Phase 1: Reduce Wastage and Optimize Cost
Based on existing keywords and search term report we determined low intent high spending keywords that are not bringing in relevant users. We conducted a parallel keyword analysis for high intent keywords using our in-house tool and Keyword Planner. The AdWords account was then restructured to build a keyword group view of the campaign and toggle ad groups based on relevance and spend. Costs were optimized for LiveWorld since we were able to plug wastage by continually adding negative keywords and pausing low-performing keywords. We took a conscious decisions to remove broad match modifier keywords even sacrificing some relevant clicks
Phase 2: Improve Performance KPIs Key
performance indicators (KPIs) such as CTRs, Impression Share and Relative CTRs improved by, having a minimum of 5 ads per ad group, adding ad extensions, bid optimization at device level, location level and demographic level. Ensuring consistent CTRs has been the objective for this phase
Phase 3: Improve Business KPIs
The third phase included improving business KPIs such as Conversions and Cost Per Conversion. The objective was to get highly relevant users to the landing page. By click wise monitoring of search terms we maintained 92% relevant search terms for all campaigns. By using heatmap analytics modified the landing pages aimed to keep user focus on the form and hence improve conversion rates
