Outpacing the category with a share of voice (SOV) aware advertising strategy
Situation
This brand ($100M+ in OPS) was struggling to achieve growth in a highly competitive category. They had been investing heavily in paid search, but the performance was plateauing.
Strategy
First, we identified the keyword niche for their brand. This list comprised ~300 keywords, ranked by relevance and search volume. Then, we set keyword specific SOV targets based on their assortment. Finally, we optimized spend based on performance and ad efficiency in order to get them to achieve their SOV targets.
Results
After being behind category growth rate for the trailing 12 months, this strategy enabled the brand to achieve 30% growth YoY, vs the category growth rate of 4%.
It’s not just about spending more, its about spending smarter
This case proves that with the right keyword structure, SOV targets, and budget, you can scale in even the most competitive environments. Success isn’t about outspending your competition, it’s about outsmarting them.
If you're ready to make your ad dollars work harder, we're here to help.
Let’s talk about building a profitable growth strategy tailored to your category.
