Red and White Shop- The AdVenture Media Case Study

CASE STUDY:

red & white shop

www.redandwhiteshop.com

A D V E N T U R E M E D I A P R E S E N T S

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Address: 407 Central Avenue, Cedarhurst, NY, 11516Phone: (516) 218-3722

Email: [email protected]

RED AND WHITE SHOP CASE STUDY PRESENTED BY THE ADVENTURE MEDIA GROUP

Introduction LOCALLY OWNED BY A NORTH CAROLINA STATE UNIVERSITY GRADUATE, RED AND WHITE SHOP AIMS TO HAVE THE BEST SELECTION OF NC STATE PRODUCTS.

Since August 2008, Red and White Shop has proudly supplied the NC State fan-base with official Wolfpack gear, while donating a percentage of sales back to the University to sup-port academic scholarships and athletic programs.

In April 2015, the staff of Red and White Shop had been referred to AdVenture Media Group, LLC. by Ruth H. of Moissanite (moissanite.com), another client of AdVenture Me-dia’s. The staff requested a free Google AdWords audit and was very interested to learn about effective strategies within their account that could be implemented with immediate results.

At this point, Red and White Shop had been participating in search engine marketing for about a year. They averaged an AdWords Quality Score below five, had spent more than $9,000 in Google AdWords, and while they had received around 39,000 ad clicks over that time, they were not tracking conversions. As a result, there was no way of measuring a return on investment.

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Their campaigns had been managed by an account manager at Google. While it may seem like a Google employee would know AdWords best, these account managers are ty-pically entry level and do not possess the level of knowledge that an experienced Certified Google Partner Agency does. Further, these employees seldom actively manage accounts; rather, they are reactive to the client calling and requesting a specific action be taken on their account.

Red and White Shop was eager to join the AdVenture Media family and we are happy to say that we saw immediate positive results as well as sustained success since inception. Our relationship with them has been positive and rewarding, and we look forward to hel-ping Red and White Shop serve the Wolfpack fan-base for years to come. Shop Local and Go Pack!

Thanks for taking the time to look through this case study. We hope you find it both enga-ging and informative.

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ContentsDiagnosis 7

Account Structure 8

Geographic Targeting 9

Planning 11

Implementation 12

Launching Google Shopping PLA‘s 15

Performance and Structure 16

Quantifiable Results 17

New Quality Scores 18

FAQ‘s 20

Final Words 24

Testimonials 25

1 BACKGROUND

2 STRATEGY AND IMPLEMENTATION

3 RESULTS

RED & WHITE SHOP CASE STUDY – ADVENTURE MEDIA GROUP

1Background

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DiagnosisRed and White Shop came to us in need of a PPC management agency that could diagnose their AdWords campaigns and discover why they were not seeing the types of results that they had initially anticipated. After running a complete audit and analyzing the historical data in the account, we discovered:

ACCOUNT STRUCTURE WAS A DISASTER It appeared that the account manager whom initially setup the account did not complete enough research related to the market, the company’s products, or the competition. As such, the keywords were too broad and the associated ad copy was not relevant enough to the search queries.

STAGNANT QUALITY SCORE As a result of the poor keyword structure and irrelevant ad copy mentioned above, the Quality Scores were very low and not improving over time. As a result, Red and White Shop was sacrificing impressions and ultimately paying more for clicks.

NO CONVERSION TRACKINGGoogle account managers do not set conversion tracking up for clients. Similarly, they will not run tests to ensure that the tracking code is installed correctly. Without this feature, the client would not have been able to confidently determine that their AdWords marketing was a profitable venture.

While there were other issues in the account, these were the primary metrics that informed us of how much work the account needed. These sore points also gave us a solid foundation from which to work from. We knew which areas needed the most work and we knew where to begin optimizing and restructuring the account.

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All campaign ads (left), Keywords Within One Ad Group (right)

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PROBLEMATIC ACCOUNT STRUCTURE AND KEYWORD ORGANIZATION CAUSES LOWER PERFORMANCE AND INCREASED COST PER CLICK

It’s crucial that each ad group is organized by thematically related groups of keywords. In the above screenshot, we see keywords like “nc state stuff,” “Raleigh NC State store,” and “wolfpack t shirt” all lumped together in one ad group.

This means that searches related to all of these keywords would trigger the same variations of ad copy, when ideally we’d want to ensure that each keyword theme receives tailored ad copy to increase relevancy in the eyes of the person performing their search. Segmenting keyword lists into appropriate ad groups with highly specific ad copy will also increase Quality Score, increase click through rate and decrease our cost per conversion.

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GEOGRAPHIC TARGETING ... LITERALLY ALL OVER THE PLACE!

Red and White Shop has a physical store near NC State’s campus in Raleigh, NC, but ships orders to the proud Wolfpack fan-base throughout the continental U.S. Their website header showcases their $4.99 shipping rate, and they have a separate page dedicated to shipping information.

A low shipping rate is a very valuable advertising proposition. However, it would be both unethical and frowned upon in the eyes of Google to advertise a false promise within your ads. This mistake risks negative actions being taken on the account by Google.

One of the campaigns was originally set up with global targeting. As mentioned above, there would be negative implications to advertising the $4.99 shipping rate to customers that would not qualify for this rate. Moreover, international clicks resulted in a serious waste in ad spend.

RED AND WHITE CASE STUDY – ADVENTURE MEDIA GROUP

2Strategy

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PlanningLow Quality Scores across the account indicated that Red and White Shop was overpaying for ad clicks while sacrificing ad rank. It was crucial to invest in our quality score by taking several courses of action immediately.

Account Structure

Our team decided to organize the campaigns by geographic region, and organize the ad groups by merchandise cluster. This enabled us to write more compelling ad text that directs the user to the most relevant page that will help them find what they are looking for.

Each product cluster has a different price point, so thanks to this granular ad group structure we are able to make keyword bid adjustments while being mindful of ROI

Conversion Tracking

Proper installation of conversion tracking is essential if you want to collect the data that is necessary for effective optimizations.

We worked with Red and White Shop’s web developer to get this code properly installed on all thank you pages, and then performed the necessary tests to ensure that it would accurately record purchases.

Quality Score Focus

Proper account structure resulted in ad groups only featuring related keywords. Within these new ad groups we wrote relevant ad copy that was more appealing to searchers, resulting in a higher click-through-rate.

Finally, our ads directed to landing pages that were most relevant to the search query

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Restructuring The Account We chose to split up the account into two geographic audiences: Local and Nationwide. The Local audience largely consists of current students and local die-hard fans, while the Nationwide audience largely consists of alumni family members of students. These audiences differ in their needs, desires, and ultimately have different buying patterns.

For example, it would be more valuable to show an ad featuring the $4.99 shipping policy to an alum living in Southern California than it would be to someone who could potentially pick up their purchase at the store, whereas a local resident might be more interested in an ad featuring cold-weather gear to wear to Carter-Finley Stadium than the alum in Southern California would.

SPECIFIC STEPS WE TOOK TO RESTRUCTURE THE RED AND WHITE SHOP ADWORDS ACCOUNT.

Segmenting the campaigns at the top level by geographic region. Fans in the Raleigh, NC region are targeted by one campaign while the rest of the continental U.S. is targeted by another.

This structure also gives us the option to adjust the budget based on seasonality, for example, allocating more of the budget to the Nationwide campaign in the summer months when students are home on break.

Individual ad groups were then created based on specific products or features of the website, such as sweatshirts or clearance. This granular ad group development may have initially taken a long time to create, but it enabled us to write ads that were incredibly specific to the users search. We also created a broad ad group that related to users that are using search terms like gear, clothes, clothing, merchandise and swag.

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Remarketing is an integral component of any AdWords strategy. By placing a remarketing tag within the footer of a website, all visitors will be tagged with a cookie that will add them to a custom audience. From there, display campaigns can specifically target these audiences.

In our experience, we have found that remarketing is almost always a worthwhile venture if executed correctly.

Dynamic Remarketing, however, is an even greater advantage E-commerce sites.

This feature allows you to serve an ad to a user featuring a specific product that the user has previously viewed. Dynamic Remarketing is one of the greatest opportunities that AdWords has to offer in terms of return on investment.

Red and White Shop was running a remarketing campaign, but they were not taking advantage of Dynamic Remarketing. As such, our team explained the benefits of this feature and helped them install the necessary components.

Increased ROI through Dynamic Remarketing

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STRATEGY IS OUR BEDROCK

A successful advertising

campaign can only manifest from a sound

strategy. One unique to your business and goals.

TEAMWORK IS OUR EXECUTION

We know that true, meaningful client-

agency collaboration is crucial to the ongoing

success of each account.

teamwork

strategy

INCREASED ROI THROUGH GOOGLE SHOPPING

Setting up a Google Shopping Campaign may seem complex, but once it is successfully linked to your Google Merchant Account it is rather simple and can yield incredible results in terms of click through rate and ROI. Unfortunately, if your GMC data feeds are not automatically updating, your Google Shopping ads will not continue to show. We were able to quickly identify this issue and walk them through correcting it.

Red and White Shop preferred to manage their Google Shopping Campaign in house, but AdVenture Media still monitors this campaign by offering advice and ensuring that the data feed updates are not being disrupted.

RED AND WHITE CASE STUDY – ADVENTURE MEDIA GROUP

3Results

Top image shows how the campaigns initially performed after we took over management of the account.

Bottom image shows how our scheduled optimizations helped the account consistently improve across a range of key performance indicators.

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Sustained improvements

over time

Immediatesuccess and

results

IMPRESSIVE AND SUSTAINED RESULTS In the beginning, we were primarily concerned with the structure of the account and finding keywords that were relevant to the respective landing pages. It is always important to keep a close eye on the daily results while the new campaigns are in their nascent stage in order to make initial tweaks. We quickly found that many keywords or even specific ad groups had very low search volume, so we made small adjustments along the way.

As time went on, specific ad headlines were driving higher click through rates, so we were able to take advantage of this opportunity and test other aspects of the ad including display URL and ad copy. The campaigns benefitted from a significant increase in performance across all the key performance indicator metrics (KPIs). Through strategic geographic targeting and a neurotic ad group structure, we generated a drastic increase in Quality Score and overall return on investment.

It is not useful to compare the conversion data against the previous date range because the account had not been properly tracking conversions. However it is useful to compare it against ourselves to see how we improved the account after the first month of management. Thanks to careful optimizations over the first two months, Red and White Shop’s AdWords account saw a significant increase in sales at a lower cost per conversion!

RED AND WHITE SHOP CASE STUDY – ADVENTURE MEDIA GROUP

119 %increase in conversions

37%decrease in

cost per conversion

415conversion in first

2 months

22%increase in

paid website traffic

9%

increase in CTR

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Quality Score

The Quality Score of the account was almost immediately reset to 6.6 once we constructed and focused on small groups of thematically related keywords with designated, highly relevant ad copy. Within two months we had increased the overall Quality Score to an astounding 8.3!

As our Quality Score increased we were able to bid more aggressively on high converting keywords. This would help ensure that our ads remained at the top of search results but also kept our average cost per click very low.

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Geographic Targeting

We were no longer wasting ad spend on international clicks

and we were now able to segment our campaigns with dif-

ferent strategies catered to each aspect of the Wolfpack

fan-base.

Q

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What software and tools do you use to help you optimize, develop and manage client accounts more efficiently?

We are inherently opposed to any sort of software that automates any aspect of campaign management. Our experience has shown us that while these tools save time, no software in the world could truly replace the thoughtful analyses of an intellectual human being. That being said, there are a number of tools that assist us in our analysis and help us serve our clients in a more effective way.

OPTMYZTR® is our tool of choice for reporting, aggregating and comparing historical data. OPTMYZR helps us run A/B and multivariate tests on ad copy and they make it easy to get an overview of account performance segmented for any key performance metric of our choice. This sort of week over week analysis helps us determine which areas of the campaigns are improving and which areas of the campaigns need more work.

We are HubSpot agency partners, and we are deeply entrenched in the HubSpot ecosystem for all our clients‘ inbound marketing campaigns. Additionally, we leverage Marin® Perfect Audience and AdRoll® for powerful remarketing beyond the Google Display Network. We work with YouTube Video Remarketing through the AdWords dashboard as well.

We use Zoho® CRM and Zoho® Visitor IQ to manage databases and to set up workflows to increase efficiency within our agency and our client organizations. Asana® is our project management tool of choice, allowing us to communicate with our clients and schedule and keep track of project timelines, optimizations and management tasks.

We use CallRail® and IfByPhone® for dynamic phone call tracking which

FAQ‘sIf your question isn‘t on this list, don‘t hesitate to reach out!

Q

Q

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allows to go even deeper into conversion and engagement analytics than what the standard AdWords system provides.

We use Wordpress, Magento, Shopify and Squarespace to build custom website solutions for our clients, and we use Unbounce and LeadPages to create PPC landing pages.

What services above and beyond PPC management does AdVenture Media Group offer?

We offer custom web design, inbound marketing campaigns, Google shopping campaign management, remarketing management, localized marketing and conversion funnel optimization consulting. Please contact us HERE to schedule a consultation.

Which industries do you have experience with?

We’ve been around for a while, and we’ve certainly been around the prover-bial online marketing block. Chances are we understand the dynamics of your niche and can leverage that experience in your marketing campaigns.

To be more specific, we have extensive experience in the following industries:

• Manufacturing • Law• Retail • Ecommerce • Restaurants • Medical • Hospitality • Healthcare • Lead Gen • Automobile • Insurance • Hotels / Rentals • Property Management • Agency

http://www.adventureppc.com/consultation

Q

Q

Q

Q

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I’m not such a big company, will I still receive the attention and commitment I need to succeed?

A resounding “Yes”. It’s not about how much money you’re spending on marketing, how many employees in your company or your yearly revenue. We’re committed to our fundamental principles - transparency, collaboration, commitment and intelligence - with all the work we do for each and every client.

We’re a large enterprise, how do I know you have the capacity and skill to manage all aspects of our marketing accounts?

We manage the digital marketing campaigns for a number of publicly traded companies, international brands doing over a billion dollars in revenue, and ecommerce sites with over 10,000 unique SKU’s.

We have the team in place to handle large, demanding and complex projects and we have the skill, expertise and creative energy to get the job done with the utmost professionalism.

Do you require long term contracts?

No, all of our predetermined pricing plans are month to month. The quality of our performance keeps our clients with us long term. Besides, it keeps us on our toes and eager to provide outstanding service and results.

Can you provide references of current and past clients?

Absolutely! We’re happy to provide references. Please send an email to [email protected] with some background information, and we’ll send a handful of references right over. You can also take a look at some testimonials and reviews right HERE.

http://www.adventureppc.com/testimonials/

“Todd Bookout, Marketing Director GlobalTranz

Honesty, Integrity, Transparency.

Isaac and his team are a true pleasu-

re to work with. Not only have they

reduced overall cost while maintai-

ning efficiency, they have collabora-

ted on projects outside the scope of

initial presented guidelines. I would

highly recommend their services.

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ASSUME YOUR MARKETING IS AS GOOD AS CAN BE

ASK US HOW WE CAN ENHANCE YOUR EFFORTS

WHERE DO WE GO FROM HERE? We develop both our relationships with our clients and their marketing campaigns with three guiding principles.

Transparency – a commitment to a completely upfront and honest relationship in all aspects of our partnership. Full administrative access to every account me manage, and full ownership to any creative work we do on your behalf. And if there’s something we can’t do or we’re not comfortable with - we’ll tell you.

Collaboration – a healthy respect for our own unique skills and expertise and an aware-ness that your input and collaborative synergy will absolutely make a profound, positive impact.

Intelligence – above technical expertise, each member of our team brings a high level of intelligence and a nuanced understanding of complex ideas and marketing concepts. It’s our intelligence and creativity that truly distinguishes us from other marketing agen-cies.

LEADERSHIP THAT BEGINS WITH PROFESSIONALISM AT THE HIGHEST LEVEL

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The Quality Score Conundrum

The 6 Metrics That Matter

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Connect With Us

AdVenture Media 407 Central Ave Cedarhurst, NY11516

(516) 362-2387

[email protected]

www.adventureppc.com

Contact Us NowFinal Words THANKS FOR TAKING THE TIME TO READ OUR CASE STUDY, AND WE HOPE TO HEAR FROM YOU SOON. All businesses face a broad range of obstacles and struggles on their quest for effective online marketing. There’s no shortage of techniques, strategies and differ-ing “best practice” opinions. Gone are the days that a one dimensional approach to your internet presence is enough. Whether you’re struggling with getting new visitors to your site, having difficulty converting those visitors to leads and customers, or exploring new ways to market your brand, we’d be happy to offer our advice and guid-ance during a no-pressure consultation.

Don’t hesitate to get in touch with us when the time is right, and once again, thanks for taking the time to learn more about who we are and what we do.

Cheers, Isaac Rudansky - co-founder

http://blog.adventureppc.com/the-quality-score-conundrum-the-fine-line-between-creativity-and-conformity

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“

Great bunch to work with! Totally turned around our PPC and conversion rates. I recommend AdVenture Media Group to all of my friends in the E-Commerce business.“

Ruth Hearn - Ecommerce Directorwww.moissanite.com

I get so much personal attention from Isaac and his team. Love these guys. They are always available to me. And they have done absolute magic with my campaigns. I sure wish I had started with them earlier“

Scott Marlow - CEOwww.surveymoneymachines.com

Testimonials

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THANKS :)

www.adventureppc.com (516) 218-3722

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Red and White Shop- The AdVenture Media Case Study

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