Strategic Keyword Expansion and Dayparting:

Nectar harnessed the power of meticulous keyword research and an aggressive dayparting strategy across all markets. By tailoring advertising visibility to coincide with peak shopping hours, we ensured that Souper Cubes' products remained in the limelight when customers were most active.

This strategy allowed for the optimization of advertising budgets, redirecting funds from off-peak hours to bolster campaigns during high-traffic periods, thus maximizing reach and engagement.

Brand Store Optimization and Growth:

In the US, Nectar revamped the approach to Sponsored Brand campaigns by switching to Store Spotlight campaigns, which played a pivotal role in boosting brand store followers by 28% in Q1 2024 alone. This strategic shift not only enhanced brand visibility but also fostered a more direct connection with the consumer base.

Meanwhile, in Canada, the launch of a new brand store marked a significant milestone, allowing for the creation of Sponsored Brand campaigns that drove additional brand awareness and expanded the digital shelf space.

Advertising Diversification:

Nectar moved away from previously relied-upon automatic targeting campaigns to embrace a full-funnel strategy. By segmenting branded from non-branded searches and breaking down campaigns by keyword match types (exact, phrase, broad), we achieved granular control over advertising spend.

The campaign types were tailored to regional specific market conditions. This diversification increased Souper Cubes' brand awareness significantly and optimized their digital shelf space, ensuring a broader reach to potential customers.

Marketplace Cleanup and Expansion:

In the UAE, the challenge of third-party sellers taking over the buy box was systematically addressed, clearing the path for Souper Cubes to reclaim its rightful market share. Once resolved, advertising campaigns were launched to full effect, flooding the marketplace with Souper Cubes’ presence and achieving immediate success.

This cleanup allowed for an optimistic projection of tripling OPS in 2024. Similarly, in Australia, leveraging keyword research from the UK market facilitated rapid account growth despite a challenging 3PL transition. By aligning with the linguistic similarities between the UK and Australia, Nectar was able to implement a highly effective advertising strategy that promises substantial growth.

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