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What We Did
1. Through IMPAQTs proprietary tools, we immediately noticed that the previous vendor improperly named campaigns and that each campaign mixed different product categories, match types, and bid levels. This made it less efficient to manage large amounts of data and even harder to analyze results appropriately. 2. We created new campaigns that were organized by product category, for example, office furniture, computers, paper products, etc. 3. We then replaced the Broad Match type campaigns with Modified Broad Match (MBR) to show ads on more relevant keyword and phrase variations. This allowed us to direct traffic to the less-expensive keywords Exact Match campaigns first, which helped to keep costs under control. 4. We created separate campaigns for Broad Match and MBR campaigns to make performance monitoring and budgeting more efficient. 5. We created top performer campaigns to allow us to allocate the most budget to the best performing keywords to ensure that ads shown on their queries appear most often. 6. We standardized campaign naming conventions across all engines to make them easier to track.
How It Worked
Thanks to the new structure, we were able to better measure the campaigns performance, identify top-performing campaigns, and allocate more budget where needed. Our restructuring efforts helped the client achieve some significant improvements, even as soon as they were made during the last six weeks of Q4 of the previous year: Year over-year (YOY) sales increased 21%
During O1 of the following year, a busy time for this client, the client saw these results: YOY sales increased 14% YOY cost efficiency improved 10% YOY Conversions increased 19%