๐—”๐—–๐—ข๐—ฆ ๐—ณ๐—ฟ๐—ผ๐—บ ๐Ÿต๐Ÿฌ% ๐˜๐—ผ ๐Ÿฏ๐Ÿฎ% and ๐—ง๐—”๐—–๐—ข๐—ฆ ๐—ณ๐—ฟ๐—ผ๐—บ ๐Ÿญ๐Ÿด% ๐˜๐—ผ ๐Ÿฒ%

โ— ๐—•๐—ฟ๐—ฎ๐—ป๐—ฑ ๐—”๐˜‚๐—ฑ๐—ถ๐˜ ๐—”๐—ป๐—ฎ๐—น๐˜†๐˜€๐—ถ๐˜€:


โ–ถ๏ธWhen we audited this brand, the PPC campaign structure was messed up. Bulk of keywords were stuffed within a single campaign known as keyword cannibalism, which was not allocating budget evenly to each keyword.
โ–ถ๏ธAll match types were being target.
โ–ถ๏ธOverall performance of campaigns was low, due to bad optimization of bids and placement.
โ–ถ๏ธThe keywords were de-ranking drastically and TACOS was not improving.


๐Ÿ“ŠPlan Of Action & Execution:

โœ”๏ธMain objective was to lower the ACOS and improve the de-ranked keywords.
โœ”๏ธWe Re-structured the campaigns with 1 kw per 1 campaign and exact match type for keywords which needed to be ranked.
โœ”๏ธThe bid and Placement was optimized in accordance to get the TOS placement the maximum. This not only gave us to juice out more sales for the target keywords, but also boosted their ranks.
At start, we had bad ACOS, but in return we were getting good ranks. This improved our TACOS a lot.

โœ”๏ธNext phase was to optimize the campaigns as such to reduce the overall Portfolio ACOS.
โœ”๏ธOnce, we were sure that our ranks are stable. We started testing other match types and bids to reduce the lowest possible cpc and reduce our ACOS.


๐—ง๐—ต๐˜‚๐˜€, ๐—ถ๐˜ ๐˜๐—ผ๐—ผ๐—ธ ๐˜‚๐˜€ ๐Ÿฏ-๐Ÿฐ ๐—บ๐—ผ๐—ป๐˜๐—ต๐˜€ ๐˜๐—ผ ๐—ฎ๐—ฐ๐—ต๐—ถ๐—ฒ๐˜ƒ๐—ฒ ๐—ผ๐˜‚๐—ฟ ๐Ÿฎ ๐—š๐—ผ๐—ฎ๐—น๐˜€ ( ๐—”๐—–๐—ข๐—ฆ ๐—ณ๐—ฟ๐—ผ๐—บ ๐Ÿต๐Ÿฌ% ๐˜๐—ผ ๐Ÿฏ๐Ÿฎ% ๐—ฎ๐—ป๐—ฑ ๐—ง๐—”๐—–๐—ข๐—ฆ ๐—ณ๐—ฟ๐—ผ๐—บ ๐Ÿญ๐Ÿด% ๐˜๐—ผ ๐Ÿฒ% ).

This was an amazing accomplishment.
๐Ÿ’น๐—”๐˜€ ๐—ผ๐˜‚๐—ฟ ๐Ÿญ ๐˜†๐—ฒ๐—ฎ๐—ฟ ๐—ป๐—ฒ๐˜ ๐—บ๐—ฎ๐—ฟ๐—ด๐—ถ๐—ป ๐—œ๐—บ๐—ฝ๐—ฟ๐—ผ๐˜ƒ๐—ฒ๐—ฑ ๐—ณ๐—ฟ๐—ผ๐—บ ๐Ÿด% ๐˜๐—ผ ๐Ÿญ๐Ÿฐ%.

The end goal was to stable the account and make profits for our clients.