Adwords and Websites: Online Advertising Programs

To demonstrate the process of advertising your services via Google Adwords, we have created a scenario for a fictitious
company we have called "The Giant Tree Outlet Company."

Based in Sharon, MA, they decided they wanted to run a sales promotion on gigantic trees they have in stock. Their entire sales
promotion budget was targeted for use on Google Adwords.

They chose Google Adwords because they know they only pay a fee when their ads are clicked. When a potential customer
clicks on their ad, it takes them directly to a "specials" page on their Website. Customers print the coupons on the "specials"
page and bring them to the Giant Tree Outlet for redemption.

The goal of this ad campaign is to have as many coupons as possible downloaded during the six week sale, and ultimately
redeemed.

During and after the sale, the company will have several concrete ways to analyze the success of their campaign and make
adjustments if needed.

Let's start by selecting the area they want to sell to.

The first step The Gigantic Tree Outlet takes is to choose the geographic area that
they want to draw potential customers from.

The first of several ads is written for the giant tree sale.

Please notice in the screenshot above that the destination URL takes prospects directly to the specials page so
there is no navigation through the Website needed to get to the coupons.

The prospective customer can print out the coupon(s) they want right from their printer.

Keywords are chosen in order to make the ads from The Gigantic Tree Company come up in the
sponsored ad section of the search results.

Above is a screenshot example of keyword performance on a given day. For this example, we are most interested
in the amount of clicks being generated by each keyword and the cost per click.

Above is a chart of the coupons that were downloaded on one day. 17 downloads of
single coupons occurred.

However, two people downloaded the file with all the coupons.
(/files/Coupons_4_14_08.pdf). This gives us a total of 45 downloaded coupons!

The ad campaign is meeting its objective.

After twelve days, over 400 coupons have been downloaded and a strong stream of
customers have come in with them.

The coupons are meant to fuel the sales promotion and that's exactly what they are doing.

Since these customers are saving money, as much as 20%, they tend to buy more than
they would have otherwise.

The reduction in profit to The Giant Tree Outlet Company is more than offset by the
dramatic increase in sales volume.

The final test will be seeing what the total number of coupons redeemed will be, and how
many dollars in sales were generated by them.

One of the great benefits of any Google adwords campaign is that a practically unlimited amount of reports can be
generated to see how your ad campaigns are performing.

We can go over with you what your reporting needs will be and plan accordingly.

Whatever your online advertising goals might be, Adwords and Websites can help you get the most
out of your online ad dollars.

Unlike newspapers, radio, and TV, you are only charged when your ads perform. You can change
your ads, budget, keywords, or any other aspect of your online campaign at anytime, giving you a
flexibility impossible with any other media.

Please contact us for a free consultation on how Google Adwords can benefit your company.

Adwords and Websites: Online Advertising Programs

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