All high-volume, converting search terms of the last 2 years were added to the restructured ad groups using Phrase and Exact Match (currently testing with Broad Match). I consolidated the Search campaigns aggressively to ramp up the volumes on the ad group level to favor ML-based products (such as Smart Bidding and RSAs). Gross Profit wasn't being tracked either. There was no GACT pixel or OCT integration in place. Revenue was being tracked through UA imports. Different Bidding Strategies were in place, ranging from Manual CPC to Maximize Conversions. Expanded Text Ads (ETAs) were still in place (ouch). Broad Match Modifiers were still in place (ouch). Ad groups were segmented on match type, and the SKAG structure was still being used (ouch) Account structure was heavily outdated. Implementing OCT and gathering data took 8 months to complete, and the new campaigns went live in June 2023 (2 months ago). He knew his account was outdated and didn't get the TLC it needed, and he was eager for me to review his Google Ads strategy and tactics - so I dove in.īefore continuing, it's important to know that product prices and margins vary greatly. Last year, I started working for a new client selling government-related documents. This client was losing money without knowing it. Abondonment behaviour (cart & checkout)Įxpect a full breakdown, including examples and further explanation in the next 𝗧𝗵𝗲 𝗣𝗣𝗖 𝗠𝗮𝘀𝘁𝗲𝗿𝘆 𝗣𝗼𝗱𝗰𝗮𝘀𝘁 - scheduled for next Monday! Here's a list of segments I frequently use for my clients. Steer Google Ads' algorithms in the right direction, by using high-impact first-party data segments in your audience signals.
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