Saloni
An e-commerce brand selling to the US market. Acquisition with Google Shopping and Meta Advantage+; an organic base with technical SEO and category content in parallel.
Year by year, piece by piece.
E-commerce · US
What made this hard
In the US market competition is dense and click costs are high, which narrows the room for error. Automated campaign types like Advantage+ and Performance Max look attractive here, but when both enter the same audience at the same time they buy each other's inventory and the reports show it as two separate successes. I've written about why Advantage+ doesn't solve everything.
What I prioritised
I separated the scope of the automated campaigns: which product groups and which audiences each could enter was bounded from the start. On search, brand protection was kept separate. SEO was planned to build a base independent of ad budget; in a market with click costs like the US, the share of organic traffic is a profitability question, not a nice-to-have.
