Wallpaper store
Request cost analysisInitial Situation
This showroom offers a wide range of stylish, affordable, and high-quality wallpapers. The client previously used AdWords both independently and in collaboration with several different agencies, but did not achieve the necessary return on investment.
Problems
Before working with us, the client acquired several potential customers from the contextual advertising, but the ROI was too low to sustain PPC activity. Our initial task was to use the same budget but increase sales and revenue to make the activity sustainable:
- Increase sales
- Decrease CPA (cost per acquisition)
- Increase revenue
- Increase ROI
Our actions
Our first step was to analyze the current account effectiveness and identify "quick wins" that would allow for immediate cost savings. Our goal was to eliminate unnecessary expenses in contextual advertising by focusing attention on areas that were driving sales and revenue.
After analyzing the initial account structure, it became evident that the best course of action would be to restructure the account with an additional focus on Google Shopping, as this channel provides the best return on investment. Once we had the right account structure in place, we could then start reviewing our current bidding strategy and adjust it to ensure optimal performance, effectively reducing the CPA while increasing sales and revenue for the client.
Account optimization
- Review of the current AdWords account
- Dividing the Google Shopping campaigns into more precise segments
- Conducting thorough keyword research and revamping the current selections
- Expanding the list of negative keywords
- Managing bids
- Implementing ad scheduling
- Introducing new ad extensions
- Adjusting bid modifiers for specific devices
- Implementing bid modifiers for geo-targeting
Results
- Sales volume increased by a massive 211%
- Return on investment increased by 604%
- CPA decreased by an impressive 54%
Conclusion
Bid management is an ongoing project, so we continuously analyze effectiveness, adjust bids, and refine keywords to ensure optimal performance for both the client and the end user.