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ROOTS BOOTS
 Presented by Kate, Mike, Jiri & Jen
ABOUT ROOTS BOOTS
IT ALL STARTED WHEN…


                                   +
 Once upon a time, a girl named Amanda realized that the snow salt and
 winter weather severely ruined her Hunter boots. From olive oil to Clorox,
 she tried everything to clean up the mess. However, nothing worked. After
 hearing this story, a little light bulb went off in our heads over at Roots
 Boots…
OUR PRODUCT
Roots Boots are:
• Indestructible (salt-proof)
• Insulated (using wool)
• Waterproof
• Made to endure both rain & snow
• Sleek
• Fashionable
• Affordable
• Made in America
TARGET AUDIENCE
• 20-35 female
• Urban dweller
• Lives in colder climates
• Commutes to work by walking
• Higher than median income




                                • Quality driven
                                • Rational decision-maker
                                • Researches thoroughly before she buys
                                • Trendy
                                • Style conscious
                                • Appreciates both fashion and function
So how do we sell
 these things?!
ACCOUNT STRUCTURE
                     Objective: Sell boots




      Campaign #1:                           Campaign #2:
       Insulation                              Coating




  Winter        Warmth             Waterproof          Weather
KEYWORDS
KEYWORDS
Campaign #1: Insulation
        AD GROUP #1: WINTER           AD GROUP #2: WARMTH
        Winter shoes                  Warm socks
        Ice scraper                   Wool socks
        Winter boots                  Warm boots
        Winter socks                  Insulated boots
        Snow scraper                  Shoe warmers
        Snow shovel                   Warm shoes
        Winter snow boots             Womens warm boots
        Boots for winter              Warm winter boots
        Winter boots for women        Warm snow boots
        Winter rain boots             Warm stylish boots
        Winter snow boots for women   Insulated rain boots
        Insulated winter boots        Warm rain boots
        Fashionable winter boots      Warm boots for women
KEYWORDS
Campaign #2: Coating

       AD GROUP #1: WATERPROOF       AD GROUP #2: WEATHER
       Waterproof boots              Cold weather boots
       Waterproof winter boots       All weather boots
       Waterproof socks              Wet weather boots
       Waterproof spray              Ice salt
       Waterproof coating            Extreme weather boots
       Waterproofing spray           Weather boots
       Waterproof snow boots         Womens all weather boots
       Waterproof boots for women    Weather snow forecast
       Women waterproof snow boots   Shoes for cold weather
       Waterproof rain boots         Boots for cold weather
                                     Extreme cold weather boots
                                     Snow salt
NEGATIVE KEYWORDS
    NEGATIVE KEYWORDS
    Breathable boots
    Warm weather boots
    Cheap rain boots
    Cheap snow boots
    Rain boots for men
    Snow boots for men
    Rain boots on sale
    Winter boots on sale
    Discount rain boots
    Discount winter boots
    Leather boots
    Off-brand boots
OUR ADS
OUR ADS
Campaign: Winter   Campaign: Warmth
OUR ADS
Campaign: Waterproof   Campaign: Weather
So let’s take a look
 at the numbers…
MANUFACTURING COSTS
 PRODUCTION COSTS (per pair)
 Rubber:      $ 2.80
 Wool:        $ 3
 Coating:     $ 1              PROFIT (per pair)
 Trim:        $ 1.50           Retail price:     $99.99
 Labor:       $ 7.25           Profit:           $59.44
 Overhead: $ 25
 Total:    $ 40.55
MARKETING COSTS



Goals:   Average ad position (3-4)   /   6000 Impression per day
FINAL COSTS / PROFIT
GOALS PER DAY                            REAL NUMBERS
Impressions                6,000
CTR                        3%            180 clicks
Conversions                10%           18 conversions
Pairs per order            1             18 pairs total per day
Profit per day             $1,069.92
Profit per year            $390,520.80   6,570 pairs total per year



AdWords daily budget       $250.00
AdWords expense per year   $91,250.00
Total profit per year      $299,270.80
ROI                        227%
QUALITY SCORE
STRATEGY
QUALITY SCORE STRATEGY
                            52% of keywords had a CTR
                              above our predicted 3%

Selected keywords based
                                                        SEO optimized website with
 on lifestyle and context
                                                          appropriate metadata
    for high relevancy




 Extremely high correlation                        Continuous monitoring of our
Between key words & ad copy                       campaigns over time to optimize
FUTURE GOALS
FUTURE GOALS
•   Reach & exceed profit goals of $299,270.80

• Achieve top of mind awareness to optimize our ability to compete
  against industry leaders
      Expand market share and increase sales
      Build a strong online presence supported by social media to achieve
       this goal


• Increase ad position over time
      Strategy to compete with Hunter Boots

•   Lower our CPC to $2.00 by improving our Quality Score

• Optimize our landing page to achieve higher conversion rates and
  higher Quality Score
FUTURE GOALS
• Expand number of campaigns:


                                          Objective: Sell boots



                                           Campaign                           Campaign
            Campaign #3:
                                          #4: Summer                            #5:
            Urban Women                                                      Competitors
                                              Sale



     Fashionable            City            On Sale            Hunter          L.L. Bean           Ugg


• Fashionable rain      • Harsh city      • Discount        • Hunter boot    • Stylish L.L.   • Water-resistant
  boots                   winters           winter boots      alternatives     Bean boots       Uggs
• Pretty winter boots   • Urban fashion   • Rain boots      • Hunter boot                     • Waterproof
• Trendy winter boots     trends            on sale           salt stain                        Ugg boots
• Popular rain boots    • Urban winter    • Discount rain
                          boots             boots
THANKS!
And
remember:

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RootsBoots

  • 1. ROOTS BOOTS Presented by Kate, Mike, Jiri & Jen
  • 3. IT ALL STARTED WHEN… + Once upon a time, a girl named Amanda realized that the snow salt and winter weather severely ruined her Hunter boots. From olive oil to Clorox, she tried everything to clean up the mess. However, nothing worked. After hearing this story, a little light bulb went off in our heads over at Roots Boots…
  • 4. OUR PRODUCT Roots Boots are: • Indestructible (salt-proof) • Insulated (using wool) • Waterproof • Made to endure both rain & snow • Sleek • Fashionable • Affordable • Made in America
  • 5. TARGET AUDIENCE • 20-35 female • Urban dweller • Lives in colder climates • Commutes to work by walking • Higher than median income • Quality driven • Rational decision-maker • Researches thoroughly before she buys • Trendy • Style conscious • Appreciates both fashion and function
  • 6. So how do we sell these things?!
  • 7. ACCOUNT STRUCTURE Objective: Sell boots Campaign #1: Campaign #2: Insulation Coating Winter Warmth Waterproof Weather
  • 9. KEYWORDS Campaign #1: Insulation AD GROUP #1: WINTER AD GROUP #2: WARMTH Winter shoes Warm socks Ice scraper Wool socks Winter boots Warm boots Winter socks Insulated boots Snow scraper Shoe warmers Snow shovel Warm shoes Winter snow boots Womens warm boots Boots for winter Warm winter boots Winter boots for women Warm snow boots Winter rain boots Warm stylish boots Winter snow boots for women Insulated rain boots Insulated winter boots Warm rain boots Fashionable winter boots Warm boots for women
  • 10. KEYWORDS Campaign #2: Coating AD GROUP #1: WATERPROOF AD GROUP #2: WEATHER Waterproof boots Cold weather boots Waterproof winter boots All weather boots Waterproof socks Wet weather boots Waterproof spray Ice salt Waterproof coating Extreme weather boots Waterproofing spray Weather boots Waterproof snow boots Womens all weather boots Waterproof boots for women Weather snow forecast Women waterproof snow boots Shoes for cold weather Waterproof rain boots Boots for cold weather Extreme cold weather boots Snow salt
  • 11. NEGATIVE KEYWORDS NEGATIVE KEYWORDS Breathable boots Warm weather boots Cheap rain boots Cheap snow boots Rain boots for men Snow boots for men Rain boots on sale Winter boots on sale Discount rain boots Discount winter boots Leather boots Off-brand boots
  • 13. OUR ADS Campaign: Winter Campaign: Warmth
  • 14. OUR ADS Campaign: Waterproof Campaign: Weather
  • 15. So let’s take a look at the numbers…
  • 16. MANUFACTURING COSTS PRODUCTION COSTS (per pair) Rubber: $ 2.80 Wool: $ 3 Coating: $ 1 PROFIT (per pair) Trim: $ 1.50 Retail price: $99.99 Labor: $ 7.25 Profit: $59.44 Overhead: $ 25 Total: $ 40.55
  • 17. MARKETING COSTS Goals: Average ad position (3-4) / 6000 Impression per day
  • 18. FINAL COSTS / PROFIT GOALS PER DAY REAL NUMBERS Impressions 6,000 CTR 3% 180 clicks Conversions 10% 18 conversions Pairs per order 1 18 pairs total per day Profit per day $1,069.92 Profit per year $390,520.80 6,570 pairs total per year AdWords daily budget $250.00 AdWords expense per year $91,250.00 Total profit per year $299,270.80 ROI 227%
  • 20. QUALITY SCORE STRATEGY 52% of keywords had a CTR above our predicted 3% Selected keywords based SEO optimized website with on lifestyle and context appropriate metadata for high relevancy Extremely high correlation Continuous monitoring of our Between key words & ad copy campaigns over time to optimize
  • 22. FUTURE GOALS • Reach & exceed profit goals of $299,270.80 • Achieve top of mind awareness to optimize our ability to compete against industry leaders  Expand market share and increase sales  Build a strong online presence supported by social media to achieve this goal • Increase ad position over time  Strategy to compete with Hunter Boots • Lower our CPC to $2.00 by improving our Quality Score • Optimize our landing page to achieve higher conversion rates and higher Quality Score
  • 23. FUTURE GOALS • Expand number of campaigns: Objective: Sell boots Campaign Campaign Campaign #3: #4: Summer #5: Urban Women Competitors Sale Fashionable City On Sale Hunter L.L. Bean Ugg • Fashionable rain • Harsh city • Discount • Hunter boot • Stylish L.L. • Water-resistant boots winters winter boots alternatives Bean boots Uggs • Pretty winter boots • Urban fashion • Rain boots • Hunter boot • Waterproof • Trendy winter boots trends on sale salt stain Ugg boots • Popular rain boots • Urban winter • Discount rain boots boots

Notas do Editor

  1. High correlation of keywords and ad copy25 of our keywords had a click-through above predicted CTR of 3%SEO optimized website with appropriate metadata: the 4 different ad groups take you to 4 different (relevant to the group) pictures Set a starting goal of an ad position of 4 or higherPaying higher Max CPC to achieve a higher position Because we’re up against a lot of big brands (Hunter, Ugg, L.L. Bean, Lands End, etc) -> good position makes us look bigger and like a legit player in the categoryImproving our quality score is super important for us because as winter gets closer, the prices of these keywords will get higherImproving our quality score will lower how much we have to pay for bids, which we will need as the prices get higherUsed keywords based on people’s lifestyles/ environments/ mentality when they will be searching -> high correlation to their searchesEx) warm socks, shoe warmers, waterproofing spray, snow shovel, etc.Continuous monitoring of our campaigns over time to optimizewhich keywords work, which ads work, what works on our landing page, what helps our conversion rateGoal: Top 3 ad position