An established ecommerce retailer in the United States was having limited success with Google AdWords. They were struggling to manage their PPC campaigns efficiently and achieve a profitable return on investment (ROI). The retailer wanted a more strategic and scalable PPC solution, which could grow and evolve with their business, so contacted Calculate Marketing for a free review of their PPC marketing strategy.
42% reduction in costs, 90% increase in revenue after 7 months
With strategic use of exact match, phrase match, modified broad match, negative keywords, and search query theme analysis, a comprehensive long-tail campaign structure was developed. Thousands of tailored ad messages were created, ensuring that ads closely matched a wide range of different search phrases.
Campaigns were structured to appreciate the inherent differences in implied product knowledge and commercial intention made by people searching by theme:
70,092 funnelling negatives were used to prevent generic keywords and ads cannibalising long-tail keywords and ads, while efficient analysis and optimisation of different keywords, search queries, and ad messages meant that budget could be taken out of poor-performing keywords and ads, and invested into high-performing keywords and ads, helping to improve the overall profitability of the campaigns over time.
Improved targeting, higher Quality Scores, and reduced click wastage meant that the performance of the campaigns improved significantly over a 7 month period:
Improved targeting of keywords, increased relevancy of ad messages, and efficient campaign analysis and optimisation meant that:
A similar targeted PPC strategy has since been applied to Bing and Yahoo, with a 36% reduction in Yahoo / Bing monthly click spend resulting in a 7.7% increase in click volume and a 251% increase in ROI. 24 RLSA (remarketing list for search ad) campaigns consisting of 1,122 keyword themes have also been created to further engage with previous website visitors as they later make more generic searches on Google, with 41 international campaigns consisting of 360,929 tailored ad messages and localised banners helping to grow sales volume and ROI in overseas markets.
If you’re an ecommerce retailer looking to increase your sales and revenue from PPC marketing, please get in touch and ask for a more profitable PPC solution for your website.