Here is the information regarding the cost per conversion for keywords during the past 60 days, whereas the average cost per conversion during the year is €16.20 for this ad.

• "school sports equipment" - €89.11
• "sports facilities" - €43.59
• "multisport field" - €101.40
• “health safety at work”  - €112.90
• "basementpro sports equipment" - €168.56
• "sports facilities construction" - €60.44

There was a total spending with at least €592.2 spent on keywords way beyond the average cost per conversion historically observed in this ad.

Add the previous keywords as negative keywords to prevent further spending for this ad.

Over the last 30 days, mobile devices show a significantly higher cost per conversion in some campaigns. Example:

In Campaign “Search - UK - Sandals Summer Sale 2024 - 50% Off”, mobile has a conversion cost of $119.48, while desktop has a much lower conversion cost of $26.89.

Campaigns targeting mobile users are driving up costs without proportionate returns, leading to a lower return on ad spend (ROAS).

• Device Bid Adjustments: Reduce bids for mobile campaigns where the CPC is very high. For instance, consider lowering mobile bids by 50-60% for campaign “Search - UK - Sandals Summer Sale 2024 - 50% Off”.
• Mobile-Optimized Landing Pages: Ensure that landing pages are fully optimized for mobile.
• Exclude Underperforming Devices: In extreme cases, consider excluding mobile devices from campaigns where desktop performs significantly better.

The campaign already utilizes well-crafted headlines focusing on luxury and exclusivity, such as “Luxury 5* Bali” and “Bvlgari Resort Bali: Beyond Ordinary.” However, some headlines could be more concise and actionable, especially considering the 30-character limit.

• Replace “Bali Private Villas” with “Private Villas in Bali” (More keyword-focused, likely to match search intent).
• Use emotional appeal and personalization with headlines like “Your Bali Retreat” or “Bali Escape Awaits.”
• Introduce location-specific attributes to leverage local SEO, such as “Seaside Villas Bali.”

Over the last 28 days, ad spend between 18:00 and 19:00 spiked noticeably without a matching rise in conversions.

• 18:00 - 19:00: $84.56 in ad spend.
• 19:00 - 20:00: $71.60 in ad spend.
• 09:00 - 10:00: $30.32 in ad spend.
• 14:00 - 16:00: These hours have a lower cost (~$56-$72), but show the highest ROAS

ROAS comparison:
• 11:00: ROAS of 20.84
• 14:00: ROAS of 21.12
• 15:00: ROAS of 28.36

Reduce bids spend between 18:00 and 20:00 due to high costs without conversions, and shift budget to high-ROAS hours like 14:00 - 16:00 for more cost-effective conversions.