We evaluated the account’s holistic performance to identify key areas for potential growth. We believe there are tremendous opportunities to see short term results by re-evaluating and potentially bringing back inactive campaigns that had positive ROI, re-aligning long-tail keyword targeting, streamlining the paid shopping experience, and generally optimizing the account to run more efficiently.
Long term, we believe expanded A/B testing, bringing retargeting back into the fold, diving into landing page optimization, getting more granular with conversion rate optimization, and steady ongoing maintenance/testing will yield positive results and open up new opportunities.
- Focus on reducing cost / improving conversion to make the account more profitable
- Discover and lean into relevant, non-branded keywords that have the potential to convert
- Maximize each campaign’s individual performance through continued optimization
- Confirm tracking setup & cross-check Analytics / AdWords data with Shopify data to verify accuracy. (These won’t ever be perfect, but we need to confirm the site is setup properly and look at more granular data)
- Example: Smart campaign 1 shows ~$703k for conversion value with Shopify conversions being the only active AdWords "conversion action" being tracked. However, Analytics only tracked ~$288k in revenue.
- Cut non-performing campaigns, Ad Groups, products in PLAs, etc. to use the daily budget more effectively.
- Re-evaluate & bring back inactive campaigns that were performing well and increase budget.
- Campaign 1: +345% ROI or $127k
- Campaign 2: +958% ROI or or $58k
- Campaign 3: +798% ROI or or $48k
- Campaign 4: +17% ROI or $41k
- Campaign 5: +25% ROI or $4k
- Break out short tail keywords into longer tail variants to improve targeting & lower CPC.
- Follow proper AB testing protocols to ensure objective results that are beyond reproach, i.e. one change per ad to ensure ensuing results are from said change.
- Extensive negative keyword audit to ensure proper targeting & mitigate wasted spend.
- Ensure that all non-branded campaign ads are pointing at relevant landing pages.
- Ensure consistent targeting from keyword to landing page to boost Quality Scores above the Google Benchmark.
- Implement remarketing campaigns for both branded and non-branded campaigns to re-engage customers that did not convert.
- This will be a major priority moving forward.
- Edit display campaign placements to improve targeting.
- Further evaluate and adjust campaign ad schedules to show during prime hours.
Detailed PPC Audit
Date Range: 1/1/2019 - 2/6/2020
- Average total spend: ~$39k / month
- Feb MTD spend: ~$6.6k (~$31.9k projected EOM)
- Data discrepancy between what’s being shown in AdWords for conversion value vs. revenue tracked in Google analytics
- Conversion tracking reportedly fixed in May 2019 to remove duplicates.
- Most of the active non-branded campaigns are leveraging exact match keywords.
- This means that they’re bidding on very specific keywords and nothing else.
- This makes for a very narrow focus when you aren’t leveraging phrase and broad matches as well.
- High cost / conv. Makes me wonder how much profit is actually being generated from these sales.
- Campaign 8: $483.42 cost / conv
- Campaign 9: $405.99 cost / conv
- Campaign 10: $294.95 cost / conv
- Campaign 11: $238.20 cost / conv
- Out of the 20 active campaigns, only 2 have positive ROI. See attached spreadsheet.
- Curious as to why current agency hasn’t boosted budget on campaigns w/ positive ROI and why they paused campaigns that were previously converting.
- Serious ad spend on PLA campaigns with small spend on category based text ads.
- No active remarketing campaign from what we can see.
- A lot of room for growth on the PLA campaigns.
- "All Products" has 78% lost impression share due to its budget.
- Local campaigns: Look into performance at the My Business Listing level to see what sort of throughput is going on here.
- At the AdWords level, it looks like it isn’t generating anything substantial.
- Ad schedule: Basically running around the clock (4am - midnight).
- 4a - 7a & 8p - 12a are the worst performing time blocks and prime targets to be removed so that budget could be reallocated and used during prime shopping hours.
- PLA campaigns don’t have a specified ad schedule. Definitely not helping.
- A lot of non-performing AGs are still active, most w/ zero conversions.
- Campaign 15 has 36 active ad groups & only 4 have conversions. Whole AG has -85% ROI.
- Hyper granular ad groups
- 154 ad groups under the Campaign 16. 30 of which have received clicks since 1/1/19
- This methodology is not working.
- **** campaign: $158 cost / conv. Most expensive product is $164.
- **** campaign: $483 cost / conv. Most expensive product is $790, but most are sub $450.
- **** campaign: $405 cost / conv. Most expensive product is $989, but most fall in the $400 - $600 range.
- Not using Dynamic Keyword Insertion (DKI) in the text ads nor has it ever been tested.
- Break exact Ad Groups out into Short Tail & Long Tail variants to use DKI on short tail ad copy
- Aren’t using Responsive Search Ads (RSAs) nor have they ever been tested.
- We’ve seen higher engagement with this ad type over standard text ads.
- 3+ ads active on campaigns w/ low daily budgets.
- You’re not going to get good throughput on those AB tests.
- Not following standard AB testing procedures. Multiple changes are being tested across multiple lines instead of one change at a time.
- Using keyword-level URLs: Ridiculously inefficient with how granular these Ad Groups already are.
- Not leveraging long-tail keywords.
- Very narrow targeting at the ad group level, i.e. 1-3 keywords per ad group.
- Bidding on a small sample of short tail keywords.
- Leads to wider targeting and higher CPCs.
- Looks like they aren’t going into each keyword’s Search Terms and leveraging negative keywords to cull low / non performers and unrelated keywords.
- Or, for that matter, breaking out keywords that are getting traction and specifically targeting them to drive down CPCs.
- Low quality scores due to inconsistent keyword targeting from the keyword to the ad copy to the landing page.
- Currently sitting in the 2 - 5 range.
- Low quality scores lead to higher CPCs.
- Some the campaigns & individual ad groups are using the homepage as their landing page.
- This is invariably reducing conversion rates, lowering quality scores, and providing a poor user experience.
- Creating new collections in Shopify (if they don’t already exist) is a good stop gap measure until we develop an ongoing strategy for landing page optimization & testing.
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