Challenges

High CPC: The client faced high cost-per-click rates, leading to limited ad exposure and low traffic to their listings.

Low Conversion Rate: Ineffectively optimized listings resulted in poor conversion rates and insufficient sales.

High ACOS: The campaigns struggled with an unmanageable advertising cost of sales (ACOS) of 64.4%, reflecting inefficient ad spend and a low return on investment (ROI).

Plan of Action

1. Campaign Audit A thorough audit of the PPC campaigns was conducted to identify weaknesses and areas for optimization. The analysis highlighted the need for:

• Improved keyword targeting.

• Ad copy refinement.

• Strategic bid adjustments.

2. Extensive Keyword Research and Optimization

• Performed in-depth keyword research to identify relevant, high-performing keywords.

• Refined the existing keyword list by removing non-performing or irrelevant terms.

• Integrated new, high-value keywords to attract better-quality traffic.

3. Ad Copy Optimization

• Revamped the existing ad copy to make it more engaging and targeted.

• Highlighted unique selling propositions (USPs) and included persuasive calls-to-action to increase click-through and conversion rates.

4. Bid Management and Budget Allocation

• Adjusted bids strategically, prioritizing keywords with higher conversion potential.

• Reallocated the budget to focus on top-performing campaigns while reducing spend on underperforming areas.

5. Monitoring and Performance Tracking

• Implemented robust tracking mechanisms to monitor key performance metrics such as CPC, conversion rate, ACOS, and ROAS.

• Conducted regular performance reviews to make data-driven adjustments for ongoing campaign optimization.

Outcomes We Achieved

Skyrocketed Sales

• Monthly sales increased from $4,991.55 to $8,832.4 within 30 days—a 2.5x growth.

Decreased CPC

• Optimized keywords, refined bidding strategies, and improved ad copy collectively reduced the CPC, resulting in greater ad visibility and higher-quality traffic.

Increased Conversion Rate

• Listing optimizations and enhanced ad content led to a significant boost in conversion rates.

• Trust-building elements such as revised product descriptions and engaging ad copy encouraged more purchases.

Controlled ACOS

• ACOS dropped from 64.4% to 32.8%, driven by lower CPC and improved conversion rates.

Enhanced Profitability

• Optimization efforts resulted in better campaign performance and a higher ROI.

• Increased sales volume combined with reduced ad spend contributed to substantial business growth and improved profitability.

Conclusion

Through a combination of strategic keyword optimization, compelling ad copy, effective bid management, and performance tracking, we achieved remarkable results for the client. This case study underscores the importance of a data-driven approach to PPC management for driving sales and profitability while reducing costs.