The team wanted to capitalise on Google releasing ‘Business Name’ and ‘Business Logo’ as extensions and unpinning Branded terms from Headlines which is now provided by Google through Assets.
To improve Ad Strength and identify how changes to this affect the performance of ads – in particular CTR’s and CPC’s.
91% of ads saw improvements to Ad Strength
30% of ads saw an increase in CTR
22% of ads saw a reduction in CPC’s
Our PPC experts enabled Business Name and Business Logo as Assets across all campaigns.
We agreed with the client an initial 14 day test period, and only reviewed like-for-like ads (no sale vs non-sale ads were reviewed).
We only unpinned headlines; no other changes to ad copy were made to ensure only this affected performance!
We’re always on the lookout to improve our ads; some still have the capacity to improve Ad Strength, so we’ll be looking to update Headlines and Descriptions to continue to improve CTR’s and reduce CPC’s.