Optimizing brand campaigns by splitting match types brought stability and higher efficiency. The client needed to optimize their search campaigns. The problem was clear: a single large-brand search campaign was unable to use the budget effectively.
The Problem
The account contained one large brand search campaign that included all keyword match types. During peak season, the campaign often became limited by budget. This meant we weren’t appearing for the most critical keywords at exactly the right time.
The Solution
Based on historical data, we identified the keywords with the highest conversion rates and moved them into a separate Exact Match (EM) campaign. The remaining keywords were kept in a Broad Match (BM) campaign.
Strategy for the Exact Match campaign:
- Unlimited budget: The goal was to cover 100% of the demand for key phrases.
- Stability: Ensuring a predictable number of conversions and a sustainable ROAS.
Strategy for the Broad Match campaign:
- ROAS-driven approach: A flexible budget tied to performance. If the campaign delivered the target ROAS, the budget was increased; otherwise, it remained fixed.
Results
The campaign split provided a clear division of roles and better overall results:
EM Campaign:
- Achieved ROAS: 4.4
- Conversions: 76
- Stable budget with no limitations
BM Campaign:
- Achieved ROAS: 2.9
- Conversions: 115
- Purely ROAS-driven approach
The EM campaign became a stable pillar of the account with high efficiency (high ROAS) and predictable costs.
As expected, the BM campaign delivered a higher volume of conversions at a lower, yet still controlled, ROAS.
Conclusion
Segmenting brand campaigns into EM and BM proved to be crucial. We successfully eliminated impression loss during peak season while gaining more precise control over the efficiency of spent funds.
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