Upon assessing the account, I discovered that a single e-bike series accounted for the majority of conversions, with other series being under-advertised. I segregated the popular products and utilized machine learning to broaden our audience reach and drive more conversions.

Next, I optimized the account structure by eliminating unnecessary traffic through keyword and audience refinement. We introduced long-tail generic keywords and competitor product equivalents to capture additional relevant traffic. Simultaneously, we utilized display and video ads to educate our core audience about lesser-known products. We also optimized landing pages based on competitor insights and launched a new shopping campaign with refined product feeds.