Yes Yes Yes decided to contact the Innovation Visual team as their previous incumbent agency in charge of PPC did not provide accountability and profitability. Their good branded terms performance masked poor campaign performance.
We were asked to reinvigorate the company's PPC performance and provide tangible accountable return on investment that were inline with the overall business objectives.
We re-organised the PPC account, separating out the key target regions (USA & Canada / Europe (eurozone). This helped us create region specific PPC strategy such as using bid adjustments for best performing countries, set time zones, bid in local currency and made it easier to separate ad extensions.
Working with Yes Yes Yes to develop their content development strategy, we helped them create greater connections with their audience by re-evaluating targeting key terms that support the different customer personas throughout their buying journey.
Campaigns were reorganised to ensure that audiences were re-evaluated to ensure we maximised quality scores for specific ad groups, negative keywords simplified from 100K to a more manageable 2k and wrote more audience relevant ads.
Landing pages were improved to maximise conversions & increase quality scores +; including reordering content and merged duplicate content between different pages.
To ensure clarity of reporting and provide client reassurance we separated branded terms from the campaigns to provide a clear idea of performance.
We significantly increased on page conversion rates, condition guide downloads rose from between 479% to 3,900% over a 9 month period.
We have turned the performance of the business around, re-positioning the PPC strategy. With revenue and data informed ROI improving the next steps will be to focus on organic search and consult with YES YES YES on the design and implementation of their new website.