1. AdWords Case Study #3
Keyword Search Intent
Clients Old Campaigns vs SLAM Strategy New Campaigns

2. Case Study Overview
• This case study compares the intent behind the keywords within our clients
old campaigns before we stepped in and the first month of our adWords
campaign for the client.
• The intent of a keyword relates to what phase of the buying cycle the
searcher is in. The further along the buying cycle they are the more likely
they will turn into a conversion.
• When running a Google AdWords campaign focused on conversions, the
intent of the searcher is highly important to determining the return on
investment from the campaign. The higher the intent the greater the
chance that the searches click to your website or landing page will convert
to an enquiry and then a sale.

3. 0
10
20
30
40
50
60
Very High High Medium Low Very Low NA
Keyword Intent
SLAM vs Client Campaigns
SLAM client
• A summary of our client campaigns in an apples for apples comparison shows that while our
clients may have a fair knowledge of AdWords in some cases, our team of AdWords certified
individuals knowledge of AdWords and the intent behind the keyword is much higher.
• This helps to reinforce why our clients average “click to enquiry rate” is 14% and why our average
return on investment is 3094% (For every $100 spent we generate $3094 in income for our clients)

4. 65
33
SLAM AdWords Keyword Intent
% high - very high % med - low
13
82
Client AdWords Keyword Intent
% high - very high % med - low
With a clear focus on intent our clients advertising budgets go further as less money is
wasted on clicks that don’t convert.
While medium to low intent keywords can convert, the conversion rates drop off

5. SLAM % of total
Very High High Medium Low Very Low NA
client % of total
Very High High Medium Low Very Low NA
A good AdWords strategy is to create a campaign that has a combination of high and low intent keywords and
monitor the performance to see what is actually converting.
While it may be obvious as to what keywords are high intent and what are low, there are always exceptions to
the rule. So a mix is always a good way to put together your strategy
Our clients campaigns as with most campaigns didn’t have this knowledge and as a result their campaign were
very wasteful of their advertising dollars.

6. Summary
• Doing proper research of your keywords can make all the difference
to the outcome of your campaigns performance that directly relates
to the profitability of your business.
• AdWords is a superb platform for generating enquiries and if set up
correctly and run properly can be one of the most valuable
advertising tools you have.

7. Contact us now
SLAM Strategy is a Google AdWords Certified Partner
All our AdWords specialists are Google AdWords Certified Individuals
In addition to Google AdWords SLAM Strategy have specialists in Search Engine Optimisation, Social Media and
Web design and Development
www.slamstrategy.com.au
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enquiries@slamstrategy.com.au