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→ Keyword Performance charts (In depth keyword analysis)
→ Device Performace Reports
→ Observations & Suggestions/Actions
→ Landing Page & Ad Copy Performance Report
→ Quality Score Report
→ Campaign Impression-Share Report

PPC Workshop: Based on actual case study we performed on our white labelled partner. This includes all of the above.

Tags: PPC, AdWords, Marketing, Strategy

PPC Workshop

Below are series of performance graphs of an online retailer. Read each graph and pen down your observations and suggestions or possible course of action you would suggest to execute on the account. Be very specific with your suggestions & avoid stating the most obvious trends. Elaborate your stand with at most reasoning to help us understand your thought process. You are free to make any assumptions and can mention the same towards the end of the study. Good Luck!

digital global agency budget ppc why to use ppc to your business

Remarketing is a way to connect with your website visitors who may not have made an immediate purchase or inquiry yet. It allows you to position targeted ads in front of a defined audience that had previously visited your site as they browse elsewhere around the internet.

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Keyword Performance Chart-01:

All Keywords
Match type	Keywords	Clicks	Imp	CTR	Avg CPC	Cost	Orders	CPO	Conv Rate	Revenue	R/C
Exact	81,325	26,494	2,271,283	1.17 %	1.25	33,020.26	975	33.87	3.68 %	436587.6	13.22
Phrase	81,030	23,287	3,443,696	0.68 %	1.57	36,651.99	346	105.93	1.49 %	97958.56	2.67
Broad	0	0	0	0.00 %	0.00	0.00	0	0.00	0.00 %	0	0.00
BMM	11	87	2,980	2.92 %	1.34	116.18	6	19.36	6.90 %	1064.43	9.16
Total	162,366	49,868	5,717,959	0.87 %	1.40	69,788.43	1,327	52.59	2.66 %	535610.59	7.67

Converting Keywords
Match type	Keywords	Clicks	Imp	CTR	Avg CPC	Cost	Orders	CPO	Conv Rate	Revenue	R/C
Exact	305	10,089	178,060	5.67 %	0.54	5,459.47	975	5.60	9.66 %	436587.6	79.97
Phrase	222	6,271	516,104	1.22 %	1.54	9,683.36	346	27.99	5.52 %	97958.56	10.12
Broad	0	0	0	0.00 %	0.00	0.00	0	0.00	0.00 %	0	0.00
BMM	3	55	1,710	3.22 %	1.35	74.10	6	12.35	10.91 %	1064.43	14.36
Total	530	16,415	695,874	2.36 %	0.93	15,216.93	1,327	11.47	8.08 %	535610.59	35.20

Only Cost taking Keywords
Match type	Keywords	Clicks	Imp	CTR	Avg CPC	Cost	Orders	CPO	Conv Rate	Revenue	R/C
Exact	5,502	16,405	1,677,614	0.98 %	1.68	27,560.79	0	0.00	0.00 %	0	0.00
Phrase	4,385	17,016	2,414,046	0.70 %	1.58	26,968.63	0	0.00	0.00 %	0	0.00
Broad	0	0	0	0.00 %	0.00	0.00	0	0.00	0.00 %	0	0.00
BMM	4	32	1,252	2.56 %	1.32	42.08	0	0.00	0.00 %	0	0.00
Total	9,891	33,453	4,092,912	0.82 %	1.63	54,571.50	0	0.00	0.00 %	0	0.00

Only Impression Keywords
Match type	Keywords	Clicks	Imp	CTR	Avg CPC	Cost	Orders	CPO	Conv Rate	Revenue	R/C
Exact	12,664	0	415,609	0.00 %	0.00	0.00	0	0.00	0.00 %	0	0.00
Phrase	11,570	0	513,582	0.00 %	0.00	0.00	0	0.00	0.00 %	0	0.00
Broad	0	0	0	0.00 %	0.00	0.00	0	0.00	0.00 %	0	0.00
BMM	3	0	18	0.00 %	0.00	0.00	0	0.00	0.00 %	0	0.00
Total	24,237	0	929,209	0.00 %	0.00	0.00	0	0.00	0.00 %	24.99	0.00

Observations & Suggestions/Actions:

Analysis:

1. Insufficient Data to analyse and judge the account performance, whether it is leading to business success or not.

2. As per the data values are not depicting the real time metrics. As CPO is different from Avg. CPO

3. Specifically we can not suggest the changes until we look into the account and campaign performance.

Note: Avoid stating the most obvious trends.

As per the Data above here are the conclusions:

1. CRR or Effective Utilization of revenue is realized by the Broad Match Modifiers and phrase match keywords rather than exact match keywords.

2. The Values depicting the dynamic search campaign trends

3. We should look into the account deeper as some keywords may cost us though they may not directly generate conversion but they may some times assist conversions

4. Need real time metrics to analyse such as profit per product, number of products, products with identical cost, duration of the campaign to study seasonal metrics etc..

5. To calculate CAC and CATdata is not sufficient. (CAC can be calculated by simply dividing all the costs spent on acquiring more customers (marketing expenses) by the number of customers acquired in the period the money was spent.

6. Without any single click, revenue generation will not be possible. This is because conversion may be due to organic results.

Suggestion:

Campaigns to be Re-organized specifically by product or product category viz. rather than CPO basis with DSA. CPO is the total cost of your marketing campaign divided by the number of orders received for the campaign. The CPO is used to determine the cost spent to acquire a customer.

Dynamic search ads are a type of Google search advertising that does not involve keywords. With traditional Google search advertising, you select keywords that are used to trigger your ads. With Dynamic Search Ads, you allow Google to automatically show your ad based on a “crawl” of certain pages of your website.

Keyword Performance Chart-02:

Observations & Suggestions/Actions.

Conclusion:

Conversion assisted Keywords needs to be identified and rest of the keywords we can pause.

Needs analytics report to identify good metrics in this part.

Download the entire workshop with performance reports, graphical analysis & KPI!

Google AdWords

Without a conversion, content is a waste of time and money; without content, conversion is next to impossible.