Cancer - Improved Performance Year-Over-Year

Project goal The client wanted to maximize conversions and lower CPA.

Solution 

- Increased ad scores from "Poor" and "Average" to "Excellent" by creating specific ad groups for each type of cancer that the client wanted to advertise

- Added sitelink extensions, call out extensions, structured snippet extensions, and image extensions

- Separated brand keywords from generic keywords

- Managed TCPA bidding week-over-week