The client came to CPC Search hoping that we might grow revenues and profitability of their PPC program. Upon auditing the client’s Google AdWords account, we noticed that there were multiple opportunities to optimize and expand Search and Content campaigns for this client. After 6 months, CPC Search has achieved very significant results*

• Revenue up over 100%
• Profit (after agency fees) up 73%

Every client is different, but for this particular client we focused especially on separating out Content from Search campaigns, adding and managing content placements, expanding content ad groups in the spirit of Google’s ‘Cast Your Net (CYN)’ technique for contextual campaigns, and on restructuring the Search campaign by creating multiple ‘child’ ad groups from what had been a small number of original ad groups in the Search campaign. We also had the wind to our back inasmuch as the client proactively sent additional display creative which, when rotated into our Content campaigns, improved CTRs markedly. In keyword land, ad fatigue is typically not much of an issue – the nature of keywords is that users search for what they need at the time, and later they are searching on something else that they need. With display ads, on the other hand, users may be seeing an ad again and again because they continually visit the same blog, for example. So, refreshing Content creative (display or text, actually) can actually do good things for CTRs.

* Note - we have used ’100′ as the month-0 benchmark number – revenue and profit numbers therefore represent percentage growth from month-0, rather than actual revenue and profit for this client. Also, we net out our PPC agency fees since we took over from an internal team rather than from another SEM agency.