As the products are living/perishable, seasonal targeting was required. A comprehensive keyword strategy with 20,000+ keywords was required for an ever-changing inventory.

We used a multi-tiered approach for reaching new customers – using existing audience segments to reach high-value multi-buyers, and created additional tiers of communication for instant converters, slow converters and in-market.

All products with keywords researched, however volume of terms required meant effective management would prove tough and a number would fall under the “limited search volume” category.

Therefore we built specific campaigns:

• Historical top-performing products, scheduled to run at peak purchasing times.
• Overarching generic keywords covering common search terms.
• Dynamic search ads covering niche products, generating impressive results on products that weren’t previously identified.

We built two bespoke tools to assist with this project; a share of voice (SOV) tool and a bespoke crawler. Our unique share of voice tool tracked SOV for both organic and PPC visibility which enabled us to react to the data collected.

The SOV tool also highlights areas where Organic Search visibility is low compared to competition, which again can assist us in our targeting strategy.