Health & Personal Care
Electronics and Fitness
Home & Kitchen
✔️ Keyword-focused campaigns
Based on search volume and relevance, we created keywords lists and set up campaigns to target them and build up traffic. For ranking, we chose highly relevant keywords with exact match targeting.
✔️ Product-focused campaigns
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
✔️ Defensive Strategy
We set up defensive campaigns to prevent those placements on the page being captured by competitor products. This strategy helps improve conversion, and allows showcasing brand portfolio (cross-promotion). Higher conversion helps the ranking algorithm.
✔️ Placement bidding
We focused on bidding higher for Top of Search placements as they have higher conversion and visibility.
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