The Solutions
Having taken over the management of the accounts in May 2023, we have implemented a range of actions, which include, but are not limited to:
Restructuring Performance Max Campaigns:
We segmented campaigns by product type for targeted and more effective advertising, allowing us to tailor ad copy, landing pages and audiences to specific product categories.
Introducing Feed Management:
We have optimised the product feed to boost relevance and precision, increasing product visibility and enhancing user engagement. This involved ensuring each product has specific attributes—such as product type, category, and additional details—benefiting both backend and frontend developments.
Switching to A Third-Party CSS To Reduce CPCs:
We have reduced the client’s CPCs by leveraging a third-party Comparison Shopping Service, ensuring cost-efficient ad placement and wider product visibility.
Moving to DDA Attribution:
We have switched all accounts to Data-Driven Attribution to provide a more accurate representation of the customer journey and allocate credit appropriately across touchpoints. This has enabled us to make informed decisions, allocate budgets strategically, and maximise the impact of our campaigns with precision.
Enhanced Conversion Tracking:
Enhanced Conversions tracking was set up across all of the accounts to provide us with an accurate understanding of user interactions, allowing for improved tracking, insightful performance analysis, and ultimately enabling more informed optimisation strategies for better campaign results.
Implementing A New Customer Strategy:
A new customer strategy was implemented to enhance targeting precision, allowing each account to strategically allocate resources, tailor ad content to attract new audiences and drive increased acquisition of valuable new customers.
Reviewed Cross-Bidding Strategy:
We have reviewed cross-bidding strategies across each account to achieve a more integrated and harmonised advertising approach. This involved a thorough assessment of cross-bidding keywords in each account to prevent increased CPCs and optimise ad spend efficiency.
Reviewed First-Party Data Strategy:
We optimised the use of customer match and first-party data, ensuring personalised targeting and maximising the potential of existing customer relationships.
Switched to Conversion Value-Based Automated Bidding:
We have adopted an automated, value-based bidding strategy based, allowing for more dynamic and efficient bid management.
Implemented Future-Proofed Tagging Strategy:
We have implemented website and GA4 tagging for a future-proofed and comprehensive tagging strategy, ensuring accurate data collection and analysis across all 3 accounts.
