PPC conversion rate extremely low and overall client PPC campaigns generating negative ROI with client not understanding why.
Three problems identified:
1. Visitor not seeing purchase page
2. Those that did see were not engaging purchase button
3. Poor Adwords search & remarketing campaign geo-targeting
We implemented scroll tracking and were able to determine only less than half of visitors actually scrolled far enough down page to see the purchase button CTA. Those that did see purchase button, less than 2% of visitors actually clicked on purchase button. Adwords & Remarketing campaigns had ineffective bid adjustments & keyword planning.
Removed unnecessary content near top of landing page & increased visibility of purchase CTA by moving further up page
Created custom (JS Scripts) & geo-targeted bid adjustments for both search and remarketing to increase spend in target areas/decrease in less important areas
Restructured keyword lists and enhanced negative keyword list for better ad spend Created new remarketing campaign
Reduced Avg. CPC by 23% , through keyword optimization and saw a 338% increase in PPC purchase conversion rate, and a 719% increase in purchase button clicks driven by campaign optimization.
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