Best Next Step to Improve a Brand Search Campaign

Hi everyone,

I just started working with an ecommerce client and was hoping to get your POV on the best next step to increase the performance for this campaign.

The past 30 days, this Brand Search Campaign's metrics look like:

(note only keyword here is the business name)

Avg CPC: $0.54

Conversions: 448

ROAS: 1,483%

CTR: 61%

Settings: The campaign is being optimized to Conversion Value / Target ROAS 800%.

I already optimized the keywords (they were testing exact and phrase versions of the same KW), so I turned off the phrase match ones, which were much less profitable. I expect this to translate into improved ROAS.

However, I know there's more room to improve this ROAS for a brand search campaign, so I wanted to get your POVs on the best next optimization steps:

1) Since we've been getting consistently higher ROAS than the target, would upping my target ROAS be the best next step?

2) Would moving the bidding to manual CPC help me lower the CPC w/out missing out on conversions?

Any other ideas to consider?

Thanks so much!

5 comments

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