A Game Changing AdWords Account Audit

Presented by Nick Noble, Digital Marketing Manager, Versique

• 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

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

@LookingforNoble

The Audit:• Based On Our Goals:• What’s Working? • What’s Not?

What & Where:Campaigns Ad Groups

Ad CopyKeywords

VSKPIs:

Revenue/ Cost RatioAvg. Order SizeTotal Revenue

@LookingforNoble

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

@LookingforNoble

Chart It Out!

6%9%

85%

Number of Orders

De-cember

January February March April May$0.00

$50.00$100.00$150.00$200.00$250.00$300.00$350.00$400.00$450.00$500.00

$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

Avg. Order Size

De-cember

January February March April May$0.00

$20,000.00$40,000.00$60,000.00$80,000.00

$100,000.00$120,000.00$140,000.00$160,000.00

$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

Total Revenue

Total - Search Total - Display NetworkTotal - Shopping Total

19%

7%

24%7%6%

9%

20%

4%4%

Number of Good New Accounts

May June July August September0

20

40

60

80

100

120Revenue/ Cost Ratio

May June July August September$0.00

$200.00

$400.00

$600.00

$800.00

$1,000.00

$1,200.00

$1,400.00

$1,600.00

Costs

48%

15%

15%

13%4%6%

Ads Avg. Order Size > $100

3%15%5%8%

12%3%8%2%2%

38%

5%

AdGroups Avg. Order Size > $100

Circuit Protection Dynamic Search Ads - DSANew Products RSLASub Categories Terminals & ConnectorsWire Products WP - Waytek Wire -

CompetitorsWP - Waytek Wire - Brand WP - Waytek Wire -

DatabaseWP - Waytek Wire - Re-targeting

December January February March April May$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

Total Revenue

Where Are My Good Quality Scores At?

@LookingforNoble

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

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

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

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

#WINNING

January '14

February

'14

March '1

4

April '14

May '14

June '14

July '14

August '14

September '1

4

October '1

4

November '1

4

December '1

4

January '15

February

'15

March '1

5

April '15

May '15

June '15

July '15

August '15

September '1

5$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

Jan-14Fe

b-14

Mar-14

Apr-14

May-14

Jun-14Jul-1

4

Aug-14Se

p-14Oct-

14

Nov-14

Dec-14

Jan-15Fe

b-15

Mar-15

Apr-15

May-15

Jun-15Jul-1

5

Aug-15Se

p-150

50

100

150

200

250

300

350

New Accounts from PPC Campaigns

@LookingforNoble

Took Over The Account

Pulled Spend Back by $10k

@LookingforNoble

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-150

1

2

3

4

5

6

7

8

9

10

Revenue/ Cost Ratio

Actual Linear (Actual) Goal

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

Thank You!

@LookingforNoblennoble@versique.com