Search Ads Campaign: Current Performance and Proposed Changes

Overall stats

• Cost / CTR: retracted

Campaign structure

• 4 ad groups
  • Dynamic Search Ads (DSA)
  • Exclusive Ads
  • General Ads
  • Seasonal Campaign (Paused)
• lots of deprecated ‘Expanded Text Ads’
  • in the General Ads group, they could be removed, as they perform roughly the same as the responsive ads
  • in the Exclusive ads, they behave better than Responsive search ads ➝ they need to be moved
• DSA is not performing well at all

Keywords and Search Terms

• 75% of the cost goes to useless search terms

Landing Pages

• has carpet cleaning landing page from General Ads 2020
• most of the budget went to individual carpets

Extensions

Image extension

• Cost / CTR: retracted
• Pretty low ctr, which is surprising

Call extension

• Cost / CTR: retracted
• Reported calls: retracted

Proposed changes

• Remove specific adgroups as they are very expensive and too broadly targeted.
• Would not bother with Exclusive ads vs. General Ads, just have a single adgroup
  • make it very targeted with exact matches only based one the good search terms
  • probably would be ok to raise the bid later on to rank better
• Optional: make a Prospecting campaign with low budget & bids and broad keywords to catch new trending searches.
• Later on, we could ad sitelink extensions once we have categorical landing pages
• Retire text ads, use only responsive ones
  • move the good ones to responsive ad format
• Remove carpet cleaning landing page from general ads
• Remove landing pages to individual carpets