We ensured campaigns were set up correctly. By this, we mean structuring the account into logical campaigns to give more control over budgets, ad scheduling, and geo-targeting.
On Google Ads, we filtered the most relevant keywords and divided Shopping campaigns into three specific areas:
- Generic searches, with low purchase intent;
- Brand-related searches, with high purchase intent;
- More complex product searches, with a high intention to purchase.
To have effective ads, we wrote who the client is, what they offer, and why they can satisfy the user’s need better than others.