A home and kitchen product seller with good products and great reviews contacted our team for consultation. The client had hired an inexpensive and inexperienced servicer to manage his PPC, and was looking for much-needed campaign restructuring. With no clear strategy for bid optimization and many irrelevant auto-generated keywords, the products were being overshadowed by competitors and losing valuable opportunities for conversion. This client is eager to hire an agency that truly understands their business and will really take a hands-on approach to their account.
The deal here was simple. We eliminated many ineffective existing campaigns and created new ones with better keywords. We also added negative phrases to avoid confusion with other products. While keeping our focus on bringing ACoS down, we launched a few ranking campaigns in which we targeted top keywords.
After 1 month under our management, the ACoS came down by 10 points, and sales increased by 40%.
It is worth noting that when the goal is to reduce ACoS, overall sales often suffer. With this client, however, we actually increased sales while bringing the ACoS down in just a few weeks!