To tackle the first challenge posed by the high Average CPC, our approach prioritised working with branded terms, thereby leveraging JoJo’s established brand presence. We also targeted keywords with lower competition, related to JoJo’s products. Once established, we went through continuous optimisations to ensure our focus was on the best converting keywords with the lowest possible Avg CPC. This was specifically completed for the Search Campaigns, which included the ad groups for the specific products. After targeting branded keywords, we started targeting non-branded keywords of products offered by JoJo and followed the same process as for the branded keywords.

In our pursuit of targeting the right audience, we implemented Performance Max campaigns which enabled us to pinpoint specific audiences, in particular, users with similar buyer statuses to those who have previously made purchases with JoJo. Additionally, we targeted users resembling those who have previously viewed JoJo’s products. By focusing on these audiences, we aimed for greater precision in displaying our ads to users more inclined to view products and convert, either through purchases or other conversion actions.