Joana’s Guide Case Study Part 2
February 26, 2008
When I started promoting this product, I really had no idea what World of Warcraft is. And to tell you the truth, I have never even played or been to the site. I picked up a few things from the sales page for the product. Jargon. Everything has it’s jargon and you have to learn a little of it.
I don’t have the details of the products position in the Clickbank marketplace when I started the campaign. I didn’t start archiving that data until August of last year. And the sites that track the data like cb-analytics don’t go back that far. But I can tell you one thing, it fell within the guidelines for choosing a Clickbank product that I set out at the beginning of this long tutorial.
But I do have all the Adwords data. I started the campaign 1/27/2007 with the following keywords:
- joanasworld.com
- joana’s guide
- joanas
- joanas 1-70 guide
- joanas horde guide
- joanas world
- joanas wow
- joanasguide
- joanas world
- www.joanaworld.com
Back then, I added each type for each word: broad, phrase, and exact. My max bids varied from $0.50 to $1.20. The highest actual click cost me $0.32. I only ran one adgroup with all the words in it.
The ads were pretty generic also. I started with two text ads and whenver I got enough clicks to realize people preferred one over the other, I would rewrite the one that got the lower CTR. This was basically part of the weekly checkup on my campaigns. But I used the title of the product in the title of the ad, like so:
{Keyword: Joana’s Guide}
The Keyword part with the braces tells Google to substitute the search term used in the ad if it will fit. And if not, Google will use "Joana’s Guide".
As far as the rest of the ad went. I used " A quick route to 70 in World of Warcraft", "1-70 in Wow in only 6 days."
You can pull most of the ideas for your ad from the highlighted parts of the sales page. The vendor is out to sell his product and he sells a lot more than what you are selling for him. Trust his judgement on words he uses to get those sales.
The first day:
Cost:$5.36
Sales:$33.22
Profit:$27.86
The first week:
Cost: $34.75
Sales: $66.44
Profit: $34.75
Yes, the first day can make you think you have a good average going. What a while to see the actual profitability of a campaign. But this one has a few twists and turns which is why it is multipart and I will eventually wrap it all together in a PDF file for download.
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[...] Part 2 [...]