The challenge
Ad spend working against
organic Share of Voice
The brand had been using a retail media software platform from a competing provider, but their ad spend was yielding poor results. This was primarily due to a focus on ineffective branded campaigns that negatively impacted their organic Share of Voice.
The previous retail media presence lacked a strategic approach, and the brand struggled to understand how their ad spend was allocated. Without visibility into the true drivers of performance, or insights and input from the team, they couldn’t make informed decisions to improve their strategy over time.
Ineffective branded campaigns
Spend cannibalizing organic Share of Voice
No spend visibility
Unclear how ad dollars were allocated
No strategic input
No insights into the true drivers of performance
The solution
Spend where ads are incremental
CommerceIQ’s integrated retail ecommerce platform introduced Incremental ROAS (iROAS). By estimating organic performance, the brand can find the keywords with the largest opportunities for incremental ad spend that won’t cannibalize organic sales.
Shift the budget mix
From low-iROAS brands to high-iROAS brands in the same category
Boost high-iROAS keywords
Higher bids and budgets where ads add sales, not cannibalize them
Hold priority keywords
Share of Voice maintained on the keywords that matter most
The results
Brand invests in crucial keywords
to gain Share of Voice and sales
In just 3 months, an enhanced presence in the most relevant keywords drove growth across sponsored and total Share of Voice, while ad sales outpaced ad spend.
