Purpose
The purpose was to increase revenue while maintaining strong profitability in search marketing.
The primary objective was:
- 13.5 MSEK in revenue at a minimum ROAS of 300% over a three-month period
The assignment also aimed to improve campaign efficiency, product visibility, and overall performance across SEM channels.
Deliverables
The assignment included restructuring SEM campaigns, improving product feeds, and implementing optimized bidding strategies.
Campaign Structure & Strategy
A consolidated SEM structure was implemented based on:
- campaign consolidation to improve data signals
- alignment of campaign complexity with conversion volume
- segmentation based on product profitability and margins
The strategy focused on targeting high-value audiences and reducing exposure to low-relevance searches.
Feed Management & Optimization
Product feed quality was improved using Channable.
Key actions included:
- enriching product feeds with additional attributes
- improving product titles and product types
- creating custom labels to differentiate new and existing collections
- segmenting products based on profitability
Product categories were split into separate ad groups to allow better control over visibility and bidding.
Bidding Strategy
Automated bidding strategies were implemented and refined:
- brand campaigns used target impression share with controlled CPC
- generic campaigns transitioned to target ROAS after sufficient data collection
Bidding strategies were aligned with product performance, profitability, and lifecycle.
Evaluation of Results / Effect
Overall SEM Performance
- Revenue: 18.88 MSEK (+40% above target, +5.38 MSEK)
- YoY revenue growth: +101% (9.38 → 18.88 MSEK)
- ROAS: +15.5% (341% → 387%)
- PoP revenue growth: +20% (13 → 18.88 MSEK)
- PoP ROAS: +4.2% (324% → 387%)
Brand Campaigns
- YoY revenue: +80% (7.7 → 13.85 MSEK)
- ROAS: +26.8% (453% → 575%)
- PoP revenue: +37% (9.62 → 13.85 MSEK)
- PoP ROAS: +8.8% (531% → 575%)
Shopping Campaigns
- YoY revenue: +339% (0.96 → 4.21 MSEK)
- ROAS: +41% (185% → 261%)
- PoP revenue: +47% (2.79 → 4.21 MSEK)
- PoP ROAS: +35% (194% → 261%)
Generic Campaigns
- YoY revenue: +10% (733K → 813K SEK)
- ROAS: +36% (137% → 187%)
- PoP revenue: +33% (586K → 813K SEK)
- PoP ROAS: +71.5% (109% → 187%)
Strategic reasoning from brief to execution
The strategy was based on improving data quality, campaign structure, and bidding logic to better align marketing investments with profitability.
Campaign consolidation enabled improved use of automated bidding by increasing data signals.
Feed optimization ensured that the most relevant and profitable products were prioritized in search results.
Audience targeting was refined to reduce exposure to low-intent users and improve efficiency.
Innovation and new thinking
The approach combined feed management, campaign consolidation, and automated bidding to improve both scalability and efficiency.
The use of custom labels and profitability-based segmentation enabled more precise control over product visibility and bidding.
The integration of feed data and bidding strategies created a structure for aligning marketing performance with business profitability.
Deliverables
The assignment included:
- restructuring of SEM campaign setup
- implementation of campaign consolidation strategy
- optimization of product feeds using Channable
- creation of custom labels for product segmentation
- improvement of product attributes (titles, types, etc.)
- implementation of automated bidding strategies
- setup of performance monitoring and reporting dashboards
- coordination and rollout across multiple markets and product feeds
