In order to achieve Benefit’s goals, we implemented a number of PPC tactics:
• Restructured existing campaigns by using a more thorough approach to keyword match types, keyword segmentation, advert split testing, advert placement and negative keywords
• Added additional tracking codes in order to analyse what messages were working and increase the amount of data available
• Optimised Google Shopping bids and product selection based on ROI
• Made recommendations and design ideas for product pages helped engage users, made them aware of special offers, and therefore increasing conversion rates