Hinzelman’s uses the filters on the top to sort for the best-performing search terms. With the main objective of increasing sales, Hinzelman’s looks for the search terms with high sales, and a high ROAS, but also checks that the ACOS is within their ACOS target. In contrast, they additionally look for the search terms with low performance. For example, the ones with low impressions, clicks, or sales, or a particularly high ACOS when there is a high number of clicks without any sales.
Hinzelman’s makes a note of those best-performing and worst-performing search terms, as they will need these later for their manual campaigns.
Based on this example, Hinzelman’s put ‘luftbett selbstaufblasend’ (high clicks, good sales, good ROAS, and ok ACOS), ‘aufblasbares gästebett’ (good CTR, sales, and ROAS, with acceptable ACOS), ‘gäste schlaf luftmatratze’ (very good ROAS and ACOS, despite low impressions) on their list of high-performing search terms. They add ‘premium luftmatratze’ (high CTR and cost, but no sales; indicates the product might not be what the shoppers are actually looking for) and ‘einfache luftmatratze’ (barely any clicks and no sales) on the list of low-performing search terms.