After auditing the account, we recognised some lost impression share on brand searches.
Our approach directed to push the Fossil Group’s brand-impression shares as high as possible by raising bids and budgets.
From there we conducted a forecast on cost-and-revenue, based on previous data.
The budget remainder was then allocated towards activating additional generic high-intent keywords. Keywords like ‘handbag sale’ target broader user-ranges during sale periods – instead of the rather specified, ‘handbags for women.’
And with an additional channel visually relaying smoother competitor interpretation – our strategically-applied shopping ads paved the way for our client to stand out.