In 2019, Big Blanket Co partnered with Craig Graham from Grayvault Consulting to overhaul their Google Ads approach. Craig conducted a comprehensive audit of their account, pinpointing underperforming areas and revealing significant opportunities for improvement.

Strategic Enhancements Implemented:

1. Campaign Restructuring:
   • Consolidated and optimized campaigns to align with high-performing keywords and audience segments.
   • Introduced strategic brand vs. non-brand segmentation for better targeting.
2. Bidding and Budget Optimization:
   • Implemented automated bidding strategies for increased efficiency.
   • Reallocated budgets to high-performing campaigns based on granular performance data.
3. Ad Copy and Creative Refresh:
   • Refreshed ad copy to reflect Big Blanket Co’s value proposition, using A/B testing to identify top-performing variations.
   • Integrated emotional messaging that resonated with their audience, reducing cost per acquisition (CPA).
4. Performance Max and Shopping Campaigns:
   • Launched Performance Max (PMAX) and Google Shopping campaigns to capture demand from users across search, video, and display networks.
   • Enhanced feed optimization to ensure product listings were up-to-date and compelling.
5. Conversion Tracking and Reporting:
   • Fixed conversion tracking discrepancies to provide clearer visibility into campaign impact.
   • Set up detailed custom reports, ensuring transparent and actionable insights for continuous improvements.

Craig maintained clear communication throughout the process, delivering findings and recommendations in an accessible way. His proactive responsiveness to Big Blanket Co’s team ensured alignment and fast execution.

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