The results from our audit indicated that we would be more effective and drive performance more rapidly by restructuring the entire account, rather than working with what was already there.
We overhauled the keyword list, broke keywords out into targeted ad groups with more relevant landing pages, optimised bids based on ROI, wrote completely new ad creative and implemented ad creative variations for A/B testing. Of course this isn’t all that we did, but it’s all we can mention here.
By creating a more detailed account structure we were able to optimise on a far more granular level, assigning budgets to areas of the account that were performing best. This lead to an almost immediate impact to the return on investment from this channel.