RideauDiscountWork done - Week 1

Profitability & Loss Review

ROI review for past 60 days

old campaigns with 0 : paused

Adgroups that duplicate keyword triggers: paused

Low MBM performance: paused with exceptions

Adgroups paused:Non existing & relevant landing pages

Profitability & Loss : MBM Campaigns

When not: Exclude EX & PH matches (in progress)

Setup CPA strategy learning to minimise conversion cost

Low MBM Performance

Triggered only by EX & PH: Paused

Paused Kept In Progress

Comp MBM

Top Keywords - MBM

Rideau – MBM with CPA bid strategy (3 days left for AdWords to learn)

Manual exclusion of PH & EX keywords

Profitability & Loss : Duplicated triggers

PH & MBM cannibalize each other & EX adgroups

Least performing adgroups paused

PH – EX – MBM segmentation not always optimal

Search terms can trigger >1 adgroups

Profitability & Loss : Trouble landing pages

Page is a 404: Changed URL or paused (New York item)

Not the right Landing page: Changed URL (homepage)

Paused: doesn’t exist on the website

Paused: No such product

In Progress

Landing page URL check for all ads

CTR Evolution

A drop registered mid April and another one end of April.Reasoning for mid April: unknown but might have accelerated the second drop.

Reasoning for end of April: Bulk work undergone to set up learning conversion patterns in AdWords & removing of less performing elements that generate double triggering.

AdWords learning process has 3 to 7 days left depending on campaigns.

Search Lost ISEvolution

The Search Lost in Impression Share is the amount of impressions lost due to a bad quality score or a low ad position. The undergone work has reduced this loss visibly. This means that once all changes are fully recorded by AdWords, the campaigns will be able to drive more conversions at a lesser cost.

ImpressionsEvolution

The undergone work has increased the impressions, providing more opportunities for AdWords to define the performing patterns and to increase conversions.

This has an immediate results in lowering the CTR. However once the learning phase is over the number of impressions will reduce to focus on the search auctions that are more likely to convert.

ROIEvolution

Ultimately as AdWords is learning and applying the changes made, the overall ROI is expected to increase. The first peaks of ROI at the start of the work and continuing through May is an indication of its potential.

NEXT STEPS

Review & optimize

Add new ads & Dynamic Ads when possible to increase CTR

Continuation of negative keyword list adjustments

Let AdWords finish the learning process before introducing major changes

LONG TERM STEPS

Increase Profitability: Adjust negative

keyword lists per adgroups.

No wasted opportunity: Rules for

bounce rate, low & high performing

keywords.

Reduce Loss: Remove adgroups for products that can’t be found on

the website.

Maximize ROI potential:

Remarketing on Display campaign

with tagged products.

THANK YOUCéline Domenech