Working with Harvest has been a real pleasure. We’ve happily embraced the opportunity to assist this fantastic nonprofit while helping advance its mission. A bonus is that their values align with ours, and they're local to us — quite the win-win, by all accounts.
Organizing and cleaning up their account.
As always, before we could begin improving their performance, we had to focus on organizing their account. To correctly identify what's working and what's causing waste, data needs to be collected in a way, so it's easy to read. We started by correctly naming their campaigns, showing relevant columns, and adding labels to their AdGroups and ads. We also ditched AdGroups that had duplicate keywords.
Optimizing their account.
Once we achieved the level of organization we were after, we focused on optimizing the account. Before creating any new campaigns, we carefully analyzed their keyword history. As far as 2014, we identified their low-competition keywords that had generated a high CTR and impressions – our goal was to Conversion Flip these keywords.
Pro tip: If you want to generate quick wins for your account, focus on Conversion Flipping keywords with strong impressions and CTR. It's clear user's (people) are interested in what you're saying – You just need to deliver on your post-click strategy.
We then created single keyword AdGroups (SKAG) campaigns and designed customized landing pages that guaranteed users a premium experience. When coupled with the Harvest brand name, this strategy generated more clicks and a remarkably satisfying ROI. Below you’ll see the numbers that prove our success. 👇