NDA Protected Breakdown · Home & Kitchen · US Marketplace
US Home & Kitchen Brand: 38% to 17.5% TACOS & +41% Contribution
A fast-growing US brand had seen ad spend double while profits vanished due to broad keyword bleeding and auto-campaign cannibalism. We rebuilt the portfolio around contribution margin.
Strategic Actions
- Audited search-term logs over 180 days and harvested 310+ high-converting exact keywords.
- Separated brand defense, category conquesting, and exact-match ranking campaigns with strict portfolio bid caps.
- Re-engineered backend search terms and updated listing copy to capture indexation on missing high-volume long-tail terms.
- Set automated hourly dayparting rules to throttle non-converting midnight bid waste.