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Need some killer PPC advice for a struggling client account...

by Daniel_Pereira
11 replies
  • SEO
    • |
Hey Warriors,

I'm looking for a little help here to think outside my own little box. I have a huge client that I am working on in the Men's Shaving/Skin Care Products niche. I can't reveal who the client is, so sorry. But what I can tell you is this:

Our PPC team already knows that they REAL problem is that their site doesn't convert really well for their products. And to make things worse, their products are higher end products, so they are even harder to sell.

Unfortunately there is tons of "red tape" we would need to go through in order to get them to make the major changes to their site that would improve conversion rates. So, for now, the site is pretty much going to stay the same.

The good news is that we do have a few conversions coming in for a handful of the keywords we've tested (On Google). Those keywords are:

"mens skin care"
mens skin care products
mens skin care line
best mens skin care
"mens face care"
mens face care products
"mens shaving products"
best mens shaving products

We've spent around 60K on AdWords for the company (The company currently wants to do AdWords). We've added tons of negative keywords to our campaigns and tested tons of related general men's skin care keywords and these are the only general keywords that have been working.

One more piece of good news: The keywords that contain their brand name have been working.

So here's my question:

What would you guys do in order to try and get more going with this campaign. The client has a huge budget that they want spent so that they can grow their brand. The problem is that TONS of stuff just doesn't convert. They don't necessarily need to be profitable, they just need to have some conversions coming in while we are growing their brand. So far, conversions just haven't been there like we need (Because, like I said, their site doesn't convert that well).

Basically I'm looking for outside the box ideas to use with Google AdWords so that we can grow their brand while getting some conversions coming in even though their site isn't that great.

I realize I'm asking for an almost impossible thing to happen. We all know when the site doesn't convert well that there just isn't much that we can do. But we are just thinking that maybe there's a way that we can target the types of customers who would most likely enjoy making purchases for these higher end men's skin care/shaving products so that we can get more conversions coming in without having to wait months to change the site.

Any outside the box thinking will be greatly appreciated! FYI: We are currently running some tests on the content network to see if we can get stuff going there.

Daniel
#account #advice #client #killer #ppc #struggling
  • Profile picture of the author Capitalist_Pig
    I'm new to all this, but in my mind, there are two components to a successful site - traffic, and the monetization engine.

    As an outside SEO, all you can do is drive them traffic. If they have the budget, AdWords is fine - but I'd advise them to spend at least some of it doing traditional SEO/backlining.

    If their site doesn't convert, and you can't change things... well, there isn't really anything you can do about that, assuming you're using the right keywords (IE, buying keywords)

    If they're focused more on brand awareness than direct conversion, I strongly suggest Facebook ads.
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    • Profile picture of the author Daniel_Pereira
      Originally Posted by Capitalist_Pig View Post

      I'm new to all this, but in my mind, there are two components to a successful site - traffic, and the monetization engine.

      As an outside SEO, all you can do is drive them traffic. If they have the budget, AdWords is fine - but I'd advise them to spend at least some of it doing traditional SEO/backlining.

      If their site doesn't convert, and you can't change things... well, there isn't really anything you can do about that, assuming you're using the right keywords (IE, buying keywords)

      If they're focused more on brand awareness than direct conversion, I strongly suggest Facebook ads.
      The SEO is doing well actually, it's the PPC where we are struggling.
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  • Profile picture of the author MikeLiving
    60k on Adwords? Good lord. Are they in the most brutal, competitive niche known to man? To me I would be saying, "hey, we've spent 60k and were not seeing results. It's time to look at the copy or go organic!"

    Maybe I'm just coming at this from Mr. Small Time perspective, because to me 60k with very little results is not satisfactory to me. If they are focused on Branding more than conversions, I'm sure some product placement and event sponsorship would be a way better way to go about things.
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    • Profile picture of the author Daniel_Pereira
      Originally Posted by MikeLiving View Post

      60k on Adwords? Good lord. Are they in the most brutal, competitive niche known to man? To me I would be saying, "hey, we've spent 60k and were not seeing results. It's time to look at the copy or go organic!"

      Maybe I'm just coming at this from Mr. Small Time perspective, because to me 60k with very little results is not satisfactory to me. If they are focused on Branding more than conversions, I'm sure some product placement and event sponsorship would be a way better way to go about things.
      They are in a brutal competitive niche: Shaving. Don't know about you, but it takes some convincing for me to try out a new brand. I usually just "buy the same old stuff" if you know what I mean. Of course, they do more than just the PPC. This is just one aspect of growing the brand.
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  • Profile picture of the author Look4VGames
    i think he meant that they have spent a total of 60k, not at a loss of 60k
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  • Profile picture of the author Wesley Atkins
    Originally Posted by Daniel_Pereira View Post

    They don't necessarily need to be profitable, they just need to have some conversions coming in while we are growing their brand.
    Here is what I would do, if this were my client..

    1. I would target every site imaginable on the content network for the buying demographic of that site...

    2. I would create a number of banners, not necessarily designed for a high CTR, but one that instills a brand in people's subconcious when they see it... (so bid on a CPC basis not CPM)...

    3. You'll get some clicks and sales, but the beauty of this is that your building brand recognition for the company...

    4. I would keep track of the sites where the sales and profit are coming from and then contact the owners of these sites directly to do CPM advertising...

    Thus, using up that meaty budget of theirs on the profitable sites you've identified through the content network...

    Cutting Google out of the loop

    Note: Use new banners to get a high CTR with benefit laden call to action copy... and only secure deals that have your banners above the fold on their site...

    - Then give them a kick in the butt and make them realize that they need to be constantly testing and optimizing their sales copy / funnel...

    I used to work with a company like this too... Had no clue when it came to the benefits of conversion and how easy it can be to increase your conversion by 50%+...

    ...and for a company this size means many $xxx,xxx's in extra revenue... Really gets my back up...
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  • Profile picture of the author tryinhere
    Any outside the box thinking will be greatly appreciated! FYI: We are currently running some tests on the content network to see if we can get stuff going there.
    the display network (old content) is probably more in line with your branding efforts with the search network covering of those keys that will convert for you at a profit, so it sounds like you are moving in the right direction and just need a little more time to balance out as best you can with what you have to work with.
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    | > Choosing to go off the grid for a while to focus on family, work and life in general. Have a great 2020 < |
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  • Profile picture of the author nettech
    Although it may be difficult to change existing pages, is there any scope to create targetted landing pages? If so, create a few and split test them with the existing pages.

    Once you have the conversions and proof that this works it will be easier. I used to have big spending clients that didnt listen until I made them loaaaaaads of money this way!

    Good Luck
    Zaheer
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    Thanks
    Zaheer

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    • Profile picture of the author Daniel_Pereira
      Originally Posted by nettech View Post

      Although it may be difficult to change existing pages, is there any scope to create targetted landing pages? If so, create a few and split test them with the existing pages.

      Once you have the conversions and proof that this works it will be easier. I used to have big spending clients that didnt listen until I made them loaaaaaads of money this way!

      Good Luck
      Zaheer

      Good advice. We've been trying to convince them of things along those lines. Hopefully in a couple months or so we'll (finally) have some better landing pages lol. It's just tough when you have clients who report to their boss who report to their boss... etc.
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  • Profile picture of the author CikaPero
    I hope you are aware of age and gender targeting.

    Also target western countries which citizens are more likely to look for quality shaving products over internet, instead of going to supermarket.

    Manage your placements manually to boost brand awareness on relevant web sites.
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    Wise PPC Editor, a great and free adwords tool and adwords editor.
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  • Profile picture of the author gordi555
    Sounds like to me that you're try to sell to people who don't want to be sold yet. Maybe you're targetting browser keywords instead of buying keywords. See my article...

    Stop targeting browsers and start targeting buyers in your Google Adwords! | Your Marketing

    If the conversions are low you probably need to educate them more.

    One method would be to focus on grabbing their details instead of trying to make a sale.

    Think about it, you send them to a landing page about a free sample that is X and helps them do X everyday. You grab their details, send them the sample and get the relationship started. Once you have the relationship you can get feedback on the products, the marketing, prices, what problems they have with shaving, what would it take to switch brands, etc etc.

    So, in summary, I would try the getting details goal instead of the sales goal for a month and see what information you get from it. Always worth a try.

    Hope this helps.
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