Published
October 12, 2019
Category
PPC Management
client
Aspan (Canada)
Liquor Store PPC Case Study
The Challenge
For this case study, The main challenge was finding a way to increase conversions and to lower down the (CPC) cost per conversion on advertising spending.
Client Problems Earlier
· Over Spending With Almost No Conversions
· Complaints On No Data for Optimization
Reason For Low Performance Observed
· Inadequate Budget Distribution
· No Proper Campaign Segmentation
· No Call Tracking
Solution & Process
I created different ad campaign for various cities at various times of the day. As people order in various time of the day, My team and I needed to estimate the variety of orders in morning, evenings and vacations to evaluate the greatest activity. For mobile phones I developed a separate campaign.
I started with a full SEO audit and fixing the problems of the website, tightening up the architecture and framework, and also focusing the targeting on the keywords and LSI which I knew were most likely to move the needle in sales. Redesigned the landing page and I then began to build the ads profile back up, developing whatever in an incredibly limited structure that contributed to boosting top quality rating as well as increased significance between search terms, keyword phrases, advertisements.
Steps taken
1. Added Remarketing
2. Adjusted The Location level Bidding
3. Added 610+ Keywords as negative keywords
4. My team and I observe closely at data coming in and adjusted the bids for higher quality results.
Results
With the above implementation, my client saw a significant increase in delivery orders via Mobile as well as Tablet Devices, with sales boosted at peak times of the day. The conversions within 2 months increased from 80 to 135.
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