Visiture began PPC management for a seller of allergy relief products, AchooAllergy.com. When asked about their experience with PPC, the client replied, “PPC has gotten more expensive and less effective… We don’t feel like PPC is a money maker for us.” Their goals were clear: “Branding is important, but increasing sales while maintaining profitability is by far the most important goal.”
Visiture was tasked with not only increasing sales, but also reassuring the new client that PPC advertising was profitable and important.
By employing the following tactics, the Visiture PPC team was able to increase sales (conversions) by 69% Year over Year, increase revenue by 67% YOY, and improve return on ad spend by 79% YOY:
- Establishment of return on ad spend goals
- Account Restructure: Traditional Search, Shopping, & Remarketing
- Feed Optimization
- Mobile strategy implementation
Increase Sales (YOY)
Increased Revenue (YOY)
Improved Return on Ad Spend
Shopping Feed Optimization.
In the past few years, Google Shopping has become a major revenue and conversion generator for the majority of our clients. Feed optimization lays the groundwork for Shopping/PLA campaigns, and the Achoo Allergy feed required detailed back-end work prior to launch.
The Visiture team optimized product data and ensured that all required attributes were represented and Google product categories were appropriately classified to all products within the feed. Through ongoing optimization, the team ensured the best-selling and most profitable products gained maximum exposure within Product Listing Ads.
The return on ad spend within the shopping campaigns remained considerably above the client’s goal, while the Visiture team was able to exponentially increase sales and revenue volume.
Shopping Campaign YOY Spend
Shopping Campaign YOY Conversions
Shopping Campaign YOY Revenue
Overall Performance Results.
With the combination of account restructure, shopping optimization, and mobile strategy, aligned with a concrete ROAS goal, Visiture was able to create a drastic improvement for Achoo Allergy’s PPC profitability year over year.
The team surpassed all goals and expectations, proving the value of PPC advertising to the client. Achoo Allergy’s decision to increase PPC budgets for 2016 was representative of their confidence in the program.
YOY Conversion Rate
Data Driven Marketing + Creative Commerce = Results.
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