PPC-Client Case Study-USA Launch

PPC-Client Case Study-USA Launch

A client approached me concerning my old client. He told me that he has been trying for a long time but his PPC is not coming down from 55% and his account is still on the bleeding. (This is PPC client case study)

Me: I will take 2-3 days to check your campaigns and listing and then will be able to suggest or provide you a solution with the complete report

Before Stats

7 Day PPC = 55%

30 Days PPC = 56.66%

Profit Margin = 34%

Organic Orders : 15%

PPC Orders : 85%

CPA = High (Usually got orders every 18 or 20 clicks on most of the keywords)

After (2 Months Later)

7 Day PPC = 20.57%

30 Days PPC = 22.07%

Profit Margin = 34%

Organic Orders : 55%

PPC Orders : 45%

TACOS : 14%

Let me share my strategy for this PPC Case

Firstly, I analyzed the complete listing and PPC campaign and made a report according to the situation

What did I find?

1- Impressions were good but CTR was very bad

2- Main Image was not appealing and competitive

3- Unit Session Percentage was not good i.e., conversion was low.

4-Many highly relevant keywords on which the client was running PPC were not added to the listing.

5- Mistakes in PPC campaigns

– Main Image & Listing Optimization

I have evaluated that impressions were good but the CTR of many high search volume keywords was not good. So I start comparing my main images with competitor main images and found that client’s main image was not competitive and up to the mark. I made two main images for testing and from the second image, our CTR starts to be getting good.

– Keyword Analysis / BA Report /Roots Keywords

I did keyword analysis and made Root Keywords File and found the listing is not optimized as many important keywords on which PPC are running were not used in the listing. I optimized the listing by using the root keywords to get maximum keyword juice and backend Search terms with mis-spell keywords.

PPC Campaigns Optimization

-Some common mistakes are as follows

1- Targeting Irrelevant Keywords

This product has variations in shape. Its product shape is circular but he targeted square and other shape keywords in the PPC that are getting clicks but no orders because its product is circular and cannot be used for square and other shapes. So I turn off those irrelevant keywords that are not related to our product.

2- Run Singular and plural keywords into the same campaign for example (Cup and Cups)

As we shouldn’t target singular and plural at the same time because if you target singular keywords exactly it will also cover the plural of that word i.e. if you are just targeting the keyword “cup” then it will also cover the plural search term i.e. cups. So, I optimized the campaign’s keywords accordingly to avert any unnecessary spending.

3- Exact Manual keywords were not negatively targeted in the Phrase campaign

When we make a phrase campaign then we must put exact campaign keywords into the phrase as negative exact. So, I added all the exact campaign keywords into the negative phrase which were not added before.

4- Phrase Campaign may be not optimized and have high ACOS

Finding root keywords is a must before starting a phrase campaign. Phrase campaign generating many irrelevant keywords on which we are getting clicks but no sales so I start negative targeting those keywords too.

5- Exact Manual Keywords with have high ACOS

I start the bid optimization of those keywords which are given high ACOS since PPC starts. Also, use the Day Parting technique to avoid getting out of stock at peak times.

PPC Optimization is still in process and PPC is going down over time. TACOS is also getting better because the ratio of our organic orders is increasing as well. After all, we are organically on the top spot of many keywords now. Alhamdulillah

Also, the Client is very happy and asked me to add a second variation of this product and also we are moving towards category and video targeting.

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