Pymedia — Complete Google Ads overhaul for Argentina’s leading offset print ecommerce platform

The Challenge

Pymedia had scale but not structure. As one of Argentina’s biggest online print advertisers, they were spending significant budget on Google Ads but the account had grown organically without strategic oversight. Campaigns overlapped, keywords cannibalized each other, and there was no systematic approach to matching ad copy with the right landing pages. For an ecommerce business where margins depend on conversion efficiency, this was leaving money on the table.

The company offers hundreds of product SKUs across multiple print categories — business cards, flyers, brochures, large format printing, catalogs, and more. Yet the Google Ads account structure didn’t reflect this product hierarchy, and there was no accounting for regional Spanish language nuances specific to Argentine search behavior.

Our Approach

Comprehensive SEM Audit. We conducted a full Google Ads audit in November 2015 that revealed the structural problems affecting the account. The audit documented campaign overlap, keyword match type mismanagement, poor ad copy alignment, incomplete conversion tracking, and lack of a remarketing strategy.

Campaign Restructuring by Product Vertical. We rebuilt the entire account structure organized around product categories: business cards, flyers, brochures, large format, catalogs, and other print products. Each vertical received its own campaign architecture, keyword strategy, and ad copy tailored to the specific product and customer intent.

Keyword Strategy and Negative Keywords. For a high-volume ecommerce account, proper keyword match types are critical. We implemented a tiered approach using exact match, phrase match, and broad match with extensive negative keyword lists. Critically, we localized this strategy to Argentine Spanish — recognizing that keyword behavior in Argentine Spanish differs from Mexican or Colombian Spanish, and that print industry terminology varies by region.

Ad Copy and Landing Page Alignment. We rewrote all ad copy to match specific product landing pages, ensuring that users clicking on ads for business cards arrived at business card product pages, not a generic homepage. This alignment dramatically improved quality scores and conversion rates.

Conversion Tracking and Remarketing Setup. We configured proper conversion tracking across the account, enabling reliable ROI attribution by product category. We also built a remarketing funnel targeting cart abandoners and past buyers, creating a second channel for revenue recovery.

The Results

The restructured account brought proper attribution, cleaner campaign data, and a foundation for profitable scaling. For the first time, Pymedia could see exactly which product categories were driving ROI and allocate budget accordingly. Key outcomes:

• Full Google Ads account audit identifying campaign overlap, keyword cannibalization, and structural inefficiencies
• Complete campaign rebuild organized by product vertical with proper funnel segmentation
• Keyword strategy refinement including Argentine Spanish localization and negative keyword management
• Ad copy and landing page alignment across all campaigns
• Conversion tracking implementation enabling product-level ROI attribution
• Remarketing funnel setup for cart abandonment recovery and customer retention
• Ongoing account management under Ypsilon Digital for sustained optimization

What We Learned

High-volume ecommerce SEM in Latin America has specific challenges that don’t exist in English-language markets. Keyword behavior in Argentine Spanish differs from Mexican or Colombian Spanish. Print industry terminology varies by region. And the competitive landscape for ecommerce SEM in Argentina in 2015-2016 was evolving rapidly as more offline print shops moved online.

The Pymedia account taught us that restructuring a large existing account often delivers more immediate ROI than building campaigns from scratch, because you’re working with real historical data about what converts. The audit-first approach — document everything that’s wrong before changing anything — became standard practice for every paid media engagement we’ve taken on since.