Identifying the opportunities to invest the budget in a proper way, such as allocating budget as per the performance of the campaign can actually make a difference. This will result in cutting unnecessary spend and increase the spending for the performing ones to get a hike in conversions and lower down the CPA.

The team tested call-only ads in specific brand campaigns to get more phone calls, which proved to be a major factor in generating more call conversions and helped to lower down the CPA.

The correct use of bidding strategies like “Maximize Conversions” in the campaigns was done, once there was enough historical data to achieve the marketing goals.

In the initial phase of campaigns, the bid strategy used in the Brand and AMA campaigns was “Manual CPC” to control the bids based on the performance. Later, the campaigns were optimized with regular search term analysis and bid adjustments wherever required. Furthermore, once enough data was received from the account, the team switched to “Maximize Conversions” to focus more on results and lower down the CPA of the account.

The next step was finding and excluding negative keywords in the account by preparing a detailed search terms report and pausing keywords that were too generic and were running with improper match type to reduce irrelevant search queries and reduction in cost.