18th November 2019
Rather than unnecessarily overhauling the account, we decided to take advantage of years of data that had built up. By looking at which user demographics and ad types resulted in the most conversions, we were able to tweak our approach and improve campaign efficiency.
The next step was breaking existing Google Shopping campaigns down by brand so we could see which were performing best, then working with the client to see which conversions, in the form of quotes, ultimately led to sales. We could then focus the advertising budget in areas that would drive profits.
We also noticed that competitors were bidding on the brand term “Printed 4 You”, so we introduced a text ad campaign that cemented our #1 position on those search engine results pages. This significantly reduced the risk of these high-quality prospects clicking through to another site.
We have only managed the campaign for six months (April–October 2019), but have already achieved significant year-on-year improvements. This, along with our transparent delivery method, has allowed us to build a strong relationship with the client.