After an overall analysis of the website, we decided to create separate landing pages for each category, which were to be targeted for the PPC campaign. We then restructured the campaign and added high search volume keywords for each of those landing pages. Based on these relevant keywords, we created multiple Ad copies and included negative keywords which would prevent our ads from getting unwanted clicks. We also included ad extensions like Sitelinks, Call extension, Callout extension and Location extension to be shown along with the text ad.

We also designed bidding strategies that would be focused on average position & ROI. Campaigns are still monitored on an ongoing basis to ensure the continued success. This includes applying short-term ads that highlight special offers for holidays and other occasions.