Retail Case Study: Competitive PPC & Google Shopping

Situation

A new ecommerce client needed a complete makeover of their pay-per-click (PPC) program, as their previous provider had focused advertising on branded keyphrases only. Upon investigation, none of their branded terms were being bid on by competitors, which meant that the client was safe to remove all branded ads, and rely on their top organic search results to continue capturing this traffic. The client wanted to know how to drive incremental traffic and revenue with an alternate, non-branded advertising approach.

Solution

The Search Guru recommended a refocus on PPC for non-branded search terms, to gain new-to-brand customers, and rely on organic search to take over for all branded keyword searches. We also recommended expansion into Google Shopping, to gain more exposure and impact for the remaining budget. This involved the creation of a shopping feed, campaign structure, and optimization. All of these changes were rolled out for Q1 2015.

Results

The results were phenomenal! Compared to Q1 2014:

  • 13% increase in paid advertising revenue
  • 79% increase in return on ad spend (ROAS)
  • 44% lower spend
  • 65% increase in organic search revenue (some of which is due to removal of branded ads)

 

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