In order to increase brand visibility amongst the highly competitive generic search space for bottled water, we focused our strategy on leveraging a full funnel approach to capture customer demand for both broad and niche searches.

We used automatic ads to learn and analyse how customers were finding and discovering the brands products. Then once we analysed the data from the ad campaigns, we setup campaigns with manual bid strategy focused on targeting the highest converting keywords with aggressive CPC bids to ensure top-of-search ranking, in addition with placement bid modifiers.

We then began to capitalise on the unique properties of the brands water, which includes health benefits such as low sodium content, nitrate free and having naturally high levels of electrolytes. We built out of campaign structure and targeted keywords to double down on these niche customer demands, enabling the brand to be highly visible amongst health conscious and fitness enthusiast shoppers.

By working closely with the brand team, we were able to closely align product demand with available stock levels. Through continual optimisation of the allocated campaign budget allocation per each product, we avoided wasting ad spend towards low stock volume products and instead doubled down on products with the highest demand and available stock.