Keyword analysis was undertaken to remove poor performing keywords and expand top converting keywords through SQRs to include more long tail variations, giving easyJet holidays more coverage in the landscape. Specific ads were then created relevant to the keywords, tightly themed to the ad group to increase CTR and quality score. Utilising other extensions and account features, including being whitelisted for the then-new expanded text ads, was also a high priority.
Key highlights include:
42% of keywords now have a quality score of 7 or above, compared to 23% on the old account
58% reduction in CPC
22% increase in CTR
65% improvement in conversion rate
74% reduction in CPA
80% increase in PPC conversions YOY