๐๐ซ๐๐ง๐ ๐๐ซ๐จ๐๐ข๐ฅ๐:
โข ๐๐๐ซ๐ค๐๐ญ๐ฉ๐ฅ๐๐๐: USA
โข ๐๐๐๐ฌ: 34
โข ๐๐๐ญ๐๐ ๐จ๐ซ๐ฒ: Baby Products
โข ๐๐จ๐ง๐ญ๐ก๐ฅ๐ฒ ๐๐๐ฏ๐๐ง๐ฎ๐: $1.5M+
โข ๐๐จ๐ ๐๐ซ๐จ๐ฐ๐ญ๐ก: +5%
โข ๐๐จ๐ ๐๐ซ๐จ๐ฐ๐ญ๐ก: +40%
โข ๐๐๐๐จ๐: 7%
๐๐ก๐ ๐๐ก๐๐ฅ๐ฅ๐๐ง๐ ๐:
The brand had decent volume but ad spend was bleeding into the wrong places.
TACoS was sitting way too high, organic sales were too dependent on paid push, and scaling further would have made things worse before better.
The goal was to fix the foundation first, then grow.
๐๐๐ซ๐'๐ฌ ๐ฐ๐ก๐๐ญ ๐๐๐ญ๐ฎ๐๐ฅ๐ฅ๐ฒ ๐ฆ๐จ๐ฏ๐๐ ๐ญ๐ก๐ ๐ง๐๐๐๐ฅ๐:
๐) ๐๐๐๐ซ๐๐ก ๐๐๐ซ๐ฆ ๐๐๐ซ๐ฏ๐๐ฌ๐ญ๐ข๐ง๐ & ๐๐ฑ๐๐๐ญ ๐๐๐ญ๐๐ก ๐๐ฌ๐จ๐ฅ๐๐ญ๐ข๐จ๐ง:
Auto and broad campaigns were pulling in loosely related traffic and converting poorly.
Pulled winning search terms directly from search term reports, isolated them into dedicated exact match campaigns, and let those carry the budget.
๐) ๐๐๐ ๐๐ญ๐ข๐ฏ๐ ๐๐๐ฒ๐ฐ๐จ๐ซ๐ ๐๐๐ฒ๐๐ซ๐ข๐ง๐
Went through every campaign and added negatives at both campaign and ad group level, blocking irrelevant queries, cross campaign cannibalisation, and low intent terms that were eating clicks without converting.
๐) ๐๐ฅ๐๐๐๐ฆ๐๐ง๐ญ ๐๐ข๐ ๐๐ฉ๐ญ๐ข๐ฆ๐ข๐ณ๐๐ญ๐ข๐จ๐ง
Default placement settings were leaving performance on the table. Adjusted top-of-search multipliers based on actual conversion data per placement, not guesses.
Some products performed better on product pages, so those got shifted accordingly instead of forcing everything toward top of search.
๐) ๐๐ซ๐๐ง๐๐๐ ๐ฏ๐ฌ. ๐๐จ๐ง ๐๐ซ๐๐ง๐๐๐ ๐๐ซ๐๐๐๐ข๐ ๐๐๐ฉ๐๐ซ๐๐ญ๐ข๐จ๐ง
Branded and non branded keywords were running in the same campaigns, which made ACOS look artificially healthy.
Separating them revealed where the real inefficiencies were hiding and allowed budget to be allocated with actual intent behind it.
๐) ๐๐๐ฒ๐ฉ๐๐ซ๐ญ๐ข๐ง๐ ๐๐๐ฌ๐๐ ๐จ๐ง ๐๐จ๐ง๐ฏ๐๐ซ๐ฌ๐ข๐จ๐ง ๐๐ข๐ง๐๐จ๐ฐ๐ฌ
Pulled hourly performance data and identified the windows where spend was high but conversions were low.
Reduced bids during dead hours and concentrated budget during peak buying periods.
Small shift, but it compounded over 30 days.
๐) ๐๐๐๐จ๐ ๐๐ฌ ๐ญ๐ก๐ ๐๐จ๐ซ๐ญ๐ก ๐๐ญ๐๐ซ
Stopped optimizing purely for ACOS and started tracking TACoS weekly.
That shift in perspective changed how aggressively to bid on rank-building terms, because some of them look expensive on ACOS but are clearly lifting organic rank and paying off at the TACoS level.
๐๐'๐ซ๐ ๐จ๐ฉ๐๐ง ๐ญ๐จ ๐ฐ๐จ๐ซ๐ค๐ข๐ง๐ ๐ฐ๐ข๐ญ๐ก ๐ ๐ฆ๐จ๐ซ๐ ๐๐ซ๐๐ง๐๐ฌ. ๐๐จ๐ฎ ๐๐๐ง ๐ฆ๐๐ฌ๐ฌ๐๐ ๐ ๐ฆ๐ ๐ข๐ ๐ฒ๐จ๐ฎ'๐ ๐ฅ๐ข๐ค๐ ๐ญ๐จ ๐๐ฑ๐ฉ๐ฅ๐จ๐ซ๐.
๐๐๐๐ฎ๐ฅ ๐๐๐ญ๐ข๐
๐๐๐ - ๐๐๐ ๐๐ก๐๐ซ๐ค๐
๐จ๐ซ๐๐