Using a combination of campaign bidding priority settings and shared budgets, we created a specialist Shopping campaign structure which included a true Brand-only Shopping campaign.
This meant that Brand & Non-Brand Shopping results could be managed, optimised and reported independently of each other.
We then rebuilt the Non-Brand Search campaigns, expanding keyword sets and introducing new ad copy for text ads. The new ads tested creative language to stand out from the competition and improve click-through rates. This meant that we could achieve top of page ad positions for non-Brand keywords without increasing bids, resulting in increased traffic and revenue for non-Brand search campaigns.
With the restructure completed, we then tailored bid modifiers for combinations of audience, device, location and time of day.