PPC: Phonedaddy, operating online at PhoneDaddy.com, sells a unique assortment of high-quality used and refurbished electronics at great prices, including but not limited to Apple and Android devices. Our researchers defined a set of buyer personas and then performed keyword research, taking into account competitive movements, in order to designate a practical cohort of target keywords (as well as negative keywords to exclude from the campaign). From there, our content creators drafted several sets of ad variants targeted to those audiences and our project managers launched a set of Google Shopping and Bing ads. After launching the campaign we tracked user engagement with our ads and ran continuous optimizations with respect to targeting (with an emphasis on dynamic remarketing) and bid strategy in order to optimize the return on the investment required to capture each conversion.