OMD eliminates €44k in wasted spend for Philips by leveraging Skai’s Search Term Analysis

Philips is part of consumers’ daily routines and self-care rituals with globally loved products and solutions, across Grooming & Beauty, Oral Healthcare & Mother and Child Care categories. The brand partners with OMD for Amazon campaign management and optimization. A primary goal for Philips was to protect and expand market share across product lines by maximizing budget efficiency and ad relevance. To make sure every click counted, OMD already ran daily ad scheduling to ensure visibility during peak purchasing hours. The agency aimed to improve targeting even more by reducing or eliminating search results through negative targeting, a straightforward strategy to prevent wasted ad spend. However, with hundreds of campaigns and across multiple countries, reviewing search terms reports weekly became a tedious and time-consuming task.

OMD focused on using AI and machine learning with Skai’s Search Term Analysis (STA) to analyze keywords across Philips’ campaigns and markets. STA grouped terms with similar intent into themes, highlighting low-performing keywords. The agency received alerts from STA to review the underperforming topics weekly, allowing them to quickly identify which campaigns and ad groups needed action taken across all categories and profiles.

The filtering options enabled the team to easily review days from the past 60 days and adjust their focus on specific metrics or time frames. Within minutes, they could negate and remove the underperforming terms from the campaigns at scale.

By identifying search terms that underperformed, OMD drove more qualified traffic to Sponsored Products on Amazon for Philips. The refined focus on negative keywords for strategic categories across the EMEA markets helped the agency save a total of €44K in ad spend for the brand. OMD also saved time by moving from manually reviewing search terms to leveraging AI and machine learning features in Skai.

This data-driven approach to targeting led to a 30% increase in impressions and a 33% boost in conversions, helping drive substantial revenue improvements. But the optimization didn’t stop there. STA became part of OMD’s weekly optimization workflows. The success prompted the team to explore Skai’s Search Term Analysis in other regions to improve campaign targeting and optimize performance.

Philips is a leading health technology company focused on improving people’s health and well-being through meaningful innovation. Headquartered in the Netherlands, the company is a leader in diagnostic imaging, ultrasound, image-guided therapy, monitoring and enterprise informatics, as well as in personal health.

Learn more at philips.com.

OMD brings together ecommerce skills and experience across Omnicom Media Group agency disciplines to help brands execute connected commerce strategies and grow sales and share of their digital shelf.
Learn more at EMEA | OMD.