1. Pay-Per-Click Campaign
Review and Planning
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2. Findings
• Order growth mostly came from:
– Magid/ROC brand campaigns (65%)
– Product listing ads (35%)
– SKU campaigns (18%)
– Remarketing campaign (5%)
– (*some other campaigns affected order growth negatively)
• The YouTube campaign and the search companion campaigns generated
minimal conversions last three months.
• The remarketing campaign had relatively low cost-per-conversion (click)
and high view-through conversions.
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3. Actions
• Are we able to further scale up or improve the following campaigns or did
they reach their potential already?
– Product listing ads
– SKU campaigns
– Remarketing campaign
• If we can’t find a way to improve the YouTube and the Search Companion
campaigns, should we pause both campaigns?
• Did we import all campaigns from Google Adwords to Bing Ads?
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4. Actions cont’d
• Should we review our not-Magid-branded keyword search campaigns (as a
whole negatively affect order growth by -24%) and try to improve their
performance?
– Try new matching option : Include plurals, misspellings, and other close variants
– Try enhanced site links (http://bit.ly/yqsDFN ) - are there still compatibility issues now ?
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5. Actions cont’d
– (Bing) Add Site link Extensions in Bing campaigns (http://bit.ly/RdeEOb)
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6. Pay-Per-Click Overall Performance
• Visits: 8,255 -> 14,308
• Web Orders: 208 -> 392 (+184)
0
50
100
150
200
250
300
350
400
450
0
2,000
4,000
6,000
8,000
10,000
12,000
14,000
16,000
Pay-Per-Click Campaigns (web customers only)
Visits Transactions
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7. Web Customer Orders:
Campaign Performance Breakdown 1
• Magid/ROC Brand: 23-> 143 (+120)
• Product Listing Campaigns: 48->113 (+65)
• Other Campaigns (not including the ones listed on the next slide): 136->91 (-45)
0
20
40
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120
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Web Customer Orders
Other Campaigns Magid/ROC Brand Product Listing Ads
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8. Web Customer Orders:
Campaign Performance Breakdown 2
• SKU Campaigns: 0-> 34 (+34)
• Remarketing Campaign: 1->10 (+9)
• YouTube Campaign: 0-1; Search Companion: 0-1
0
5
10
15
20
25
30
35
40
Web Customer Orders
SKU Campaigns Magid Remarketing
Search Companion YouTube
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9. Web Customer Orders:
Display Ad Campaigns
• The Remarketing campaign had relatively low cost-per-conversion and
high view-through-conversion. I suggest we continue the campaign and
increase daily budget when needed.
• The YouTube and the Search Companion Ad campaigns did not perform,
generating minimal click-conversions and no view-through conversions. If
we do not improve the campaigns, we should pause the campaigns.
Campaign report (Feb 1, 2012-Feb 28, 2013)
Campaign Clicks Impressions
Conv.
(1-per-click)
Cost / conv.
(1-per-click) View-through conv.
Magid Remarekting
Campaign 2067 2028898 72 $23.01 760
YouTube 364 233097 1 $937.53 0
Search Companion Ads 799 213348 3 $301.25 0
Total 122980 9654259 3848 $33.29 760
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10. Visits:
Campaign Performance Breakdown 1
• Product listing ads and Magid/ROC brand campaign traffic has been increasing.
0
1000
2000
3000
4000
5000
6000
7000
8000
9000
Visits
Other Campaigns Magid/ROC Brand Product Listing Ads
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11. Visits:
Campaign Performance Breakdown 2
• SKU campaign and the remarketing campaign traffic was on the rise.
0
100
200
300
400
500
600
700
800
Visits
SKU Campaigns Magid Remarketing Search Companion YouTube
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12. Remarketing: Google vs. MyBuys
• Google Remarketing traffic increased significantly last few months. (Did we do anything
differently?)
0
100
200
300
400
500
600
Visits
Google Remarketing myBuys Remarketing
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13. Remarketing: Google vs. MyBuys cont’d
• Google remarketing has a higher conversion rate than myBuys remarketing.
0.0%
0.5%
1.0%
1.5%
2.0%
2.5%
3.0%
Google Remarketing myBuys Remarketing
Conversion Rate
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