The overall challenge
In a highly competitive market, we wanted to ensure that JDE Coffee’s ads were shown to the right stakeholders by feeding Google’s intelligent bidding data in the right way.
Our solution to JDE’s challenge was to test two identical campaigns with the same settings and budget.
In one campaign, keywords were grouped according to their match type into separate ad groups. In the second campaign, we had mixed keyword match types in each ad group.
The payoff included a 50% increase in conversions.
We saw an increase in performance on the campaign with mixed match types in the ad groups:
50% increase in conversions
73% boost in clicks, leading to important traffic to the site
78% more ad views