The Solution
Foremost Media conducted an analysis of MEC’s current PPC campaigns. This helped shine a light on some opportunities for improvement and allowed us to create a plan that would help the client achieve their desired results.
Our first order of business involved restructuring MEC’s existing campaigns. It was apparent that their budget was spread too thin to accommodate the number of campaigns, ad groups, and ads they were currently running. This made it tough to gather any meaningful data and created an obstacle to optimization. It also helps drive home an important point: sometimes, less is more!
After reviewing all campaigns and ad groups, we hit the pause button on underperforming campaigns and ad groups, re-allocating the budgets to higher-performing campaigns. In addition, we created a “catch-all” Dynamic Search Ads campaign with targeted keywords designed to spread traffic out among all products.
At the same time, we transformed the original shopping campaign into a Performance Max goal-based campaign in order to cast a wider net. All campaign bid settings were adjusted to focus on maximizing conversion value.
Next up, we took aim at boosting the ads’ CTR. Our goal was a lower cost per click, which would translate into a higher return on ad spend. New ad copy and detailed sitelink extensions, callouts, images, and structured snippets were the weapons in our arsenal…and they ended up hitting their mark!