Optimising the Adwords accounts has resulted in much better sales and leads through this channel due to the stripping out of unnecessary keyword targets, improving the adverts that appear and making sure that the landing page of the website is 100% relevant to the searches that are being performed.
The keywords in this account were mostly ‘broad match’ which meant that Google was showing the adverts to as many people as possible using quite broad reach methods, related terms and synonyms. Whilst this is good for attracting many clicks, often the search terms aren’t relevant to the service offered. In Business Gift UK’s example, the broad match keywords were generating clicks for people looking for novelty, or one-off keyrings. Business Gift UK sell bulk amount of keyrings to offer as promotional gifts. One-off keyring sales are not the target, meaning that these clicks were ultimately wasted.
The work we did was to reduce the amount of these clicks, so from a click-amount point of view, it looks worse, however, with the reduction of these clicks, the budget was still available to show more often when searches were performed that would be desirable. People looking for ‘wholesale keyrings’, or bulk keyring orders’ etc.
Understanding the charts, graphs and data generated from Analytics allows the team at Business Gift UK to understand the results from the different channels used in the marketing of the business. Sitting down with the in-house marketing team and going through the Analytics account allowed us to deep-dive into the results that matter the most and look into which things worked, and which things didn’t. Knowing these details allows the team to focus on channels and strategies that are proven to work, whilst either changing other campaigns or dropping them entirely.