Soon after taking over management of the account, the rollout of the strategy started with restructuring the campaigns to reflect PPFC’s product catalogue, grouping campaigns first into product types, and then into targeting types. The result was a campaign structure separated by branded, competitor, and category targeting.

This structure was further refined when we introduced our software solution, streamlining the campaigns into portfolios and splitting out branded and competitor campaigns into keyword and product targeting.

Grouping the campaigns in this way and using campaign portfolios based on product type improved the process of campaign management, optimisation, and reporting.

With these foundations in place, the long-term strategy has been to remain competitive on branded terms while targeting high-converting category and competitor keywords. With a continued focus on achieving monthly ACoS and TACoS targets, this has meant regularly reviewing search term reports and negating non-converting keywords and product targets.

A final key element of the strategy has been cross- and up-selling campaigns, targeting own brand products with other complementary products or bigger packs, e.g., displaying 3-pack treats to customers searching for single packs.