With our entire strategy, we sought to diversify and increase non-branded ad spend in order to capture additional marketplace share.
As a high-end brand, we wanted to make them stand out in a crowded marketplace. To do this, we targeted complementary ASINs in an effort to upsell those shopping in related categories like luxury hair styling tools.
Implemented Search Term Isolation
We thoughtfully targeted relevant non-branded search terms, avoiding generic terms that were expensive and not profitable. By bidding on more specific keywords, we were able to successfully leverage these terms for profitability.
Conquested Competitors’ Keywords
By researching keywords that similarly-priced competitors we were able to bid on those terms to appear alongside their direct competitors and begin to take over those terms.
Maintained Branded Coverage
Branded content was an integral part of the brand’s existing strategy, so we maintained that coverage to ensure it wasn’t taken over by competitors.