How retailer madison art shop. boosted adwords orders by % by switching to cpc strategy

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1 How retailer madison art shop boosted adwords orders by % by switching to cpc strategy

2 2 The Company Founded in 2002, Madison Art Shop is a consistently growing art supply retailer. Madison has been a CPC client since August ,800 products sent to Google Shopping $1 - $5 Million in annual revenue The Problem Madison Art Shop came to us from a Leading PPC Agency in July This case study will compare Madison s performance results following the switch. For their AdWords PPC accounts, Madison Art Shop s main issue was bad ad copy. Madison came to us with: Poor usage of the dynamic keyword insertion (DKI) tool and thus, ad relevancy A campaign wasting too much spend Poor campaign structure (Only one Ad Group) Several feed issues Low volume

3 3 Madison Art Shop s Goals: Increase volume while maintaining a low cost of sale The Solution For both AdWords PPC and Product Listing Ads, the keys to success were clear. In AdWords, Madison s ad copy needed to be re-written and their landing pages required optimization. For Product Listing Ads, the entire campaign would need to be structurally built out. AdWords PPC Leveraged search term data to identify new keyword opportunities Rewrote ad copy Actively tested ad & landing page variations to improve click through rates and conversion rates, respectively Implemented bid optimizations, including cutting bids on irrelevant search terms Refined ad performance with geo-targeting

4 4 Product Listing Ads Refined ad performance with geo-bidding Ad scheduling by employing day & time bids Decreased mobile bids because traffic was high but conversions were low Created a top 50 SKUs best seller ad group Built out the entire campaign from the all products ad group by including a top sellers ad group, ad groups for product categories, and seasonal product ad groups

5 5 The Results A Leading PPC Management Team vs. CPC Strategy Before moving on to CPC Strategy, Madison Art Shop utilized a popular ecommerce marketing / PPC agency. The results below compare data from 7 months with the Leading PPC Agency to just 6 months with CPC Strategy. Periods Compared 0ct. 1, 2012 Apr. 30, 2013 (7 months) vs. Aug. 1, 2013 Jan. 31, 2014 (6 months) AdWords PPC Product listing ads Clicks: % Ad Spend: % Orders: % Revenue: % ROAS: +4.49% Conv. Rate: +7.38% Clicks: % Ad Spend: % Orders: % Revenue: % ROAS: % Conv. Rate: +0.67%

6 6 Key Takeaways PPC: Put in the initial legwork of conducting extensive keyword research. By knowing which keywords to target, you find more targeted search terms, reveal new, cheaper opportunities, and improve ad copy. PLAs: Campaign structure is key. Starting with an All Products category, harvest Google Analytics data to create a best seller ad group and build out the campaign from there to include brand and category ad groups. You can always advertise a full feed using this methodology. Special thanks to: Anthony Artuso Account Analyst Learn more about Anthony David Weichel Director of Paid Search Learn more about David

7 7 Why Our Data Analysts are special Industry Experience Google Analytics Certified AdWords Certified Underwent Intense CSE Bootcamp Training W.A.R Meetings Driven & Have A Desire for Mastery Develop Personal Connection With Clients

8 8 What Our Data analysts do every day to Hit your sales 8:00 am Check for any urgent/important account notifications 8:30 am Cup of coffee... get the juices flowing 10:00 am 11:00 am 11:30 am 12:00 pm 1:00 pm 2:00 pm 3:00 pm 4:00 pm Visit Google Analytics and In-House Proprietary Analytics Platform to view client performance data on CSEs (to determine if merchants are meeting ROI goals across CSEs) Increase bids on products or categories which are performing well for more conversions across the CSEs Decrease bids on products or categories which are hurting a merchants COS/ not meeting COS thresholds Lunch Read up on best practices & ecommerce knowledge WAR meeting (testing new best practices)/ expanding CSE knowledge Client call, touch base with client on goals/ performance, and talk about ecommerce as a whole Review Product Suppression business rules to ensure that products 5:00 pm Audit client data feed for optimizations, get more visibility and rank higher on SERPs

9 Get More on Google, Amazon, adwords, & Retail Search Find out how to increase your ROI on Google, Amazon, AdWords, and retail search campaigns without logging into a platform, dealing with technical elements of your data feed, or poring over performance data. Dominate Retail Search