Natural Wellbeing: Profiting with the Google Content Network

The Total Adwords Revenue Strategy
NaturalWellbeing.com boosts paid search revenue by over 6,000% in
8 months with VKI Total AdWords Revenue Strategy and the Google Content Network

summary:
naturalwellbeing.com

Service: Pay Per Click Marketing

PPC annual revenue: +6,700%
conversion rate: +2,200%
transactions: +5,600%

other results:

200% increase of google AdWords quality score

5,000% click volume increase on the google content network

Went from $1000 per year to over $77,000 in 5 months, will be over $1 million in additional revenue before 18 months of engagement

The Client

NaturalWellbeing.com is an online retailer selling a wide array of naturopathic remedies. The site was started in early 2002 and has seen steady growth since inception.

The Challenge

Natural Well Being was stuck. Natural search results growth (SEO) had plateaued and paid search results were inconsistent at best. In May of 2008, NaturalWellbeing.com was spending $2,500 per month on Paid Search Marketing. Sales and conversions were being tracked through a variety of means. The team did not have a clear picture of the profitability of Google AdWords spend.

"Without clear baseline profitability information, it was difficult to know what to optimize.It was unclear how much or even if we should be re-investing into our adwords campaigns, so we did nothing." "The overall feeling we had was that paid search was just too expensive. Even if we did sit down and do it ourselves, it would not be a consistent optimization effort, everyone on our team was pulled in too many directions. We needed someone wholly accountable to delivering revenue growth and profitability in the paid search domain."

Catherine Freese,
Naturalwellbeing.com

The Solution

A VKI AdWords Total Revenue Strategy! A complete overhaul of campaigns & ad groups, keywords, target markets, segmentation and analytics.

1. Re-Structure Campaigns & AdGroups

Campaign and adgroup structure set-up in a more focused manner. This increased relevance within groups and optimized return by changing bid values on a per-keyword basis.

2. Drastically Expand Keywords

Keyword research and matching strategies were greatly expanded from a short list of keywords to hundreds of targeted keywords that related to Natural Well-Being's niche product lines.

3. Narrow Geographic & Language Focus

All campaigns were optimized for geographies and languages so they would be most profitable and successful.

4. ROMI - Return On Marketing Investment!

You don't know what you can't measure! Google AdWords was integrated with Google Analytics and the e-commerce system to deliver clear Return On Marketing Investment information, right down to a per-adgroup cost of sales.

Clear, concise real-time integration of adwords and e-commerce transaction data allowed NaturalWellBeing.com to optimize not just for conversions but for revenue and even profitability.

5. Push Market Exposure while Reducing Cost Per Acquisition with AdWords Content Network

"Once we really understood what wins we were having with the keyword placements, we were able to make some good decisions with the content network, and carefully select specific networks, and ad text strategies to deliver a high-quality visitor to the site." Adrian Stepczynski
Paid Search Practice Leader, VKI Studios

Google content network ads were separated from regular campaigns and managed more effectively.

The Results:

Google content network ads were rigorously studied and optimized to deliver high volume of engaged visitors and the lowest marketing costs. This has now become one of the most profitable areas of the business, generating over $700K in revenue for less than 10%.

Key Highlights from the VKI Team

Adrian on our accountability to results:

"I think the revenue speaks for itself, we're very happy with the results we delivered for naturalwellbeing. One of the things I am most proud of, is the fact that we managed to deliver such tremendous growth within the constraints of their budgets by showing quick ROI and leveraging excess profits back into our plan. We also delivered 4X more revenue through the content network than traditional keyword placements, which is something many organizations have trouble understanding, let alone seeing these types of results." Adrian Stepczynski,
Paid Search Practice Leader, VKI Studios

Adrian on the 'Iceberg' that is the google content network:

"We see the content network as the iceberg of an opportunity for many customers, the keyword strategy is what everyone is aware of, and can see some success with, but below the surface is the potential for much more volume from a very targeted, and more engaged visitor, as is the case with NaturalWellbeing.com". Adrian Stepczynski
Paid Search Practice Leader, VKI Studios

Customer Comments:

"Originally, we thought that content network was ineffective and a big waste of money; our click through rates were very low and our ROI on those campaigns, were abysmal! 8 months later, VKI showed us a completely different picture of what was possible and the majority of our adwords revenue is now coming from that channel."

"We really didn't know what was possible because we had never had a professionally managed Google AdWords effort. VKI is now responsible for delivering over 25% of our total revenue every month, and it is truly a great partnership. This partnership has been tremendous us, as they are very accountable and deliver to me reporting that shows me increased revenue alongside decreases in cost of sales every month. When we're busy, I just look at the revenue and the costs, and I can get on with other things. Catherine Freese
Naturalwellbeing.com

PPC: Natural Wellbeing