Following in-depth analysis of NRS Healthcare’s existing Paid Search efforts, we identified various ways to optimise the account to improve revenue and ROI.
Step 1: Optimising Shopping campaigns
NRS boasts over 3,500 products, making Shopping an ideal channel for them.
After importing their products into the feed, we split out campaigns. Originally, we did this by price point, to increase bids in line with the product’s value. This worked well, but we knew we could improve further.
We later restructured the Shopping account to reflect the product categories on NRS’ website (e.g. ‘Bathroom Aids’, ‘Seating Aids’.). This enabled us to create sub-groups – ‘Bath Support Rails’ and ‘Bath Lifts’ – to identify which product areas were the most successful and adjust bids accordingly. This way, we could also amend bids depending on product areas NRS wanted to focus on most.
Step 2: Reverse engineering Shopping-Search campaigns
Initial analysis of the AdWords account revealed Search would be a tough channel to crack. Top-level terms were too broad and expensive, limiting clicks and leading to unqualified traffic less likely to convert. More targeted terms, however, had limited search volume so weren’t generating much revenue.
We used learnings from our Shopping campaigns to restructure Search campaigns, building out product-specific ads using Google’s Shopping feed to utilise product name, price, price band, product ID and URLs. This information enabled us to create campaigns based on price band, resulting in over 2,000 highly targeted groups.
Step 3: Improving website performance
Poor performance of NRS’ website was significantly impacting the success of Paid Search efforts, most notably impacting conversion and posing a risk to Quality Scores.
The biggest problems were evident in slow load times and issues with customer searches causing the website to crash. We worked closely with NRS to fix these problems, outlining clear recommendations – which they soon implemented – to improve performance, speed and reliability of the site.
Step 4: Focusing on revenue
As revenue and ROI were joint focuses, we had to ensure both were performing to full potential.
To do this, we struck a balance by pushing for revenue then, if ROI began to dip, focusing on optimising the account and bringing ROI back above target. Once achieved, we’d focus on revenue again and repeat the process, allowing us to improve performance for both goals in tandem without one impacting the other too much.