To turn PPC failure into success.

To turn PPC failure into success: -

Even when PPC efforts fail, one can still get insights to improve the next campaign.

Here are the lessons learned from a PPC glitch.

In the world of PPC marketing, everyone fails at some point. It is unavoidable.

In fact, it will probably happen to anyone, many times.

But someone can learn a lot from the failures of PPC.

In the case studies, success was defined as the discovery of profitable opportunities available in Google Ads.

A client whose niche is the health and beauty industry, which has numerous national brands with large PPC budgets.

Also aware that there would be keywords, products, and categories that just wouldn't be profitable.

Focusing on acquiring new customers and planning to exclude existing customers.

Upload a Customer Match list to Google Ads to achieve this.

Shopping ads were being tested, as well as keyword-targeted text ads.

After completing keyword research, developing the account structure, writing ad copy (and ad extension text), and actively getting the product feed on Google Merchant Center, she began serving ads.

Search volume for top keywords and products was large enough to drive more than enough traffic to exhaust budgets.

The problem was more about choosing the best possible keywords so that the conversion rates would be high.

The 1: 1 ROI was by no means sustainable for the company, even taking into account the lifetime value (LTV) of customers.

Google changed the policy on customer targeting lists:

The new policy stated that an account had to have more than $ 50,000 in lifetime expenses to use Customer Match (basically), so we were unable to effectively exclude existing customers as planned.

Conversion rates were lower than expected:

The site had a site-wide conversion rate of over 4 per cent prior to running the test.

Predicted that PPC traffic would not reach this level (email and direct traffic frequently convert at higher rates because they include buybacks from existing customers, which is common in this industry), but the conversion rate of 2 per cent who succeeded did not make the math work. out of.

The most important factor here was obviously the conversion rate.

The math just didn't work.

Turning PPC Failure Into Success:

Success was defined as finding profitable opportunities in Google Ads.

Experiments and tests only fail if don't learn from them.

There were several conclusions for the company that justify the expense and effort of this test:

1. Establish a baseline:

Learned that CPCs for shopping ads and all major categories would be at least $ 1.25- $ 1.40 to get exposure.

It is not a big exposure, but the top of the page.

The best campaign had a conversion rate of 3.25% and across the account, it was 2%.

So even in the best-case scenario with a below-range CPC and a higher conversion rate, we still had a cost/conversion of about $ 38.50.

That still wasn't good enough to continue in the customer's eyes.

2. Know what products are selling and what keywords are driving sales:

Admittedly, there weren't many conversions at this budget level, but we did see which products were sold through Shopping ads and which keywords gave us sales in-text ads.

3. Actual search query data:

Moving forward, this company now has real data from real inquiries written by real people and clients.

While keyword research tools are helpful, they are estimates and approximations.

This data is a roadmap for future testing.

4. Tested ad copy:

Have two main messages in the ad copy.

One focused on third-party product quality validation and "Awarded" was used prominently.

One focused on discounts and featured a percentage discount that new customers could earn by signing up for the newsletter.

The message that "Awarded" used was the winner.

That information can now be used in other channels.