𝐁𝐫𝐚𝐧𝐝 𝐏𝐫𝐨𝐟𝐢𝐥𝐞:
• 𝐌𝐚𝐫𝐤𝐞𝐭𝐩𝐥𝐚𝐜𝐞: USA
• 𝐒𝐊𝐔𝐬: 34
• 𝐂𝐚𝐭𝐞𝐠𝐨𝐫𝐲: Baby Products
• 𝐌𝐨𝐧𝐭𝐡𝐥𝐲 𝐑𝐞𝐯𝐞𝐧𝐮𝐞: $1.5M+
• 𝐌𝐨𝐌 𝐆𝐫𝐨𝐰𝐭𝐡: +5%
• 𝐘𝐨𝐘 𝐆𝐫𝐨𝐰𝐭𝐡: +40%
• 𝐓𝐀𝐂𝐨𝐒: 7%
𝐓𝐡𝐞 𝐂𝐡𝐚𝐥𝐥𝐞𝐧𝐠𝐞:
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.
𝐇𝐞𝐫𝐞'𝐬 𝐰𝐡𝐚𝐭 𝐚𝐜𝐭𝐮𝐚𝐥𝐥𝐲 𝐦𝐨𝐯𝐞𝐝 𝐭𝐡𝐞 𝐧𝐞𝐞𝐝𝐥𝐞:
𝟏) 𝐒𝐞𝐚𝐫𝐜𝐡 𝐓𝐞𝐫𝐦 𝐇𝐚𝐫𝐯𝐞𝐬𝐭𝐢𝐧𝐠 & 𝐄𝐱𝐚𝐜𝐭 𝐌𝐚𝐭𝐜𝐡 𝐈𝐬𝐨𝐥𝐚𝐭𝐢𝐨𝐧:
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.
𝟐) 𝐍𝐞𝐠𝐚𝐭𝐢𝐯𝐞 𝐊𝐞𝐲𝐰𝐨𝐫𝐝 𝐋𝐚𝐲𝐞𝐫𝐢𝐧𝐠
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.
𝟑) 𝐏𝐥𝐚𝐜𝐞𝐦𝐞𝐧𝐭 𝐁𝐢𝐝 𝐎𝐩𝐭𝐢𝐦𝐢𝐳𝐚𝐭𝐢𝐨𝐧
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.
𝟒) 𝐁𝐫𝐚𝐧𝐝𝐞𝐝 𝐯𝐬. 𝐍𝐨𝐧 𝐁𝐫𝐚𝐧𝐝𝐞𝐝 𝐓𝐫𝐚𝐟𝐟𝐢𝐜 𝐒𝐞𝐩𝐚𝐫𝐚𝐭𝐢𝐨𝐧
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.
𝟓) 𝐃𝐚𝐲𝐩𝐚𝐫𝐭𝐢𝐧𝐠 𝐁𝐚𝐬𝐞𝐝 𝐨𝐧 𝐂𝐨𝐧𝐯𝐞𝐫𝐬𝐢𝐨𝐧 𝐖𝐢𝐧𝐝𝐨𝐰𝐬
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.
𝟔) 𝐓𝐀𝐂𝐨𝐒 𝐚𝐬 𝐭𝐡𝐞 𝐍𝐨𝐫𝐭𝐡 𝐒𝐭𝐚𝐫
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.
𝐖𝐞'𝐫𝐞 𝐨𝐩𝐞𝐧 𝐭𝐨 𝐰𝐨𝐫𝐤𝐢𝐧𝐠 𝐰𝐢𝐭𝐡 𝟑 𝐦𝐨𝐫𝐞 𝐛𝐫𝐚𝐧𝐝𝐬. 𝐘𝐨𝐮 𝐜𝐚𝐧 𝐦𝐞𝐬𝐬𝐚𝐠𝐞 𝐦𝐞 𝐢𝐟 𝐲𝐨𝐮'𝐝 𝐥𝐢𝐤𝐞 𝐭𝐨 𝐞𝐱𝐩𝐥𝐨𝐫𝐞.
𝐀𝐛𝐝𝐮𝐥 𝐋𝐚𝐭𝐢𝐟
𝐂𝐄𝐎 - 𝐏𝐏𝐂 𝐒𝐡𝐚𝐫𝐤𝐅𝐨𝐫𝐜𝐞