Campaign Reorganisation: Due to outdated campaign formats and the large number of products on sale, we decided to split the original Manuel Shopping campaigns originally into Smart Shopping (Feb, 2020) and later into 4 Performance Max campaigns. This was split by product category, with a separate campaign advertising our higher value items to ensure these products had focused support to deliver value to the account and client.
Ad Creation and Optimisation: For our Search Ads & Performance Max, compelling ad copy and visually appealing ad creatives were utilised to capture user attention and promote the client’s products more effectively on Google’s other channels.
Targeted Audience Segmentation: By leveraging Google Ads’ audience targeting capabilities, the campaign focused on reaching potential customers interested in homeware products. Demographic, interest-based and behaviour-based targeting were employed to refine and improve the targeting strategy.
Conversion Tracking and Measurement: Upon taking over Handle Hardware’s account, conversion tracking within the account wasn’t set up to a high standard, meaning we had little accurate historical data to take advantage of. Straight away, we fixed their Universal Analytics (UA) & Google Tag measurement, later implementing GA4 eCommerce tracking allowing for ongoing optimisation and accurate reporting to the client.