Situation : Our client was seeing a declining performance from paid search marketing. Their ROI sales revenue to PPC spend ratio was 2 to 1 and declining, meaning that activity was unprofitable
MediaSense undertook a wholesale review of their approach to paid search, leading to a complete re-structuring of Campaign and Ad Groups framework, total revision of keyword selection, a review of bid and daypart strategies, a review of propositions and text box copy, and a review of generic versus long tail keyword performance. We instigated daily level campaign optimisation and implemented universal tracking.
Outcome : The ROI sales revenue to PPC spend ratio increased from 2:1 to 5:1, returning activity to sustainable and healthy profit margins.