After collecting enough performance data, we identified products that were spending significant amounts of budget without contributing to conversions (either add to carts or purchases). By excluding these products from the campaigns, we were able to redirect budget toward top-performing items that had a proven track record of conversions. Before implementing these exclusions, we communicated with the client to ensure there were no concerns on their end. This approach allowed us to invest efficiently in products that were already delivering great results.

Initially, the product Shopping titles were not optimised, leading to a lower click-through rate (CTR) and missed opportunities for higher traffic. We reviewed the existing titles with the client and identified areas for improvement. By reworking the titles to be more specific to each product variant and aligning them with common customer search terms, we were able to increase CTR significantly. This improvement in the shopping titles helped drive more targeted traffic, ensuring that the products reached the right audience and contributed to overall campaign success.