Campaign-by-campaign optimization instructions for the team. Goal: scale spend profitably across all NB campaigns — fix what's broken, build what's missing, optimize what's working.
This campaign likely has broad/generic hair growth keywords. Replace with high-intent product-specific terms:
| Add These Keywords (PHRASE Match) | Volume | CPC |
|---|---|---|
| best hair growth serum | 5,400 | $2.04 |
| hair growth serum for women | 2,900 | $2.36 |
| natural hair growth serum | 1,900 | $1.97 |
| hair growth treatment for women | 5,400 | $4.34 |
| best hair growth products | 22,200 | $2.94 |
| vegan hair growth serum | 720 | $2.10 |
| hair regrowth serum | 1,300 | $2.36 |
| hair thinning serum | 880 | $4.54 |
| scalp serum for hair growth | 1,600 | $2.04 |
| hair loss serum for women | 1,300 | $4.44 |
Point all ads to the GRO Hair Serum product page (e.g. vegamour.com/products/gro-hair-serum) instead of the general collection. Better Quality Score + higher conversion rate.
| Negative Keyword (PHRASE) | Reason |
|---|---|
| minoxidil | Competitor/pharmaceutical |
| rogaine | Competitor brand |
| finasteride | Pharmaceutical |
| hair transplant | Wrong product category |
| diy hair growth | Non-buyer |
| free sample | Freebie seeker |
| hair growth oil | Different product |
| castor oil hair growth | DIY/different product |
| biotin | Supplement, not serum |
| hair growth vitamins | Different product |
Switch from MaxConversions to Target ROAS at 2.0x (start conservative). Once conversions flow, raise to 2.5x. Increase budget from $100/day to $150/day.
| Add These Keywords (PHRASE Match) | Volume | CPC |
|---|---|---|
| lash growth serum | 9,900 | $1.53 |
| best lash growth serum | 9,900 | $1.53 |
| eyelash growth serum | 14,800 | $1.65 |
| best eyelash growth serum | 12,100 | $1.53 |
| lash serum | 27,100 | $1.30 |
| best lash serum | 6,600 | $1.02 |
| eyelash serum | 14,800 | $1.72 |
| best eyelash serum | 4,400 | $1.14 |
| eyelash enhancing serum | 4,400 | $1.60 |
| best lash serum for growth | 3,600 | $1.53 |
Landing page: vegamour.com/products/gro-lash-serum (specific product page)
| Add These Keywords (PHRASE Match) | Volume | CPC |
|---|---|---|
| brow growth serum | 27,100 | $1.58 |
| eyebrow growth serum | 14,800 | $1.58 |
| best eyebrow growth serum | 5,400 | $1.61 |
| eyebrow serum | 5,400 | $1.52 |
| best brow growth serum | 880 | $1.80 |
| best eyebrow serum | 1,900 | $1.61 |
| eyebrow growth | 2,400 | $1.21 |
| brow serum | 2,900 | $1.52 |
Landing page: vegamour.com/products/gro-brow-serum (specific product page)
| Negative Keyword (PHRASE) | Reason |
|---|---|
| grande lash | Competitor brand |
| revitalash | Competitor brand |
| latisse | Prescription competitor |
| rodan and fields | Competitor brand |
| rapidlash | Competitor brand |
| diy lash serum | Non-buyer |
| lash extensions | Different service |
| false lashes | Different product |
| microblading | Different service |
| eyebrow tattoo | Different service |
Remove pure informational terms (what causes hair loss, why is my hair falling out) and replace with problem+solution terms:
| Add These Keywords (PHRASE Match) | Volume | CPC |
|---|---|---|
| hair thinning treatment women | 14,800 | $4.44 |
| hair loss treatment for women | 12,100 | $4.44 |
| best treatment for thinning hair | 5,400 | $4.95 |
| hair shedding treatment | 1,600 | $3.20 |
| stop hair loss women | 1,300 | $4.69 |
| female hair loss treatment | 2,900 | $4.44 |
| postpartum hair loss treatment | 1,900 | $3.50 |
| hair thinning on top women | 1,000 | $4.44 |
Landing page: Use a problem-aware landing page (e.g. vegamour.com/pages/hair-thinning or vegamour.com/collections/hair-growth) — NOT the generic homepage.
| Negative Keyword (PHRASE) | Reason |
|---|---|
| what causes hair loss | Informational only |
| why is my hair falling out | Informational only |
| alopecia areata | Medical condition, needs doctor |
| hair transplant | Different solution category |
| minoxidil side effects | Competitor research |
| dermatologist | Seeking medical advice |
| hair loss causes | Informational only |
| male pattern baldness | Wrong demographic |
Add these competitor terms (PHRASE match). Bing has different user demographics (older, higher income) — some of these competitors may index higher on Bing than Google:
| Add These Keywords (PHRASE Match) | Volume (Google) | Why |
|---|---|---|
| nutrafol | 165,000 | #1 hair supplement competitor |
| nutrafol reviews | 12,100 | Comparison intent |
| nutrafol vs vegamour | 1,900 | Direct comparison |
| keeps hair | 8,100 | Male-adjacent competitor |
| hims hair | 6,600 | DTC competitor |
| grande lash serum | 40,500 | Top lash competitor |
| revitalash | 5,400 | Lash competitor |
| viviscal | 33,100 | Hair supplement competitor |
| rogaine for women | 22,200 | Pharma competitor (Bing demos) |
| nutrafol alternative | 1,300 | Switching intent |
Force Bing PMax to be more selective. If it can't hit 3.5x, it should spend less and let Branded Search handle it. This is branded traffic — it should be printing money, not losing it.
If Microsoft Ads supports it (PMax negative keyword capabilities differ from Google), add branded terms as negatives in PMax to force it to only find nonbranded traffic. This prevents cannibalization of Branded Search.
Check that the PMax asset groups have strong headlines, descriptions, and images. If using default/auto-generated assets, replace with the same high-quality copy we're building for the search campaigns. Ensure the final URL is pointed to specific product pages, not the homepage.
Campaign is beating its 2.5x target at 3.17x. Raise to 3.0x to push for better quality clicks while still giving Google room to spend. This is a gentle push — don't over-constrain.
With 55% of top impressions being lost, the campaign has room to grow. Increasing budget allows Bing to bid more aggressively on branded queries and capture more of the available demand.
Bing users skew older and higher income. Ensure headlines emphasize quality, clinical backing, and premium positioning rather than discounts. Consider adding sitelink extensions for top product pages (GRO Serum, Lash Serum, Brow Serum, Shampoo) if not already set up.
It's crushing the 1.5x target at 3.26x. Raise to 2.5x — this will actually help Bing prioritize higher-value shopping queries while keeping strong performance.
Check the Merchant Center feed for completeness: product titles should include brand name + product type + key benefit (e.g. "VEGAMOUR GRO Hair Serum - Vegan Hair Growth"). Ensure all product images are high-quality. Add GTIN/MPN if missing. Bing Shopping rewards complete feeds with more impressions.
| Campaign | Current tROAS | Recommended tROAS | Reasoning |
|---|---|---|---|
| Branded Search | 2.5x | 3.0x ↑ | Delivering 3.17x — gentle push |
| Shopping-BX | 1.5x | 2.5x ↑ | Delivering 3.26x — double the target |
| PMAX-BR | 2.5x | 3.5x ↑ | 0.71x actual — force efficiency or reduce spend |
| Hair Growth Solutions | N/A (MaxConv) | tROAS 2.0x | Switch strategy after rebuild |
| Problem-Aware | N/A (MaxConv) | Keep MaxConv | Need conversion data first |
| Competitor | N/A (MaxConv) | Keep MaxConv | Need conversion data first |
| NB-Products | 1.0x | Hold (paused) | Re-evaluate after search rebuilds |
| PMAX-NB-Themes | 1.4x | Hold (paused) | Keep paused 60 days |
| ☐ | Task | Campaign |
|---|---|---|
| ☐ | Restructure keywords (remove generic, add 10 high-intent PHRASE) | Hair Growth Solutions |
| ☐ | Build new RSA (15 headlines + 4 descriptions) | Hair Growth Solutions |
| ☐ | Update landing page to GRO Serum PDP | Hair Growth Solutions |
| ☐ | Add 10 negative keywords | Hair Growth Solutions |
| ☐ | Switch to tROAS 2.0x, increase budget to $150/day | Hair Growth Solutions |
| ☐ | Create Lash ad group (10 keywords + RSA) | Lash & Brow Growth |
| ☐ | Create Brow ad group (8 keywords + RSA) | Lash & Brow Growth |
| ☐ | Add 10 competitor/service negatives | Lash & Brow Growth |
| ☐ | Tighten keywords (remove info, add 8 problem+solution) | Problem-Aware |
| ☐ | Build new RSA (15 headlines, problem angle) | Problem-Aware |
| ☐ | Add 8 negatives (informational queries) | Problem-Aware |
| ☐ | Task | Campaign |
|---|---|---|
| ☐ | Add 10 competitor keywords (nutrafol, grande lash, etc.) | Competitor Conquesting |
| ☐ | Build competitive RSA (15 headlines, comparison angle) | Competitor Conquesting |
| ☐ | Raise tROAS 2.5x → 3.5x | PMAX-BR-Products |
| ☐ | Review PMax asset groups (headlines, images, URLs) | PMAX-BR-Products |
| ☐ | Task | Campaign |
|---|---|---|
| ☐ | Raise tROAS 2.5x → 3.0x | Branded Search |
| ☐ | Increase budget $2,000 → $2,500/day | Branded Search |
| ☐ | Add sitelink extensions (GRO Serum, Lash, Brow, Shampoo) | Branded Search |
| ☐ | Raise tROAS 1.5x → 2.5x | Shopping-BX |
| ☐ | Review product feed quality in Merchant Center | Shopping-BX |
| ☐ | Task | Campaign |
|---|---|---|
| ☐ | If PMAX-BR still below 2.0x after tROAS raise → reduce budget to $200/day | PMAX-BR-Products |
| ☐ | If Hair Growth Solutions has 10+ conversions → increase budget to $200/day | Hair Growth Solutions |
| ☐ | Evaluate if NB-Products should be reactivated or stays paused | NB-Products |
| ☐ | Evaluate PMax-NB-Themes — keep paused unless search NB is profitable | PMAX-NB-Themes |