BACKGROUND

Ms. Nabanipa Roy, employed at web marketing company in India, manages their customers' Google Adwords and Yahoo Overture accounts - campaigns spanning over 10,000 keywords. She had initially contacted us for our keyword bid optimization services. She explained that some of their clients had an ever growing problem with Google penalizing their keywords, resulting in deteriorating conversion rates.

GOALS

The primary goal was to improve the profitability of all customers' accounts but a key part of the solution had to be recovery from keyword penalization. 

WHAT WE DID

At Varazo we launched performance reviews of all accounts and keywords, especially the extent of keyword penalization. We found a practice of abandoning an increasing number of the penalized keywords altogether, resulting in an increased reliance on less-effective content-matching ads.

The short-run solution was to separate and re-bid those keywords that, even at higher prices, could remain almost as profitable from those whose prices could only result in a loss.

The strategic solution was to identify the causes of these penalties, correct the problems and set up a policy of follow-through with all reactivation requests through Google.

RESULTS

Progress through Varazo's Conversion Optimization has paid off.

• One of the accounts immediately began generating conversions after a month of no conversions at all due to penalized keywords and an ineffective dependence on content matching. Since then, the account has been back to normal conversion rate.

• Other accounts focused on correcting penalizations and avoiding more in the future. Varazo was able to assist them in making small but key changes to their sites. The results of this have also been just as dramatic in a slightly longer time frame.

Varazo is a full service Internet Marketing Firm that wants to help you achieve and exceed your desired Search Engine Marketing goals.

Call 408.615.7194 or email us today at support@varazo.com