The client's SEARCH campaigns, overly focused on exact matches and expressions, limited sales volume and traffic.

In the jewelry sector, which is rich in varied intentions, this strict coverage prevented the capture of the relevant long tail.

The goal was therefore to broaden semantic coverage to generate more opportunities while maintaining profitability.

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ikom conducted an A/B test by adding a layer of broad match keywords in addition to exact and phrase targeting.

The test variant, driven by a value-oriented automated bidding strategy (target ROAS), allowed the algorithm to explore more queries and adjust bids based on the likelihood of conversion.

This approach increased coverage on semantically similar searches, including unexpected ones, while maintaining profitability.

In addition to capturing a much higher number of consumer queries, and moreover high-quality queries, the Histoire d'Or teams observed a significant business impact on their SEARCH campaigns subject to this test.

Sales volumes rose by 13%, revenue by 27%, and profitability by 17%.

So, full marks for this targeting.