How To Increase ROI Using AdWords

The data above is from an actual campaign. The eCommerce website is tied to Google Merchant Center and AdWords. Product feeds are submitted to Merchant Center (a free perk from Google). The AdWords account includes a shopping campaign with ads for each product in the feed. When someone searches for a product Google’s system kicks into gear, performing an auction with various merchants bidding on the opportunity to display their products.

The tricky part in all of this is knowing how much to bid. Bid too high and all your profits get eaten up, too low and you won’t get seen.

Obviously this is a simplified picture of setting up a profitable ad campaign. It’s taken years of experience, research and Google certification to get to this goal. The real answer to increasing your return on investment involves much more than creating a Google AdWords account. Success comes when you have a seasoned professional maintaining the account.

Client Spotlight: CSH Electric Motor Supply Inc

I’ve known Dan for more years than either of us would like to think about. I enjoy supporting his Owosso-based business because he is passionate about customer service. You can tell by the rave reviews on his site. Aside from selling every electric motor you can think of, Dan also manufactures Failed Circuit Alarms and High/Low Water Alarms . I’m thrilled to say that since I began managing Dan’s AdWords account last year his revenue has increased by more than 175%

Google AdWords Case Study

Chris is a very savvy businessman. He runs two online stores that sell wholesale goods to dealers and the general public, and makes enough money to support his wife and their 6 children.

Chris contacted me last year and asked if I could review his online advertising accounts -he thought he might not be getting the highest return on his investment. I did some digging and found:

January – July 2016 he’d spent over $20K for his Google AdWords campaigns, and only 14K revenue from those campaigns
His website had been updated, resulting in changes to the URL structure – This meant that every time someone clicked an ad, they received a Page Not Found message. In Chris’s words, he was paying to send customers to pages that didn’t exist.
It also meant that all organic links to his previously indexed pages were broken.
AdWords campaigns were created by an SEO company in June 2015, but no changes were ever made to that account. The company billed Chris $300 each month – a total of $3,600 before he cancelled the account

Before

After

Spend: $20,000
Revenue: $14,000

Spend: $11,000
Revenue: $99,000

One Year Later – The Astounding Results

Revenue increased more than 600%

January – July 2017 spend has been 11K and revenue earned from AdWords? Over 99K

If you aren’t sure you are getting the biggest bang for your AdWords buck, give me a call. The initial consultation is free and you just might end up finding buried treasure!

Holiday Sales

A family owned and operated business, Stylish Home and Gifts has been in business for over 20 years. The owner requested assistance with advertising products in her Bigcommerce website. She had hired another company originally, but sales hadn’t increased, communication was poor and the fees exorbitant. With the holidays just coming soon, she wanted to make sure her products were getting seen. Below is a screenshot of the Google AdWords Shopping Campaign I managed for 7 weeks. As you can see, an investment of $2k resulted in almost $4,600 in sales.

Oct 23, 2015 – Jan 10, 2016

The Devil’s in the Details

CSH Electric Motor Supply, Inc. offers a huge selection of electric motors, mechanical float switches and alarms, fan blades, hubs, blower wheels, phase converters & motor accessories. Sales were good, but they were having trouble with their AdWords account and asked me to take a look.

A few commonly made mistakes had created a marketing disaster. For example, ads for pool motors were displayed for any search term that included the word pool ie. ‘swimming pool’.

Below are screenshots of their account before they contacted me, and the same period one year later.

Mar 1, 2014-Nov 30, 2014

Mar 1, 2015-Nov 30, 2015

Cleaning Up in Royal Oak

Pristine Clean has a reputation for reliable carpet cleaning service in the Royal Oak area. To take advantage of this the Super Service Award from Angie’s List is now displayed site wide. Links to social media sites such as Yelp, Facebook, Linked In and Twitter are also displayed.

A new mobile friendly site design was developed and 301 redirects put in place to avoid 404 errors. The site has been updated to include several more services and the IICRC Certified badge.

Ongoing link development has been a priority to increase the website page ranking in search results. An xml sitemap was incorporated which automatically submits to the top search engines when any changes are made to the site.

Google AdWords were used briefly, but disabled when it became apparent that competition in this largely metro area made pay per click much too expensive. The site’s major source of traffic is Yelp. http://www.yelp.com/biz/pristine-clean-royal-oak, where the company has several 5 star reviews.

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From the Owner

Hillary has created a few websites for my business. I greatly appreciate her timeliness in getting the projects done on time and on budget.

Her results have been excellent and I have always been very happy with the whole process. Her communication with me through the whole process was great.

She has setup AdWords for me and we have tracked ROI. She has made insightful recommendations that I have followed that have benefited my company.

Her work doing SEO has helped us get more work from the Internet. She has also talked to us about how we can improve our SEO ourselves using social media like Facebook, Youtube, Blogs, and more.

She is a great resource that I trust and use whenever I have any needs or questions about the internet and marketing my company.

Mark Newvine

Owner, Pristine Clean, LLC