A Case Study of Adword Profits

Online vendors have become dominant players in the pet pharmacy market, as spending on pets continues to grow and consumers become more accustomed to ordering a vast array of goods online. While our client’s ecommerce site performed well in many channels, the Adwords campaign failed to reach profitability, despite the diligent work of the company’s in-house marketers. Two Octobers began with a paid-search audit, identifying strengths and weaknesses in the current Adwords search and shopping campaigns. We compared the campaign and its performance against the customer’s internal data about their product set and the profitability of each product. From these, we developed a six-month plan to bring the campaign around.