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A Game Changing AdWords Account Audit

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MNsearch Event - "Success Stories in Digital Marketing"
Presented by Nick Noble, Digital Marketing Manager, Versique
Focus area: PPC
An inside look at the playbook that took one eCommerce company’s AdWords account to the big league of results. We’ll count down the top 10 plays that made the account great. This is a Wednesday night highlight that you won’t want to miss.

Published in: Marketing
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A Game Changing AdWords Account Audit

  1. 1. A Game Changing AdWords Account Audit Presented by Nick Noble, Digital Marketing Manager, Versique
  2. 2. 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
  3. 3. The Audit: • Based On Our Goals: • What’s Working? • What’s Not? What & Where: Campaigns Ad Groups Ad Copy Keywords VS KPIs: Revenue/ Cost Ratio Avg. Order Size Total Revenue @LookingforNoble
  4. 4. 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
  5. 5. @LookingforNoble Chart It Out! 6% 9% 85% Number of Orders $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 $0.00 $50.00 $100.00 $150.00 $200.00 $250.00 $300.00 $350.00 $400.00 $450.00 $500.00 Avg. Order Size $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 $0.00 $50,000.00 $100,000.00 $150,000.00 Total Revenue Total - Search Total - Display Network Total - Shopping Total 19% 7% 24% 7% 6% 9% 20% 4%4% Number of Good New Accounts 0 20 40 60 80 100 120 May June July August September Revenue/ Cost Ratio $0.00 $200.00 $400.00 $600.00 $800.00 $1,000.00 $1,200.00 $1,400.00 $1,600.00 May June July August September Costs 47% 15% 15% 13% 4%6% Ads Avg. Order Size > $100 3% 15% 5% 8% 12% 3%8%1%2% 38% 5% AdGroups Avg. Order Size > $100 Circuit Protection Dynamic Search Ads - DSA New Products RSLA Sub Categories Terminals & Connectors $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 December January February March April May Total Revenue
  6. 6. Where Are My Good Quality Scores At? @LookingforNoble
  7. 7. 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
  8. 8. The Findings: The Good • Manufacturer + Part # = Touchdown! • Excellent Quality Scores Due to Branded Campaigns – SCORE! @LookingforNoble
  9. 9. 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
  10. 10. 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
  11. 11. $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
  12. 12. 0 50 100 150 200 250 300 350 New Accounts from PPC Campaigns @LookingforNoble
  13. 13. 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
  14. 14. Thank You! @LookingforNoble nnoble@Versique.com

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