Search Engine Marketing (SEM)

Google Analytics segments customers by their origin. We used this data to adjust our marketing campaigns and move our budget to the best performing sources of paid traffic.

• We believed that before making a purchase our customers visited more than once via different channels.
• We believed that optimizing the channels that drive Last Click conversions was a mistake. We thought that optimizing the channels earlier in the purchase funnel would have a bigger impact on conversion rate.

We used the Multi-Channel Funnels reports to work out how our Channels (i.e. Organic Search, Referral, Email) worked together. How much time passed between a customer’s first interaction and the purchase and how much revenue ($) assisting Channels make.

We assumed that customers probably use brand terms to search for our business on a search engine. The likelihood is your business probably appears near the top of the organic search results.

If your business appears in the organic results you may decide you don’t want to bid for your brand terms.

Before you make that decision, there are some important things to consider.

1. Generally Brand terms have a better click through rate.
2. They probably rank higher and you'll pay less for your own brand name.
3. By bidding you can control the messaging you want customers to see.
4. You can choose the landing page instead of relying on the search engine.
5. You can use site links to navigate customers to the most valuable pages of the site.
6. You can show off seller ratings and highlight good reviews.
7. Brand targeted ads are also a great place to test your messaging for other channels.

If you have decided you still don’t want to pay for clicks on your brand terms consider these problems.

"your competition can still bid whilst potentially paying less to do so" and “It might cost you more if you don’t bid on your brand terms”.

A UK based agency that builds Magento platforms for their clients had been handling the paid search ads in-house. Whilst they were conscious there was plenty of potential they didn't have the knowledge or time to invest in growing it.

Our goal was to reduce the Ad Cost over Sale and then increase spend whilst maintaining a positive ACoS. In order to achieve these goals we rebuilt the entire account, putting into place a granular structure. To do this effectively we took the time to meet the team and ensure that we understood as much about the business as possible, what they hoped to get from their ad spend, and exactly who their target audience was.

Taking the time at the start to work closely with client allowed us to create a structure that maximised quality scores as well as efficiently optimise bids based on which search terms are converting.

As a result of the new structure, we reduced the ACoS from 33% to 11% and as a consequence we were able to increase the budget and raise the number of sales generated by 223%

Worked with this ecommerce client who was spending $25-40k each month on paid search and losing money every month. They were finally fed up with their old agency and reached out to us for a lifeline with the simple goal of achieving 300% ROAS across all campaigns. We put together a deep-dive audit and quickly went to work at cutting out wasted spend across irrelevant keywords, underperforming devices, and irrelevant demographics. We completely restructured the ad accounts, which have provided consistently stellar results.