A Long-tail Strategy Increases Sales, Maintains ACoS.

The Approach

• START WITH A PLAN

  Our team proposed that we optimize campaign structure and targeting without increasing monthly allocation for three months. Our plan would increase attributed and organic sales without driving up ACoS.

• PRECISION IN ALL THINGS

  We didn’t want irrelevant products to cannibalize relevant ones. In any scenario where a keyword had to be duplicated for multiple products, we prioritized the most relevant product by giving it a higher bid.

• FRESH ADVERTISEMENTS

  We created sponsored product campaigns for all product categories. We grouped products by category and search volume instead of keyword and product relevance to drive the Client’s products to interested audiences.

• PLAYING THE LONG GAME

  Long-tail keywords were added to the targeting strategy in “test” campaigns aside from traditional Head Terms. We shifted the budget to a 50/50 split between traditiona head keywords & long-tail. In our method, 50% of ad spend targeted “birthday cards” & 50% targeted handmade watercolor birthday cards for adults.”