Scania

Assumptions

We conducted a regular analysis of keywords and their costs to exclude phrases that generate high costs with little revenue. We tested various rate-setting strategies, selected appropriate rate levels and modified customer groups. We carried out analytical activities, on the basis of which we also made changes at the level of campaigns, monitored the results and reacted to undesirable deviations. Furthermore, in creating the types of campaigns, we used the latest solutions offered by Google, among others the smart product campaign and the smart ad network campaign, both of which yielded particularly good results.