Google I ROI Revolution Case Study

ROI Revolution uses the new AdWords interface to do more for their clients ROI Revolution: to say that this company knows its stuff would be an understatement. The seven-year-old firm is certified as Google AdWords Professionals, Google Analytics Authorized Consultants, Website Optimizer Authorized Consultants, and Google Analytics Seminars Leaders. Based in North Carolina, the 25-person company manages paid search and contextual campaigns with a heavy focus on using data and analytics to boost their clients’ ROI.

ROI Revolution www.roirevolution.com •• Raleigh, North Carolina •• 25 employees •• Pay-per-click campaign management •• ••

About the new AdWords interface The new AdWords interface was developed to help advertisers more effectively manage their AdWords campaigns.

Faster Navigate your account more easily and make changes with fewer clicks and fewer pages to load.

Clearer You now have easier access to the data you care about. Use custom graphs to see your performance at a glance.

More Intuitive Accessible, actionable reports make it easy to find and take action on untapped marketing opportunities.

Justin D’Angelo leads a team of five account managers who handle the pay-per-click campaigns of 20 clients. A typical day for D’Angelo starts with looking at yesterday’s performance. “We have a bunch of spreadsheets we use to keep track of stats and make sure campaigns are on track,” he says. D’Angelo is in constant contact with his clients, talking over their online marketing strategy and looking for new opportunities. The account managers on Justin’s team spend the bulk of their day in their clients’ accounts. Like D’Angelo, each starts the day with a look at yesterday’s statistics. ROI Revolution aims to drive conversions, so any problems in conversion volumes or high costs per conversion are quickly investigated. Account managers are also encouraged to read blogs and books on company time to help them better serve their clients. Gains from the new interface Early adopters that they are, ROI Revolution started using the new AdWords interface as soon as it was available to them. The new interface gave them more power: quicker navigation, more accessible data, and actionable reports about their campaigns. D’Angelo likes the design of the new interface: “The account tree has been very helpful for the account managers. The layout is much better.” The ability to view ad groups and keywords across the entire account is also a favorite. “I can have my view on the entire account and then click Ad Groups and see all the top ad groups for the whole account. Before, I’d have to remember where all the top ad groups were and click into a specific campaign. Being able to list all the ad groups in the entire account and sort them by cost or cost per conversion is just great. Same thing for keywords. Seeing what your top keywords are for the account is really easy now,” says D’Angelo. Actionable Data The biggest gains ROI Revolution has seen are from the built-in Search Query and Placement Performance reports. The two reports give advertisers more insight into their campaigns by showing the search terms that triggered their ads and the sites where their ads were shown. “I think it’s really cool that you can click on any specific keyword, down to the match type, and click ‘See search terms’ and it’ll pull up a Search Query report right there for you. It’s very helpful if you have a broad match keyword with lots of impressions and few clicks. In the old interface, you’d have to run the report for the whole ad group or a whole campaign.”

Google I ROI Revolution Case Study

Likewise, the Placement Performance Report is also easier to use. “In the old interface, any type of Placement Performance Report analysis would typically take a good couple hours to do. We had to run the right type of report, then export to Excel, sort it the way we want, mess with the data, write down or remember the changes we wanted to make, and then go back into the account to make the changes.” The time and effort involved meant that account managers couldn’t make this data a regular part of their daily routine.

“It’s provided so much more transparency and visibility for the accounts. We can do so much more for our clients.” Justin D’Angelo, Team Lead

“Now we can do it all with one hand, in 20 minutes for the whole account. It’s taken work that’s taken several hours to do and chopped it down to 20 minutes,” says D’Angelo. Having these reports easily available has been a big boon for ROI Revolution. “We’ve spotted things that we would probably not have seen, looked for, or even taken the time to do such a deep analysis. With the new interface, we can spot it in a second and cut costs for our clients. You make clients happier that you saved them money.” Beyond reducing costs, these quick-access reports let account managers jump on opportunities. “If we do really well on a content network site, we can see where the spike came from and raise our bids for that site. We can act on that opportunity.” The detailed reports have also helped Justin’s team make precise changes that target only the highest-performing traffic. “If a domain is not doing very well, we can find a specific URL in that domain that’s the cause and exclude that rather than the entire domain.” Justin says he’s delighted with the new AdWords interface and how it helps ROI Revolution serve their clients. “It’s provided so much more transparency and visibility for the accounts. We can do so much more for our clients.”

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