We focused primarily on ad copy testing to find the best type of ad copy to drive purchases. The ad copy options focused on various ways to explicit highlight the between the client and other competitors to position themselves into a niche within the addressable market. Through ad copy testing, the business discovered the best way to position it’s products and which subsegment resonates the most to the ad copy.

By focusing on a subsegment of the target audience, the client was able to maximize its advertising value through audiences most likely to purchase instead of focusing on the larger audiences most likely to consider purchasing from established competitors.

We also focused on dynamic advertising based on product categories to identify best performing products and copy based on Google’s recommendations. By giving Google explicit instructions, we were able to see which products have the highest conversion rate without any input of priority. Luckily, advertising spend was preserved because lesser performing categories were quickly identified and removed, while better performing campaign categories received increased advertising investment.