Red and White Shop- The AdVenture Media Case Study

CASE STUDY:
red&white
shop
www.redandwhiteshop.com
A D V E N T U R E M E D I A P R E S E N T S

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Address: 407 Central Avenue, Cedarhurst, NY, 11516
Phone: (516) 218-3722
Email: info@adventureppc.com
www.adventureppc.com
RED AND WHITE SHOP CASE STUDY PRESENTED BY THE ADVENTURE MEDIA GROUP
Introduction
LOCALLY OWNED BY A NORTH CAROLINA STATE UNIVERSITY
GRADUATE, RED AND WHITE SHOP AIMS TO HAVE THE BEST
SELECTION OF NC STATE PRODUCTS.
Since August 2008, Red and White Shop has proudly supplied the NC State fan-base with
official Wolfpack gear, while donating a percentage of sales back to the University to sup-
port academic scholarships and athletic programs.
In April 2015, the staff of Red and White Shop had been referred to AdVenture Media
Group, LLC. by Ruth H. of Moissanite (moissanite.com), another client of AdVenture Me-
dia’s.The staff requested a free Google AdWords audit and was very interested to learn
about effective strategies within their account that could be implemented with immediate
results.
At this point, Red and White Shop had been participating in search engine marketing for
about a year.They averaged an AdWords Quality Score below five, had spent more than
$9,000 in Google AdWords, and while they had received around 39,000 ad clicks over
that time, they were not tracking conversions.As a result, there was no way of measuring a
return on investment.

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Phone: (516) 218-3722
Their campaigns had been managed by an account manager at Google.While it may
seem like a Google employee would know AdWords best, these account managers are ty-
pically entry level and do not possess the level of knowledge that an experienced Certified
Google Partner Agency does. Further, these employees seldom actively manage accounts;
rather, they are reactive to the client calling and requesting a specific action be taken on
their account.
Red and White Shop was eager to join the AdVenture Media family and we are happy to
say that we saw immediate positive results as well as sustained success since inception.
Our relationship with them has been positive and rewarding, and we look forward to hel-
ping Red and White Shop serve the Wolfpack fan-base for years to come. Shop Local and
Go Pack!
Thanks for taking the time to look through this case study.We hope you find it both enga-
ging and informative.

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Phone: (516) 218-3722
Contents
Diagnosis 7
Account Structure 8
Geographic Targeting 9
Planning 11
Implementation 12
Launching Google Shopping PLA‘s 15
Performance and Structure 16
Quantifiable Results 17
New Quality Scores 18
FAQ‘s 20
Final Words 24
Testimonials 25
1 BACKGROUND
2 STRATEGY AND IMPLEMENTATION
3 RESULTS

RED & WHITE SHOP CASE STUDY – ADVENTURE MEDIA GROUP
1
Background

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Phone: (516) 218-3722
Diagnosis
Red and White Shop came to us in need of a PPC management agency that could diagnose
their AdWords campaigns and discover why they were not seeing the types of results that
they had initially anticipated. After running a complete audit and analyzing the historical data
in the account, we discovered:
ACCOUNT STRUCTURE WAS A DISASTER
It appeared that the account manager whom initially setup the account did not
complete enough research related to the market, the company’s products, or the
competition. As such, the keywords were too broad and the associated ad copy
was not relevant enough to the search queries.
STAGNANT QUALITY SCORE
As a result of the poor keyword structure and irrelevant ad copy mentioned above,
the Quality Scores were very low and not improving over time. As a result, Red and
White Shop was sacrificing impressions and ultimately paying more for clicks.
NO CONVERSION TRACKING
Google account managers do not set conversion tracking up for clients. Similarly,
they will not run tests to ensure that the tracking code is installed correctly. Without
this feature, the client would not have been able to confidently determine that their
AdWords marketing was a profitable venture.
While there were other issues in the account, these were the primary metrics that informed
us of how much work the account needed. These sore points also gave us a solid foundation
from which to work from. We knew which areas needed the most work and we knew where to
begin optimizing and restructuring the account.
1
2
3

All campaign ads (left), Keywords Within One Ad Group (right)
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Phone: (516) 218-3722
PROBLEMATIC ACCOUNT STRUCTURE AND KEYWORD ORGANIZATION
CAUSES LOWER PERFORMANCE AND INCREASED COST PER CLICK
It’s crucial that each ad group is organized by thematically related groups of
keywords. In the above screenshot, we see keywords like “nc state stuff,”
“Raleigh NC State store,” and “wolfpack t shirt” all lumped together in one ad
group.
This means that searches related to all of these keywords would trigger the
same variations of ad copy, when ideally we’d want to ensure that each keyword
theme receives tailored ad copy to increase relevancy in the eyes of the person
performing their search. Segmenting keyword lists into appropriate ad groups
with highly specific ad copy will also increase Quality Score, increase click
through rate and decrease our cost per conversion.

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Phone: (516) 218-3722
GEOGRAPHIC TARGETING ... LITERALLY ALL OVER
THE PLACE!
Red and White Shop has a physical store near NC State’s campus in Raleigh,
NC, but ships orders to the proud Wolfpack fan-base throughout the
continental U.S. Their website header showcases their $4.99 shipping rate, and
they have a separate page dedicated to shipping information.
A low shipping rate is a very valuable advertising proposition. However, it would
be both unethical and frowned upon in the eyes of Google to advertise a false
promise within your ads. This mistake risks negative actions being taken on the
account by Google.
One of the campaigns was originally set up with global targeting. As mentioned
above, there would be negative implications to advertising the $4.99 shipping
rate to customers that would not qualify for this rate. Moreover, international
clicks resulted in a serious waste in ad spend.

RED AND WHITE CASE STUDY – ADVENTURE MEDIA GROUP
2
Strategy

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Phone: (516) 218-3722
Planning
Low Quality Scores across the account
indicated that Red and White Shop was
overpaying for ad clicks while sacrificing ad
rank. It was crucial to invest in our quality
score by taking several courses of action
immediately.
Account Structure
Our team decided to
organize the campaigns
by geographic region, and
organize the ad groups
by merchandise cluster.
This enabled us to write
more compelling ad text
that directs the user to the
most relevant page that
will help them find what
they are looking for.
Each product cluster has
a different price point, so
thanks to this granular ad
group structure we are
able to make keyword bid
adjustments while being
mindful of ROI
Conversion Tracking
Proper installation of
conversion tracking is
essential if you want to
collect the data that is
necessary for effective
optimizations.
We worked with Red
and White Shop’s web
developer to get this code
properly installed on all
thank you pages, and then
performed the necessary
tests to ensure that it
would accurately record
purchases.
Quality Score Focus
Proper account structure
resulted in ad groups only
featuring related keywords.
Within these new ad
groups we wrote relevant
ad copy that was more
appealing to searchers,
resulting in a higher click-
through-rate.
Finally, our ads directed to
landing pages that were
most relevant to the search
query

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Phone: (516) 218-3722
Restructuring The Account
We chose to split up the account into two
geographic audiences: Local and Nationwide.
The Local audience largely consists of current
students and local die-hard fans, while the
Nationwide audience largely consists of alumni
family members of students. These audiences
differ in their needs, desires, and ultimately have
different buying patterns.
For example, it would be more valuable to
show an ad featuring the $4.99 shipping policy
to an alum living in Southern California than it
would be to someone who could potentially
pick up their purchase at the store, whereas
a local resident might be more interested in
an ad featuring cold-weather gear to wear to
Carter-Finley Stadium than the alum in Southern
California would.
SPECIFIC STEPS WE TOOK
TO RESTRUCTURE THE
RED AND WHITE SHOP
ADWORDS ACCOUNT.
Segmenting the campaigns at the
top level by geographic region.
Fans in the Raleigh, NC region are
targeted by one campaign while
the rest of the continental U.S. is
targeted by another.
This structure also gives us the
option to adjust the budget based
on seasonality, for example,
allocating more of the budget to
the Nationwide campaign in the
summer months when students are
home on break.
Individual ad groups were then
created based on specific products
or features of the website, such
as sweatshirts or clearance. This
granular ad group development
may have initially taken a long time
to create, but it enabled us to write
ads that were incredibly specific to
the users search. We also created
a broad ad group that related
to users that are using search
terms like gear, clothes, clothing,
merchandise and swag.

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Phone: (516) 218-3722
Remarketing is an integral component
of any AdWords strategy. By placing
a remarketing tag within the footer of
a website, all visitors will be tagged
with a cookie that will add them to a
custom audience. From there, display
campaigns can specifically target
these audiences.
In our experience, we have found
that remarketing is almost always
a worthwhile venture if executed
correctly.
Dynamic Remarketing, however, is an
even greater advantage E-commerce
sites.
This feature allows you to serve an ad
to a user featuring a specific product
that the user has previously viewed.
Dynamic Remarketing is one of the
greatest opportunities that AdWords
has to offer in terms of return on
investment.
Red and White Shop was running a
remarketing campaign, but they were
not taking advantage of Dynamic
Remarketing. As such, our team
explained the benefits of this feature
and helped them install the necessary
components.
Increased ROI through Dynamic
Remarketing

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Phone: (516) 218-3722
STRATEGY IS OUR
BEDROCK
A successful advertising
campaign can only
manifest from a sound
strategy. One unique to
your business and goals.
TEAMWORK IS OUR
EXECUTION
We know that true,
meaningful client-
agency collaboration is
crucial to the ongoing
success of each account.
teamwork
strategy
INCREASED ROI THROUGH GOOGLE SHOPPING
Setting up a Google Shopping Campaign may seem complex, but once it
is successfully linked to your Google Merchant Account it is rather simple
and can yield incredible results in terms of click through rate and ROI.
Unfortunately, if your GMC data feeds are not automatically updating, your
Google Shopping ads will not continue to show. We were able to quickly
identify this issue and walk them through correcting it.
Red and White Shop preferred to manage their Google Shopping
Campaign in house, but AdVenture Media still monitors this campaign
by offering advice and ensuring that the data feed updates are not being
disrupted.

RED AND WHITE CASE STUDY – ADVENTURE MEDIA GROUP
3
Results

Top image shows how
the campaigns initially
performed after we took
over management of the
account.
Bottom image shows
how our scheduled
optimizations helped
the account consistently
improve across a range
of key performance
indicators.
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Phone: (516) 218-3722
Sustained
improvements
over time
Immediate
success and
results
IMPRESSIVE AND SUSTAINED RESULTS
In the beginning, we were primarily concerned with the structure of the account and finding keywords that were
relevant to the respective landing pages. It is always important to keep a close eye on the daily results while the
new campaigns are in their nascent stage in order to make initial tweaks. We quickly found that many keywords
or even specific ad groups had very low search volume, so we made small adjustments along the way.
As time went on, specific ad headlines were driving higher click through rates, so we were able to take
advantage of this opportunity and test other aspects of the ad including display URL and ad copy.
The campaigns benefitted from a significant increase in performance across all the key performance indicator
metrics (KPIs). Through strategic geographic targeting and a neurotic ad group structure, we generated a drastic
increase in Quality Score and overall return on investment.
It is not useful to compare the conversion data against the previous date range because the account had
not been properly tracking conversions. However it is useful to compare it against ourselves to see how we
improved the account after the first month of management. Thanks to careful optimizations over the first
two months, Red and White Shop’s AdWords account saw a significant increase in sales at a lower cost
per conversion!

RED AND WHITE SHOP CASE STUDY – ADVENTURE MEDIA GROUP
119%increase in conversions
37%decrease in
cost per conversion
415conversion in first
2 months
22%increase in
paid website traffic
9%increase in CTR

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Phone: (516) 218-3722
Quality Score
The Quality Score of the account was almost immediately reset to 6.6
once we constructed and focused on small groups of thematically related
keywords with designated, highly relevant ad copy. Within two months we
had increased the overall Quality Score to an astounding 8.3!
As our Quality Score increased we were able to bid more aggressively on
high converting keywords. This would help ensure that our ads remained
at the top of search results but also kept our average cost per click very
low.

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Phone: (516) 218-3722
Geographic Targeting
We were no longer wasting ad spend on international clicks
and we were now able to segment our campaigns with dif-
ferent strategies catered to each aspect of the Wolfpack
fan-base.

Q
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Phone: (516) 218-3722
What software and tools do you use to help you optimize,
develop and manage client accounts more efficiently?
We are inherently opposed to any sort of software that automates any aspect
of campaign management. Our experience has shown us that while these
tools save time, no software in the world could truly replace the thoughtful
analyses of an intellectual human being. That being said, there are a number
of tools that assist us in our analysis and help us serve our clients in a more
effective way.
OPTMYZTR® is our tool of choice for reporting, aggregating and comparing
historical data. OPTMYZR helps us run A/B and multivariate tests on ad copy
and they make it easy to get an overview of account performance segmented
for any key performance metric of our choice. This sort of week over week
analysis helps us determine which areas of the campaigns are improving and
which areas of the campaigns need more work.
We are HubSpot agency partners, and we are deeply entrenched in the
HubSpot ecosystem for all our clients‘ inbound marketing campaigns.
Additionally, we leverage Marin® Perfect Audience and AdRoll® for
powerful remarketing beyond the Google Display Network. We work with
YouTube Video Remarketing through the AdWords dashboard as well.
We use Zoho® CRM and Zoho® Visitor IQ to manage databases and to
set up workflows to increase efficiency within our agency and our client
organizations. Asana® is our project management tool of choice, allowing
us to communicate with our clients and schedule and keep track of project
timelines, optimizations and management tasks.
We use CallRail® and IfByPhone® for dynamic phone call tracking which
FAQ‘s
If your question isn‘t on this list, don‘t hesitate to reach out!

Q
Q
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Phone: (516) 218-3722
allows to go even deeper into conversion and engagement analytics than
what the standard AdWords system provides.
We use Wordpress, Magento, Shopify and Squarespace to build custom
website solutions for our clients, and we use Unbounce and LeadPages to
create PPC landing pages.
What services above and beyond PPC management does
AdVenture Media Group offer?
We offer custom web design, inbound marketing campaigns, Google
shopping campaign management, remarketing management, localized
marketing and conversion funnel optimization consulting. Please contact us
HERE to schedule a consultation.
Which industries do you have experience with?
We’ve been around for a while, and we’ve certainly been around the prover-
bial online marketing block. Chances are we understand the dynamics of your
niche and can leverage that experience in your marketing campaigns.
To be more specific, we have extensive experience in the following industries:
• Manufacturing
• Law
• Retail
• Ecommerce
• Restaurants
• Medical
• Hospitality
• Healthcare
• Lead Gen
• Automobile
• Insurance
• Hotels / Rentals
• Property Management
• Agency

Q
Q
Q
Q
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Phone: (516) 218-3722
I’m not such a big company, will I still receive the attention
and commitment I need to succeed?
A resounding “Yes”. It’s not about how much money you’re spending on
marketing, how many employees in your company or your yearly revenue.
We’re committed to our fundamental principles - transparency, collaboration,
commitment and intelligence - with all the work we do for each and every
client.
We’re a large enterprise, how do I know you have the capacity
and skill to manage all aspects of our marketing accounts?
We manage the digital marketing campaigns for a number of publicly traded
companies, international brands doing over a billion dollars in revenue, and
ecommerce sites with over 10,000 unique SKU’s.
We have the team in place to handle large, demanding and complex projects
and we have the skill, expertise and creative energy to get the job done with
the utmost professionalism.
Do you require long term contracts?
No, all of our predetermined pricing plans are month to month. The quality
of our performance keeps our clients with us long term. Besides, it keeps us
on our toes and eager to provide outstanding service and results.
Can you provide references of current and past clients?
Absolutely! We’re happy to provide references. Please send an email to
info@adventureppc.com with some background information, and we’ll send a
handful of references right over. You can also take a look at some testimonials
and reviews right HERE.

“
Todd Bookout, Marketing Director
GlobalTranz
Honesty, Integrity, Transparency.
Isaac and his team are a true pleasu-
re to work with. Not only have they
reduced overall cost while maintai-
ning efficiency, they have collabora-
ted on projects outside the scope of
initial presented guidelines. I would
highly recommend their services.

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Phone: (516) 218-3722
ASSUME YOUR
MARKETING IS AS
GOOD AS CAN BE
ASK US HOW WE
CAN ENHANCE
YOUR EFFORTS
WHERE DO WE GO FROM HERE?
We develop both our relationships with our clients and their marketing campaigns with
three guiding principles.
Transparency – a commitment to a completely upfront and honest relationship in all
aspects of our partnership. Full administrative access to every account me manage, and
full ownership to any creative work we do on your behalf. And if there’s something we
can’t do or we’re not comfortable with - we’ll tell you.
Collaboration – a healthy respect for our own unique skills and expertise and an aware-
ness that your input and collaborative synergy will absolutely make a profound, positive
impact.
Intelligence – above technical expertise, each member of our team brings a high level
of intelligence and a nuanced understanding of complex ideas and marketing concepts.
It’s our intelligence and creativity that truly distinguishes us from other marketing agen-
cies.
LEADERSHIP THAT BEGINS WITH PROFESSIONALISM
AT THE HIGHEST LEVEL

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Phone: (516) 218-3722
The Quality Score Conundrum
The 6 Metrics That Matter
More eBooks!
faceook.com/adventureppc
twitter.com/adventureppc
linkedin.com/adventureppc
Connect With Us
AdVenture Media
407 Central Ave
Cedarhurst, NY
11516
(516) 362-2387
info@adventureppc.com
Contact Us Now
Final Words
THANKS FOR TAKING THE TIME TO
READ OUR CASE STUDY, AND WE HOPE
TO HEAR FROM YOU SOON.
All businesses face a broad range of obstacles and
struggles on their quest for effective online marketing.
There’s no shortage of techniques, strategies and differ-
ing “best practice” opinions. Gone are the days that a
one dimensional approach to your internet presence is
enough.
Whether you’re struggling with getting new visitors to
your site, having difficulty converting those visitors to
leads and customers, or exploring new ways to market
your brand, we’d be happy to offer our advice and guid-
ance during a no-pressure consultation.
Don’t hesitate to get in touch with us when the time
is right, and once again, thanks for taking the time to
learn more about who we are and what we do.
Cheers,
Isaac Rudansky - co-founder

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Phone: (516) 218-3722
“
Great bunch to work with! Totally turned
around our PPC and conversion rates. I
recommend AdVenture Media Group to all of
my friends in the E-Commerce business.“
Ruth Hearn - Ecommerce Director
www.moissanite.com
I get so much personal attention from Isaac and his team.
Love these guys.They are always available to me.And they
have done absolute magic with my campaigns. I sure wish I
had started with them earlier“
Scott Marlow - CEO
www.surveymoneymachines.com
Testimonials
“

THANKS :)
www.adventureppc.com (516) 218-3722

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