I created different ad campaign for various cities at various times of the day. As people order in various time of the day, My team and I needed to estimate the variety of orders in morning, evenings and vacations to evaluate the greatest activity. For mobile phones I developed a separate campaign.
I started with a full SEO audit and fixing the problems of the website, tightening up the architecture and framework, and also focusing the targeting on the keywords and LSI which I knew were most likely to move the needle in sales. Redesigned the landing page and I then began to build the ads profile back up, developing whatever in an incredibly limited structure that contributed to boosting top quality rating as well as increased significance between search terms, keyword phrases, advertisements.