How Kenvue unlocked >5000 new keywords and unlocked GMV growth
Epsilo's AI mined untouched new keywords for Versuni which helped in driving incremental GMV when activated through paid search
5,450
new keywords discovered
14%
revenue contribution
6X
ROAS
PRODUCTS USED
INDUSTRY/ CLIENT
MARKETPLACES
The Challenge
The team lacked easy access to a source or a method to strategically identify the high potential keywords for incremental GMV growth. Moreover, the team wanted to understand the share of demand for their SKUs vs competitors
The Solution
COMPETITIVENESS ANALYSIS: Using combinations of search volume, estimated bidding price and performance metrics, the team identified the right keywords to activate and to bid optimally for.
KEYWORD COHORTS: Important keyword groups such “High Potential” cohort which had keywords with higher demands but lower bidding prices as well as “Emerging” which identified high in-demand keywords were activated
The Results
28% better ROAS vs existing keyword portfolio
87% of the newly activated keywords delivered Ad GMV within 2 weeks
844 (33%) additional but never tried before keywords were harvested
Conclusion
Epsilo's Keyword Lab can accurately track emerging keywords and trends in a jiffy using AI. It also helps in creating custom cohorts which could be activated as per specific occasions; for example, top emerging, top BAU, top mega sales, etc. so as to aid activation given specific days and time periods when the SKU-KW combination works the best for conversion goals as well as to maximize visibility on the digital shelf.
“Through Keyword Lab, we developed a deeper understanding of the right Keyword Activation strategy as well as identified additional levers of driving incremental Ad GMV. The platform is highly intuitive, easy to use and made an impact right from the first month”
Pragya Mehra
Regional Digital Commerce Manager, Kenvue