Google Paid Search Campaign 

Physiotherapy ecommerce  - Case Study

I was given a task to analyse Search Campaigns for Massage Equipment Store to improve general performance of the account and visibility on Google search results. 

The Existing Structure of Search Campaigns – Two Large Campaigns with lots of ad groups inside with mixed logic of ad group sub-structures 

Ads not optimised for keywords targeted (Quality Score Affected)

Ads showing against many irrelevant searches (Due To Strategy Used – Maximise Clicks)

Difficulties managing budget due to one bigger budget assigned to lots of different ad groups

Limited control over strategies used – as strategies are set at campaign level, it was impossible to effectively manage bidding options 

What’s more, the existing search campaigns had ad groups targeting the same keywords and only Maximise Clicks Strategies were used which pushed budget spend compromising on the quality of the traffic generated by overriding our negative keywords instructions.

To stop budget waste due to ads showing against irrelevant search terms

To plan & Improve the account’s general structure for clearer insights on data and better performance over time

To improve Quality Score throughout the account for better ad relevancy and lower costs

To improve client’s KPIs

Based on all of the above factors I then followed up with these actions:

Reviewed Search Term Report to see which terms the ads were showing against, created an updated list of negative keywords and included it in campaigns

Reviewed Search Term Report again and extracted new keywords not yet targeted but relevant to the products sold by Massage Warehouse

Identified top converting keywords inside of the existing campaigns and planned their new location inside of the new account structure

Created a draft for new Campaign Structure and Ad Groups – new campaign structure to reflect the website’s product categories 

Prepared 3 Expanded Ads variants for each Ad Group with keywords used in headlines and descriptions to improve QS 

Gradually moved keywords from old campaigns to new ones – pausing old campaigns after the new ones were approved

Added Massage Warehouse Branded Campaign 

EXAMPLE OF KEYWORD RESEARCH:

NEW CAMPAIGN STRUCTURE:

Budget split across the campaigns 

Adding Sitelink Extensions and Price Extensions to further optimise Ads

Remarketing enabled: In-Market Audiences – Website Visitors, Returning Visitors & Cart Abandoners were added 

A portfolio of Bidding Strategies have been chosen to make the most of existing improvements – For the highest value keywords (massage tables) I used Target Top of Page Bidding Strategy to maximise the value of conversions whereas for lower value keywords I used Target Cost Per Acquisition to try and deliver conversions at optimum cost. For Branded Campaign I used Enhanced CPC and adjusted the bids manually at keyword level to reach Top of the Page as this campaign proved very cheap to run very quickly 

AVERAGE COST PER ACQUISITION BEFORE THE CHANGES - £10.02

AVERAGE COST PER ACQUISITION AFTER THE ACCOUNT MAKEOVER - £7.52

Branded Campaign Converting at Account’s Record Rate – Conv. Rate 18.77%

This new structure is still being optimised and the portfolio of bidding strategies carefully monitored to ensure consistent conversion delivery at desired CPA.