: 2-1-1 Food Ads Tuesday, June 8, 2010
Slide 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
Slide 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
Slide 11: Learn More AlgorithmicAdvertsing.com Tuesday, June 8, 2010