Optimum Campaign Structure: Set up individual campaigns for each product. Segmented by targeting levels, match types, and target density (less than 30 targets per campaign).
Top of Search (TOS) Placements: Leveraged TOS placements for their higher conversion rates and lower ACoS. Established highly targeted campaigns with competitive bids for better TOS impression share.
Minimizing Wasted Spend: Identified and redirected approximately £500 of wasted ad spend towards effective strategies.
Optimized Bids: Regular fine-tuning of bids for competitiveness and profitability. Utilized dynamic bidding for real-time adjustments.
Complete Marketing Funnel: Developed a full ad funnel, from broad targeting at the awareness stage to focused retargeting at the purchase stage.
This case study exemplifies the rapid and effective improvement in PPC performance through targeted optimization strategies. The results over both the initial two weeks and the subsequent five months demonstrate the impact of a well-structured and dynamic approach to PPC management, leading to significant revenue growth and a strong market position.