The Handbag Shop

About Project

Objective: Increase profitable traffic from high-volume generic search terms.

Insights: Generic Keyword describes those high search volume but low conversion rate keywords. This means there can be plenty of volume for seemingly relevant searches such as “designer handbags” but the cost per conversion is far in excess of what the sale is worth. So if you are focused on ROI then you wouldn’t target some very high volume and relevant keywords.

Our Approach: We used Google’s Remarketing Lists For Search Ads (RLSAs) to capture all the website traffic as an audience and then only target generic keyword searches if the searcher had previously visited the Handbag Shop website. Our reasoning was that if the person who searched “handbags” had recently visited the website they had already displayed purchase intent and therefore were more likely to buy than a generic searcher.

Result: The implementation of RLSA’s for generic keywords resulted in a x10 improvement in conversion rate and a 91% reduction in cost per conversion. This approach ensured we unlocked a new world of highly profitable generic keyword traffic for the Handbag Shop.

We combined this with another advanced targeting method called Dynamic Search Ads, which are keywordless campaigns in which Google crawls your website and ensures if anybody conducts a search relevant to a page on your website they see your ad. So we combined RLSAs with Dynamic Search Ads to further improve CPA and increase conversion volume.