As a PPC practitioner, nothing’s quite as nerve-wracking as revamping an account structure and seeing how it performs post-launch. Talk about pressure! Restructuring a PPC account is quite an undertaking but often a necessary one. As your project evolves over time, so do the engines.
What your paid media efforts were focused on five years ago, isn’t necessarily helping reach your goals today.
We totally get it and have been through it! We’re here to walk you through the ins and outs of a restructure recently 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. Obviously, 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 started by assessing the state of our domestic (US and Canada) campaigns by digging into keywords first. We looked for overlapping or repeated keywords in order to consolidate and simplify, as well as ensuring only the most relevant keywords to an ad group were present.
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.
In order to restructure our campaigns, we:
💡 Conducted keyword research to see where competitors were seeing success on search terms we weren’t already bidding on
💡 Incorporated those new keywords into new ad groups and even new campaigns
For our Paid Social campaigns on Facebook, we got more granular in our audience targeting, ensuring coverage from audiences earlier on in the journey to purchase their product (ex. Interest and Lookalike audiences) and capturing users who are in the consideration or purchase state (Remarketing).
These audiences were then further segmented by priority pages on the client’s website, with the goal of increasing traffic to top-of-funnel pages and increasing broader conversion actions on lower-funnel pages.
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.
- CTR increased +22%
- Conversions increased +200%
- CPA declined 48%
- Conversions increased +184%
- CVR increased +13%
- CPA declined 6%
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.
- Impressions increased +30%
- Clicks increased +276%
- CTR improved +190%
- Spend increased +30%
- Sessions increased +249%
- Conversions increased +644%
- CVR improved +98%
- CPA improved 83%
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.
Be sure to sign up for the Seer newsletter to receive all the digital marketing updates!