Case Studies / Reckitt

Skai’s keyword harvesting and automated bidding boost sales for Reckitt Spain by 39%


Reckitt Spain, a leading consumer goods company, noticed a decline in brand keyword searches in 2020 and 2021 and a significant drop in January and February 2022. This signaled a shift in consumer search trends and posed a threat to the brand’s market share, sales, revenue, and ROI. The retail media team realized that they needed to adapt and deploy innovative tactics to remain competitive.


The retail media team implemented keyword harvesting rules via Skai to identify high-performing keywords that generated impressions and ROI within their selected thresholds. By identifying new converting keywords, the team expanded the reach and visibility of their search campaigns, leading to an increase in impressions, clicks, and sales.

This allowed ads to be shown to a wider yet relevant audience, thus increasing the number of impressions, clicks, and sales. The new converting keywords also improved the relevance and targeting of their search campaigns. This improved the ad rank, which in turn can lead to a lower cost per click. As the team harvested new converting keywords for their search campaigns, the new keywords drove more clicks and conversions, which improved the conversion rate and ROI of their campaigns.

Simultaneously, the team utilized Skai’s automated bidding portfolios, which enabled them to focus on growth rather than spending time on manual bidding. Algorithmic bidding analyzed large amounts of data and made adjustments based on various factors, leading to more efficient use of ad spend and maximization of conversions generated from campaigns, boosting ROI.


Skai’s keyword harvesting and automated bidding portfolios provided Reckitt Spain’s retail media team with the tools they needed to adapt to changing consumer search trends, expand their reach, and increase their visibility, ultimately leading to an increase in sales and ROI. These tactics can be implemented by other companies to achieve similar results and remain competitive in the ever-changing digital landscape.

The implementation of Skai’s keyword harvesting and automated bidding portfolios led to significant results for Reckitt Spain:

  • 69% increase in click traffic
  • 39% increase in sales

These results highlight the importance of continuously monitoring and optimizing campaigns to remain competitive and maximize ROI.

“By pivoting our strategy and doubling down on keyword harvesting for generics, we were able to increase sales despite a drop in search traffic for branded terms. Our ability to adapt quickly using portfolios and focus on profitability was the key to our success.”

Kevin Sanchez Mena
Performance Marketing Specialist

About Reckitt

Reckitt Benckiser Group is a multinational consumer goods company. The company produces and markets a wide range of household, health, and personal care products under various well-known brands, including Lysol, Durex, Clearasil, and Air Wick, among others. Reckitt Benckiser has a strong presence in the global market and operates in over 190 countries.

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