MFC is a famous football club, and sells T-shirts, shorts, trousers, socks, and souvenirs to its football fans around the World through its online shops in different languages.
The club ever asked an agency to do Google Adwords PPC campaigns for them to promote the sales to their football fans in Germany, France, Italy and Spain through German, French, Italian and Spanish. The optimisation target was COS (cost of sales) 20% or less. The agency couldn't reach the target, and COS for Italy was even more than 50%. The club was unsatisfied with the performance and thus switched to us.
We re-organised account structures, did keyword research and expansion, re-grouped the keywords, refined existing ads and created new ads, created new sitelinks, made better bids to drive good COS performing keywords to top positions, and paused poor performing keywords. These strategies and measures improved campaign performance dramatically, particularly, COS performances for the four countries all reached the target (i.e., COS 20% or less), COS for some campaigns were just 5%.
The club was satisfied with our performance, and extended contract from 3 months trial to 1 year, and then 1 more year.