Search campaigns
Existing search campaigns had a large number of keywords, as well as broad match or match modifier keywords, which accounted for the bulk of the campaign costs. Ad groups had different keywords with different directions in one group (competitors, auctions, brand).

We changed the settings of existing search campaigns, collected new keywords using Google Keyword Planner, created new ad groups in existing campaigns, arranged existing keywords according to the strategy, made better texts, and collected negative keywords based on search queries. In addition, we added all available Google Ads extensions.

Remarketing
For remarketing, we created audiences, prepared campaigns, and launched remarketing.

In August, we received +500 conversions and a 1.54% decrease in CPA.

For the next 2 months, we worked on optimizing search campaigns:

– Disabling ineffective keywords;
– Adding negative keyword;
– Testing different campaign strategies.

Performance Max
Prepared and launched 4 Performance Max advertising campaigns for priority locations. We set up dynamic remarketing on the website and added it to new campaigns. We created images and added texts. We got more registrations with the same CPA.