Client Brief: The client has requested to duplicate a previously running search engine advertising account and find ways to further reduce cost per click and maximise total spend.
Challenges: Lowering cost per click bids on keywords that are crucial to bringing more sales can do damage to the total effectiveness of an ad campaign because the ads simply will not show and will lose its total purpose if the bids have been placed too low.
What I Did: By analysing previous data derived before the time I have acquired the account, I have discovered that the bid for the branded campaigns can be lowered significantly as it has lesser competition and higher relevance. I created separate campaigns focusing on branded keywords, and set a much lower bid amount without affecting overall ad exposure.
Outcome: A separate campaign focusing on specific brands allowed me to significantly lower the costs per click bid of each keyword being targeted without sacrificing ad exposure. The average cost per click of the branded campaign has been lowered from $0.37 to $0.06 in one month through calculated bid management. This resulted to remaining funds which we then leveraged to help non branded keywords achieve dominance in their own search fields. Extra funds saved from the new campaign also used to target new markets for the fashion brand such as watches, men’s apparel, etc.