Sign in with Google For businesses with a global footprint, success can present a paradoxical challenge: The more you lead in a market, the harder it is to find new avenues for growth.
This held true for BannerBuzz until it adopted an e-commerce marketing strategy that unlocks new opportunities and drives profitable growth in a saturated market.
BannerBuzz offers a one-stop shop service, from conceptualisation to creation, of premium, customised banners and displays, helping businesses and organisations achieve their marketing goals. It is the flagship brand under the global e-commerce leader Group Bayport, which specialises in manufacturing personalised products for consumers and enterprises.
BannerBuzz has served over 10 million customers in nearly 40 countries over the last decade. It scaled its operations to the U.S. using non-brand Search campaigns, which accounted for 75% of conversions from Search.
Its success in maximising conversions from high-volume, top-tier search terms, however, meant that continuing with the same e-commerce marketing strategy would yield diminishing returns.
To move beyond the saturation, BannerBuzz had to find untapped customer segments and drive profitable growth.
BannerBuzz’s strategy for profitable growth amid market saturation
Having hit the ceiling with top search terms, BannerBuzz decided to pursue long-tail keywords. But it can be difficult to identify and bid for those keywords efficiently without the right strategy.
For instance, the traditional approach of manually identifying and adding longer search terms to a keyword list is inefficient because new queries continuously emerge.
So BannerBuzz used this three-step approach to achieve profitable business growth:
Step 1: Evaluate if a long-tail keyword strategy will lead to significant conversions
With the help of Google, BannerBuzz conducted a projection analysis of search term volumes for 20 core product categories known to attract long-tail searches.
The analysis revealed a clear growth opportunity: There’s significant demand from customers making longer search queries.
By using auction insights data in Google Ads, BannerBuzz could identify less saturated sub-categories to target.
Step 2: Establish the right success metric
Cost per click is a typical metric for search campaign success. But a keyword strategy focused on high-value conversions requires value-centric measurements like return on ad spend (ROAS) to accurately capture business impact.
With the right metric in place, BannerBuzz could optimise its campaigns toward the business outcomes it cares about, including average order value and profitability.
Step 3: Adopt the latest AI-powered campaigns
After establishing a solid foundation for growing beyond its saturated core, BannerBuzz activated Smart Bidding Exploration.
Powered by Google AI and flexible bidding targets, Smart Bidding Exploration lets businesses capture user traffic from diverse sources, including a wider range of unique searches, and bid opportunistically on previously unattainable searches.
BannerBuzz activated Smart Bidding Exploration on an existing campaign using a target ROAS bid strategy and broad match. That allowed Google AI to find new, qualified leads among long-tail searches and valuable customer segments that manual campaigns would have otherwise missed.
In turn, BannerBuzz could bid on less obvious but valuable queries more often, to find high-intent customers at scale and secure more conversions.
As a result of its robust e-commerce marketing strategy and use of AI-powered campaigns, BannerBuzz uncovered a large, untapped market and drove incremental conversions.
Of the new customers it acquired, 24% of conversions came from net new search terms discovered through Smart Bidding Exploration.
Additionally, the new search terms contributed to 14% of the total conversion value, proving that the gain in traffic was not just incremental, but also highly profitable.
The cost for the new search terms was also 13% lower than the campaign average, indicating efficient growth.
If your business is facing a growth plateau due to market saturation, consider BannerBuzz’s success story. Your next wave of growth may be found in previously untapped segments. And with the right marketing strategy and AI-powered campaigns, profitable growth is well within reach.
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Contributors: Saurabh Jain, Account Executive, Tech, Media & Telecom, Large Customer Sales
