MNsearch Event - "Success Stories in Digital Marketing" Presented by Nick Noble, Digital Marketing Manager, Versique Focus area: PPC An inside look at the playbook that took one eCommerce company’s AdWords account to the big league of results. We’ll count down the top 10 plays that made the account great. This is a Wednesday night highlight that you won’t want to miss.

1. A Game Changing
AdWords Account
Audit
Presented by Nick Noble, Digital
Marketing Manager, Versique

2. The Goals:
• Increase Revenue (duh)
• Increase New Accounts
• Avg. Order Size > $100
• Revenue/Cost Ratio > 7:1
• Took the Account Over
in July/August of 2014
• No Mobile
• Monday – Friday
(No Weekends)
• Scalable Budget to
$25k/mo at a 7:1 ratio*
The Background:
@LookingforNoble

3. The Audit:
• Based On Our Goals:
• What’s Working?
• What’s Not?
What & Where:
Campaigns
Ad Groups
Ad Copy
Keywords
VS
KPIs:
Revenue/ Cost Ratio
Avg. Order Size
Total Revenue
@LookingforNoble

4. The Audit:
• Where is the Spend Going?
• Where is the Revenue Coming From?
• What has the Highest Revenue/ Cost Ratio?
• What has the Highest Avg. Order Size?
• Where are the Good Quality Scores At?
• Chart It Out!
@LookingforNoble

5. @LookingforNoble
Chart It Out!
6%
9%
85%
Number of Orders
$31.13
$71.36
$6.72
$72.30 $91.87
$0.00$0.00 $0.00 $0.00 $0.00 $0.00 $0.00
$315.66
$138.30
$35.97
$169.79
$115.47 $115.16
$0.00
$86.99
$37.34
$215.75
$1.00
$23.43
$0.00 $0.00 $1.00
$117.62
$0.00 $0.00$0.00
$320.04
$31.15
$170.30 $170.81
$286.95
$113.58
$190.12
$94.78 $108.62 $123.93
$99.07
$0.00 $0.00 $0.00
$22.60 $14.93 $0.00
$70.28
$169.65
$11.87
$61.49 $74.47
$0.00
$120.05
$185.20
$81.73
$295.87
$350.77
$71.58
$203.52
$150.28
$33.22
$67.91
$102.23 $85.49
$18.26 $30.62 $27.67
$48.96
$0.00 $0.00$0.00 $0.00 $0.00
$25.44
$465.65
$241.75
$0.00
$35.98 $45.18
$0.00 $0.00 $0.00
$122.89
$91.13
$39.94
$236.31
$91.60
$114.82
$197.47
$147.52
$34.93
$283.85
$157.92
$254.19
$0.00
$50.00
$100.00
$150.00
$200.00
$250.00
$300.00
$350.00
$400.00
$450.00
$500.00
Avg. Order Size
$59,594.31
$92,525.12
$70,389.22
$92,719.09
$75,374.73
$43,776.60$4,541.72$10,326.35$12,120.41$19,869.47$5,684.96$10,676.13$41,517.77$39,524.60$21,891.51$23,429.94$33,737.33$27,614.87
$105,653.80
$142,376.07
$104,401.14
$136,018.50
$114,797.02
$82,067.60
$0.00
$50,000.00
$100,000.00
$150,000.00
Total Revenue
Total - Search Total - Display Network
Total - Shopping Total
19%
7%
24%
7%
6%
9%
20%
4%4%
Number of Good New
Accounts
0
20
40
60
80
100
120
May June July August September
Revenue/ Cost Ratio
$0.00
$200.00
$400.00
$600.00
$800.00
$1,000.00
$1,200.00
$1,400.00
$1,600.00
May June July August September
Costs
47%
15%
15%
13%
4%6%
Ads Avg. Order Size > $100
3%
15%
5%
8%
12%
3%8%1%2%
38%
5%
AdGroups Avg. Order Size > $100
Circuit Protection
Dynamic Search Ads - DSA
New Products
RSLA
Sub Categories
Terminals & Connectors
$0.00
$5,000.00
$10,000.00
$15,000.00
$20,000.00
$25,000.00
$30,000.00
$35,000.00
$40,000.00
$45,000.00
$50,000.00
December January February March April May
Total Revenue

6. Where Are My Good Quality Scores At?
@LookingforNoble

7. The Findings: The Bad
• Over 75% of Spend and Revenue was Branded
Keywords and Remarketing
• No Longer Updating and Utilizing PLAs – C’mon man!
• No Dynamic Search Ads Campaign
• No Bid Adjustments or Ad Extensions
• Overall Poor Management
@LookingforNoble

9. The Findings: The Good
• Manufacturer + Part # = Touchdown!
• Excellent Quality Scores Due to Branded
Campaigns – SCORE!
@LookingforNoble

10. The Game Plan:
• Restructure the AdWords Account
• Focus on Non-Branded Terms to Drive New Accounts
• Increase Impression Share on the Successful “Types” of
Search Queries
• Expand Successful “Types” of Ad Groups within Campaigns
• Create & Optimize a New Shopping Feed
• Create Dynamic Search Ads Campaign
@LookingforNoble

11. The Results:
• Maintaining A Revenue/ Cost Ratio > 7:1 (8.09)
• Avg. Order Size > $100 ($151.92)
• Generated Over $1M in Revenue this Year
@LookingforNoble

12. $0.00
$20,000.00
$40,000.00
$60,000.00
$80,000.00
$100,000.00
$120,000.00
$140,000.00
PPC Revenue (Non-Branded)
Cost Revenue - Adwords Linear (Revenue - Adwords)
@LookingforNoble

13. 0
50
100
150
200
250
300
350
New Accounts from PPC Campaigns
@LookingforNoble

14. The Results:
“… their PPC team was really, really impressed with
the campaign stats overall plus the execution and
organization of the campaign… Definitely a thumbs up
to Nick and Versique. Thank you!”
@LookingforNoble

15. Thank You!
@LookingforNoble
nnoble@Versique.com