Improving the Quality Score by restructuring campaigns, setting up new adgroups with ads more relevant to the keywords, we managed to improve the CTR whilst bringing down the average CPC. Together with bid management, taking into account the varying conversion rates for different adgroups/keywords, we managed to increase traffic at a similar cost, and as a result the revenue increased as well. The Cost/Revenue ratio dropped from 27% in the first quarter of 2015, to around 20% during the remainder of the year.
Through continuous improvement of the account and bid management we were able to bring the CPC further down in 2016, whilst traffic and revenue increased at a similar spend/revenue ratio. Further growth was achieved in the years to follow, pushing more on shopping which still had the better performance.
43% Revenue Growth in 2020
In the last couple of years, we have been splitting shopping up into different campaigns for product brand and non-brand related searches for many of our clients, including Tile Experience. With often higher conversion rates on product brand related searches, we were able to push bids up for those searches to take advantage of the better performance, whilst pulling back and reducing cost on non-brand searches. This has been very successful and has helped to continue to grow the account, seeing a further increase in revenue of 43% in 2020, whilst cost only increased by 13%. As a result the spend/rev reduced to just 14% in 2020.