Hancocks is a B2B wholesaler targeting corner shop owners, online sweet retailers, etc. 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…
Hancock’s struggled to increase spend and maintain a desired ROAS, making our objectives clear:
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.
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.
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.
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