The objective

Boosting sales and enhancing brand impact for an established product

The goal of this campaign was to increase sales and strengthen brand visibility for an existing mattress product in the competitive Home & Kitchen category. With high competition and a less-mainstream product size, the challenge was to improve performance while maintaining cost efficiency and growing brand recognition.

The solution

A targeted approach with enhanced visual appeal and strategic advertising

The campaign leveraged a combination of keyword testing, advertising adjustments, and visual optimization to achieve significant results. Key strategies included:

Keyword Testing and Optimization

• Conducted extensive testing of high-potential keywords for increased natural visibility.
• Applied a "max traffic method" to ensure broad keyword coverage.

Visual Enhancements

• Optimized the main product image and visuals to improve click-through rates.
• Tailored visuals to align with branding while appealing to key customer segments.

Ad Budget and Placement Adjustments

• Increased advertising budgets and allocated resources across SP, SBV, and SB campaigns.
• Tested waterfall positioning for core keywords to control CPC while maximizing exposure.
• Focused on non-top SB ad placements to avoid direct competition with dominant brands.

Category Leadership

• Leveraged the product’s top 3-5 subcategory ranking to consolidate traffic and capitalize on associated sales opportunities.

Overcoming challenges

Innovative solutions to stay ahead of competitors

Challenge: Competing against brands with high market power.

Avoided direct competition by optimizing ad placement in non-top positions and enhancing visual branding.

Challenge: Slower traffic acquisition due to less-mainstream product size.

Focused on consolidating King-size mattress traffic and leveraging associated rankings to drive overall sales.