Comprehensive set up of contextual advertising for a pet supplies website

1. Google Shopping set up;
2. Implementation of the Google Shopping into groups by website categories;;
3. Set up of dynamic parameters to create dynamic remarketing campaigns because users do not make decisions about the purchase immediately;
4. Work on lists of negative keywords;
5. Reducing the number of advertising campaigns, focused on conversion and their optimization;
6. Disabling ineffective campaigns with high advertising costs, high CPA and CPC;
7. We have created dynamic campaigns to reduce the cost-per-click and increase the number of relevant queries;
8. Regroup keywords into separate groups. We have left the most relevant keywords, excluded those that do not bring clicks and have a low frequency. This will allow to create more relevant ads and increase the quality score;
9. Adding expanded ads and one custom ad per group increases the quality of your ad campaign;
10. Creating relevant headlines using keywords, specifying the benefits from the buyer's point of view.

We decided to test the Google Shopping campaigns. They may work better than contextual due to the fact that the ad already has a graphic creative and price. Such ads are a filter for clients who are still not ready to buy. Google Shopping campaigns often have higher conversion rates at a lower cost than contextual ones.

We also launched a brand campaign because competitors used our company's queries in their ads.

It was recommended to pay attention to the pages loading speed and optimize them. This will help reduce rejections and visitors who did not convert.

Optimization tasks have been completed, goals - increase ROAS, decrease CPA - have been achieved. Work in the account continues.