Merkle’s solution was to advertise on brand and non-brand keywords relevant to the tarte brand and product selection across multiple search engines. This was achieved by managing bidding strategically through elite and proprietary technical tools, while leverging engine tools and levers to further hone bids. Merkle ran shopping campaigns, powered by high=quality feeds to compete in the product listing ad space. The ability to adapt quickly to changes in marketing, performance, priorities, and consumer behavior by adjusting message, budget, and targeting were imperative to the success of this campaign.
Our methodology started with an audit, update, and maintenance of strategic match types on keywords. This was critical to ensure we had both exclusive and exhaustive coverage across the account, from brand name to product selection. Ad engagement was maximized by leveraging Google opportunities, including DSAs, Showcase Ads and Countdown copy. Shopping campaigns were expanded into EU segments and structured shopping product groups to promote the best and most competitive product on the SERP in terms of click-through-rate, conversion rate, pricing, and query relevance.