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.

1. Inventive AdWords
Tricks for Better ROI
Short Story: Start simple, measure, revise simple
Tuesday, June 8, 2010

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. 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. 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. Example
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6. How to advertise this?
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7. 2-1-1 Section 8
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8. 2-1-1 Food Ads
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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. 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. Learn More
AlgorithmicAdvertsing.com
Tuesday, June 8, 2010