Situation:

• Outdated ad copy

The account's ad copy had not been updated in over a year, with some outdated information.

• Untailored headlines

Many of the existing headlines were quite generic, leading to poor ad relevance and low quality score for some keywords.

• Changes to Google Ads

Google added a third headline and changed some of their ad copy rules in mid-2018, we wanted to take advantage of these changes and keep up with industry best practices.

My approach to solving these problems involved a complete ad copy refresh, due to be implemented over the course of several months.

Through close collaboration with the client's marketing team, I rewrote most of the account's ad copy, with close tailoring to the keywords.

Each round of testing was expected to last several weeks, as documented by a collaborative Gantt chart.

I took advantage of PPC tech scripts to automate the testing, significance testing and the presentation of results.