PPC: Improved ROAS Through Keyword Management

Through rigorous testing and keyword management, we were able to lift ROAS by 95% for this ecommerce company.

95% ROAS lift
42% decrease in spend
14% decrease in revenue
Challenge

This ecommerce company wanted to efficiently acquire new customers in an increasingly competitive environment and industry known for deep promotional offers. Their key metric was ROAS – how could paid search data best be used to achieve their goals?

Our Approach
  • Tested different landing pages, ad messaging, and bid/ad position strategies
  • Used findings to customize keyword strategy per highest performing combination
  • Continuously dialing investment up or down based on ROAS and margin
Results

In addition to achieving a 95% lift in ROAS, our team also reduced offer-centric promotions to improve this client’s margin. By leveling up the nonbranded keyword strategy and management in search, we were able to save the client money which was then reinvested in the shopping network.

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