Case Study - SEM review optimization potential Case study discussing a SEM review to evaluate optimization potential and increase advertising efficiency

The Background

The customer successfully applies Google AdWords for several years to attract new customers and to activate existing ones.
Currently, keywords are booked in the Google account by the help of a specialized agency.
Each month a significant number of keywords do not lead to any conversion, but causes high costs at the same time.

Tasks

  • Identification of optimization potential within current campaigns and booking processes
  • Examination of existing tracking systems concerning synchronization and data collection

Implementation

  • Renewed classification of existing keywords into four categories: Brand, Generic, Generic-Shopping and Products
  • Creation of an ABC/XYZ-analysis to establish a significant relation between sales, costs, and CPO
  • Establishment of different A/B-tests to identify optimization potentials:
    • Parallel, different management of two comparably equal groups concerning sales (cost-revenue-relationship vs. CPO)
    • Development of existing Phrase-keywords to replace them with more detailed and Exact-keywords in the long-run
  • Serial testing of tracking parameters including deviation analysis

Results

Identification of an optimization potential by the amount of a one-digit million euro sum per year as a result of changed procedures in the areas of

  • Number of keywords and keyword development
  • Individual texts and links
  • Tracking / bid management / test setup / tools / reporting
  • Organization