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The brief for this client was to boost their presence on Google search engine result pages for keywords relating to their zinc roofing and zinc facade products, targeting people within the UK on both the search and display networks. This campaign was an existing one which we were asked to take over and optimise to further maximise results.


As the campaign had already been running for a few months we started with an initial review to see how the different ad groups were performing. We were able to identify ads that were not performing well due to the lack of relevance to the keywords. We paused these and added in new ads to ensure all keywords were used within at least one of the ads. We modified the match types of the keywords we were bidding on so that our ads would show for more relevant search terms. We also added negative keywords to the campaign to prevent any irrelevant clicks.


The campaign delivers an excellent number of clicks a day which increases as the campaign progresses and we optimise further. Users that are now seeing these ads are much more relevant which has meant that the Click Through Rate (CTR) has increased by over 1.5% since we took it over.


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