Results
The Challenge
The Process
While a sudden shift to generic terms can result in reduced efficiency, we progressively implemented a strategy that achieved the desired returns.
We implemented a bid staggering strategy, prioritizing Exact match keywords, while setting lower bids on the Broad, Phrase, and Auto to continue driving keyword discovery, but at a lower cost. The bidding was done on high-volume terms.
Our experts devised a strategy for holiday launches by making separate campaigns and budgets for holiday items, running Sponsored Products ads across all match types and placements, and launching Holiday Sponsored Brands with holiday-themed ad copy and video ads.
Understanding what works best and distributing the campaign budgets correctly enabled us to explore the brand’s possibilities across different audiences. By monitoring this process daily, we achieved growth with minimal impact on key metrics and without surpassing the client’s profitability margins.
The Solutions
We understood that implementing and testing all ad types on the platform was a high priority. The key to this was strategically working our way from highly efficient Sponsored Products campaigns to, usually, less profitable ad types with a broader reach.
Understanding what worked best and distributing the campaign budgets correctly enabled us to explore the brand’s possibilities across different audiences.
By utilizing our strategy, we were able to build strong fundamentals and from here, the team will be able to progressively build and scale additional ads.
Having an established base strategy as our foundation that covers main keywords and placements with additional campaigns. This approach ensures strong fundamentals, allowing us to scale and build upon our success. Our efforts help us achieve an evolving brand presence by continuously testing and integrating different campaigns.
