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Transcript of Show me the money
“Sell More Products,
Keep More Profits”
BY DAVID ROTHWELL
DIRECTOR, ROTHWELL MEDIA LTD.
AdWords PPC Services for
e-Commerce Merchants
About You
We help e-Commerce
merchants to sell their
physical and digital
products online for
more profit
About Me
I'm the author of the Amazon
best-seller "The AdWords Bible
for e-Commerce - Sell More
Products, Keep More Profit".
Commission-Only in Arrears, No
Fixed Monthly Fees in Advance
We are currently accepting
applications to partner with
selected e-Commerce merchants
on a commission-only, profit share
basis
Our Goal
Our goal is to become the
Pay per Click Agency of
choice for e-Commerce
merchants world-wide
Corporate Background
I'm the former European Information Services Manager for a multinational supplier of yield-management systems to the semiconductor industry including
IBM
Intel
Infineon
Corporate Background
Responsible for hiring and managing
a support team of 5 with
an annual budget of $1.5m
11 sites in 5 countries
470 employees
10 Years in AdWords
Following the dotcom crash I founded an international AdWords Marketing Agency
Since 2005 has been responsible for
£24m / $38m Client spend
over 1.8m sales and leads
AdWords Conference Speaker
I have been a guest
speaker at marketing
conferences in
London
Chicago
New York
Maui Hawaii
Perry Marshall:
“This is the world standard in Pay Per Click advertising and will be for the foreseeable future”
Perry Marshall, Author
Ultimate Guide to Google AdWords
80/20 Sales and Marketing
Ken McCarthy
“a major contribution to the AdWords literature“
Ken McCarthy, Founder The System Seminar
Contributing Author
I have contributed to:
"AdWords for Dummies"
Jacobson and McDonald, 2012
"Ultimate Guide to Google
AdWords“
Marshall, Rhodes, Todd, 2014
Commission-Only Management
Since 2011, I have been working with
Clients on a profit share, commission-only
basis, paid in arrears
Rather than a fixed monthly fee or
percentage of ad spend, favoured by
most agencies, paid in advance
Profit-Share Commission
Since 2013, this has been based on a
percentage of actual campaign sales
revenues targeted by Return on Ad
Spend.
Target ROAS 500% - 1,000%
Clients typically see a ROAS of 500% - 1,000% or
greater
$1.00 in AdWords cost = $5.00 - $10.00 sales revenue
Below ROAS = 1,170% (11.7)
$1.00 AdWords = $11.70 sales revenue
Best Selling Amazon Author
In 2014 I published my book "The
AdWords Bible for e-Commerce" on
Amazon based on actual Client
data
Over 400 pages
Discover the Clicks, Customers,
Cashflow® System for your business
The big problem
Many e-Commerce merchants buy clicks
on Google and sell their products
But they are still going broke
Often without even realising it
“AdWords Doesn’t Work!”
Then they say "AdWords doesn't work“
What they really mean is that they
couldn't make AdWords work for their
unique business.
Spend More, Not Less
If you're trying to spend less on
AdWords instead of more,
you're not doing it right
Your campaigns are a cost
center and not a profit center
No More Excuses
There's simply no excuses any
longer for e-Commerce
merchants not to run their
campaigns at profit, with
unlimited daily budgets
In-source, or Out-source?
Should you invest the time and
money in learning how to do it for
yourself, or instead run the risk of
hiring an agency to do it for you?
We've solved this problem - so
you don't have to
"Clicks, Customers, Cashflow"
In 2013 I discovered the Clicks,
Customers, Cashflow System
Completely changed the way
campaigns are managed based on their
profitability (ROAS) and not cost per sale
(CPA)
Profit-Driven Marketing
In 2014, even Google started to publish
their "Think with Google" insights into the
new profit-driven marketing approach
We had already been doing it for a year
Maxed Out Campaigns
This approach begins with profitable
campaigns as the goal
“Begin with the end in mind” (Covey)
Then remove all constraints to max them
out at a target Return on Ad Spend
Campaigns as Profit Centers
Once your campaigns are profit centers,
the barrier is no longer the budget
It’s then how many profitable clicks you
can actually buy from an online
audience which is not infinite
CLICKS - "Buying the Right Clicks"
We all need clicks
We only show your products
to the right people
on the right device
at the right time
in the right location
for the right price
CUSTOMERS - "Clicks are for Show,
but Customers are for Dough"
We track your campaign conversions
to actual sales revenue
DIY or Done for You
We can teach and support you if you
want to do it for yourself
Or do it for you on a profit share basis with
no contractual commitments
Selected Partners
By Application
You Get Paid First
We want the same as you
More sales, more revenue, more profit
because that's how we get paid too
The AdWords Game Keeps
Changing – are You Keeping Up?
AdWords is a Game
Of Identity and Numbers
Whenever Google introduce something
new, we're ready to use it for you if it can
help grow your online business
“Maxed Out at the Bank of
AdWords”
And when we've maxed you out on
Google AdWords, we can take you into
Bing ads
Amazon ads
and the recently announced Facebook
Product Ads
Data Meets Psychology
Because I am an engineer who
also loves the written word, I
became fascinated by Google
AdWords because it lies at the
intersection of data and human
psychology
Decide with Data
I believe that data should drive all
business decisions about online
marketing, and not uninformed
opinion
Making AdWords Pay
I believe that not just many, but
most Google advertisers have not
made AdWords pay them like it
should
Clicks are Not Enough
Most agencies and in-house
managers concentrate just on
buying clicks - but this is not
enough
“My Agency Left Me Broke”
Hundreds of thousands of them have
been taken to the cleaners, either
directly by Google or by their Agency
Because they did not know what they
were doing and were too busy to find
out before it was too late
It’s Time for Profit
I am on a mission to make that stop
All e-Commerce merchants should
make the profits they deserve
I help them re-engineer their business
to take full advantage over their
competitors
Global, Precision Targeting
I still get a thrill at being able to target
a unique message at any internet-
connected device on the planet,
and see the results in sales revenue
and profit for my Clients
E-Commerce merchants have a
unique opportunity
You can immediately see
actual orders
money changing hands
sales revenue values
and profitability
The Rise of Shopping Campaigns
New services are continually launching specifically for e-Commerce merchants
Google Shopping
Searches up 114% during 2014 (Searchmetrics)
Bing Product Ads (USA only as yet)
Amazon Product Ads
Facebook Product Ads
Show Up!
So it's never been more important to
be able to target these online
shoppers with your products
Whenever
Wherever
With whatever device they are using
“No Fix, No Fee” PPC Profit Audit
If you are an e-Commerce merchant
using Google AdWords, and tracking at
least 5 sales conversions per day, you
should apply now for our unique "No Fix,
No Fee" PPC Profit Audit
We are so confident we can identify and
fix your profitability problem that we won't
even charge you if we can't
It’s All About Profit
Many agencies offer a free audit that
tells you lots of things about your
campaigns, but ours is different
because it only focuses on the most
important thing - profitability