Our PPC Strategy
We started by asking Davidsons for a list of products that they were looking to boost sales for. Davidsons delivered a segmented list of approximately 130 products. From there, we were able to develop specific ad groups and keywords tailored to each product. Within each ad group, we were able to customize a specific language, add 20 or more keywords, and point the user to a particular landing page.
In order to obtain the most impactful results possible, we began with a targeted, local approach. Once we realized that our PPC ads were seeing positive click-through and conversion rates, only then did we proceed to expand Davidsons Liquors PPC to the national level.
Overall our main goal when running a paid search campaign is to keep the customer acquisition cost low while making the cost drop over time. As you can see from the graph below, overtime we have been able to steadily drop the average cost-per-click (CPC) and keep the campaign running at a lower average.
We look at producing quality leads over quality clicks. We have found that this approach garners more conversions.
Davidsons Liquors' PPC Results
The PPC campaign was able to produce competitive results for sales. Since the launch of FiG's PPC effort in late November 2015, paid search has seen positive conversion rates.
Most importantly these numbers translated into revenue. In only a few months, paid search was able to produce 6.5% of sales to the website and 4.7% of the website's revenue.
Not surprisingly, the nationally targeted PPC campaign has brought in more website revenue than the local one with a 67.45% share. However, it should be noted that the local campaign is most likely driving in traffic and sales to the actual brick-and-mortar location, which is not tracked by clicks and purchases on the website.