In July of 2013, Madison Art Shop contacted CPC Strategy because they were dissatisfied with the results of their Paid Search strategy – both for AdWords text ads and Google Shopping.

Madison Art Shop has excellent retail success with repeat customers and although their paid channels weren’t necessarily running at a loss, they felt there was a huge opportunity for growth with AdWords.

Identifying Key Campaign Issues

Since AdWords and Google Shopping are a significant part of their digital marketing strategy, Madison Art Shop worked with their dedicated Retail Search Managers at CPC Strategy to identify core issues with their Paid Search execution, including:

• Poor usage of dynamic keyword insertion, leading to irrelevant ad copy
• Rudimentary campaign structure limiting targeting capabilities
• ​Severe product feed issues, including weak product titles and descriptions

Founded in 2002, Madison Art Shop is a nationally recognized materials supplier to the art community, serving Fortune 500 companies, colleges and universities, and individual customers. They sell more than 5,800 products and generate between $2-3 million in annual revenue.

David Weichel | Paid Search Director

“When we first started working with Madison Art Shop, we inherited an AdWords strategy that was clearly divided in it’s approach to campaign types and varying stages of the buying cycle. Part of our focus was to remove the functional silos that existed between text ad and Shopping campaigns and use applied learnings from each to improve existing targeting strategies and create new advertising opportunities that were already proven to convert.”