Consumers are more aware than ever before of the globally negative impact of “fast fashion”. Consequently, the volume of search out there for ‘sustainable’ clothing has erupted.
Naturally, brands have… cottoned on to this trend, with the number of competitors increasing, seemingly, exponentially. BAM, understandably, needed to retain their search visibility. Quickly.
How we solved it
The significant increase in search competition meant that we were fighting against a rising tide of CPCs. The strategy, therefore, was to remain visible while keeping firm control of CPCs.
Our paid search teams identified target ROAS bidding as the way to achieve our goal – this Smart Bidding strategy allowed us to target the right user at exactly the right time in their conversion journey.
The uplift was immediate. And with ROAS increasing, we were able to expand the list of keywords in our campaigns to reach a far larger audience and scale in a cost-effective way.
Due to how well we were able to scale the activity with a wider keyword set we saw (vs 2019)...