What if the revenue is in the billions and the PPC budget is in the tens of millions, do you think there is still room to significantly glow the PPC revenue?
That was the challenge I was presented with, and delivered on the promise by using no shiny objects, no magic wands, and no tricks.
How?
It was not easy.
Step one was to break the PPC program into much more granular campaigns and groups to have a much better understanding of the high cost but low-ROI keywords. Imagine 2 million SKUs, on average, seven keyword variations for each SKU. We definitely had multiple Google Ads accounts in our hands.
The second step was to overlay a significantly large size of negatives to the account as well as each campaign to reduce any keyword that was overlapping another keyword. We used a cascading keyword structure for this step.
Step three was to use KW research tools to expand the keyword base, but only use new phrases that had met a certain threshold of monthly search volume. (In the end, no one needs an account full keywords but little to no monthly search volume.)
4th step was all about audience optimization. By identifying the visitors that were high value, and building a predictive model to determine who is likely to be low value, we were able to shift the spend from any searcher to high-quality customers only.
The result was a 21% increase in PPC revenue for a top 3 B2B retailer. A big success. Lots of fine bourbon and fine wine was given out for that success.
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