Paid search sales – 26% YOY increase in sales

This was delivered by reviewing account structure and account setup from bottom up. The account had been set up a few years previously and needed a complete overhaul. The account was suffering through not much attention being paid to it, lack of working with merchandise team and no real integration of new product and stock levels into campaign – leading to poor ROI and wasted budget.

After an initial review, I was able to identify 8 areas which could possibly start increasing sales plus driv up ROI and reduce wasted spend. This is what I did:This improvement in performance specifically came from a combination o.

1. Reviewed the funnel to see what the cart abandonment percent was.

• If above 75% abandonment = review checkout process and test alternatives such as reducing steps, removing main navigation from the checkout process, and changing button colors and text.
• If less than 75% abandonment = don’t worry about it, for now. Most retailers average between 60 to 75%

2. Filtered keywords to show all that are 20% below the CPA goal or greater and have converted 3 or more times. Bid them up by 15% More aggressive bidding in terms that work and convert is a quick win.

3. Filtered keywords to show all that are 20% higher than your CPA goal and have converted 3 or more times. Bid them down by 15%. (This won’t grow sales, but will give more budget to push sales other places that may convert at goal).

4. Add 500 keywords modeled and expanded after your top converters. To do this, take your top converters and put them into a handful of keywords tool like Google’s Keyword Tool and Word tracker. It will kick out a handful of relevant keywords that you can put back into the keyword tool and get even more options.

5. If you are only using exact and phrase match keywords, expand to modified broad match. If you are only in broad match keywords, start new campaigns with exact and phrase. Either way, find balance and make sure you’re testing what works best for you.

6. Conclude ad tests and leave your top ads running. Determine your top ads as explained in this post on ad testing. Start running only one ad in each ad group, this top-performing ad.

7. Add remarketing, and bid it high to start. CPA will start poorly but an overall lift will be felt and CPA will drop over time (hopefully). Frequent changes to CTA and the message optimise for best creative strategy

8. Run a report in Analytics to see if any geo targets provide very high ROAS for you. If they do, break them in to their own campaign and push bids even higher – worthwhile if you have store network

9. Review Google shopping and results – moved away from flat CPA adjustments and considered more automated bidding tools such as GetSidecar

That was it. It took about 20 hours worth of work, for a significant lift in leads at a CPA that was below goal.