Let's take a closer look at few strategies in action.
Focus Area: Keywords
Case 1 : Reward Strong Performing Keywords
Strategy to be Adopted : Increase bids on high RoAS terms to grow ad sales
Objective(s) | Improve RoAS |
Scope | Keywords |
Condition | High RoAS |
Action | Increase Bid on Keyword |
Priority | High |
In this case the bid value for the keyword prior to increased focus on ROAS was $4 and now with the new strategy implementation the new bid value will be $4.4.
Tip : Always choose Last Bid Change in Condition while updating keywords bids. This ensures a term has accumulated enough data to make further changes.
Case 2 : Pullback on Underperforming Keywords
Strategy to be Adopted : Decrease bids on keywords with high spend and low return to get improved RoAS
Objective(s) | Improve RoAS |
Scope | Keywords |
Condition | Low RoAS |
Action | Decrease Bid on Keyword |
Priority | High |
In this case the bid value for the keyword prior to increased focus on ROAS was $4 and now with the new strategy implementation the new bid value will be $3.6.
Tip : Set up tiered strategies; for example keywords generating zero sales despite significant spend should be paused and those for generating low returns bids should be decreased and monitored on performance.
Case 3 : Pause Non-performing Keywords
Strategy to be Adopted : Pausing keywords with high spend and low return to get improved RoAS
Objective(s) | Improve RoAS |
Scope | Keywords |
Condition | High Clicks/Spend | No Sales |
Action | Pause Keyword |
Priority | High |
Tip : Use this to pause keywords with wasteful spend. Set a medium-to-high threshold for clicks/spend to ensure keywords are not paused too early.
Case 4 : Bid Ceiling
Strategy to be Adopted : Control bids on keywords by setting a ceiling bid
Objective(s) | Improve RoAS |
Scope | Keywords |
Condition | High Bid |
Action | Decrease Bid on Keywords |
Priority | High |
Tip : Use this to control bids by keyword type (Client Branded/Competitor/General). Keep these strategies at the top to ensure the bids never exceed the defined threshold.
Case 5 : Incrementality Bid Adjustments
Strategy to be Adopted : Decrease bids marginally on terms with high organic Share of Voice (SoV)
Objective(s) | Grow Awareness |
Scope | Keywords |
Condition | High Organic SoV |
Action | Decrease Bid |
Priority | Medium |
Tip : In case of limited ad budget, use this to focus on highest incremental impact terms.
Case 6 : Grow Awareness of Keywords
Strategy to be Adopted : Increase bids on potential keywords which can amount to considerable RoAS
Objective(s) | Grow Awareness |
Scope | Keywords |
Condition | RoAS > X | Clicks > Y |
Action | Increase Bid |
Control Action with | Clicks > X *Action to be taken ONLY when this condition is satisfied |
Tip : Add share in Top 3 / Top 10 in conditions and increase bids till Top of Search is won.
Case 7 : Grow Share of Voice on Low SoV Keywords
Strategy to be Adopted : Increase bids on keywords with low SoV to gain incremental visibility
Objective(s) | Grow Share of Voice (SoV) |
Scope | Keywords |
Condition | Share of Paid Search & Share of Organic Search |
Action | Increase Bid |
Priority | Medium |
Tip : To win top of search, set rules on Top 3 Organic SoV.
Case 8 : Impression Booster
Strategy to be Adopted : Boost bids on terms with no clicks or impressions due to low bids
Objective(s) | Grow Share of Voice (SoV) |
Scope | Keywords |
Condition | No Impressions | No Clicks |
Action | Increase Bid |
Priority | Medium |
Tip : Set a conservative bid ceiling to avoid inflated bids on less relevant keywords.
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