An inside look at the playbook that took one eCommerce company’s AdWords account to the big league of results.

1. A Game Changing
AdWords Account
Audit
Presented by Nick Noble, Digital
Marketing Manager, Versique

2. • eCommerce website with +5k SKUs
• Took the Account Over in July/August of 2014
• No Mobile – Clients Request
• Monday – Friday (No Weekends)
• Avg. Spend $3-5K/ Month
• Scalable Budget to $25k/mo at a 7:1 ratio*
The Background:
@LookingforNoble

3. The Goals:
• Increase Revenue (duh)
• Increase New Accounts
• Avg. Order Size > $100
• Revenue/Cost Ratio > 7:1
@LookingforNoble

4. 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

5. 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

6. @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

7. Where Are My Good Quality Scores At?
@LookingforNoble

8. The Findings: The Bad
• Over 75% of Spend and Revenue was Branded
Keywords and Remarketing – Not good at achieving
the goal of driving NEW accounts
• No Longer Updating and Utilizing PLAs – C’mon man!
• No Dynamic Search Ads Campaign
• No Bid Adjustments or Ad Extensions
• Overall Poor Management
@LookingforNoble

10. The Findings: The Good
• “Manufacturer + Part #” = Touchdown! – we
call these item search queries
• “Manufacturer + Product Type” = Extra Point –
we call these subcategories
• Excellent Quality Scores Due to Branded
Campaigns – SCORE!
@LookingforNoble

11. 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 by Allocating More Budget to Them
• Expand Successful Types (Item Search Queries) of Ad Groups
within Campaigns
• Create a Subcategories Campaing
• Create & Optimize a New Shopping Feed
• Create Dynamic Search Ads Campaign
@LookingforNoble

12. The Results:
• Revenue/ Cost Ratio = 8.09 to Date
• Avg. Order Size = $151.92 to Date
• Over $1M in Online Revenue From PPC this Year
@LookingforNoble

13. $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)
Took Over The Account
@LookingforNoble
Pulled Spend Back by $10k

14. 0
50
100
150
200
250
300
350
New Accounts from PPC Campaigns
@LookingforNoble
Took Over The Account
Pulled Spend Back by $10k

15. @LookingforNoble
0
1
2
3
4
5
6
7
8
9
10
Aug-14 Sep-14 Oct-14 Nov-14 Dec-14 Jan-15 Feb-15 Mar-15 Apr-15 May-15 Jun-15 Jul-15 Aug-15 Sep-15
Revenue/ Cost Ratio
Actual Goal Linear (Actual)

16. The Results:
“… their PPC team was really, really impressed with
the campaign stats overall plus the execution and
organization of the campaign. They have 7+ people
managing their campaign, so they couldn’t believe the
amount of work Nick has done/continues to do every
month monitoring and scaling, and plus really high
quality results. Definitely a thumbs up to Nick and
Versique. Thank you!”
@LookingforNoble

17. Thank You!
@LookingforNoble
nnoble@versique.com