Oppo
What I did for this brand
Year by year, piece by piece.
Womenswear E-commerce · Istanbul
How I approached it
What made this hard
With low brand awareness you compete on price alone in Shopping. Among dozens of shops selling the same product, price is the only distinguishing signal and margin erodes fast. On top of that, first-visit purchase rates in fashion are low; most of the traffic looks and leaves and never comes back.
What I prioritised
On Shopping I moved less contested long-tail product groups into their own campaigns, where price isn't the only deciding factor. On search, category queries were separated by depth of intent. Accepting that the real gain sits in remarketing, I built the setup to make the first visit count: if the visitor who looked and left isn't brought back, the click you paid for is wasted entirely.
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