Vitamin Supplement Company was selling their product via Google Adwords for a couple years and all of a sudden their cost per aquisition (CPA) went way up to the point that they were spending more money to make a sale than they were making per sale.

Client was losing $30 per sale. The client’s product name was the same as a rap song and their ad was was showing for people searching for lyrics to this song. This obviously didn’t affect them until the rap song was released which was the reason for the sudden dip. We call this Broad match gone wrong.

After completing a full audit it was determined that the appropriate action was to add a negative match keyword for ‘lyrics’ so Google would not show their ads when searches contained this word.