A well known sports equipment retailer in Australia asked CONVOMAX to manage their digital marketing with a focus on PPC. Looking into the account, a few glaring errors were noticed –
1) Products that were no longer available on the site were still triggering ads
2) The campaign was constructed in a way that lead to confusion
3) Many instances of duplicate keywords
Get rid of duplicate content
It was extremely important to restructure the entire account. It is imperative that client accounts are structured in a manner that is simple, clean and easy to understand. Duplicate campaigns, keywords, incorrect campaign names lead to a very poor experience.
By removing the campaigns, ad groups and keywords that are not necessary, it is possible to streamline the account structure making it easy to understand.
The image shows a few of the campaigns that are running for the client.
• Campaign 1 has all keywords dedicated to the brand name
• Campaign 2 is a shopping campaign and has all products that are not as popular
• Campaign 3, 4 & 5 are our bestselling products, which is why they have their very own campaign and budget.
On a tight budget? That’s not a problem
With a small budget to work with, keywords had to be very specific and needed to trigger for the right search terms. Broad match keywords were off the table as were modified broad (except for branded search terms).
Creating negative keyword lists
A comprehensive list of negative keywords controls where and when the ads will show. By making sure negative keywords were a part of each campaign and ad group, it was possible for the ads to be triggered by relevant search terms exactly when someone was looking for the product. For example, words like braces, wraps, compression were all part of the list of negative keywords for the ad group targeted at mouth guards.
Additionally, generic keywords are also obtained from the search term report and added to the campaigns and ad groups as and when required.
A list of keywords not associated with any impression, click or conversion was added to the negative keyword list as exact match.At the start of enabling the account, certain words can be added to the negative keyword list right off the bat, such as jobs, sex, reviews, porn, testimonials, free, cheap, office (unless you offer these services)
Which day is your day?
Campaigns were optimized to run on the day of the week most likely to give a higher return. As you can see from the image below, certain days are more profitable than others.
Location, Location, Location
On a similar note, some locations are more profitable than others. So we set up bid adjustments for these locations. Generally, adjustments are set to increase or decrease by 10%, other than during holidays where we might go higher with the bidding.
The most important ad extension
Sitelink extensions are unarguably the most important ad extensions you can use. What better way to direct your customers to the exact page they need, at the moment they are looking.
The image below clearly shows the role played by sitelink extensions in getting a significant amount of conversions
Are Returning Visitors Profitable?
Absolutely!
As seen from the image below, it is clear that 51.63% of revenue is through returning customers.
78.59% of returning customers buy within a day of visiting the site again. This underscores the importance of a good and robust remarketing campaign within Adwords.
So, there you have it, some steps to optimize an Adwords account and increase revenue while on a tight budget.