Google Ads optimization for LED lighting store

What was done:
Audit of the advertising account;
- Improving tracking on the site, setting parameters for dynamic remarketing;
Collection of semantics for search campaigns;
Creating relevant ads and extensions;
- launch several search campaigns on different geos - for equal display throughout the country and more detailed optimization;
Starting and optimizing standard and smart trading campaigns;
- Search campaign optimization - keyword analysis, adding minus words, adjusting bets;
Starting and optimizing dynamic remarketing;
The launch of the Interest Campaign and Discovery Campaign;
Creating and testing different audiences by interest;
Analysis and elimination of ineffective locations;
- Optimization of key KPI indicators - conversion cost, ROI, ROAS, as well as work on CPC reduction and CTR increase.