We continued to optimize the account, and the results gradually became better.
The warmest (ready-to-buy) audience searches for the store by the names of specific product models. The assortment of the company is very wide, but at the same time highly specialized, so the converting queries are very low-frequency. Keys were constantly appearing in the account, which Google marked as “few queries” and did not start showing ads.
A dynamic search campaign should solve this problem. But we faced the fact that product cards are well filled out, and product categories often don’t even have seo texts. For dynamic search advertising, good search engine optimization of the site is extremely important, otherwise the effect of it will be limited.
The turning point came when we tried the so-called low cost strategy. The essence of the strategy is to create groups with fairly high-frequency keywords in a broad match, and set the CPC much lower than the main keyword needs to compete. Thus, impressions are initiated mainly for similar queries, including the lowest ones. At the same time, unlike a dynamic campaign, we could lead users to the category page, showing the assortment.
In September 2018, we were finally able to achieve the desired results: advertising revenue increased significantly, and the SAE dropped to 3.54%.