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What Goes Up Must Come Down
What Goes Up Must Come Down
An explanation of a brand we onboarded an year ago.
Which Strategies we used to Lowered the ๐๐๐ข๐ฆ ๐ณ๐ฟ๐ผ๐บ ๐ต๐ฌ% ๐๐ผ ๐ฏ๐ฎ% and ๐ง๐๐๐ข๐ฆ ๐ณ๐ฟ๐ผ๐บ ๐ญ๐ด% ๐๐ผ ๐ฒ%
โ ๐๐ฟ๐ฎ๐ป๐ฑ ๐๐๐ฑ๐ถ๐ ๐๐ป๐ฎ๐น๐๐๐ถ๐:
๐When 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.
๐All match types were being target.
๐Overall performance of campaigns was low, due to bad optimization of bids and placement.
๐The keywords were de-ranking drastically and TACOS was not improving.
- 1. Main objective was to lower the ACOS and improve the de-ranked keywords
- 2. We Re-structured the campaigns with 1 kw per 1 campaign and exact match type for keywords which needed to be ranked.
- 3. 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.
- 4. At start, we had bad ACOS, but in return we were getting good ranks. This improved our TACOS a lot.
- 5. Next phase was to optimize the campaigns as such to reduce the overall Portfolio ACOS.
- 6. 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.
- 7. ๐ง๐ต๐๐, ๐ถ๐ ๐๐ผ๐ผ๐ธ ๐๐ ๐ฏ-๐ฐ ๐บ๐ผ๐ป๐๐ต๐ ๐๐ผ ๐ฎ๐ฐ๐ต๐ถ๐ฒ๐๐ฒ ๐ผ๐๐ฟ ๐ฎ ๐๐ผ๐ฎ๐น๐ ( ๐๐๐ข๐ฆ ๐ณ๐ฟ๐ผ๐บ ๐ต๐ฌ% ๐๐ผ ๐ฏ๐ฎ% ๐ฎ๐ป๐ฑ ๐ง๐๐๐ข๐ฆ ๐ณ๐ฟ๐ผ๐บ ๐ญ๐ด% ๐๐ผ ๐ฒ% ).
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8. This was an amazing accomplishment.
โญ๐๐ ๐ผ๐๐ฟ ๐ญ ๐๐ฒ๐ฎ๐ฟ ๐ป๐ฒ๐ ๐บ๐ฎ๐ฟ๐ด๐ถ๐ป ๐๐บ๐ฝ๐ฟ๐ผ๐๐ฒ๐ฑ ๐ณ๐ฟ๐ผ๐บ ๐ด% ๐๐ผ 20%. The end goal was to stable the account and make profits for our clients.