3. IT ALL STARTED WHEN…
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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
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
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