The Result: The RIP101 AdWords account from scratch. Firstly, several thousand keywords that were mined, identified and split into many separate logical campaigns. Secondly, each ad campaign contained several ad groups which contained bespoke ads and very specific keywords. Thirdly, these ads took visitors to highly relevant landing pages ensuring that they were confronted with the products that they expected to see upon entering the site.

Keywords varied from generic to very specific. ROI was monitored closely. Visitors clicking on an ad for the general term ‘Billabong’ were taken to a specific page on the site where they could immediately see all Billabong products. Furthermore, they also clearly have the option to view specifically only men’s, women’s or kid’s items as well as the choice to narrow their search further by viewing particular Billabong product types such as jeans, beanies or shorts. Finally, visitors were directed to bespoke landing pages depending on what they initially searched for in Google. This is vital for high conversion rates and good ROI.