After initial keyword and competition research we restructured all campaigns following best practices and what we had seen work internally across other clients in the industry.
The Carabao activity was very offer led, so we established a plan to review performance at every level every 2 weeks in order to fully benefit from what we were learning from the data and implement changes to the next campaign immediately.
Our Google search ads were focused on brand, generic, competitor and supermarket keywords initially to reach all potential customers . Google Smart Shopping was utilised to in order to best promote the latest deals.
On social we tested a range of interest, lookalike and broad targeting as well as testing different creative types and ad copies until we found what worked best for our audience.