Objectives

• Setting up a Keyword lab that will mine a high potential keyword pool for the brand, category, e-Commerce and media teams.
• Cohorting of keywords in various segments based on demand, competitiveness and performance metrics.
• Rigorous testing and learning from deployment of emerging keywords, thereby driving incremental and sustainable ad GMV.

Initiatives

• Keyword Mining: 45,000 keywords were mined across the skin, hair, makeup and fragrance categories using PDPs and existing set of keywords.
• Strategic Cohorts: 7 new cohorts of keywords were created to drive Optimal Utilization of Known Keywords, Reduce Dependency on Mega Campaigns, and Unlock Growth Potential through emerging and top contributing keywords
• Benchmarking: New metrics such as "Peak Ads GMV" were introduced. Peak Ads GMV highlights the maximum Ad GMV achieved in one day via a particular keyword based on historical performance.
• “Share of Demand“ metric: introduced to monitor brand's popularity vs. competitors and category growth rates, identifying any diminishing demand for specific brands, before it reflects in sales.

Outcomes

• 3X search volume was unlocked by the mining of never-tried-before relevant keywords
• Upto 18% increase in incremental Ad GMV from new keywords within 4 months of activation
• Drastically reduction in dependence on brand keywords: 87% of media investments were made on category keywords resulting in 88% of overall Ad GMV coming through their activation.