To streamline our account structure, we are consolidating ad groups, aiming for a minimum of 3,000 weekly impressions per ad group. We've maximized the assets in Responsive Search Ads (RSAs) while keeping one Expanded Text Ad (ETA) per ad group as a backup to prevent traffic loss in case of RSA disapproval.
Initially, we implemented keyword insertion, primarily pinned to the first headline in RSAs for optimal click-through rates. However, we later removed this pinning as RSAs gradually learn optimal asset combinations.
Regular keyword reviews ensure that all keywords are compatible with insertion in the first headline. We strategically pause underperforming keywords while ensuring that relevant search terms are captured by other active keywords within the same ad group.
Maintaining a 0% Search Lost IS (budget) metric is crucial, ensuring we meet our desired return on investment levels consistently.
Performance results in May 2020 compared to may 2021
Conversions increased by +70.34%
Net Revenue (custom metric, which is Conversion value – Investment) increased by +24.75%
Conversion value increased by +38.15%
Investment increased by +62.89%
