With increasing competition in e-commerce, one must master the art of advertising strategy and keywords. In the era where everyone is browsing on the internet, it is essential to set the right target audience and understand their search language. Using well-researched keywords and a good understanding of advertising campaigns can change your online business game and increase your sales multiple folds. One such example is the success story of one of our clients, a big name in the food industry. 

Overview

As a renowned brand in the food industry, it needed to enhance its reach on multiple platforms and spread awareness about the brand. Amongst various competitors in the online space, our task was to boost its visibility and bring significant growth in sales. The brand was also looking for a high rise in its conversion rate.

Challenges

1. Low Visibility-  The ads running for the products were not targeted with the correct keywords, failing to reach the right target audience. Biddings were not appropriate enough to get good visibility. 
2. Lack of Brand Awareness- Customers were not aware of many products, the brand caters to as biddings were not keywords rich.
3. Low Sales Volume- Because of low visibility and failed attempts of achieving the buy box, the brand was experiencing low sales volume. 
4. Minimum Conversion Rate-  Due to the lack of interactive content on the product page, it was difficult for the audience to understand the product better and trust the brand. Customers left the page without making any purchases which resulted in a low conversion rate. 

LIS Approach to Overcome the Challenges

With the motive to increase sales and conversion rates for the brand, we worked prominently on eight marketplaces which included Blinkit, Big Basket, Amazon, etc. Our vision was to boost awareness about the brand and convince the audience why our products were better through content and media. We focused on result-oriented campaigns and keyword analysis. As it was a food brand, we made sure to gain more visibility during festive seasons and make the best of it.

Some of the vital strategies were- 

• Post research on the most common search terms, we placed increased bids based on category-specific keywords and optimized the bids on the overall existing keywords. 
• Created new keyword-enriched content and revamped media for the brand on various online marketplaces to create an interactive and customer-centric image of the brand online that built more trust for the brand’s products. 
• For the most efficient results, our experts wisely eliminated the negative keywords to reduce unnecessary spending and allocate more funds to performing keywords.
• Took 360 campaign approach and created individual campaigns in different categories, namely brand, cross-category, competition, etc. Each campaign was strategically implemented with the aim of attracting potential customers. For the utmost efficiency of the campaigns, we followed special campaign nomenclature to identify the type of campaigns through their name. 
• Reviewed the performance of the campaigns daily and revised campaigns accordingly for optimum performance.
• Employ LIS’s in-house scrapping tool “LIS SPIDER”, to keep track of the product’s visibility, achieve buy box and get out-of-stock notifications to minimize the loss of sales.
• Connect with the brand on a monthly basis to identify the requirements and frame strategies and plans forward in advance.

What we achieved?

• Increase in Impressions by 3x
• Increase in CTR by 24%
• ACOS brought down by 10%
• Increase in Sales by 2x