The Solution

Having taken over the management of the account in May 2024, we have implemented a range of actions, which include, but are not limited to:

Restructuring Search Campaigns:
We restructured the search campaigns including consolidation to enhance budget distribution to improve efficiency and data generation. We have also created new ad groups based on comprehensive keyword research and search term data from the account.

Optimising Keywords For Cheaper CPCs:
By focusing on high-quality, low-competition keywords and using longer-tailed keywords for more targeted traffic, we have reduced CPCs by 60% since taking over the account. We have also paused underperforming and high cost keywords which were wasting money in the account.

Implementing a Brand Campaign:
We implemented a Brand campaign to boost brand visibility and drive targeted traffic, ensuring greater alignment between brand messaging and audience engagement.

Introducing Performance Max:
We introduced Performance Max, focusing on a smaller, targeted product range to optimise the use of the budget and maximise returns across multiple Google ad channels.

Feed Auditing & Feed Optimisations
We conducted a thorough feed audit and have begun implementing feed optimisations to enhance product data, ensuring more accurate and effective shopping listings within the Performance Max campaign.

This involves 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.

Google Ads Tagging Set Up:
We implemented Google Ads tagging setup to enable more precise tracking and measurement of campaign performance, ensuring data-driven optimisations and insights.

Theme-Based Ad Copy Testing:
We have implemented theme-based ad copy testing to evaluate and refine messaging, ensuring the most effective themes resonate with target audiences and drive improved performance.

Implemented Dynamic Remarketing:
We set up dynamic remarketing to deliver more personalised and tailored ads, re-engaging users with products they have previously shown interest in and driving higher conversion rates.

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.

Applied Target CPAs:
We have added target CPAs to the campaigns to better control costs and enhance bidding strategies, ensuring a more efficient allocation of budget while maximising return on investment.