Scaling Non-Branded Search Without Sacrificing ROAS
Driving Tradesy’s Growth Beyond Brand Searches
The Challenge
Unlike branded search, non-branded campaigns faced high CPCs and intense competition, making it difficult to acquire new customers profitably. Tradesy needed to expand audience reach while maintaining an optimal ROAS. A key challenge was ensuring that ad spend was directed toward high-converting search queries rather than broad, low-intent traffic.
The Solution
To maximize efficiency, Tradesy restructured its non-branded search campaigns by implementing a tiered bidding strategy based on search intent. High-intent searches, such as "authentic Chanel handbags," received aggressive bids to capture purchase-ready customers. Mid-funnel searches, like "best places to buy designer bags," had moderate bid allocations, while broad exploratory searches had controlled spending to prevent wasted budget.
Smart bidding was introduced to leverage Google’s machine learning capabilities, dynamically adjusting bids based on user behavior. This automation ensured that high-value prospects received the right bid levels, improving conversion efficiency. Additionally, Tradesy continuously refined its ad copy to enhance engagement, testing various promotional offers, urgency-driven messaging, and category-specific CTAs.
To further optimize performance, new audience segments were introduced, focusing on lookalike audiences modeled after Tradesy's highest-value customers. This approach helped improve reach while maintaining a strong ROAS.
The Results
Effective non-branded search scaling requires a strategic balance between audience expansion and bid efficiency. High-intent segmentation, smart bidding, and continuous ad copy optimization drive higher returns. Leveraging lookalike audiences can significantly improve the quality of traffic.
Non-brand GMV increased by 242% YoY
Overall non-brand GMV grew 125% at a 4.65 ROAS
Q4 ROAS improved to 5.03
