Executive Summary
Before Engagement: Sales were consistently at $85,000 monthly.
Initial Impact (45 Days): Achieved a significant rise in sales to $117,000, a 37.6% increase. This growth was accompanied by a minimal 2% increase in average ACoS.
Overall: Before vs After
Organic Sales: Increased by 3%.
New-To-Brand (NTB) Customers: Grew by 8%.
Page Views: Enhanced by 31%.
Strategies
Product-Focused Campaigns: Individual campaigns for each product were created, based on specific metrics like conversion rates, search volumes, and Customer Lifetime Value (CLV).
Bid Optimization through Impression Share Analysis: Adjusted bids based on impression share, particularly targeting areas with low ACoS and low impression share.
Budget Rules Implementation: Applied the newly launched Budget rules feature for automated, performance-based budget adjustments.
Weekdays vs Weekends Strategy: Identified trends indicating better conversions on weekdays, leading to more aggressive bidding during these days.
Campaign Structure Refinement: Campaigns were structured by targeting levels, match types (broad, phrase, exact), and keyword density (up to 30 keywords per campaign).
Top of Search (TOS) Placements Focus: Targeted exact match campaigns with competitive bids for higher TOS impression share, based on product placement reports.
Minimizing Wasted Spend: Focused on reducing non-productive expenditures.
Dynamic Bids Management: Continuously monitored and adjusted bids as needed.
Results Achieved
The strategic focus on product-specific campaigns and bid optimization, along with the efficient use of budget rules and a refined campaign structure, resulted in a substantial increase in sales. The modest rise in ACoS, combined with gains in organic sales, NTB customers, and page views, demonstrates the effectiveness of the adopted advertising strategy.
Conclusion
This approach to PPC management significantly boosted sales, customer acquisition, and engagement, highlighting the success of the implemented strategies. The ongoing goal is to maintain optimization and leverage data insights for sustained growth and profitability.
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