We generated over $12.5 million in revenue while spending less than $250k on PPC.
I created paid search and retargeting campaigns that focused on a B2C product that cost between $2,000 – $4,000. Through continued optimization, our paid search campaigns generated over $12.5 million in revenue. Admittedly, it sounds too good to be true. And for many campaigns, I don't see quite this level of success. Here is how I did it.
Keyword Research & Ad Group Structure
At the start of this project, I spent roughly 10 hours on keyword research while utilizing tools such as the Google Keyword Planner, SEM Rush, a few other tools, and hours in Excel. This allowed us to identify the known universe of potential keywords that could help us generate traffic.
Next, we broke these keywords into similar groups which ultimately made up our AdGroups. This step allowed our future ad copy to be very specific and obtain higher quality scores and lower CPC.
Ad Copy A/B Testing:
During the first phase of the project, we created new ad copy and A/B tested our ads. This helped us identify what headlines and copy performed better while increasing our CTR from 0.25% to 8%. This step took roughly 4 weeks since we needed to obtain enough impressions and clicks to make statistically significant decisions.