Case Study: Optimizing Branded Term Strategy for Ecommerce Success

Digital Marketing Project and Client Background

In the competitive digital marketing landscape, strategic investment in search advertising is crucial for ecommerce success. We were tasked with enhancing the online visibility and sales performance of an ecommerce client specializing in men’s luxury boots.  This case study explores the year-over-year (YoY) performance impact of adjusting ad spend strategies between broad and exact match for branded terms.

Competitive Landscape and Ranking Challenge

The primary challenge was to navigate the competitive pressure from major department stores like Nordstrom and Saks, which had increased their ad spend on the client’s product line. The objective was to ensure the client’s products remained prominently positioned at the top of search results pages, thereby driving revenue growth without sacrificing return on ad spend (ROAS).

Google Ads Campaign Strategy

We employed a two-pronged approach to tackle this challenge:

1. Increased Investment in Exact Match Brand Terms: Recognizing the need to maintain top-page visibility in search results, we significantly increased spending on exact match brand terms. This strategy aimed to directly target potential customers with high purchase intent.
2. Decreased Investment in Broad Match Brand Keywords and Dynamic Ad Groups: Concurrently, we reduced spending on broad match brand keywords and dynamic ad groups, which previously demonstrated a lower ROAS. This move was intended to reallocate budget more efficiently and improve overall ad spend effectiveness.

Successful PPC Results

The strategic adjustments yielded remarkable results over the year:

• Increased Revenue and ROAS from Exact Match Brand Terms: The 29% increase in brand spending led to a 38% surge in revenue, amounting to over $773,000. More impressively, the ROAS for these campaigns improved significantly, reaching 1767%—an increase of over 6% YoY.
• Improved Efficiency from Reduced Broad Match Spending: By reducing the campaign spending on broad match keywords and dynamic ad groups by nearly 75% (down $12,300), revenue decreased by 71%. However, this strategic cutback led to an enhanced ROAS, which climbed from 956% to 1079%. This demonstrated a more efficient allocation of the advertising budget, prioritizing high-return strategies.

PPC Management Conclusion

This case study underscores the importance of strategic investment in PPC Management and search advertising, particularly in distinguishing between exact and broad match keywords for branded terms. By increasing spending on exact match brand terms, we successfully countered competitive pressures, boosting both visibility and revenue for our ecommerce client. Simultaneously, reducing spend on lower-performing broad match strategies led to a more efficient use of the advertising budget, reflected in an improved ROAS. This dual approach exemplifies how targeted ad spend adjustments can lead to substantial ecommerce growth and profitability.

Denver PPC is Your Expert Partner in Digital Marketing

Denver PPC is a Colorado-based team of PPC professionals who perform and excel in the most competitive PPC marketplaces. At Denver PPC, all of our account managers are Google Ads Qualified and have experience working in various industries.