Optimising PPC campaigns for better eCommerce performance
One of the services that ExtraDigital provide is PPC account optimisation, where we analyse and manage a PPC account for one month to show demonstrable account improvements.
The latest account optimisation (March 2013) has shown very significant improvements in just 3 weeks, with sales up by a factor of 3 and the ratio of sales/cost increased by over 60% from a barely profitable figure to one that produces a reasonable return after cost of sales.
This account optimisation was for a large established gift shop selling quality gifts. In the run up to Christmas these types of eCommerce shops have good sales, but the Spring can be a lean time and gaining more profit from better optimised AdWords campaigns is a worthwhile activity.
So how was this done? The account structure was improved and key performance metrics showed very considerable improvements. For example the CTR (click through rate) doubled and the quality scores increased. There was little change in the average Cost per Click, but the better optimised account meant thee ads showed at better positions. In terms of sales, the conversion rate more than doubled, showing higher quality visitors being sent to the site.
For most optimisation work we can quote and exceed a 40% improvement. In this case as the AdWords campaign already had many campaigns with multiple adgroups and had been well setup we reduced our expectations. Yet after just 3 weeks the account was showing a 60% improvement in sales/costs.
ExtraDigital provide PPC Management and Account Optimisation Services for a range of eCommerce websites.