This client came to me complaining of sluggish sales and low ROI. Upon reviewing their website, it was well filled out, with lots of content and product reviews.
Their Google Ads account was another story. Campaigns upon campaigns had been added over the years until the structure didn't make sense anymore.
So setting up brand new shopping campaigns with a structure that aligned with their business was my first task. I nurtured the campaigns and 2 months later we were exceeding previous performance. The screenshot here shows the revenue and ROI the campaigns have produced in just a 14-day period!
This client has been with me for many years and their ad campaigns are very mature, so we're not going to see any big improvement in performance.
Yet even mature accounts can be improved little by little over the years. The CTR has been rising constantly over time, helping to keep the cost per click down and improving the quality of the account.
Another client coming to me with a high CPA eating up all their budget and generating few leads. After reviewing their campaigns which were rather inconsistent, I simply paused them and created new ones.
Within a month performance started picking up and we were getting more sales at a lower CPA for the same budget.
In PPC, we always strive to get the highest quality traffic at the lowest possible price. Good traffic is not cheap though but when we hit conversion rates exceeding 20%, we know we've hit the jackpot and we're getting seriously high quality traffic.
This client achieved a conversion rate exceeding 20% on non-brand traffic. It's exceedingly rare to get such a high conv rate on genuine conversions (not offering free stuff, clickbaits or bait and switch).
Sadly I can't claim all the credit since the client had set up a dedicated landing page. However, this was the first time the ad account had seen such a high conv rate. My work in improving the quality of the traffic, selecting a suitable bidding algorithm and nurturing it, tweaking the ads among other things, would certainly have helped.
