Project Description
HP – Increase in Ecommerce market share
Key metrics impacted
ACoS – Advertising Cost of Sale | CTR – Click Through Rate | BSR – Best Sellers Rank
How do we do it
Visibility
Reallocated spends to generic keywords
We grew CTR from 0.52% to 0.91% over a 6 month period
Buyability
Impacted Conversions
Data helped the brand to improve content scores on top 20 SKUs from 68 to 80. Internal taskforce set up for 200 SKUs
Pricing
Countered competitive threat
One competitive Product was responsible for 50% sales. Using RPI we made specific recommendations
Portfolio Alignment
Promoting outliers
Moved inorganic visibility to high conversion, low visibility metrics
Reduced focus on top-sellers
Review interventions
Negative feedback loop
Addressed specific issues – example installation difficulties or misrepresentation of features
Live Tactical Interventions
Blocking competition
Keyword wise data helped the brand to block top performing competition keywords to negate intensity