The first thing was to strip back the campaign and remove keywords that were not driving impressions, clicks or conversions. The remaining keywords were then placed in a campaign structure which made better sense and based on AAT Kings’ current tour offerings.
A better naming convention was implemented to enable more granular reporting and optimisation.
New creatives were then written to take advantage of Google’s new ad-formats and become better aligned to this new structure.
One of the key aspects the old campaign lacked was ‘match-stacking.’ Hence that was also implemented to ensure Google would serve the most relevant and cost-effective match-type.