Which is indeed more profitable, factoring in:
✅ 22% increase in conversion rate
✅ 48% increase in NTB customers
✅ 17% increase in organic revenue
Strategies we implemented:
✔️ Optimum Campaign structure
With right campaign structure, we can essentially optimize bids and budgets, that enable us to scale up efficiently.
We set up separate campaigns for individual products, which are further split by,
- Targeting levels (from related to highly relevant)
- Match types (Broad and/or Broad modifier, Phrase and Exact)
- Focusing on SKU-specific campaigns & spend caps on lower profitable SKUs
✔️ Product Targeting
We targeted category leaders in the industry to capitalize on their search volume and generate incremental sales. The key thing to note is the CPC, which was 100% higher than keyword targets for same products but the conversion rate was higher, which hedged the ACOS.
✔️ Defensive Strategy
The client was not capitalizing on the SD defensive campaign. Implementing the strategy helped us to cross-sell other SKUs in our portfolio at lower ACOS.
✔️ Placement bidding
Focus on bidding higher for Top of Search placement helped us generate sales from people actively looking for our keywords in an efficient way. Conversions are also higher on top placements.
✔️ Listing Recommendations
We shared strategic & regular listing recommendations such as addition of key keywords in Title/Description and/or in bullet points, as well as best practices by key competitors in creatives & A+ content.
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