A steady profitable growth
Your campaign is not just growing; it's growing more efficiently. Revenue grew by +13.49%, while ad spend increased by a modest +2.80%.
We will continue to execute the current strategy while focusing on optimizing the key areas outlined in this report. The focus remains on scaling what works, staying profitable, and refining underperforming elements.
This efficient approach has directly resulted in a +10.40% increase in Return on Ad Spend (ROAS), which now stands at 7.5. We are generating more revenue for every euro spent.
Key driver: DSA on category pages
The launch of new Dynamic Search Ad (DSA) ad groups, targeting your website's category pages, has been the single most significant driver of our recent growth. This strategy is capturing highly relevant search queries that were previously missed by our other campaigns.
We will continue to monitor and scale these high-performing DSA ad groups, ensuring they remain funded and optimized to capture maximum visibility.
This initiative delivered a 10% week-on-week performance increase from its segment, achieving an impressive average ROAS of +10%.
What I recommend you to implement:
Opportunity: Broad match keyword refinement
The broad match keyword "leather shoes" is attracting irrelevant search terms. Last week, this generated 250 clicks that resulted in zero conversions, representing wasted ad spend and a significant drag on the account's overall ROAS.
To eliminate this waste, we've analyzed the search query report for this keyword and compiled a comprehensive list of 35 irrelevant terms that should be negative keywords. This action will act as a filter, preventing our ads from showing for searches that are not a good fit for our products.
By adding these negative keywords, we will instantly stop wasting budget on irrelevant clicks. This ensures our ad spend is focused only on qualified traffic that is likely to convert, which will directly increase the keyword's ROAS and drive more efficient sales.
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Optimization: Brand keyword cost reduction
We are overpaying for brand protection. The Cost Per Click (CPC) for your exact match brand keyword is approximately €0.30, which is unnecessarily high for traffic that is already seeking you out.
We will implement a Single Keyword Campaign (SKC). This involves creating a new, isolated campaign for your exact match brand keyword with a manual Max CPC bid strategy. This technique gives us direct control to lower the cost.
We project this will reduce the brand keyword CPC by two-thirds, resulting in an estimated €200 in savings per week while maintaining the same conversion volume.
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Growth: New keyword expansion
Our analysis of 620 search terms triggered by the "leather shoes" keyword has uncovered a significant opportunity. We have identified 21 new, high-impact keywords with strong commercial intent.
We will strategically integrate these 21 keywords into new, tightly-themed ad groups. Each group will have tailored ad copy and will direct users to the most relevant landing pages (e.g., by size, color) to maximize conversion potential.
This initiative is projected to deliver a weekly increase of approximately 2,000 clicks, 23 additional conversions, and €2,643 in revenue.
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Optimization: Ad copy enhancement
Data confirms that our top-performing ads all use headlines that leverage the scarcity principle ("Limited time," "Only a few left," etc.). Four of our ad groups are outperforming all others specifically because of this, achieving higher conversions and profitability.
To standardize this success across the account, we will replace two underperforming headlines in other ad groups with new versions that incorporate this proven scarcity principle.
This targeted change is projected to improve the click-through rate, leading to an estimated 3 additional conversions per week and increasing the overall profitability of our ad spend.
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