a game changing adwords account audit
TRANSCRIPT
A Game Changing AdWords Account Audit
Presented by Nick Noble, Digital Marketing Manager, Versique
The Goals:• Increase Revenue (duh)• Increase New Accounts• Avg. Order Size > $100• Revenue/Cost Ratio > 7:1
• Took the Account Over in July/August of 2014• No Mobile • Monday – Friday (No
Weekends)• Scalable Budget to
$25k/mo at a 7:1 ratio*
The Background:
@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• 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!• 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• Expand Successful “Types” of Ad Groups within Campaigns • Create & Optimize a New Shopping Feed• Create Dynamic Search Ads Campaign@LookingforNoble
The Results:• Maintaining A Revenue/ Cost Ratio > 7:1 (8.09)• Avg. Order Size > $100 ($151.92)• Generated Over $1M in Revenue 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)
@LookingforNoble
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
The Results:“… their PPC team was really, really impressed with the campaign stats overall plus the execution and organization of the campaign… Definitely a thumbs up to Nick and Versique. Thank you!”
@LookingforNoble
