Our primary goal was to enhance account performance by addressing the over-dominance of brand terms and expanding the keyword reach.
Detailed strategy execution:
Account audit and analysis:
- Identified an over-dominance of brand terms.
- Suggested enhancements for keyword density and geographic granularity.
Account restructuring:
- Improved relevancy and Quality Score.
- Increased keyword reach beyond brand terms.
Brand campaign optimisation:
- Focused on improving Quality Score.
- Reduced brand spend while increasing conversion volume.
Non-brand campaign development:
- Implemented high-performance elements from existing campaigns.
- Expanded keyword density and geographic reach.
