When an ad didn’t deliver results as expected, we would look at several factors to determine why it wasn’t working. After identifying the problem, we would test multiple ads, and come up with a winning solution.
As our ads ran, we made sure to closely monitor:
- They keywords we were bidding on, to ensure their performance was up to par.
- The actual “search queries” people were typing in Google.
As keywords delivered poor performance, we segmented them from their original campaigns and adjusted the ad copy to improve relevance, aka “Quality Score”.
When search queries came back that were unrelated to King Ice’s products, we added them to negative keyword lists. This made sure our ads stayed focused, and only targeted people who would become our customers.