After identifying the key problem areas, we developed effective solutions and strategies to combat them:

• Account unification. We tested multiple approaches to prevent search queries from affecting each other across the client’s account. This helped us improve campaign performance and reduce CPAs and CPCs by around 30%.
• Boosting sales with promotions. Launching 10% off promotions across paid search and shopping campaigns on paid social, we boosted revenue and sales during slower parts of the month.
• Keyword expansion. We continuously tested new keywords, used more generic approaches for limited-volume keywords, and tried broad match variations. We also moved away from intent keywords towards broader, information-oriented queries to expand the brand’s market reach.

• Testing new product variations across the Merchant Center. We experimented with different product variations for the Performance Max campaign, including new headlines, descriptions, images, and landing pages. This helped us boost our CTR and sales across Shopping.
• Using profile bidding strategies to manage costs. To keep costs down for core keywords and branded traffic, we used profile bidding to balance between visibility and competitiveness without letting the algorithm drive up costs.
• Driving brand awareness through paid social. Given the industry’s unique nature, we supported our paid search efforts with brand awareness and recognition campaigns on paid social to increase sales. We ran campaigns across a variety of broad, lookalike, and interest audiences with storytelling creatives to promote the service and its importance at times of rapidly declining male fertility.