This company is a leading online dealer of precious metals and rare coins. Products include collectibles, gold, silver and platinum coins, rounds and bars, market info and more.
They wanted to outsource PPC management as it was time consuming. They had a large product list they couldn't build out as comprehensively as we could with our internal tools. They have razor thin margins and needed a company that could manage by profitability, not just cost per conversion.
Built out comprehensive campaigns, encompassing entire product set. We extended the keyword list to include a large number of tail keywords to help lower average cost per click. We managed campaigns based on detailed ongoing analysis of profitability using different margin points for gold, silver, platinum, coins and others. We worked with the client team and continually adjusted keywords, ad copy/creative and other campaign settings to tie in with seasonal promotions and market price changes.
We grew the keyword list from about 300 to over 40,000 keywords, and segmented them into 515 ad groups in 56 campaigns. We also implemented tracking at the engine and keyword level and started using different margin variables for the different product groups.
IONIC VIEW
“When a business has such thin margins, it is important to track profitability on a keyword level.”
- MARK EVANS
- Managing Director
