HP Inc. improves efficiencies by leveraging Skai’s keyword management tools
Challenge
HP Inc., an electronics company, was challenged with low ad visibility and needed to find ways to maximize the budget for the keywords performing best in the European region. Previous workflows leveraging native tools to monitor search terms proved to be time-intensive and unscalable for the task at hand. The team determined that to progress their overall efficiencies, a scalable solution was needed to consistently improve targeting precision over time while still meeting performance goals.
Solution
Skai’s Search Term Analysis quickly highlighted which search queries were using up budget but not returning sales at a profitable level. In a single workflow, the team was able to review suggested terms and identify which ones were not relevant to the brand before swiftly shifting them into campaign negative keyword lists.
To counterbalance negative keyword additions, the HP Inc. team also wanted to routinely capture new search terms that were positively impacting the program but had yet to be included in keyword targeting lists. With parameters that were relevant to HP Inc. performance goals, the team created automated rules for keyword harvesting that would systematically add new and relevant terms to campaigns.
By implementing negative keywords to filter out irrelevant searches and leveraging automated harvesting to add new keywords, the HP Inc. team was able to achieve consistent click-through rate increases. This trend indicated that campaign targeting precision was improving and that ads were reaching relevant audiences.
Result
Over time, the HP Inc. team found that ad spend was able to be reallocated towards keywords that were more strategic for the brand resulting in a +16% increase in ROAS. In 2023, HP Inc. experienced results that not only improved campaign performance metrics on Amazon but also progressed workflow efficiencies for the team.
“Skai’s insightful search term analysis and keyword harvesting have revolutionized our approach, driving unparalleled savings, time efficiency, and maximizing ROAS with precision.”
Ariadna Fraxanet
Retail Media Sr. Campaign Associate
About HP Inc.
HP Inc. is a technology company born of the belief that companies should do more than just make a profit. They should make the world a better place. Our technology – a product and service portfolio of personal systems, printers, and 3D printing solutions – was created to inspire this meaningful progress. We know that thoughtful ideas can come from anyone, anywhere, at any time. And all it takes is one to change the world.
Solution Used
