Upon auditing the existing campaigns which had previously performed poorly, addmustard restructured and tailored PPC and Shopping campaigns around the product line and used existing audience and location data to split the campaigns to manage budget.
Spend was gradually opened up in month 1 by testing brand, product and generic search campaigns against product terms in Shopping. Each week budget was aligned with performing campaigns which were expanded out using DSA and SQRs. Monitoring of brand bidders, ad testing, promotion countdowns and sitelinks were also built during sale periods.
