Improving the Quality Score by restructuring campaigns, setting up new adgroups with ads more relevant to the keywords, we managed to improve the CTR whilst bringing down the average CPC. Together with bid management, taking into account the varying conversion rates for different adgroups/keywords, we managed to increase traffic at a similar cost, and as a result the revenue increased as well. The Cost/Revenue ratio dropped from 27% in the first quarter of 2015, to around 20% during the remainder of the year.
Through continuous improvement of the account and bid management we were able to bring the CPC further down in 2016, whilst traffic and revenue increased at a similar spend/revenue ratio. Further growth was achieved in the years to follow, pushing more on shopping which still had the better performance.