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Free Wikis: Terry:
No kidding.
Phil:
In fact, after one week they had to pull their campaign because they
couldn・t handle anymore work. That・s a nice problem to have for most
businesses. A lot of people are probably familiar with Alexa.com,
which is a tool you can use. It・s not 100% accurate, but statistically it
has enough users worldwide to be a measure of popularity in terms of
the traffic it gets compared to another.
When they started, their position was about a million, with one being
the site that gets the most traffic on the Internet and five or six million
being the lowest. Then, within 24 hours, they went from over a million
to 219,000. Just by the use of AdWords in their campaign. I thought
that was pretty impressive.
Terry:
What was this for? What kind of company is this?
Phil:
It・s actually a company called Gem Merchandizing, which specializes in
merchandizing within multiple chains in the U.K.; it・s a purely U.K.
based company. They do work for some big DIY companies in the U.K.
It started off pretty small, but it・s growing into a sizable company.
They have to pull the campaign because they couldn・t handle all the
work.
21
Love What You Do And You・ll Never Work Another Day In Your Life
Terry:
How did your AdWords campaign get put together? What did you use
for the headline and two lines of body copy and what not?
Phil:
What they used was based on what they・ve used over time with
Overture. As I said, they were working for overture for about 18
months before they tried AdWords. They honed their ads over time.
They gradually improved their click through rate using Overture. They
were in a position where they were able to do condensed versions of
those ads to use in Google. They virtually worked well from day one.
They had a number of different ads running on Overture, so they had
a number of different versions for when they converted those ads and
reduced them for the amount of space you can use in AdWords.
They had probably ten ads they were using. Out of the ten, two or
three were working remarkably better than the others. So, they used
the format of those to put in the other ad groups. It・s basically that
they started off with two ads in each ad group. They had experience
with those doing great with Overture, so their starting point was
almost sure to give them good click through rates. They just tweaked
them. They went into their AdWord campaign a couple times a day
and just looked at them. You can tell they got an increase in traffic
situation very quickly.
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