Detailed ROI Report of Recent PPC Campaigns: Keyword Performance and Budget Reallocation Opportunities
1. Executive Summary of PPC Campaign ROI
Our recent Pay-Per-Click (PPC) campaigns have yielded a total spend of $150,000 and generated 4,500 conversions, achieving an impressive overall ROI of 200% with a revenue of $450,000. The average cost per click (CPC) was $1.20 and the average conversion rate was 6.5%. This report dives deep into which keywords generated the most conversions and ROI, and recommends actionable budget reallocations to maximize profitability.
2. ROI Calculation Methodology
ROI formula used:
[ ROI = \frac{\text{Revenue} - \text{Cost}}{\text{Cost}} \times 100 ]
Data sources include Google Ads reports for keyword-level clicks, conversion tracking via Google Analytics 4 (GA4), and CRM sales data for verified revenue attribution. Cost per Acquisition (CPA) and individual keyword revenue were calculated, ranking keywords by ROI contribution to identify top performers and underperformers.
3. Keyword-Level Performance Analysis
| Keyword | Clicks | Conversions | Conversion Rate | Avg. CPC | Cost | Revenue Generated | CPA | ROI (%) |
|---|---|---|---|---|---|---|---|---|
| best running shoes | 5,000 | 450 | 9.0% | $1.10 | $5,500 | $67,500 | $12.22 | 1,126% |
| running shoes sale | 4,000 | 320 | 8.0% | $0.90 | $3,600 | $38,400 | $11.25 | 967% |
| buy trail shoes | 3,200 | 180 | 5.6% | $1.50 | $4,800 | $27,000 | $26.67 | 462% |
| marathon shoes | 1,200 | 100 | 8.3% | $1.50 | $1,800 | $13,500 | $18.00 | 650% |
| best running shoes 2024 | 2,000 | 180 | 9.0% | $1.60 | $3,200 | $24,300 | $17.78 | 659% |
| cheap running shoes | 2,800 | 210 | 7.5% | $1.00 | $2,800 | $18,900 | $13.33 | 575% |
| running shoes women | 6,000 | 350 | 5.8% | $1.30 | $7,800 | $29,750 | $22.29 | 281% |
| lightweight running shoes | 3,500 | 140 | 4.0% | $1.40 | $4,900 | $11,900 | $35.00 | 143% |
| sport running shoes | 1,500 | 60 | 4.0% | $1.20 | $1,800 | $7,200 | $30.00 | 300% |
4. Top Keywords Driving Conversions and ROI
4.1 "best running shoes"
- Highest ROI: 1,126%
- Conversions: 450 at 9.0% conversion rate
- Cost Efficiency: $12.22 CPA
This high-intent keyword dominates in both volume and profitability. Increased budget allocation by 15-20% recommended to capitalize on purchase-ready users.
4.2 "running shoes sale"
- ROI: 967%
- Conversions: 320 at 8.0% conversion rate
- Low CPC: $0.90
Sales-driven shoppers respond well here. Expand ad copy focusing on promotions and seasonal discounts to further improve CTR and conversions.
4.3 "marathon shoes"
- ROI: 650%
- Conversion rate: 8.3%
Though lower volume, this niche keyword offers strong return and valuable user intent. Test targeted landing pages and specialized ads to increase conversions.
4.4 "best running shoes 2024"
- ROI: 659%
- Trend-sensitive keyword ideal for time-limited campaigns.
Align budgets seasonally with new model launches to boost conversions from trend-conscious shoppers.
5. Keywords with Low ROI and Optimization Opportunities
5.1 "lightweight running shoes"
- ROI: 143%
- Low conversion rate: 4.0%
High spend (16% of total budget) but low ROI indicates inefficient spend. Recommend refining targeting, improving ad relevance, and optimizing landing pages emphasizing performance.
5.2 "running shoes women"
- ROI: 281% at 5.8% conversion
- High spend: 17% of total budget
Moderate ROI suggests opportunity to reallocate part of the budget towards higher-performing keywords while testing ad copy variants and segmenting by audience demographics.
5.3 "sport running shoes"
- ROI: 300%
- Low volume and conversion suggest reevaluation or reduced bidding.
Consider reducing bids or removing if performance doesn’t improve after split-testing ads and landing pages.
6. Budget Allocation Analysis & Reallocation Recommendations
| Keyword | Current Spend % | Recommended Spend % | Justification |
|---|---|---|---|
| best running shoes | 18% | 22% | Highest ROI and conversions, increase reach |
| running shoes sale | 12% | 15% | Strong sale intent, scalable |
| marathon shoes | 5% | 8% | Niche high ROI keyword, worth expansion |
| best running shoes 2024 | 7% | 10% | Seasonal and trend-based boost |
| cheap running shoes | 9% | 10% | Maintain affordable segment presence |
| buy trail shoes | 14% | 13% | Stable performance, maintain |
| running shoes women | 17% | 12% | Moderate ROI, reduce slightly |
| lightweight running shoes | 16% | 8% | Low ROI, reduce spend significantly |
| sport running shoes | 2% | 2% | Minimal change |
By reallocating budget towards high-ROI keywords such as “best running shoes” and “running shoes sale” while trimming spend on underperformers like “lightweight running shoes,” we project a significant uplift in overall campaign profitability.
7. Actionable Strategies for PPC Campaign Enhancement
- Adjust Bids Dynamically: Use Google Ads automated bidding (Target ROAS) prioritizing high-ROI keywords for budget efficiency.
- Refine Ad Copy & Creatives: Tailor messaging to the customer intent behind each keyword, emphasizing discounts, product features, or trending models as appropriate.
- Optimize Landing Pages: Align landing page content closely with keyword intent to boost conversion rates and decrease bounce rates. A/B test with tools like Unbounce for continuous improvement.
- Expand Long-tail Keyword Targeting: Capitalize on niches similar to “marathon shoes” by testing additional low-competition, high-conversion keywords.
- Implement Negative Keywords: Regularly review search term reports to exclude irrelevant traffic that wastes budget. Use tools like SEMrush or Ahrefs for comprehensive keyword insights.
- Seasonal Campaign Planning: Increase spend and tailor ads around product launches and promotional seasons, especially for trend-centric keywords like “best running shoes 2024.”
- Deploy Real-Time Feedback Tools: Integrate surveys through platforms like Zigpoll to capture user intent and conversion quality insights, enhancing data-driven decision making.
- Use Custom Dashboards: Leverage Google Data Studio to consolidate PPC and conversion data, providing a real-time ROI overview and facilitating agile budget adjustments.
8. Essential Tools for PPC ROI Tracking and Optimization
- Google Ads & Google Analytics 4: For granular campaign and conversion tracking with advanced attribution models.
- Zigpoll: Collect post-click user feedback to validate conversion quality.
- SEMrush / Ahrefs: Advanced keyword research and competitor analysis.
- Google Data Studio: Build custom visual dashboards combining ad spend, conversions, and revenue metrics.
- Unbounce / Optimizely: Landing page A/B testing to increase conversion rates for specific keywords.
Conclusion: Maximizing ROI via Keyword-Focused Budgeting and Optimization
This PPC campaign analysis clearly demonstrates that focusing budget and resources on top-performing, high-ROI keywords such as “best running shoes” and “running shoes sale” is critical for maximizing return. Reducing spend on underperformers like “lightweight running shoes” and refining ads and landing pages based on user intent will improve cost efficiency.
Employing automated bidding, continuous keyword performance monitoring, and real-time customer feedback via tools like Zigpoll will ensure ongoing campaign optimization. A strategic budget reallocation coupled with targeted creative updates and data-driven decision making will drive sustained growth and maximize the value of every advertising dollar.
For ongoing optimization, utilize comprehensive PPC analytics platforms and maintain agile budget management to adapt quickly to market trends and consumer behavior shifts.
