Reducing brand CPC while maintaining share of voice and consistent conversion volume required a mix of best practice implementations and bid floor testing. First, Merkle improved campaign structure, stripping broad match terms and replacing them with broad match modified keywords. We also expanded negative keyword lists to ensure that only relevant queries would be served ads and implemented proper query funneling to ensure that traffic was directed to the correct ad groups corresponding to user intent. In each of these ad groups, we began testing granular variations of expanded text ads to increase relevance between keywords, ad copy, and landing page in effort to increase quality scores, effectively reducing the bids required to maintain top of page ad position. Once account structure met best practice standards, the team began to incrementally dial down manual bids on brand keywords in effort to discover the lowest possible CPC that would allow ads to continue to serve in a strong position and maintain conversion volume, while improving CPC and CPA efficiency, opening up budget to be allocated to the non-brand growth the client desired. Non-brand expansion into more relevant industry terms required Merkle to create new campaigns with granular, intent-focused ad copy.