If ROAS significantly decreases on a Temu sponsored product ad campaign, what specific action related to keyword targeting would directly address this issue?

If ROAS (Return on Ad Spend) significantly decreases, a crucial action is to refine keyword targeting by identifying and removing underperforming keywords and adding or expanding on high-performing keywords. This involves analyzing which keywords are generating conversions and which are only driving up costs without resulting in sales. Underperforming keywords should be paused or removed from the campaign. Simultaneously, the budget allocated to high-performing keywords should be increased and new, similar keywords should be researched and added to the campaign. For example, if a campaign targeting 'red running shoes' has a poor ROAS, while 'red athletic sneakers' performs well, the former keyword should be removed, and more specific keywords like 'red trail running shoes' or 'red marathon sneakers' should be added to capitalize on the successful trend. This focused approach ensures ad spend is directed towards keywords that drive sales, improving the ROAS.