Hancocks | 436% Increase in Conversions | PPC

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MULTI AWARD
NOMINATED

In Aug 2022, Hancock’s struggled to increase spend and maintain a desired ROAS.

Salience was tasked with strategising a campaign that could increase non-brand conversions & their value. Up until now, the account had been over-reliant on brand performance. This was due to the performance of brand keywords and the poor set-up of non-brand. Shopping campaigns weren’t an option, so we had to think outside the box…

Services PPC

Industry B2B, Confectionery

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Hancock’s struggled to increase spend and maintain a desired ROAS, making our objectives clear:

Increase non-brand conversions and conversion value MoM
Conversion increase x6.
Conversion value increase x 6.
ROAS to a monthly minimum of 8.

The account had been over-reliant on brand performance. This was due to the performance of brand keywords and the poor set-up of non-brand.

The objective was to make the wide product depth of the website as visible as possible.

We knew from historical data that brand was valuable, meaning we had to drive further top-of-funnel targeting to complement brand. Additionally, we had to ensure that non-brand targeting converted whilst remaining profitable.

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Due to the product range, it wasn’t feasible to manage an account of 10,000+ keywords.

Due to other challenges, we couldn’t run shopping campaigns, making high-intent non-brand keywords, through search, the sole focus.

We required creativity with our strategy – we wanted to replicate shopping campaigns through search, serving appropriate products to search queries.

Creative strategy due to the large product range and the inability to run shopping campaigns.
Dynamic search campaigns targeting specific product categories (brands and categories).
Focused on trends like vegan products and core keywords.

The Benefits Of Dynamic Search Campaigns:

The intent of search was met, even if the user wasn’t looking for a specific brand, but the brand sold a version of that product.
If the user needed a specific product size, that product was served to the user, as it would be in a shopping ad.
The relevancy of the user’s search was mirrored within the headline. The ad was directly related to that search.
Use negative targeting to stop targeting landing pages that weren’t converting or efficient.

When we took over non-brand looked like it was performing well. However, due to a mixture of smart bidding, broad keywords, and no negative keywords, non-brand keywords were serving for Hancocks brand terms. This meant non-brand targeting started with little historical data.

With Shopping not available and a catalogue far too large for a traditional keyword build, performance depended on creating a non-brand engine that could scale without sacrificing profitability.

By using Dynamic Search Ads to replicate a Shopping-like experience in Search, tightly controlling intent with category targeting and negatives, and removing brand leakage from non-brand campaigns, we were able to increase reach across Hancocks’ product depth and drive meaningful growth in new customer demand.

By rebuilding a non-brand around Dynamic Search to replicate a Shopping-like experience in Search, we turned a previously unreliable setup into a scalable acquisition engine. Non-brand coverage expanded significantly, with a 140% increase in non-branded converting keywords, while tighter intent matching and continuous negative targeting stripped out waste and prevented brand crossover.

This enabled conversion volume to scale sharply, delivering a 436% increase in conversions, alongside a 63% improvement in efficiency. Overall, non-brand became a profitable growth lever that complemented strong brand performance and made far more of Hancocks’ product range visible to high-intent searches.

140%

Non Branded Converting Keyword Increase

436%

Conversations Increase

63%

Roas Increase

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