This post was originally published in February 2020, and last updated in April 2022.
As a PPC practitioner, nothing’s quite as daunting as revamping an account and waiting to see how it performs post-launch. Talk about pressure! Revamping a Paid Media structure is quite an undertaking but usually a deeply necessary one. As your project evolves over time, so do the engines and best practices that advertisers should align their marketing efforts to.
What your paid media efforts were focused on five years ago, isn’t necessarily helping reach your goals today.
We get the hesitancy to restructure both from the practitioner side as well as the client side. We’re here to walk you through the ins and outs of a restructure done on a project here at Seer, in an effort to prove just how valuable this change can be in meeting campaign goals.
The structure of this account prior to this major optimization still generally followed the best practices of 5 years ago when we first started our partnership with this client. Although the engines, strategies, and best practices have changed drastically since then.
To ensure our campaigns are running using all the tools and strategies available to us now, the Seer team reassessed the structure of our search and social campaigns in order to improve performance and efficiencies in management.
We looked for opportunities to consolidate similar themes that had evolved and become repetitive across multiple campaigns over the years. As Google continues to evolve and become smarter through all of its improved algorithms and datapoints, it benefits from a consolidated and simplified structure. You’ll see this is a theme that holds true throughout this post, not just at the campaign level. Examples below:
While you’re making optimizations at the larger campaign level, it’s worth investigating to see if all of your settings are accurate and the best they can be.
Another big action item should be to assess your bid strategies. Google has come out with advanced smart bidding strategies over the last several years that enable advertisers to capture more traffic, conversions, and impression share as efficiently as possible. Are there any areas you’re not yet leveraging automation to boost performance? We’ve seen big success with maximize conversions and bidding to conversion values, especially.
Once the campaign-level components have been sorted out, it’s time to move onto the more tedious (but crucial!) steps of a restructure, ad groups and keywords. We recommend continuing to live into the theme of simplicity through the following steps:
Google has evolved over the years and believe it or not, didn’t always accept all sorts of misspellings, synonyms, related searches, and other relevant variations of keywords you bid on.
Across both Paid Search and Social, we implemented brand new ad copy that aligned with holistic marketing initiatives. That’s right, we’re talkin’ the same or similar brand messaging across TV, Programmatic advertising, Search, Paid Social, the works.
It was noted that we have a few different audiences we target depending on where they are in the conversion funnel, as well as how they plan to use the product. Because the audiences are different, messaging needed to be different to speak to each group of people and resonate best, thus increasing CTR and CVR.
In terms of best practices, we also made sure the following steps were taken:
Ultimately, PPC spend decreased -18% year-over-year while sessions to the clients’ website increased +35% with a more efficient cost per session. Conversions increased +101% at a -59% lower CPA — which was 73% below our goal CPA. We also saw a +98% more efficient ad CVR.
While of course, the Seer team made optimizations throughout the year to improve performance, we can attribute the significant increase in conversions and efficiencies despite a decrease in spend to the account restructure we had implemented.
Still on the fence about deciding to go for it and restructure your account? Reach out! We’d love to chat with you about possible approaches.
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Source: www.seerinteractive.com, originally published on 2022-04-25 14:09:29