PPC

“Orders come from PPC and PPC is what I do all day” were my words to a client. And the account in loss from a year converted into a profitable asset with organic rank.

SITUATION BEFORE: • A year-old listing hardly securing single order a month. • Product rating was lower than most competitors. • The listing had 80 rws in a competitive niche with 6/10 top competitors having 1k+ rws. • Campaign structure was bleeding budget. • Listing poorly optimized. • Most good campaigns having ACOS 70% with high CPC.

DIAGNOSIS AND REMEDIES: • Increased the percentage of top of the search placement while keeping the bid very low. The main reason for this is the fact that CTR and CTO is far better at top of the search as compared to product pages and rest of the search especially in this product. • Based on Keyword Research, picked the top two main keywords high-intent SV long-tails with low upper suggested bids. • Gathered data from auto and broad campaigns about the new keywords and created new campaigns based upon the data. • Only 6-7 PPC sales on each of the keywords shortlisted through Keyword Research ranked us in top 5. • Single KW campaign strategy adopted to get full control and accuracy over each KW. (It creates mess but portfolio, using right title of campaign and your love for PPC can sort the issue). • We were now showing in 5 out of top 6 rows on each ranked keyword. • Optimized the listing. • CPC analysis kept in check with proper bid analysis in relation to CPA.

CURRENT SITUATION: • Almost 90% sponsored orders in first month reduced to 45% in third month. • ACOS reduced from 70% to 20% with increased PPC orders by 25%. • The last two weeks before Out of Stock, we turned off PPC and raised price, but orders still didn’t go down.

Improvements like this don’t happen everyday.

Regards, Talal.