The AdWords account is not structured in a way that maximizes the effectiveness of advertising all products or services offered by the business. This can lead to inefficient spending and lower ROI. Additionally, the budget may not be properly allocated across campaigns, leading to some campaigns being underfunded while others are overfunded. As a result, some campaigns may not be receiving the necessary budget to reach their full potential, while others may be wasting their budget on low-performing keywords or ads. This can negatively impact the overall performance of the account and lead to missed opportunities for growth and revenue.

Solution 

To address the issues with the AdWords account, we restructured the account by removing underperforming keywords and breaking out products into their own product groups. This allowed us to more effectively allocate budget and target specific products with relevant ad copy and keywords. We also implemented ad copy A/B testing to determine which ad variations were performing best, and optimized landing pages to improve the user experience and increase conversion rates. Furthermore, we implemented a new bid strategy that focused on maximizing conversions while maintaining a target CPA. This bid strategy allowed us to automatically adjust bids based on the likelihood of conversion and the cost-per-click of each keyword, resulting in more efficient spending and increased conversions.

The results of these changes were significant. We saw a nearly 900% increase in conversions, which was the primary KPI we were focused on improving. Other KPIs, such as click-through rate, conversion rate, and average order value, also showed improvement. These improvements were sustained over time, indicating that the changes we made were effective and sustainable. Overall, the restructuring of the account, implementation of A/B testing, and new bid strategy were successful in improving the performance of the AdWords account and driving significant growth in conversions and other KPIs.