Improving Performance with Automation

In one of the previous blogs, we discussed ‘How to Blend Automation into Your PPC Strategy’ and provided an example of how our paid media team incorporated return on ad spend (ROAS) and cost per acquisition (CPA) bidding into their PPC strategies.

This blog will also discuss automation; however, it will dive deeper into one of our clients’ accounts and how, including automation into their PPC strategy has significantly improved overall results.

Account re-structure

London Graphic Centre is a leading retailer for graphic, art and design materials. Over the last two-years, PushON has focused predominately on shopping campaigns and creating a structure that will have longevity.

To begin with, the team structured the campaigns into categories and ad-groups into the price of the product – this allowed the team to optimise the products on a much more granular level and have better control over budgets. From here, the team conducted bid optimisation weekly to drive sales, as well as improve return on investment (ROI). In addition to this, the paid team looked through daily search query reports to manage campaign efficiency and spend wastage. A top products campaign was also created, which included London Graphic Centre’s bestselling products and put on high priority.

Automation

Due to automation not being at the standard it is at now; the shopping campaigns were running on manual bidding for approximately a year allowing ample data to build up. So, when the paid team eventually moved the shopping campaigns onto ROAS targeting, Google had enough data to make informed decisions.

In January 2020, the paid media team began to roll out ROAS targeting the lower ROI campaigns and optimised daily to ensure the campaigns were as efficient as possible. Optimisation consisted of adding irrelevant search terms to the negative keyword list, as well as monitoring ROI weekly and either decreasing or increasing ROAS across each campaign depending on results. For example, if a campaign was not generating the desired ROI, the team would gradually reduce the ROAS to increase conversion value; therefore, letting Google know we were willing to spend more for each conversion. This continued throughout January and eventually, in February, all campaigns were running successfully on ROAS targeting.

Results

Since moving the shopping campaigns on ROAS bidding in January, the team has witnessed successful results. Awareness metrics saw a significant improvement. Clicks increased year-on-year by 77% and impressions by 76%.

Also, revenue increased drastically by 248%, and conversion rate saw an uplift of 89% year-on-year. This also came with an improvement in ROI, up 150% year-on-year.

The shopping campaigns continue to grow each month, and the team couldn’t be happier with how the account has improved since implementing automation into the London Graphic Centre’s strategy.