For a confidential Retail client, Sales tripled from ~$500K to ~ $1.6M within one month after we reorganised their entire Adwords account.
Keywords and ads were previously duplicated and competing against each other. So we removed the separate location campaigns and created a more consistent one that includes all necessary locations as keywords and where we simply bid higher for people searching near a store.
The result was better visibility, more conversions.
Using exact match keywords and separating similar keywords into different ad groups helped increase the quality scores, which combined with new super-customized ads (keyword and device-specific) allowed us to bring the average click price down by nearly 75% – meaning we were able to accommodate many more clicks within the same budget. Removing many broad match keywords also stopped the ads from showing on irrelevant searches, therefore increasing the CTR.
The dynamic ad groups were also edited to only show for very specific product searches