Dominating Branded Search for Maximum ROI
Maximizing Tradesy’s Brand Visibility in a Competitive Market
The Challenge
Tradesy faced increasing competition from resale marketplaces like The RealReal, which aggressively bid on brand-related keywords, inflating CPCs. To maintain dominance in branded search, Tradesy needed to secure top ad placements while keeping costs under control. Additionally, the brand wanted to expand search volume, improve conversion rates, and maximize ROAS during seasonal peaks without excessive spending.
The Solution
To maintain competitive positioning without overspending, Tradesy refined its bidding strategy to focus on high-intent brand queries while keeping CPCs sustainable. The team expanded keyword coverage to include variations and common misspellings of "Tradesy" to capture a broader audience.
To drive engagement, ad copy was optimized with clear value propositions, emphasizing Tradesy's authentication process, competitive pricing, and exclusive promotions. A/B testing helped determine the most compelling messaging, ensuring that ads resonated with potential buyers. Additionally, evergreen promotional offers were incorporated strategically to increase CTR and improve conversion rates.
Audience segmentation was another key tactic, allowing the team to tailor bids for new versus returning customers. Higher bids were allocated for new customer acquisition, while a more conservative bidding strategy was applied to returning users to optimize efficiency. During Q4, when brand searches typically peaked, budget allocations were adjusted dynamically to maintain visibility without unnecessary cost spikes.
The Results
A strong brand presence in search requires continuous monitoring and adaptation to competitor behavior. Expanding keyword coverage helps capture incremental traffic, while strategic bidding and segmentation optimize budget efficiency. Promotional offers and refined ad copy significantly impact CTR and conversion rates.
Brand search volume increased by 15% YoY
Q4 GMV grew by 41% YoY
Conversion rate improved by 21%
AOV increased by 17% YoY.
