a game changing adwords account audit
TRANSCRIPT
A Game Changing AdWords Account Audit
Presented by Nick Noble, Digital Marketing Manager, Versique
• eCommerce website with +5k SKUs• Took the Account Over in July/August of 2014• No Mobile – Clients Request• Monday – Friday (No Weekends)• Avg. Spend $3-5K/ Month • Scalable Budget to $25k/mo at a 7:1 ratio*
The Background:
@LookingforNoble
The Goals:• Increase Revenue (duh)• Increase New Accounts• Avg. Order Size > $100• Revenue/Cost Ratio > 7:1
@LookingforNoble
The Audit:• Based On Our Goals:• What’s Working? • What’s Not?
What & Where:Campaigns Ad Groups
Ad CopyKeywords
VSKPIs:
Revenue/ Cost RatioAvg. Order SizeTotal Revenue
@LookingforNoble
The Audit:• Where is the Spend Going?• Where is the Revenue Coming From?• What has the Highest Revenue/ Cost Ratio?• What has the Highest Avg. Order Size?• Where are the Good Quality Scores At?• Chart It Out!
@LookingforNoble
@LookingforNoble
Chart It Out!
6%9%
85%
Number of Orders
De-cember
January February March April May$0.00
$50.00$100.00$150.00$200.00$250.00$300.00$350.00$400.00$450.00$500.00
$31.13$71.36
$6.72
$72.30 $91.87
$0.00$0.00 $0.00 $0.00 $0.00 $0.00 $0.00
$315.66
$138.30
$35.97
$169.79$115.47 $115.16
$0.00
$86.99$37.34
$215.75
$1.00 $23.43$0.00 $0.00 $1.00
$117.62
$0.00 $0.00$0.00
$320.04
$31.15
$170.30 $170.81
$286.95
$113.58
$190.12
$94.78 $108.62 $123.93$99.07
$0.00 $0.00 $0.00$22.60 $14.93 $0.00
$70.28
$169.65
$11.87$61.49 $74.47
$0.00
$120.05
$185.20
$81.73
$295.87$350.77
$71.58
$203.52$150.28
$33.22$67.91
$102.23 $85.49
$18.26 $30.62 $27.67 $48.96$0.00 $0.00$0.00 $0.00 $0.00
$25.44
$465.65
$241.75
$0.00$35.98 $45.18
$0.00 $0.00 $0.00
$122.89$91.13
$39.94
$236.31
$91.60$114.82
$197.47$147.52
$34.93
$283.85
$157.92
$254.19
Avg. Order Size
De-cember
January February March April May$0.00
$20,000.00$40,000.00$60,000.00$80,000.00
$100,000.00$120,000.00$140,000.00$160,000.00
$59,594.31
$92,525.12$70,389.22
$92,719.09$75,374.73
$43,776.60
$4,541.72$10,326.35$12,120.41$19,869.47$5,684.96$10,676.13
$41,517.77$39,524.60$21,891.51$23,429.94$33,737.33$27,614.87
$105,653.80
$142,376.07
$104,401.14
$136,018.50$114,797.02
$82,067.60
Total Revenue
Total - Search Total - Display NetworkTotal - Shopping Total
19%
7%
24%7%6%
9%
20%
4%4%
Number of Good New Accounts
May June July August September0
20
40
60
80
100
120Revenue/ Cost Ratio
May June July August September$0.00
$200.00
$400.00
$600.00
$800.00
$1,000.00
$1,200.00
$1,400.00
$1,600.00
Costs
48%
15%
15%
13%4%6%
Ads Avg. Order Size > $100
3%15%5%8%
12%3%8%2%2%
38%
5%
AdGroups Avg. Order Size > $100
Circuit Protection Dynamic Search Ads - DSANew Products RSLASub Categories Terminals & ConnectorsWire Products WP - Waytek Wire -
CompetitorsWP - Waytek Wire - Brand WP - Waytek Wire -
DatabaseWP - Waytek Wire - Re-targeting
December January February March April May$0.00
$5,000.00
$10,000.00
$15,000.00
$20,000.00
$25,000.00
$30,000.00
$35,000.00
$40,000.00
$45,000.00
$50,000.00
Total Revenue
Where Are My Good Quality Scores At?
@LookingforNoble
The Findings: The Bad• Over 75% of Spend and Revenue was Branded Keywords
and Remarketing – Not good at achieving the goal of driving NEW accounts• No Longer Updating and Utilizing PLAs – C’mon man!• No Dynamic Search Ads Campaign• No Bid Adjustments or Ad Extensions• Overall Poor Management
@LookingforNoble
The Findings: The Good• “Manufacturer + Part #” = Touchdown! – we call these item search queries• “Manufacturer + Product Type” = Extra Point – we call these subcategories• Excellent Quality Scores Due to Branded Campaigns – SCORE!
@LookingforNoble
The Game Plan:• Restructure the AdWords Account• Focus on Non-Branded Terms to Drive New Accounts• Increase Impression Share on the Successful Types of Search
Queries by Allocating More Budget to Them• Expand Successful Types (Item Search Queries) of Ad Groups within
Campaigns • Create a Subcategories Campaing • Create & Optimize a New Shopping Feed• Create Dynamic Search Ads Campaign
@LookingforNoble
The Results:• Revenue/ Cost Ratio = 8.09 to Date• Avg. Order Size = $151.92 to Date• Over $1M in Online Revenue From PPC this Year
@LookingforNoble
#WINNING
January '14
February
'14
March '1
4
April '14
May '14
June '14
July '14
August '14
September '1
4
October '1
4
November '1
4
December '1
4
January '15
February
'15
March '1
5
April '15
May '15
June '15
July '15
August '15
September '1
5$0.00
$20,000.00
$40,000.00
$60,000.00
$80,000.00
$100,000.00
$120,000.00
$140,000.00
PPC Revenue (Non-Branded)
Cost Revenue - Adwords Linear (Revenue - Adwords)
Took Over The Account
@LookingforNoble
Pulled Spend Back by $10k
Jan-14Fe
b-14
Mar-14
Apr-14
May-14
Jun-14Jul-1
4
Aug-14Se
p-14Oct-
14
Nov-14
Dec-14
Jan-15Fe
b-15
Mar-15
Apr-15
May-15
Jun-15Jul-1
5
Aug-15Se
p-150
50
100
150
200
250
300
350
New Accounts from PPC Campaigns
@LookingforNoble
Took Over The Account
Pulled Spend Back by $10k
@LookingforNoble
Aug-14 Sep-14 Oct-14 Nov-14 Dec-14 Jan-15 Feb-15 Mar-15 Apr-15 May-15 Jun-15 Jul-15 Aug-15 Sep-150
1
2
3
4
5
6
7
8
9
10
Revenue/ Cost Ratio
Actual Linear (Actual) Goal
The Results:“… their PPC team was really, really impressed with the campaign stats overall plus the execution and organization of the campaign. They have 7+ people managing their campaign, so they couldn’t believe the amount of work Nick has done/continues to do every month monitoring and scaling, and plus really high quality results. Definitely a thumbs up to Nick and Versique. Thank you!”
@LookingforNoble
Thank You!